Interview with Dropbox for Dropeverything
Interview with Dropbox for Dropeverything
Highlights summary of World Tour 2015 below, full keynote here.
By the numbers:
It’s a well-worn phrase but it has never been as relevant as it is right now.
Talk to any marketing leader, whether they are a Chief Marketing Officer, Chief Digital Officer or Chief Executive Officer, and the conversation is the same: Change and how to deal with it.
Reflected in our new Power 25 book is the future of our industry: a group of intelligent and innovative individuals, equally capable of crunching the numbers and developing creative strategies, blessed with an ingrained understanding of the consumer and strong vision for the future.
I hope you enjoy learning from Asia Pacific’s most innovative leaders, because these are individuals who are paving the way for the next generation of leaders.
Credit: Ryan Bonnici for the curation and production, nice job
Nice to join the folks at Channel News Asia for a discussion on technology to engage customers in the hotel industry. The old school rewards program is making way for a new generation of stay experiences designed to build true loyalty. Technology is playing a part by allowing these experiences to me more personal and more relevant.
For example iBeacon (or more specifically BLE) technology means crossing the threshold of a hotel could trigger a more personalized welcome where just like the best luxury hotels your needs are anticipated. Technology means every hotel manager now has the power to create personal experiences. The challenge is combining permission and personalization to create something people want and will switch hotels for.
If you’d like to know more, check out the Dreamforce keynote with Kimpton Hotels.
Aside: Patrick and Steve are super smart and super-quick, quite impressed with their intellectual agility.
Inner Circle was a series of small gatherings of senior marketing executives from Australian and Kiwi brands, getting together to share ideas around their digital marketing challenges this year. Common themes across the 4 cities included data, the importance of winning the moment and the challenges in getting the right skills available for an increasingly broad set of program needs.
Thanks to some clever work from our visual scribe, we ended up with some great visual summaries of the conversations, here are a few.
Here’s a quick video summary from the Melbourne event.
Listen carefully during a particularly quiet meeting and you will hear the quiet buzz of application notifications pleading for the diverted attention of their owners. If you’ve spent time growing out your network, you probably find you need to allocate time in your day just to process birthday notifications from not only your calendar and facebook but now also from linkedin networks. All of these seek only momentary attention, but overwhelmingly fail to connect in a moment that matters.
According to Mary Meeker from Kleiner Perkins, this is only the beginning. Mobile advertising is largely under-represented when compared to time spent with other channels such as print, TV and online, representing a $30B gap in spending. Social networks, on-demand video platforms and other forms of new media will soon start to close the gap and increase the demand for mobile attention.
Is your next executive assistant an app?
Recently I started noticing notifications from the LinkedIn Connected application just as I was preparing for meetings with a linkedin connection. These represent a new type of just in time intelligence which inspect personal calendars, social networks and email inboxes to help uncover patterns and use data to inform the delivery of more relevant alerts.
For example, RelateIQ develops relationship intelligence by first looking at who you communicate with via your organization’s email server, you don’t need to perform data entry to prioritize your contact relationships as the algorithm learns who is important to you when its time to make contact again.
The Sunrise app brings together your personal calendar with your apps showing your foursquare checkins, where you are going on TripIt as well as if that band you like is playing on the weekend from Songkick.
Salesforce1 Today was originally conceived as “project Joe” and is designed to emulate the real life whispering of CEO Marc Benioff’s ever present executive assistant. The Today app works by connecting your phone calendar to the CRM system and an intelligence engine to show information on contacts and history just in time based on what you need to do today.
It would be great to have your own Joe, but perhaps a smart phone and a clever algorithm might now be the next best thing.
Is your app smart about how it communicates with users?
According to Google’s Our Mobile Planet tool, global smartphone users download an average of 26.1 apps. Now that 47% of marketers have invested in a mobile application, if you haven’t built intelligence into the way your app communicates with its users, you may be facing relegation to the dreaded phone folder or even deletion.
The good news is the same segmentation and relevance engines that are used for websites and email marketing are also available for mobile apps, just by hooking your app into a cloud based marketing platform you can start using the behavioral data you gather through your mobile app, web analytics or CRM to drive the notifications your app presents in a much more relevant way.
In addition 70% of marketers with a mobile app are not yet using one of the most obvious drivers of mobile relevance, location. When you are thinking about scenarios start with retail presences to connect when customers come near your store and then explore more creative usages such as when your customer attends a festival, gig or fun-run.
Keep adding more channels to your marketing team’s toolkit, but remember there is only one cure for message avoidance and its relevance.
It was great to bring the big salesforce.com show to Melbourne for the first time and to see the 2000+ friends we have developed over the last 10 years in Australia.
Also featured at the event was a great new Australian story from Hills.
Will facebook be the identity layer which ties you to the 100s of connected sensors and devices which will make up your day in the Internet of Things? According to Quentin Hardy, Mark Zuckerberg thinks so, just like Jeff Bezos thought beyond books to monetize the underlying computer science platform behind amazon.com, Facebook is looking to solve the big problems of tomorrow like wireless connectivity, connected cars, homes and things using the infrastructure it has constructed to deliver underwaterdogs.
In a recent visit to the Philippines I was amazed at the impact on a large part of society without access to the internet including basic functions like email who through wholesale agreements between telcos and social networks, have become hyper-connected on facebook and twitter and have almost skipped a step in technological evolution.
Statements from super-telcos BT and AT&T, as well as Cisco at Davos suggest that these kind of deals where connectivity is included with your device ALA kindle will be more prevalent this year. Combine this with the dropping price of network sensors and we are entering an explosive era of growth for hyper-connected things.
As marketers, we know behind these things are people. This hyperconnectivity is an amazing opportunity for us to find new ways to deliver value and create a connection the like of which we have never attempted, turning consumers to customers. A binding identity is a key piece of the puzzle.
Its clear that facebook is a key player in connecting people, but will we trust them to connect our things? Fun times ahead