We all understand that digital media, data, and analytics are driving transformations in society and business. Most marketers are now armed with case studies of what can be done differently, but many are still challenged with how to truly develop new ideas and execute new strategies to grow their business.
Mitch Joel, President of Mirum Agency and successful author of CRTL-ALT-Delete and Six Pixels of Separation, spoke to our BRITE ’16 audience about the “three little piggies” he sees as necessary for marketers to stay ahead:
- Transform – your internal processes and strategies
- Innovate – not just communicating in new channels, but creating new revenue streams
- Transact – measuring and attending to all of the little interactions a person has with your brand
In order to execute on these three pigs, Joel notes that marketers must be constantly paying attention to the small changes that consumers are making in their interactions with the world. Think, for example, of Snapchat, which created an ‘impermanent internet‘ that is much more closely aligned with how we historically socially communicated; where every detail of every interaction isn’t recorded in perpetuity. Another example are changing consumer expectations to pay merely for access rather than ownership, e.g. streaming video and streaming music.
Joel stressed that we are at an inflection point where, “technology has removed technology from technology.” It sounds confusingly circuitous, but then Joel asks, “Where do you keep your instruction manual for your smart phone?” and it is clear that he means that technology and design have allowed our digital experiences to become intuitive and marketers must craft their communications and initiatives to feed such an experience.
As Joel concludes, “The true opportunity you have in digital is not just to pump out impressions, but to make an impression.”
Watch Joel’s talk at BRITE ’16.
BY MATTHEW QUINT