A Need for IT and Martketing to Unite
A while ago I should have published this but must have gotten very frustrated in the communications divide between IT and Marketing (March 2010). But as time as shown, I think it still holds true today if not more so.
“I recently read an article from Marketing Profs – http://bit.ly/cHVAAb – regarding developing a dashboard for monitoring your marketing efforts. While nothing new, it is an effective tool if developed and built correctly. The dashboard should be clearly presented on the screen, via browser, and include all important metrics. Each metric should have the ability to be clicked and provide details or reports including finances, sales returns, leads, etc. resulting from particular campaign, strategy able to and even better if presented in real time. And if you want it built correctly and maintained daily, you better have a great relationship with your IT peers. Which in turn would mean, that IT should play a big part in your marketing efforts – especially your online efforts. No?”
The reason I bring this up today is an article I read in CIO magazine. It’s a well-respected periodical with a well-respected author. A good read as well. It is also my inspiration for obtaining an MBA Degree in Marketing after 20 years working in IT. (It’s worth and the membership which is free)
The article opens up with a great short paraphrased business case and goes on to discuss tips that focus on the real focus of any organization: The Customer.
In short, it’s all about understanding the other’s needs. For instance:
Marketing wants now; “it’s all about me”; IT has server change lead times; IT supports EVERYONE.
Marketing needs: flexibility: web page changes such as landing pages to advertisement links that engages customers;
IT in return needs: certain notification lead times; landing page specs;
Marketing needs: pertinent and targeted consumer information;
IT in return needs: specific data and itemized search information to build pertinent reports;
With that said, we all know that each of us on a personal or departmental level all have our own sense deliverables and objectives. Each organization has its own idea of needs.
But these are truly short term. Because we truly all know that the long term health of the company brings us all a certain level of rewards.
And as time will tell, having IT and Marketing work cohesively will build stronger sales results.
Any ideas or thoughts on its impact and building a Marketing-IT partnership?
Does Your Marketing Strategy Include IT?
I recently read an article from Marketing Profs – http://bit.ly/cHVAAb – regarding developing a dashboard for monitoring your marketing efforts. While nothing new, it is an effective tool if developed and built correctly. The dashboard should be clearly presented on the screen, via browser, and include all important metrics. Each metric should have the abiltiy to be clicked and provide details or reports inlcuding fiances, sales returns, leads, etc. resulting from particular campaign, strategy able to and even better if presented in real time. And if you want it built correctly and maintained daily, you better have a great relationship with your IT peers. Which in turn would mean, that IT should play a big part in your marketing efforts – especially your online efforts. No?
Any ideas or thoughts on IT’s impact and building a Marketing-IT partnership?
4 Reasons Why TV and Internet May Unite (Epsiode 3)
As I mentioned in an earlier post many industry experts have been bemoaning the death of TV and the ascension of the Internet as people’s preferred new medium for spending their free time and even enjoying their entertainment.
O'Bama gets sworn in Source: HBR.org http://bit.ly/eNywLx
But recent studies have revealed that people are actually multitasking – surfing the web while watching TV. And some of these folks, Deloitte and even Nielsen have found that these two mediums have actually become complimentary.
Complimentary in that, people are using the Internet to discuss their favorite shows and events. People are using the Internet to share with their friends what and when they are watching.
Here are four reasons why this cordial relationship may get serious:
- Nielsen panel findings shows increasing number of people engaging both mediums simultaneously:
“… the early trends seem to indicate that online usage is complementing, not substituting for, traditional television viewing. We will be watching this trend carefully to see how television viewing drives Internet usage and visa versa.” Howard Shimmel, Sr. VP of for Nielsen – Client Insights
Source: WSJ - http://bit.ly/eoEctD
And be certain that the execs at the big TV networks are certainly aware of viewers new habits. And be certain that new strategies are being developed to tap into the power and viral nature of the Internet and Social Media.
“The Internet is our friend, not our enemy. People want to be attached to each other.” – Leslie Moonves, chief executive of the CBS Corporation
“People want to have something to share… these conversations are important for all big event programming, and also, honestly, for all of television going forward.” – Alan Wurtzel, the head of research for NBC Universal
Sure there is some bridge work that needs to be done here in order to make this work. But it seems that the two are edging closer to a long term relationship. There are many more reasons why this may happen and why it can be successful. Feel free to comment and share your ideas here.
Where The TV Meets The Internet (Episode 2)
Sure. For years studies have showed that viewers do NOT want the Internet to invade their TV screen. But I disagree. That was the past. And why are people using TWO screens? Why move from one device to another? Isn’t that cumbersome? Certainly people are becoming quite nimble when it comes to their electronic devices. But wouldn’t be totally cool if we could interact with all of our favorite media devices (or vices depending how you closely attached you are to them) on one screen?
