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.
February 17, 2017 in Marketing
A growing industry is taking hold in the marketing world fueled by one-off new media helpers. Packaged as consultants, they offer social media, website, email marketing and online advertising tactics to those interested in spicing up marketing returns. Check your Twitter feed for 140 character posts that contain primary numbers such as “7 steps to, 5 […]
February 16, 2017 in Marketing
the root cause of powerful brands is training
February 10, 2017 in Marketing
Coca-Cola’s key good-at is “refreshment.” There are few, few things better than a cold Coke on a warm day after a workout. And when the consumer care-about is refreshment, a great product choice is Coke. Remember, brand strategy is about good-ats and care-abouts. Refreshment, rather than, longtime advertising attribute “happiness,” is an experiential, product-based proof. It’s a product […]
February 9, 2017 in Marketing
In my brand strategy presentation to prospects there’s a slide on the “fruit cocktail effect,” what happens when you try to be too many things as a brand. Nobody would argue, in fruit cocktail the pear tastes like the peach which tastes like the cherries, grapes and pineapple. One boring, sweet syrupy mess. I was in a BJs […]
February 8, 2017 in Marketing
Sound familiar? I may have read it somewhere before. Does The New York Times executive director Dean Baquet have to embrace change when ad revenue at the paper paper is off double digits? Does Mark Zuckerberg have to change HR bereavement policy to stay more competitive as the “new thing” luster (but not revenue) wears […]
February 6, 2017 in Brand Design
I did a little driving this past week and noticed two rebranding efforts in the hospitality sector. Holiday Inn did their’s a couple of years ago and Best Western more recently. I wonder what each company paid for their rebrand efforts. If anyone knows, please share with me. It seems a no-brainer that one job was worth […]
January 27, 2017 in Marketing
Alphabet, the holding company parent of Google, just announced earnings and they were amazing. Microsoft, too, announced earnings with which they were quite happy following some tumultuous, leggy years. I’m no economist so the difference between revenue, net income and post-tax profit are a bit beyond me but I will make one observation, software is […]