Tag Archives: marketing

Market Research

Marketing has long been driven by historic data, with a lot of survey research and polling.

But the volume and kind of data that we are beginning to acquire is vastly increasing, producing information overload for business managers; already stretched by the pace of market change.

This requires more relevant and improved analysis of shared real time business processes, that stretch beyond the four walls of the enterprise.

Computer technology must be able to address business process dynamics, because that’s how work is done in the real world.

The kinds of questions we need to ask are much more sophisticated and require a shift in thinking “how will business manage organic business processes into the future”?

What are Organic Business Processes?

Organic business processes are business processes that begin, grow and contract dynamically and continuously to uncertain market demand.

Computer technology looks to apply certainty to what is an increasingly uncertain world.

This is because computer software applications are designed for predetermined outcomes that comprise of fixed roles, fixed rules, fixed relationships and fixed workflows.

But We Got It From A Poll

Sociologists and market research companies have been studying social networks for decades.

Providing they can cleanse the data and ensure its relevancy, they can tell you what happened, how it happened; but never why it happens in that particular way.

Why were the first motor cars six seaters?

Why do the British and Australians drive on the left side of the road?

No amount of mechanical analysis will give you answers to these questions; because the answers come from outside of the system, never from within it.

to conserve space, I’ll leave you to Google the above; you’ll probably be surprised by the answers.

The Internet Gospel

Sociologists and market research companies would have us believe that because we now (with the advent of Internet) have a lot more data than was previously available to us; we should be able to get better and more informed results.

Unless you can understand the dynamics of the system and its processes you will never get the results these researchers are now claiming.

To achieve the results they are describing you would have to know and understand the cascading dynamic interactions, cycles, feedbacks and behavior patterns within the system you are trying to analyze.

An example of this dynamic is word of network (Internet) influence.

Influence propagates through a network in same way an infectious disease does – going viral.

The viral phenomenon of Susan Boyle is an example of viral media: the YouTube videos were forwarded millions of times around the world, the web became the primary medium of information diffusion.

In hours, family and friends referred the videos to family and friends until the videos had crossed continents and culture barriers.

Mass media that pick up on this diffusion early then report on it, which aids in the dissemination, but is no longer solely responsible for it.

For A Bit of a Laugh

For those that haven’t seen it, here’s a video that went viral … worth a look, and why not practice the act of new world market research and pass it on … “Cheap flights

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Changing Medium Same Message

When it comes to retail advertising, do you get the message?

Marshall McLuhan, a media futurist was born 100 years ago (July 21, 1911), he authored “the medium is the message” in 1964. In it he explained that the type of media you read, listen to or watch influences the messages received without the audience even realizing it. For instance, video requires less interpretation by audiences than radio.
Medium is the message

Internet marketing validates the same point in a completely new way. The technologies spawned by the Internet allow messages to be fleeting (e.g. twitter), even expendable, as media platforms test and refine them.

The Good Ol’ Days

In the 1960s, the era of Mr. McLuhan’s writing, was a much more simplified age. Good copy could break through because media channels were not yet saturated with noise and consumers had not yet learned to tune out annoyances.

Traditional marketing anointed messages as king. Magazine ads are a perfect example. Text-rich pages catered for patient readers who would spend the time to read their message. Copy was storytelling, emotion won over promotion, and benefits won over features. Virginia Slims weren’t just thinner cigarettes; they liberated the women of the 60’s.

The age that began in the 90s and continues today has been called the “unbundled era,” the “cyber era” and the “consumer era.” The biggest change brought on by digital media has been time compression. Both the advertizing creative cycle and the consumer feedback loop can now be instant.

Advertizing product and services can now move from strategy to execution, not in months, but in a matter of seconds.”

Instant Gratification

Leading product advertisers are abandoning the concept of long campaigns in favor of the the free flowing internet channel (Facebook, YouTube and Twitter). Campaigns have points of no return on investment; then they either work or they don’t. Internet channels go on forever; they can be measured, evolved and improved in real time.

Access to individual customer profiles makes instant “markets of one” possible. Retailers can learn to identify customer needs and deliver relevant offers, both through digital channels and direct from bricks and mortar stores.

Digital marketing has anointed the internet medium as king. Marketers can diversify their investment in personalized messages rather than being forced to make big mass campaign bets. This has yielded a law-like pattern: consistent messaging channeled intelligently beats intelligent messages channeled through mass traditional mediums routinely.

When advertisers adopt “internet medium” thinking, digital shopper media generate higher returns for a fraction of the risk.

McLuhan’s Global Village

Mr. McLuhan coined the “global village” and envisioned the worldwide web almost 30 years before it existed. It’s doubtful he would recognize marketing today. But his predictions about the reign of medium over message have never been truer than today’s digital era.