My Digital FootPrint

Tony Fish @My Digital Footprint When we were chatting about a collaborative digital business model, my nephew Chris challenged me with this statement “ I can't understand what the consumer gets for helping others though! ” I had just shared with him a business that raised $10m which allows people to help people for free.  I was rather hoping that his digital youthfulness was about to surprise me and provide me with a deep native understanding of being-digital and offer me some insights to the future; but his mind has already been corrupted by out of date, but classical business/ marketing, education. As we continued to debate digital first as I structured out an update to classical marketing, as is set out below. There is an awful lot written and taught about the traditional 1960’s marketing mix tool which is commonly known as the 4, 5, 6, 7 and even 8 P’s of marketing. A quick read of Wikipedia gives all the basics.  A re-write that never really caught on in the 1990...

Source for new thinking: http://blogs.hbr.org/cs/2013/06/a_new_framework_for_customer_s.html It started with… " You know, I don't think I believe in segmentation anymore." She said it fast and softly, almost in hope that the sounds around us would make it inaudible. But we did hear it, and responded, "Well, we don't either." From observing … " we were finding an increasing disconnect between telling people about segmentation, targeting and positioning on the one hand, and about the increasing shift of control from brands to consumers, on the other " HBR presents a new kind of segmentation based the combinations of jobs that customers need to get done.  Think Ted Levitt's famous comment about selling ¼ inch holes rather than ¼ inch electric drills. They provide this outline…. Step #1: Identify the contexts in which customers are using the company's products. Step #2: Combine information about transactions and cust...

IBM has identified four new types of digital consumers that media providers should target to improve digital revenue streams. Their ‘Beyond Digital’ report states that the new behaviours of connected customers - which include social viewing, distracted viewing and digesting on-demand content – have greatly impacted media providers. The much heralded “connected consumer era” is no longer on the way; it has arrived. Today’s connected consumers are empowered, demanding instant access to personalized content on their own terms. To satisfy connected consumers, as well as ecosystem partners, Media and Entertainment (M&E) providers must move “beyond digital” to deliver individualized experiences on demand, at any time. For those in the M&E industry, digitizing content and digitally distributing it is no longer enough. Success in the connected landscape will require: a business-to-consumer (B2C) mindset; insight into consumers’ d...

The Facebook Fallacy , is an essay by Michael Wolff in MIT technology review and the quote that is getting some focus is….“ At the heart of the Internet business is one of the great business fallacies of our time: that the Web, with all its targeting abilities, can be a more efficient, and hence more profitable, advertising medium than traditional media. ” Now this is not a new revelation. Here are some articles one from each year as the point could be rather laboured. 2008 Business Week ; 2009 TechCrunch ; 2010 IAB/ PWC study ; 2011 TheStar ; 2012 DocSearls When I was writing My Digital Footprint back in 2008/2009 I wrote in Chapter 6 “the two sided business model” about the collision of two words, the old traditional one and the new bright shinny full of promise digital one.  The linkage and the clash would happen as both worlds fight over advertising dollars.  In the diagram below AAS (advertising as a service) The diagram I used was thi...