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.
I am loath to admit it, but What’s The Idea? is a small batch brand strategy consultancy. The market has been conditioned to think a large corporate brand strategy has to cost $100,000; add another $150k for naming and logo design. Most of my clients don’t have that kind of money. My clients tend to […]
I’ve been thinking about the difference between apps and experiences. It seems experiences are the topic of the day when listening to the purveyors of new social media applications. Facebook is buying experience companies, copying others and introducing then to the platform at record speed. And it’s working. Some rue that Facebook isn’t innovating any […]
April 14, 2017 in Marketing
I’ve been talking to a magician about doing some branding work for him. We chatted about the Is-Does – what a brand is and brand a brand does – something that is not as necessary for a magician as it is for, say, a startup. But there are many flavors of magician. So finding your […]
April 13, 2017 in Marketing
What happens when TVs talk to devices? Good things. I love the Burger King’s ingenuity and moxie in playing in its new :15 spot where the voice over says “Okay Google, what is the Whopper Burger?” As a result Google Home devices across America (the globe?) wake up and started reading ingredients from Wikipedia. This smart marketing […]
Every marketer will tell you they have a brand. 95% of those people can’t articulate that brand in a clear, concise way. They don’t have a brief.
April 11, 2017 in Marketing
I never closed a deal during a brand strategy without stories. Never. If you have stories, when presenting to decision-makers, you are a brother/sister.
April 10, 2017 in Marketing
I have a number of branding and marketing memes floating around the web. I’ve built a business upon them. One of my new favorites is “Redistributing marketing wealth through branding.” (Don’t Google it just yet, it needs more traction.) If you think about what makes a good meme, it’s clearly memorability. And memorability is enhanced […]