Posts Tagged ‘big data’
Guest post by Fred Studer (@fredstuder), Chief Marketing Officer at NetSuite
As my friend Brian Solis says, “This is a time to question everything.”
Let’s start with marketing, because it’s overdue for a revolution.
Today’s customers are in the driver’s seat – it’s a buyer’s market and the buyers are better informed than ever. Prior to making a purchase today, customers research and compare products assiduously while tapping into both the opinions of people they know directly and reviews from online communities they trust. In fact, by the time a customer engages with an organization, they may well already be 70 percent of the way along a traditional sales cycle.
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.
Why Generation-C requires empathy and personalization not marketing…
In 2012, I spoke at a conference in Amsterdam focused on big data and intelligence to help businesses keep pace with the new generation of connected customers. I remember watching an informative and entertaining presentation by Dr. Peter Gentsch, founder of the Business Intelligence Group (B.I.G.) in Berlin. While this was two-years ago, a lifetime in today’s new media world, I feel his example is still as relevant today as it was then.
Guest post by Lisa Arthur, CMO of Teradata Applications and author of the new book Big Data Marketing (Wiley). Follow her on Twitter @LisaArthur.
Guest post by Eric Schwartzman, founder and CEO of Comply Socially, which helps employers manage the risk and capitalize on the opportunities of social media in the workplace. Follow him on Twitter @EricSchwartzman
The online Boston Marathon bombing witch-hunt last week dragged social media down to a new low.
Social media has become “the cocktail party from hell,” writes Maureen Down in her column “…with the flood of information jeopardizing meaning.”
The onslaught of real-time social, local, mobile (SoLoMo) technology is nothing short of overwhelming. Besides the gadgets, apps, social networks and appliances that continue to emerge, the pace of innovation is only outdone by the volumes of data that each produce. Everything we share, everywhere we go, everything we say and everyone we follow or connect with, generates valuable information that can be used to improve consumer experiences and ultimately improve products and services.
A key objective for senior executives over the next several years is to use disruptive technology to get closer to customers, to improve relationships, and enhance experiences. It is a considerable move and the result will usher in a new era of adaptive and empathetic business models. However, this is a move that is easier said than done., especially when vision and execution are two sides of different coins. This is a critical path where businesses must not only commit to new technology and goals, but also invest in the methodologies, systems, processes, and people to bring about change from within before it can effectively engage outside.
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.