If you’re a marketer grappling with the challenges brought on by digital disruption, and missed my webinar, “CRM in the Age of Digital Disruption” you can catch a video replay below.
During the informative 30 minutes I discussed that the keys to success are:
Why does CNN’s homepage photo about Facebook buying Instagram look like it’s the coming of the apocalypse?
One thing I love about working in digital production is that development is rarely over — there’s always room for improvement. But I often hear tales of brands and marketers who are afraid of iteration, afraid of imperfection and afraid of ever launching in beta.
Well as the old saying goes,
“No one’s perfect. That’s why pencils have erasers.”
And while that’s true… it’s only half the story. I have plenty of experience with offline production, and there’s nothing scarier than signing off on the final proof before a piece goes to press, and then all of a sudden…
So I’d say that in the digital age, a truer statement is:
“No one’s perfect. That’s why keyboards have a delete key.”
The beauty of online production is that you have the tools, and often the opportunity, to constantly recreate what you’ve launched — always learning and building upon the framework you’ve established. It’s only a few ones and zeros after all, nothing that can’t be fixed with a few lines of code.
Consumer beta launching is a concept that has been embraced by some of the most successful digital products out there. But it shouldn’t stop there. Agencies and brands should embrace imperfection not only in what they launch, but in their internal development processes.
I recently tweeted this article that I came across in Digiday that argues the merits of marketers thinking like developers. This line sums it up best, “Saying you’re agile and being agile are two different things.” Too often, brands and agencies claim “agility” but then still treat “beta” as a four-letter word, and fear the prospects of something that’s not 100% perfect being presented internally or to a client.
There’s a Confucius quote I use sometimes:
“Better a diamond with a flaw than a pebble without.”
So next time you’re working on a digital build, convince your team to share liberally and develop iteratively. It’s only by losing the fear of imperfections that you can get close achieving something special.
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I don’t remember where I found this, but it’s the story of my life:
“Anybody can be cool… But awesome takes practice.”
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Techcrunch is featuring an article on Scoople, an app that that marries gamification with the news.
Here’s what TechCrunch had to say:
The app was created by a startup called Dygest. When you’re using it, you get a stream of news stories, and each story has an associated poll. For example, you can read a story about the iPad’s new Retina display, and then fill out a poll about whether you’ve preordered the iPad already, earning points in the process. You can also vote on what you think the majority of Scoople users will say. There’s even a leaderboard of those who do the best job of predicting the the larger response.
As an avid newsreader, and an incredibly competitive person, I’m already obsessed with this app. So to commemorate this idea, I’m offering 10 POINTS*to everyone who reads this post! Just drop me an email at firstname.lastname@example.org to let me know!
*Points are not redeemable for anything, anywhere, at anytime.
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I hosted a Webinar for Wilson today, titled “CRM in the Age of Digital Disruption.”
The session covered how brands can apply CRM best practices to succeed in a world where consumers seem to have a great deal more control than they used to.
Consumers have so many devices these days - and they can decide what device to use, when they want to use it, and HOW they use it (often using them all simultaneously). This can often lead marketers to feel they’ve lost control of how to deliver their message in a clear and concise way.
During an informative 30 minutes I discussed that the keys to success are:
Springwise recently featured an interesting profile on a social sharing platform called Share Some Sugar.
Share Some Sugar is a network for the peer-to-peer borrowing of goods. Need a power drill but don’t want to go out and buy one? Search on Share Some Sugar to borrow one from someone close-by for free (or a small fee.)
Borrowing obviously isn’t a a new idea (I’ve been bumming power tools off of my family for years), and even online borrowing has been around for a while (just search for “borrow” on Craigslist) but by putting a digital spin on an age-old concept, Share Some Sugar and other collaborative consumption sites like it are helping to further widen the gap between brands and consumers.
In the past, would I have ever walked up and down my apartment building knocking on doors asking if I could borrow a power drill? Nope. If I needed one and didn’t know someone I could get it from, I’d go out and buy it. But if I could do all that searching online? Well… Maybe I still wouldn’t do it, but especially in this post-recession world, there are plenty of people out there who would.
And the instances of online-borrowing may see a rise as the Millenials come of age in the marketplace. A recent study on Millenials reported on Pando Daily found the following:
Millennials trust strangers over friends and family. They lean on UGC for purchases.
Gen-Y believes that other consumers care more about their opinions than companies do, which is why they share their opinions online.
As their market share grows (Gen-Y is projected to form 75% of the workforce by 2025), Millenials’ purchasing decisions will have greater and greater impact. And if this group is already heavily predisposed to trusting strangers, relying on UGC for purchases, and believing other consumers care more about them than corporations, it’s not a leap to think that the they’d be open to cutting out the brand all together, and turn to online borrowing.
So while we probably won’t be migrating to a straight-up peer-to-peer borrowing economic system any time soon, sites like Share Some Sugar may be on to something that’s worth watching.
I introduced my father to foursquare today… And more importantly “foursquare specials.”
We ended up at Chili’s because of free basket of chips and salsa.
It kinda makes the years and years of studying up on technology all worth it.
Thank you, foursquare.
The blog formerly known as “AdverSnark” is now “Digirupt.com“
So, what is Digirupt.com? Well do you read FastCompany? VentureBeat? TechCrunch? PandoDaily? The Verge? Springwise? Inc.? Digiday? TheNextWeb? Wired? ReadWriteWeb? It’s a lot like those… except REALLY smaller… and by just one guy.
So, why should you care about Digirupt? Because of that one guy.
I’m Jeff Fogliano, a career digital marketer (I like to call myself a digital marketing impresario*). For more than 10 years I’ve used a unique blend of analytic thinking, curiosity, technological expertise and humor to craft digital strategies and lead interactive initiatives for a wide range of Fortune 500 companies.
Digirupt will be my words on the age of Digital Disruption (Get it? Digital Disruption) and how it is changing the way we relate to our devices… the way we relate to brands… and the way we relate to each other… with a healthy dose of snark thrown into the mix.
And if you simply can’t get enough of my forward-thinking words of wisdom, you can also check me out here:
*I’m not really sure what “impresario” means… but I like the word.
Just suggested to @jenniferbnyc that she use Pinterest to save items for our wedding registry. Love finding practical applications for tech. — @JeffFog