Just look at mobile devices in which people talk, Tweet, and share on Facebook on a single device. People today are looking for a single device to browse the web, chat with friends, and listen to music (and soon to be purchase things) on a single device which in the end simplifies their electronic world.
Well, the time has come for the TV makers to include Internet interface on their TV devices. Just one more simple connection from the TV to the broadband provider’s box whether it be Verizon FIOS, the cable provider, or satellite dish and it all comes together. Offer an optional USB for the keyboard or additional functionality in the remote control and folks can share their viewing habits with the world. Better yet, integrate a Bluetooth connection and make the accessories wireless.
That’s right. That’s all it takes. And in the words of Jackie Gleason’s character, Ralph Kramden, “And away we go!”.
It just takes some one to start the bus up and take the folks for the ride.
Certainly there are some additional technical factors involved here. 
But they are not difficult to overcome nor are they expensive. The idea for allowing TV sets to enable an Internet interface and share the screen with a person’s favorite TV show does not involve atom splitting or even rocket science. Soon IPTV will be here and it will bring even more capabilties.
Just as a person will view the TV screen (in screen) and scan for the night’s TV schedule or Movies on Demand, a viewer should be able to bring up their favorite web page. While I’m watching my favorite sitcom, I should be able to blog, Tweet, or share on Facebook the latest news, joke or episode of my favorite show on my TV.
Why not? Think how we split, panel, and view multiple applications on our PC’s. With the advent of larger TV screens with better resolutions, imagine a 42 or 52 inch LED screen allowing for a section of the screen to include an Internet connection to whatever web site we desire. There is plenty of room for both. Give the viewer what the viewer wants when they want it.
What makes people use two or more devices? Because that is all we have today. As mentioned in Episode 1 , people have become multitaskers and the evolution of people and their devices. It’s about evolution on a human and technological level. It’s about making both mediums converge and work as both a way for people to interact and share their experiences both online and off. It about marketing opportunities to make two marketing mediums more connected and more better.
In Episode 3 we’ll discuss some business reasons why the convergence should evolve. Read the rest of this entry
The Internet and The TV Converge (Episode 1)
Over the past few years there has been a lot of talk regarding the emergence of Internet advertising and the slow eventual death of TV. Certainly some of this talk was warranted considering people’s attention and time shifting from their TV sets and onto their PC’s or mobile phones. Study after study showed people’s interest shifting their eyeballs from the remote control and onto their keyboards. Pundit after pundit decried, “we are entering a new world of personal entertainment where the PC has become the centerpiece of attraction and as such we are entering a new paradigm in marketing and advertisement.” Ok, so I just created that quote. But many marketing folks were scrambling and philosophizing on how to get a grip on this new ideal and how to get their products in front of people’s eyeballs.
And a lot of it was and still is true. But just hold on for 30 seconds here – just for one TV spot. There some folks that say we me be seeing these two media channel’s coming together. Or least, it appears that these two media channels may be slowly coming together very effectively to deliver marketing messages.
One article published by the Harvard Business Review discusses the habits of “Internet Junkies” (including PC, laptop, and mobile phone users) and their inclination of multitasking while absorbing their entertainment. It seems there are a growing number of people that text, Tweet, or update their Facebook profiles while watching TV. While the study focuses on live sports entertainment, the numbers clearly show people sharing their thoughts on their TV viewing – in real time.
Think of some of the ads at this year’s Super Bowl. There were a few marketers that successfully merged TV and the Internet in their marketing campaigns. Audi used Twitter hashtags in their TV ads to increase chatter regarding their brand on Twitter which turned into traffic on their YouTube page and then onto their website. Doritos has been doing it for years with their “Crash The Super Bowl” ads which creates huge discussion on the web.
A recent article the NY Times discussed how TV network ABC planned 
on using the two mediums for the Academy Awards. On one screen viewers will watch the recipients accept their award and on another screen they will be able to view the recipients celebrate behind stage. While this shows the ability of each medium to feed off one another, it also shows the changing mindset (or paradigm if you will) of TV executives to accept and understand the changing viewing habits of consumers.
In the end, it certainly shows that TV is not dead and its willingness to find ways to coexist with the Internet. Certainly broadcasting their content over the Internet is another one. But that can also cannibalize prime time viewership. By finding ways to utilize the web to arouse interest in TV programming and the TV to increase web site traffic, both mediums can coexist to develop a win-win environment. By both mediums fully realizing and fully utilizing the strengths of the other, it can create all sorts of marketing opportunities and consumer engagement.
Stay tuned for Episode 2 where technology evolution meets adoption.
Sources:
http://hbr.org/2011/01/vision-statement-multitaskers-may-be-advertisers-best-audience/ar/1
http://www.nytimes.com/2011/02/21/business/media/21watercooler.html?_r=1&src=busln
How Does A Giant Become Insignificant?
