Marketing is at a crossroads. The rise of digital and mobile is providing the ability to get even closer to customers and deliver experiences that meet their needs. But like every change, it can be daunting. The discipline of marketing is moving fast and that means learning new skills and techniques to reach customers. Today’s marketer has to combine being a (big) data scientist and a technologist that can create and run web, mobile and social media campaigns with the more traditional skills of understanding customers and creating compelling propositions to reach them.
Luckily of course, being marketing, there are no shortage of gurus and conferences available to advise on how marketers can make the move to embrace digital. Unfortunately many of them may be well-marketed but are short on actionable content for the majority of businesses. After all it is no point seeing what someone achieved with a multi-million pound budget when you are scrabbling around down the back of the marketing sofa for loose change to pay for your new Facebook campaign.
That’s where the forthcoming Another Marketing Conference (25 June 2013 at the Junction in Cambridge) comes in. Designed to help marketers innovate, it features inspiring speakers and a chance to network with peers in great surroundings. I attended last year’s and found it a refreshing mix of interesting presentations and discussion of the pressing issues affecting marketers at all levels. Most importantly, I’ve used lots of what I learnt last year since then – and not just as content for blog posts. I’m not alone – according to the organisers 91% of last year’s delegates would recommend it to a colleague.
This year’s speakers include:
- Rory Sutherland, Ogilvy, on multiple models of human behaviour
- Richard Murphy, Nokia, talking about reinventing the company in the digital era
- Paul Berney, Mobile Marketing Association, on reaching mobile consumers through content and context
- Peter Waggett, IBM, discussing big data
- Julie Roberts, TMW, on making marketing effective
- Dave Trott, The Gate, talking about unleashing the creative spark
- Jon Dodd, Bunnyfoot, discussing tapping into human behaviour
- Julie Strawson, Monotype, on delivering a seamless consumer experience across multiple touchpoints
There are a lot of marketing conferences looking to advise people on what to do next. From my experience last year, Another Marketing Conference is well worth checking out, whatever sector or size of business you are in.
Since time immemorial accurate maps have been crucial to attaining and keeping power. Navigational maps helped first the Portuguese and Spanish, then the English to reach (and annex) new territories across the globe. Later colonialism literally redrew the map of Africa, creating countries where there were none before. Maps are critical in battle and to take stock of your resources and population.
So control of maps brings control over your subjects. As we move into a mobile device dominated future this explains the enormous battle to command mapping in your pocket, using the power of GPS and network connections to find out where you are. Nokia spent $7.7 billion on NAVTEQ, while Google StreetView has seen the search giant survey the world at a granular level. It explains why Apple ditched Google and launched its own ill-fated Maps app on the latest iPhone – the company simply didn’t want to give up control of such vital data to a third party.
Essentially knowing where you are enables companies to better understand your behaviour and target offers that fit your location and background. And that’s the positive news – it now only takes four location data points to identify a mobile user according to new research. Something that law enforcement agencies (and criminals) are no doubt very interested in.
But for all its benefits GPS isn’t as accurate as mapping companies (and advertisers) would like. Particularly in large buildings, such as shopping centres, it doesn’t give pinpoint positioning. Which is why Apple has just paid a reputed $20m for indoor mapping specialist Wifislam, which uses ambient wifi signals to offer maps accurate to 2.5m. With this level of data clever marketers could target you with an offer for Costa as you walk into Starbucks while the police could place you (or at least your phone) at the scene of a crime in a crowded city.
Apple isn’t alone in looking at indoor mapping – Google now features 10,000 floor plans submitted by businesses while Nokia’s Destination Maps product has more than 4,000 locations in 38 countries.
I often bang on about privacy and how marketers need to tread a fine line between providing targeted offers and respecting personal space. And the move to indoor mapping, combined with ways of interacting such as QR codes, augmented reality apps such as Aurasma and Near Field Communications (NFC) mean that the possibilities of tracking, understanding user behaviour and tailoring marketing could become ubiquitous. Except in the countryside, where poor mobile coverage means that if you are lucky it tells you what village you’re actually in.
The future is hyperlocal and mobile – marketers need to embrace this, but make sure that they’re getting buy-in from customers or they risk a privacy backlash from both individuals and regulators.
Turning your brilliant idea into a world-beating product requires a lot of things – drive, commitment, flexibility and often a large slice of luck. But one element it can’t really do without is money – whether to develop prototypes, employ staff or simply pay your own bills.
Finding funding has never been easy, but the range of potential sources does seem to be growing. As well as traditional sources such as VCs, banks, angels and friends and family, there are a range of government grants and multiple competitions that can potentially help startups take a step forward. I’m not saying this necessarily makes gaining investment easy, but it does give more options.
And another option that is expanding rapidly is crowdfunding – sharing your idea with the world and getting them to back it before you start the expensive business of actually producing anything. If you don’t attract the pre-orders then it should probably act as a wake-up call – are you producing the right product that people actually want?
There’s been a run of successful, over-subscribed launches on sites like KickStarter. The company behind the Pebble smart watch raised over $10m and will start shipping real products this month. On a smaller scale, projects like photography book I Drink Lead Paint hit its target of £10,000, unleashing the thoughts and images of Mr Flibble onto the world. And B2B versions like Funding Circle have attracted government backing, making £20m available to British businesses over the next 12-24 months.
With growth like this, it is no wonder that Deloitte predicts that crowdfunding will double in 2013, raising £1.9 billion globally this year. Not huge in the scheme of overall investment, but potentially opening up funding options to smaller scale projects in a simple way.
But, with more and more projects out there looking for crowdfunding, how do entrepreneurs get people to view what they are doing – and potentially part with their cash? Kickstarter’s own stats show that just over 40% of projects hit their funding targets, showing it isn’t as simple as launching and waiting for the money to roll in.
This is where an enormous opportunity arises for the marketing and PR industries to get involved. Crowdfunding projects need marketing in the same way as any other product, identifying target audiences and demonstrating the benefits your new wonder widget brings to them. And then you’ve got to reach them, using both social and traditional media to identify the influencers that are likely to help you spread the word and convincing them and the world at large. Obviously the downside is that projects don’t tend to have any ready cash, but for anyone brave enough to go for payment by results the business is out there. At a time when the PR industry is suffering financially, creating smart, all-in-one services that help you get crowdfunding or launch your new iPhone app are just what it needs to be developing to recapture growth and build relationships with the next generation of smart businesses.