James Surowiecki was onto something when he wrote The Wisdom of Crowds. But if large groups of people are “smarter than an elite few,” imagine what you could do with a large group of elites… [Read more...]
It’s a C4ISR, C4ISR, C4ISR, C4ISR World
August 6, 2007 By Leave a Comment
Louise Story’s August 6th article in The New York Times, “It’s an Ad, Ad, Ad, Ad World, started The Marketing Consigliere’s week off with a bang.
Publicis Groupe, a leading multinational agency, will be farming out the creation of “thousands of versions of ads.” Not through an electronic sweatshop, but still an outsourced set of firms that will produce a rather high throughput of variation upon variation of ads that will probably even eventually be automated.
With proprietary algorithms, legacy consumer data, and probably a dose of multivariate testing, there will be an intelligence capability to serve ads optimized for a particular individual. Not just to a web page, but to a mobile device and someday a HDTV.
The beauty of this capability is that the ads can be customized to change messaging over time, depending on how far down the pipeline a customer may be calculated to be.
Later in the day, he was pleasantly surprised to see Publicis Groupe mentioned again – An announcement was made regarding the teaming of the Publicis Groupe and AdGooroo. AdGooroo will render Publicis Groupe with better search and user trending capabilities.
The Marketing Consigliere is enthused to hear an agency taking the lead in going beyond EMM or MRM and creating a C4ISR Marketing culture. Many agencies are acting like a deer in headlights and won’t know what hit them.
“Digitally Deficient CMOs Need Not Apply”
July 30, 2007 By Leave a Comment
Jeff Gundersen’s recent article “All You Digitally Deficient CMOs Need Not Apply” in the July 23rd Advertising Age reminded The Marketing Consigliere of his blog entry just a couple of weeks ago about what he calls the “Digital Leadership Vacuum.”
Yet another reminder that Marketers should be leaders, and not “Technology Leave-Behinds.” Don’t worry about branding – worry about lead generation. The surge in EMM and MRM is going to drown their careers if they don’t watch out. The time for C4ISR Marketers is now.
Online Marketing Summit – Washington DC
July 17, 2007 By Leave a Comment
The Online Marketing Summit has been making its nationwide tour and so far the verdict has been: Excellent. The Marketing Consigliere had the privilege of sitting on one of the panels and addressing the audience of 120+ professionals eager to know about trends and challenges in the new Web 2.0 world. There’s a lot on social networking, search engine marketing, user generated content, virtual worlds, and web analytics from executives of some of the leading companies in those fields. There was talk about EMM and MRM, but slowly people were interested in my version, called C4ISR Marketing. Aaron Kahlow, the organizer, has put on a great seminar and if it comes to your city, you should definitely plan on attending. [Read more...]
A Digital Leadership Vacuum
July 16, 2007 By Leave a Comment
There once was a company with a proud brand. They talked about how to strengthen the brand, how to promote the brand, and how to leverage the brand. [Read more...]