So I was thinking that how does one go from market leader to market dinosaur. Nokia was once the King of the Hill in cell phones and Microsoft the Goliath in PC software. 
At one time Nokia continuously brought new innovations in phones that people couldn’t wait to buy. Microsoft was the giant who delivered PC software that everyone had to have. Now the two behemoths are struggling to stay current. And to certain extent, they are hanging on just to be thought of as an innovator rather than a product used by people because “they have to”. Not to mention, attempting to just keep relevant. Oh, how the mighty have fallen.
Why? Did they just get fat and lazy and slightly complacent? Maybe too big and not nimble enough? It just may be just be all of the above. Maybe it’s the weight of being so large that creates levels of bureaucracy that stifles innovation. Maybe it’s the weight of having so many layers of fat that slows own the ability to keep up with the small players who continually bring new products to market.
It may also be the fear of developing new markets and products that may cannibalize existing markets which continue to deliver flows of cash. Why develop a new product which may risk eating away at a cash cow which fills my coffers? Why? Because either you innovate or end up in the junkyard beside many companies who also the dominant player at one time. Ever hear of the Roman Empire?
Many companies fight this dilemma as they grow over time. Think of the phone companies. They have toiled over the idea with deploying Voice Over IP (VOIP) networks and dealing with other products that allow phone calls over the Internet while watching the archaic phone network become obsolete. But it comes down to either making a new offer for service or people will go elsewhere. Join ‘em and beat ‘em or go home.
Or maybe it’s just a lack of watching listening, and understanding consumer behavior. When it comes to electronics and technology – especially communications devices – people are always looking for the next best thing. It’s a part of consumer evolution. It’s called marketing research. It’s now called – thanks to social media – engaging with your network of friends, consumers, and potential users. It’s not an easy thing to do nor is it easy to translate those consumer needs into profitable products that will evolve into consumer loyalty.
One of my favorite stories of listening is Wild Planet. These folks simply set up play areas for kids. They are given the toys and they just watch what they like and don’t like about toys. Put them in their natural habitat (so to speak) and watch ‘em go. So simple. So successful.
But one thing is certain. The need to continually listen to the marketplace and push yourself to innovate should never be under estimated. It should never end up on the bottom of top managements “To DO List”. Just ask Nokia and Microsoft. Now they are partners. For better or for worse.
What do you think? Nokia and Microsoft asleep at the wheel? Or afraid to change? Let me know.
“Those Mobile Apps – They’re Watching You”
Another wonderful article from the Wall Street Journal discusses how your mobile information is being transmitted to whomever is interested – whether you like it or nor not. Previously, the WSJ talked about your online activity being monitored by marketers. Now they’re talking about not only watching your what and when, but WHERE you are you are “whatting” and “whenning”. Put simply, just like your PC where web sites set cookies on your computer when browsing web pages, mobile apps are doing the same but also providing your geographic location. And very few people know about it.
Illustration by Ray Bartkus for The Wall Street Journal
Yes, those wonderful, fun to use, and free apps for your wonderful, can’t live without, mobile device has become a wonderful, easy to use, and free tracking device for marketers. Damn those marketers. But doesn’t advertising make the world go ‘round? (at least most definitely help it spend). But in any event, these great apps which we choose to use also help marketers find out who we are and how we like to interact with our phones and discover our habits and behaviors. And you thought those apps were really free. Like everything else, everything has some sort of cost – direct or indirectly.
I’m a big fan of Pandora, a golf GSP app, and the NFL app. They provide me with some valuable information (at least in my view) and great entertainment. Info, entertainment, and great communication on one device. It’s no wonder were so attached and becoming more and more connected. It’s a marketers dream – what, when and where people are interacting.
We’ll see if the great old US government begins to intervene. They’ve already started with the Internet Neutrality laws. (more on that another time) But then again, if nobody minds, then let marketing freedom reign, right? We’re the home of the free and the brave right? Heck, if marketing and advertising didn’t fuel radio and TV where would those mediums be? Love a marketer? Hate a marketer?
What do you think? Do these apps need to be prohibited from sharing your information to whomever they choose? If so, does that mean good-bye to free apps? Let me know what you think.
The Rolling Stonesand Leadership!??
…that I wasn’t sure what to think when I saw this article – in the Economist no less! One of the worlds leading business magazines found some similarities with some of the best leadership teams in business. Using some of Michael Eisners writings, the article actually made sense. And a fun read.
It seems Mick and Keith weren’t and still aren’t all about fun and games. Although the article picks out some of Keith’s funniest musings form his recently released autobiography. And although funny and defintely Richards-esque, some of these shared thoughts from the rock legend and genius are also quite insightful.
While he was crazy enough to do the drugs of the finest quality, Keith and the crew were quite adept in business management, finance (they’re all sooo rich), and marketing.
