Many talk about the interesting trends in economies driven by consumerism – with the rise of consumer spending on domestic products and services, fueled by growing population and higher wage earners across many of world’s growth markets.
Couple this with the rise of Connected Consumers – those living a digital lifestyle who expect to be able to run their lives through a smart phone and will quickly (and publicly) comment on the value of your brand when you fail to support them in doing so. Suddenly we find ourselves in an age where the Connected Consumer is King.
Many industries today are changing at such a rapid pace, experts are struggling to keep up. Advertising is one such industry. Television is no longer the premier medium to get your message to market. Companies need to engage and address the needs and interests of the consumer or risk becoming irrelevant.
Today, marketing is less about the one-to-many, and more about the one-to-one – it’s not about talking to- but with- the consumer. Companies that thrive today have successfully moved to more pervasive, personalised marketing campaigns by tapping into the growth of smart phones and social media
And yet, as I sit in my state-of-the-art A380 headed for Dubai, one of the most innovative cities in the world, I am watching the same advertisement for Shangri-La Hotels that I’ve seen on every flight this year, before every movie I’ve watched, being shown to every passenger on every flight for this carrier.
Summer means something different to each of us – for me it’s scorching temperatures, sprinklers, icy poles, and of course, the excitement of the Australian Open. It’s our first big sporting event of the year, and one that brings an influx of the world’s best as they battle it out in sweltering heat over long, drawn-out sets.
There’s only one thing better than being a Melbournian during the Australian Open, and that’s being a Melbourne-based IBMer. With a 20-year partnership between Tennis Australia and IBM, I have every excuse to drop tools and hit the courts, all in the name of research
Once a year, the man in the red suit holds all the power. Anyone who has kids knows what I’m talking about. We’ve all used (or experienced) the power of Santa to change behaviour, at least for a short period of time. For decades, poor Santa has been operating with a static set of data, often referred to as “The List”. But in the era of analytical insight, it’s even more important to behave – Santa doesn’t just have data, he has insight!
And he’s been taking a few tips from the local energy industry on how to turn insight into action.
To celebrate my mother’s birthday, this post is dedicated to fixing one of her frustrations – being overwhelmed with information that delivers very little insight.
Have you ever found yourself in the situation where you’ve had to make an important business decision, IT have given you a 100-page report (that took months to develop) and yet you can’t find the one answer you need to make the right decision?