For every legitimate and corporately run group like Jeep's annual Jeep Jamboree adventure event and meet-up, you have groups like IKEA Hackers. Formed in May 2006 on a blog, this website is now full of passionate IKEA customers who build their own, unique, projects by modifying and repurposing IKEA products.
The San Francisco based startup Secret (that was founded by two former Google and Square employees) is getting tons of attention, followers and fans. In short, you can write anything that's on your mind, add photos or colors to the background and customize this content while being able to share it, free of judgment, and without attaching any of your personal information or profile to it.
I jokingly tell colleagues in the marketing world, that you can't throw a professional marketer down a flight of stairs these days without the words "big data" tumbling out of their pockets. There's no need to benchmark brands against their competencies with big data because, quite frankly, most brands don't even have a proper definition for what big data means.
If we are ever to have kids that will benefit from screens, instead of wasting their time on it, it is the adults who will have to do a better job of figuring out ways to turn these devices from a time killer into an idea generator. Technology has become a self-fulfilling prophecy. This isn't about how much time kids spend with screens, it's about what's on the screen. Screens are no longer the things we use to waste time and take our collective minds off of our day-to-day lives. These screens have come alive, and a child's ability to understand this, work with them and -- ultimately -- use them to create something is going to be a key indicator of their ability to be successful in life.
Contrary to popular marketing ideology, we do not live in a multiple-screen world. My world is about one screen: whatever screen is in front of me. Too many brands continue to build digital ghettos where the Web, mobile, social and even e-commerce occupy and have their own, unique, strategies. This leads to brands that are wildly different across their platforms. To put it simply? These strategies are stupid. Here's why.
While the philosophy of why we work continues to evolve and modernize, it still feels like we hold on to the dogma of what business is supposed to be. Perhaps with all of this moral awakening, sharing on social media, connecting to others and events like Occupy Wall Street or the Arab Spring, we should be paying closer attention to the human bottom line rather than the financial one?
Before you start lighting up those pitchforks and come after us marketers with a mix of mass hysteria and moral panic, take a look at your own online behavior and ask yourself, which scenario you prefer? Go to Amazon and start shopping (presuming you have been there before), and ask yourself, "what is the experience like?"
It's hard to argue that most content-based webpages aren't all that annoying, but there is a cost for access and there is a cost for this content that must be paid by the consumers. Whether this is a paid-subscription model to underwrite the profitability of the business or ad-supported as the model, consumers have to accept that advertising and pageviews are going nowhere.
As a marketing professional, there is nothing I hate more than receiving any form of communication (email, Web experience, social media, mobile, whatever) and not see an obvious place where I can either opt out of the communication or protect how much information is being captured. As a consumer, I probably hate it more.
Is it any surprise that flashy headlines and fake celebrity death memes on Twitter get so much attention? In this era of digital narcissism, where our gateway to content is through the lens of the people we like and admire most, traditional and digital publishers must now grasp for attention in an even flashier way.
The speed with which our world now lives could well put an end to the world of iconic brands. Before all of this connectivity, a great brand could stand the test of time. It now seems like insanity. The Beatles were iconic. Do you believe that any of the musicians today that we admire will be able to leave this kind of legacy? What about companies?
For almost as long as email has existed, people have complained about getting too many emails. We celebrate inbox zero as if we just gave birth to a new child. While some lauded the arrival of the first BlackBerry, many saw it as a digital manifestation of the ball and chain that would shackle them to their office.
When someone jumps from the edge of space back to earth and it's all supported by one brand, you know you are staring at a winner. Felix Baumgartner's supersonic freefall from 120,000 feet not only broke the speed of sound and a world record to go along with it, it practically broke YouTube as millions upon millions of people watched the drop from space online. And with that event, Red Bull also captured the hearts and minds of marketers all over the world.
It turns out that consumers want one thing: their issues resolved. And, they want it done fast. Faster than fast. The challenge is this: the majority of brands act fast... as fast as they can. Sadly, it's not even close to being fast enough for consumers. Now, brands and consumers are going to have move forward and figure out a way to define what the true speed limits are.