The important insight from Keith was to realize he was a better writer and musician with the vain and self-absorbed Jagger than he was without him. Both realized that the “Glimmer Twins” were quite the team and fed off each others talent and personality. Its a great talent to have in of itself – controlled ego, share the weath, and innovate. And innovate they did for 40 plus years. So many great achivements and much accumaltion wealth and accomplishments.
Well into their 60’s and still rockin. The “twins” are even talking about taking it on the road again.
Cheers, Mate.
My Favorite Marketers
…that the first person that comes to MY mind when thinking about business strategy and marketing is the father of the National Football League. The Godfather, the genius, the creator of all things NFL, Alvin Ray “Pete” Rozelle .
Pete had the foresight to create such a profitable product that has become such a cash generating machine that puts people in front of TV set like no one other. In its infancy, the NFL barely caught a hundred thousand eyeballs on a Sunday afternoon. The first Super Bowl was barely seen by a hundred thousand eyes. Today it is a powerhouse that fuels millions of dollars in merchandising and marketers which lay their products at the NFL’s feet. The Super Bowl is practically another nation-wide holiday. Not bad for a kid born during the Great Depression began his career at the University of San Francisco, working as a student publicist for the school’s football team.
My second favorite is the often misunderstood Madonna. Sure she was considered what I’ll call “bawdy”. But her body is what got her quite a bit of attention. She was the first – since Marilyn Monroe – to maximize her sex appeal, physical sensuality, and talent. Lady Madonna could dance, sing, and flash her “wares” like none other.
Like Pete, she understood her product and the market that awaited it. She understood how to manipulate it, engage it, and promote it. Yes, Miss Madonna Louise Ciccone not only knew her talent (product) but understood her industry, her target markets, and how to continue to deliver and transform her “product” to engage fans and engage people’s wallets.
My next but certainly not least favorite marketer is Oprah. All I can is WOW! From the role she played in the movie the color purple she has become a marketing and entertainment juggernaut.
Oprah has become one of the world’s most famous people. And one of America’s most admired women. Oprah has managed to engage fans and marketers (free cars sound familiar?) and delivered marketing ROI that CMO’s salivate over. Oprah now has her own magazine, her own production company (Harpo), and her own network (OWN). Not bad for a poor girl that’s now one of America’s richest.
Obviously I have narrowed my view to the entertainment industry. But just look what each has done in short a short time! The NFL from the late sixties to date. Madonna from the early eighties to the late nineties and beyond. Oprah from the late eighties to date and beyond. Quick and elongated rises to marketing stardom and consumer recognition that consume people’s minds and wallets. Each has managed to continuously watch and engage their market. Each has continuously been able to transform themselves and deliver new product to meet their changing market needs. And finally, each has managed to continuously remain relevant in an ever changing industry. Marketing Nirvana.
So Who’s Minding the Store?
…about a recent article from McKinsey & Company discusses the need for old school salesmanship. Despite all of the digital marketing technologies the art of selling can not be forgotten. There is a great deal of money being thrown at digital whether it is banner ads, video, or email, or even social media for that matter. With all of this technology, consumers have the ability to perform all sorts of research prior to buying. And despite all of the technology, many (40 percent according to the article) still need that extra push when deciding on that final purchase.
And that is where the salesperson comes into play. And apparently it is something that retailers are neglecting. How many times have you entered a store looking for a little bit of guidance? Just a little bit of information? Just a little bit of additional detail? You go out and make the effort to purchase and got nothing in return. And as a result, walked out with nothing?
And apparently, there are compelling business cases out there supporting the need for a knowledgeable sales staff. Again, more neglect. Certainly there is an upfront cost for hiring and training sales people. And certainly, the labors costs cut into profit margins. But think of the return of closing the sale and the potential loyal customer you can earn by providing a comfortable and informative shopping experience.
Selling is not about atom-splitting but it certainly is an art. It all comes down to starting a dialogue, understand the customer’s wants, show what is available, and get them to the register. Some say it can’t be taught. Some say salespeople are just naturally born – genetically wired to sell. So finding the right artist to sell your wares can be a trying experience. Finding extroverted and confident people who are passionate about their product can be costly. But a dollar spent on the front end So sure, invest in digital marketing tools and advertisements. After all, you first need to be found before someone can find you (think about that one) and buy your product. Use things like FourSquare and Gowalla; Facebook and Twitter; and go blog the night away.
When considering online shopping, aren’t great landing pages, great content, and enticing offers incredibly important? A lot of time is spent in an effort to convince the customer to make the purchase. But if they are actually coming to see YOU, wouldn’t those same principles apply? Isn’t having a great store front and store layout in reality the same as a landing page in cyberspace? Isn’t having great product the same as great content? So now you have a great brick and mortar space. Who’s doing the convincing? Who’s closing the deal?! Oh yeah, the salesperson, dummy.
And so I was thinking... 
