I will list the ideas here in no particularly logical order (just the order I jotted them down in my notebook) and I will not go into details explaining them (I leave you to perform this exercise). The ideas came from the main speakers at FICOD2008: Chris Anderson, Kevin Roberts, Gerd Leonhard, Jaqueline Hernandez, Nikesh Arora and Adam Daum.
- Niches become more interesting online and thus you can satisfy minority taste, which makes niches become mainstream
- Lower cost of digital distribution allows you to offer more content
- A link is a vote/recommendation -> the ultimate word of mouth promotion -> influence
- The amateurs make it big on the web because they can
- Online news can became really regional, reaching even the remotest locations – the idea is that news that are close to us are more interesting/important for us than events happening thousand miles away -> quality content is about relevance
- Mass customization -> the long tail
- We live in the screen age and all screens should be interactive (TV, PC, Mobile)
- We have to move from classic TV to a platform agnostic entity -> touch all the customer’s screens
- TAMI -> Total Audience Monitoring Index (TV, mobile, Internet, cable, radio, outdoor, etc)
- Some priorities: understand the customer, be everywhere, be global, connect with passion points, be aspirational
- Ask consumers for feedback
- Communication is all about touchpoints (forget ATL & BTL)
- The only constant in life is change (Asimov), the most adaptable ones survive, not the strongest/smartest (Darwin)
- Digital world – from information to attraction (express emotions)
- The consumer is the boss now
- The emotional connectivity will make the difference
- Rational leads to conclusions (meetings), while emotional leads to action (buy, do)
- Multimedia is all about sight, sound and motion
- Simple stories are at the basis of today’s consumer experience (people, emotions, creativity, truth, authenticity, etc)
- Online industry defined by rapid change: fail fast, learn fast and move fast – execute fast and stay focused
- Execute the paradox: invest and cut costs at the same time by executing efficiently and being creative and innovative
- Information -> Emotion
- Knowledge -> Attraction
- Inspire the consumer to act, hope and dream
- Consumers don’t want to be marketed at, but connected to
- Other priorities: dream big, aspire for lovemarks, learn from TV, inspire with a paradox, share the love
- Consumers are now co-partners in your business
- You need to figure out how you want them to think, feel and act
- Behavioral targetting -> serve ads to users, not content
- Customer experience is king
- Social networks -> generate content
- Publishing sites -> generate revenues
- Neet to be content centric, not product centric
- Attention/audience -> primary mean of making money
- A world of no permission is a world of no money
- It’s not about emerging technologies, but about emerging cultural practices
- Command & control should become coordinate & cultivate
… and a quote I learned from one of my marketing professors that summarizes the ideas above:
***“Tell them and they will forget. Show them and they will remember. Involve them and they will understand. ***(ancient Chinese proverb)
