Passion is at once one of the most influential, misunderstood and undervalued factors that determine business success. I believe strongly in passion for a host of reasons, including its connection to purpose and competitive advantage. Passion is not addressed often enough in business, which is why I was delighted to read John Hagel's recent analysis of the subject.
For many in the digital industry, this week started off at the Interactive Advertising Bureau's Annual Leadership Meeting at La Costa in Carlsbad, Calif. The industry and its trade association have come a long way from those first meetings in San Francisco and New York City back in 1996. Having attended the vast majority of the IAB's annual meetings over the past years, I was open to the industry perspective provided. Here are some of the takeaways:
Everyone likes to think about the future. The Mayans sure did. By now you all know that the world may end in 2012 -- but if it doesn't, what will the media business look like eight years later? It's a hard question to answer, especially as we live in fear of said impending apocalypse, but why not give it a shot. If the world still exists after 2012 and into ten years from now, I think it'll look something like this...
Digital marketing efforts are playing against a stacked deck for two simple reasons. The first: digital's seemingly omnipresent NBDB Syndrome. NBDB stands for "Never been done before," which is where so many discussions in digital marketing start and end. The second reason most digital marketing fails: lack of scale.
We refer to various company start-ups, ventures and corporations as the animal known as the Fortune 500 "enterprise," a term with a certain image and austerity. This entity separates itself from others. There are expectations and the perception of vast opportunity. Still, it's not shaping up the way we'd all like on the enterprise landscape.
The science of harnessing customer loyalty and satisfaction is getting very trendy in business. But how many companies really act on the data they gain after running a customer satisfaction survey?
After my speech at the Borrell Local Online Advertising Conference in New York City last week, an audience member asked whether I thought the recent introduction of set-top-box viewing data into the television media world would "kill Nielsen." My answer was no, I didn't think that Nielsen was going to be put out of business by the availability of census-based television data. But I was certain that the television audience measurement and ad effectiveness marketplace was going to be changed forever.
The "Always On" Brand (AOB) is a concept that I use to describe how your brand should operate in today's ever-connected world. The AOB is a brand that is actively broadcasting and listening at the same time, all of the time. It's the kind of brand that knows what it wants to say, but is not afraid to listen to feedback and react accordingly. The AOB is the kind of brand that will be successful in the coming years, and the kind of brand that you should aspire to be!
Many people say business cards are becoming obsolete in the age of Google, LinkedIn, Facebook V-Cards and smart phones, though I think the opposite is true. Business cards represent the identity of organizations and individuals, and they create many first physical impressions. That's why I'd like to share a list of business-card best practices, emphasizing elegance, etiquette and practicality. If you adopt these best practices in your organization or free-agent life, I guarantee you'll experience more meaningful introductions and deeper ongoing relationships.
I've written before -- a bit tongue-in-cheek -- about whether Twitter data could ever replace Nielsen as a better way to measure television viewership. I'm going to revisit this issue again, since it's clear that Twitter data can measure something very important to media companies, marketers and their agencies, that Nielsen television panel ratings cannot. Twitter data is capturing the long-elusive "water cooler" chatter that so many media companies and marketers are trying to influence.