Social engagement or digital PR

Social media has a lot to do if it is to live up to its billing. Marketeers, it would seem, are having a hard time proving the ROI for all their expensively assembled social campaigns. It would appear translating followers into a financial benefit, even if they "like" you, is a feat Harry Potter could struggle to achieve.

This week we have heard from Sir Martin Sorrell who has shared with us his view that twitter is a PR and not an advertising medium. It would appear that there is a lack of consensus as to the correct definition, role and outcomes social media can deliver amongst the marketing communications industry.

Clearly these new and exciting communication tools have a lot to offer and we are only in the infancy stage of our understanding of best practise. Perhaps our expectations for social media are too high, not surprising given the constant hype, perhaps social is not the only answer to the engagement problem after all people are still watching TV, reading newspapers and listening to the radio.

Is big data the answer

Big data has arrived, no doubt about it. Every where you turn whether its blog posts, industry titles or the great and the good of the corporate world people are talking about big data and its ability to bring clarity and predictability to businesses and brands.

Maybe I am being naive or perhaps I have not truly understood the full capabilities of this new way of working but surely the challenge that marketing professionals and brands face is what are people going to want tomorrow.

Given that my opinion, preferences and desires are constantly ebbing and flowing and ultimately being influenced by a myriad of different sources in our always connected society how can what I bought yesterday ever be a sure indicator of what I am going to purchase tomorrow.

After all data can only show us what has happened and over a given period of time it can highlight trends in people's behaviour which has a definite use. But this is only useful whilst my preferences and behaviour remains unchanged the second these start to change the data becomes less valid.

So in a world where change is the constant can big data ever be truly effective as a predictive modelling tool.

Retail Evolution

According to Graham Ruddick of The Telegraph today (08/01/13) 300 retailers went into administration during 2012. These figures would beg the question why are so many companies getting it so wrong?

Clearly an easy answer would be its the economy but if that were the case then how are companies like John Lewis not just surviving but thriving.

Obviously there are no easy answers and there will be numerous factors at play in pushing well know brands such as JJB Sports, Comet and United Carpets into the hands of the administrators.

But is there a more fundamental problem facing retailers

Considering that the single organising principle and reason for being that lays at the heart of every retail business is to return shareholder value. But here is the problem I have never met one single consumer who gets out of bed in the morning with the intention of helping any retailer make more money for its owners.

Instead consumers are more focused on enriching their lives, living their dreams and making themselves happy. Clearly a straight forward disconnect. But are these objectives mutually exclusive?

No, all that is required is a realignment and a sharing of objectives, the consumers objective. Retailers simply need to embrace the notion that making profit and returning shareholder value is a byproduct of creating happy consumers.

Perhaps the old retail adage that the product is king is not quite the whole story, more a case of the consumer is King and my products should make him smile otherwise he will bestow his patronage else where.

Vertical Montanas

Working in the marketing communications industry I get to see lots of creative ideas and work. And just occasionally I come across a piece of work that warms the heart.

Vertical Montanas By Cinco is a beautifully executed piece of work that captivated me with its child like simplicity. Story telling that is unencumbered by language, gender, race or religion.

Content that engages is the must have of the moment for brands but how do we define engagement. Clearly Cinco believe in a light hearted and emotionally warm approach that is as remarkable for its impact as it is for gentleness.

If you have the time enjoy  http://www.nosotroscinco.com/index.php?main_category=All&category=Print&workId=59&workName=Vertical_Montanas

Inspiration

Whilst reading Stephen Covey’s 7 Habits of Highly Effective people on holiday this year I was gazing deeply into my own navel contemplating my values and principles when a very surprising thing happened.

After pushing thoughts of Chicken Punjabi to one side, which I highly value and as a matter of principle consume on a weekly basis, long enough to consider something other than my stomach. I realised how important inspiration was to me on an emotive and rational level.

Inspiration comes in all shapes and sizes whether it be other peoples life stories or their actions and adventures. A simple idea or design, an act of brutality or total compassion can become a catalyst that moves another human being to action.

The interesting thing about inspiration is that its totally personnel, what inspires me could be sycophantic clap trap to you and vice a versa.

But the one thing I believe we all have in common is how being inspired makes us feel.
Absolutely fantastic, warm, fuzzy, excited, child like you know what I am talking about.
Any way with that in mind I will be collecting and sharing some little bits of this and that and trying to explain why they make the hairs on the back of my neck stand on end.

Why?

I am not sure really, maybe to pander to my own ego, possibly because I like the sound of my own voice (you know what I mean) or maybe I am conceited enough to believe people will actually care what I think.

But if at some point along the way I can share something that actually makes some one else feel good and gives them a little lift then thats not such a bad thing.

Is it?