Andy on Twitter

  • So A2 milk invests 75% more in marketing and reaps massive results. Great to see a brand with the courage to bet o… ,
  • The hunt for the fish pirates who exploit the sea ... great read ,
  • Execsplaining the McSweeny’s “Business Words” – : The Next Generation ,
  • I see the highlanders are still sporting their awful hi-vis safety vest uniforms.,
  • The Machine Stops... ,
  • Reckon abandons battle with rivals MYOB, Xero... thinks it’s because ⁦@Xero⁩ throws money and marketing... ge… ,
  • Germany blocks Facebook from pooling user data without consent. So does this rule apply to every merger? Tough call… ,
  • The nonsense never ends ,
  • Interesting but Marketshare nailed this some years ago... Unilever Is Working on a Cross-Media Measurement Model to… ,
  • While I can’t stand the Super Bowl Ad Mania this move by Yellowtail is interesting in how they’ve got around ABs ca… ,
  • As many as 11,543 Microsoft employees got swept up in a reply-all email apocalypse ... that’s why it should have be… ,

Archive for the ‘Required Reading’ Category

  • Connect

On Tomaz’ Predictions

Liked Tomaz’ predictions. Have been pondering for some time the idea of a new generation of “unicorns” – or just good old-fashioned startups – that begin to siphon off underserved segments of incumbent’s customer bases.

 

Ansarada is a great example of this. Sitting at the intersection of information, processes, and collaboration for material events (siphoning from the cloud storage providers and CRM players which offer generic solutions ill-equipped to meet the needs of a material event (IPO, M&A, Audit, etc.). They also smash the prediction that data engineering becomes the new customer success.

 

Same is true of HR software – which SaaS providers have done a great job of addressing the big enterprise need – but little to address (at a reasonable price) the most basic needs of an org – like, building an org chart, understanding who is on point for what, and what is happening across a team. Much like Xero has done for small business accounting, more start-ups will look to address the needs of the small to medium businesses with far more economical, simpler and easier to use solutions.

 

Either way, a good read of what’s ahead in 2019. Four more sleeps…

  • Connect

Quote to Ponder

“In today’s economy, innovation means elegant theft: robbery of your data, privacy, health insurance, or minimum-wage protection”

– Prof Scott Galloway

A point well made in his most current email. Not absolutely true but, say, >80% for some Unicorns… 

 

  • Connect

Own Customer Experience or Else

Paul has a great interview with Carl Rose. Highlights well the need for marketing to own customer experience, not be purely a communications function, and to drive pricing to reflect the market dynamic – and that doesn’t mean discounting. Carl is spot on:

“It’s in business performance and the current corporate mantra for revolutionising customer experience that Rose says is where the marketing profession has missed a trick. Much of the conversation around the marketing discipline in public debate links marketing primarily to communications – media, advertising and digital marketing techniques. But Rose says it’s a “hard row to hoe” because it creates a disconnect with business units and their financial performance, particularly when new customer experience programs can be hardwired to metrics senior management can quantify beyond other softer marketing and brand measures.

The logical place for the ownership of customer experience is undoubtedly marketing,” he says. “I would venture to say in many consumer electronics companies, the customer service component is still stuck with engineering, spare parts and repairs. If marketing had perhaps done a better job commercially in the past, it could be more trusted with the customer experience job.

“A lot of companies don’t know where to put customer experience. They know it’s not a good fit with customer service in its traditional form because it’s very transactional. The key is the chief marketing officer needs to be joined at the hip to the commercial objectives and results of the organisation.”

It’s time for CEOs to trust marketers with customer experience – then they’ll get to see the commercial nouse that most marketers have. And for all to adopt a more strategic view of the brand – invest in the brand, drive openness/memory, and look to activate demand through means other than price.

“I found myself in the middle of lots of conversations with the fluffy CMO on one side and the very basic sales discount trading executive on the other. I would say ‘please don’t talk about fluffy stuff and please don’t talk about 10 per cent off anymore, or just tactical promotions. What can we do with strategic partnerships, for instance?’ We might need a promotional element but let’s move our brand forward in a way that isn’t just 15 per cent off.

So right. Wonder how many will have the patience to pursue this when faced with the pressure of near-term sales targets?

  • Connect

Back to Bloggin

Well, finally have the time to get back to writing and posting. Have missed it. Have a whole range of thoughts, observations and more to load over the next week.

First thing I’m pondering – somewhat ironically – is whether newsletters are the new blogs. Am amazed at the quality of the newsletters hitting my inbox – some standouts include the weekly missives from Mumbrella, Dense Discovery, The Daily Skimm, Monocle Minute, Fortune and Sentiers. All well optimised for Mobile. Nearly all the content – or at least enough – in the newsletter so no link back-alleys to get lost in.

Time to reignite the CMO Agenda as well. 

  • Loved

Post Truth

Can’t wait to read Yuval’s latest.

Such good writing. Does beg the question as to why Fake News isn’t our friend.

In fact, humans have always lived in the age of post-truth. Homo sapiens is a post-truth species, whose power depends on creating and believing fictions. Ever since the stone age, self-reinforcing myths have served to unite human collectives. Indeed, Homo sapiens conquered this planet thanks above all to the unique human ability to create and spread fictions. We are the only mammals that can cooperate with numerous strangers because only we can invent fictional stories, spread them around, and convince millions of others to believe in them. As long as everybody believes in the same fictions, we all obey the same laws, and can thereby cooperate effectively.

Indulgences-Coffee