Farhad Manjoo, The New York Times tech writer, wrote today “Thanks to automation we now make 85% more goods than we did in 1987, but with only two-thirds the number of workers.”
Well, automation has had a profound effect on the advertising business too. Specifically Google and programmatic ad buying. The algorithm (Google) and ad buying servers that issue media bids in microsecond have removed thousands of people from the business of creating and placing ads.
These two automation facts are not alternative.
So what must we do to slow the robots? It’s going to be hard to out-think them. But perhaps we can out-emotion them. Out-strategize them. There’s a saying I like to trot out every once and a while “Just when you think you know something about this business, someone comes along and proves you wrong.” Why is that? Because intuitive rules don’t always work. Science says they should, but people don’t buy that way. People are people. We’re random.
So don’t worry about the robots, worry about your buyer. Engage them in new and exciting ways, and you will outlive the machine.
May 19, 2017 in Marketing
Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access […]
May 18, 2017 in Marketing
Someone on Quora asked a question about the worst taglines used in branding. Got me thinking. Brand planners may feel differently about taglines but for me they’re a powerful branding vehicle. To the tagline falls the work of explaining and defining what the brand is when the name falls flat. When a name doesn’t pass the Is-Does test […]
May 12, 2017 in Marketing
I write a good deal about pent-up demand. It is a marketer’s best friend. When Miller Lite was launched no one had ever successfully marketed a low calorie beer. Ergo there was no demand. The market had to be educated as to the value of light beer. Once done, demand was there. No pent-up demand. […]
May 11, 2017 in Marketing
When there is no start-up ad budget, there are no false prophets. Just product and consumers.
May 10, 2017 in Marketing
Marketing is problem solving. Through productizing and service-izing. And since marketing is inextricably linked to branding, problem solving is inherently a good brand strategy trait. The digital economy has brought us many things to be excited about as marketers: the web, big data, small batch/craft economy offerings, and the Uberization of services aka the sharing […]
May 8, 2017 in Marketing
I learned that whenever I was “selling” and it didn’t sound natural, I wasn’t really selling. I was wasting breath. When I sounded like a commercial or a brochure, I was wasting time.
May 5, 2017 in Marketing
At What’s The Idea? clients pay the bills. They do the hiring, provide the homegrown insights and share business data. Without clients there would be no brand consultancy. But clients are not my customer. My customer is the brand. It is the brand to which I pay allegiance. It is the brand that is the object of […]