In April 2012, I wrote a piece that explored online social behavior and its impact on commerce and decision-making. The work was inspired by a series of studies based on the work of Robert Cialdini that identified six universal heuristics that shoppers use to make decisions.
In a late 2013 study, Gallup found that only 13% of workers actually feel engaged at their jobs. What’s worse is that 63% of the workforce is not engaged at all. But wait, the news gets even more disheartening. An astounding 24%, one-quarter of the global workforce, is actively disengaged right now. Essentially we have a significant number of workers doing their best impression of corporate zombies who go through the everyday motions to collect a paycheck.
When I published the first in a new series of reports exploring the state and future of Digital Transformation, it was almost the antithesis of a typical technology report. It didn’t talk about tech trends for automated marketing. It mentioned zero platforms, software or apps for improving processes, manufacturing or customer or employee engagement. It also didn’t talk about the latest enterprise cloud services to improve marketing or CRM or process big data and the like. Instead, I, along with my Altimeter Group colleagues Jaimy Szymanski and Charlene Li, offered a behind the scenes glimpse to learn about the people who are bringing about change inside of companies and how technology serves an enabler for digital transformation.
Viginia Coutinho is a dear friend who just released a new book (in Portuguese) that helps strategists think differently about social media. She is also the organizer of Upload Lisboa, a fantastic event in Portugal that focuses on innovation and disruptive technologies. Earlier in the year, she surprised me by asking if I would consider writing the foreword. Even though I don’t write much about social media these days, I couldn’t let her down. Now that her book is available, I wanted to share the English version of the foreword with you here.
It’s that time of year when experts share their predictions and others assemble them into long lists. Yay!
I’ve only managed to write one officially so far. And to be honest, it’s less of a prediction and more of something for a wish list, not just for the future of marketing, but all of business.
Have you seen the popular HTC One TV commercial featuring Gary Oldman? It’s quite brilliant really. A highly celebrated A-list actor is paid millions to say little more than “blah blah blah” throughout the entire commercial. I’m reminded of it because that’s the reaction I tend to have these days when I hear the words “big data.” It’s almost as if I’m transported to the classroom in a Peanuts episode listening to the muted voice of the teacher muttering incomprehensible monotone words.
Earlier this year, I was asked to write the foreword for a new book focused on experience marketing and CX. The opportunity appeared while I was in the throes of researching and writing my (not yet announced) book. As hard as it was to pull away from it, I must admit that it was a welcome distraction.
So, I stopped what I was doing and read the manuscript for Connect: How to Use Data and Experience Marketing to Create Lifetime Customers by Lars Birkholm Petersen, Ron Person, Christopher Nash.
Guest post by Monica Corton (@momusing), Executive Vice President, Creative Affairs & Licensing Next Decade Entertainment, Inc.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it. Many of you already follow some of the most notable trends disrupting markets today and I know you’re devising new strategies as a result in order to compete in these ever shifting markets.
- Real Time
- Social Media- Mobile
- Sharing Economy
- Peer-to-Peer Economy
- Maker Economy
- Internet of Things
- Crowd Funding/Lending
My good friend Steve Rosenbaum released his new book, “Curate This,” to help us learn the ins and outs content curation. This is his second book and also the second time I’ve had the privilege to write his foreword. In fact, this time around, I wrote two. I’d like to share the first with you here. I’m sure I’ll publish the second at some point in the near future.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.