Building customer insights in the data and digital age – L’Oreal’s Joanne Norton for CMO

cmo-insights-joanne-norton-lorealThis article for CMO Australia sprung from my desire to get a better understanding of how brands are getting into the heads of the clients in the digital age.

Having taken part in a number of focus-group activities in my university days, I was always struck by artificial the environment seemed to be. A group of strangers brought together to discuss a product they had never used, and were unlikely to ever use? Of dubious value at best.

Of course there is a lot more to focus groups than my initial impressions, and as a tool for discerning customer insights, they can still deliver a lot of value. But in the digital era, where consumer behaviour (rather than intent) can be monitored at scale, and in real time, how do the older techniques stack up?

According to the Consumer Insights Director at L’Oreal Australia, Joanne Norton (pictured) using online and offline customer insights is not a choice between one or the other, but a blend of the two. You can read more about what she has to say, as well as voices from the emerging world of data-driven customer insights, in this article for CMO Australia.

A pragmatic approach to futurism (notes from a recent speech)

BradHowarth-025As a researcher, speaker and writer I spend a lot of time considering the future and the changes that might impact our lives. It is a fascinating pastime, and something I encourage all people to think about in my presentations on managing for change.

But there is one problem that emerges when you talk tabout the future. It’s a little like talking about a foreign country – a fascinating place perhaps, but one where people have no relatives or business ties. It might be interesting to them, and possibly somewhere they might like to visit someday, but it is not a topic that is relevant to the problems they face on a day-to-day basis.

With luck they will have learned something new and interesting, but how can they use that information? How will it help them when it comes to dealing with the problems they face today?

Thankfully, there are ways to harness the future to help in the present, although it took a science fiction author’s words to make me realise it.

The American writer William Gibson was the first to coin the term cyberspace, but he also once uttered one of the most powerful quotes I’ve heard when it comes to understanding the state of the world today: “The future is already here — it’s just not very evenly distributed”.

Put plainly, there is so much already happening in the world that we are not aware of, because it is not visible within our immediate experience. While it is vital that we think about the possibilities that the future might hold, it is equally vital that we ensure we are taking advantage of all the tools and processes that are actually already here.

In my presentations to community and industry groups I strive to ensure that each audience member takes away at least one concept or idea they can put into practice that very day. Whether it is using the plethora of web-based tools that can help us run businesses more efficiently, or tapping into the online global labour market for skills and services, or any of the thousands of ways new technologies and processes can pull cost out of our businesses and extend our reach … there are simply so many options available to us that can impact our lives today, long before we need to embrace any of the amazing ideas that the future holds.

And the beauty of many of these tools and processes is that the dividend they yield is the one commodity that most business owners find so precious – time. Many of these tools are free to try, and designed to be used with the minimum of training. And if they can shave an hour or two from the working week – particularly in administrative tasks that add no value to the business – they easily pay for themselves.

The future might be dazzling and bright, but you don’t need to wait for the trends of the future to create a positive impact for you and your business today.

For more information check out my profile page at Saxton Speakers Bureau.

Why CMOs should be paying more attention to cybersecurity – CMO

Cyber SecurityThat cyber attacks can have a strong impact on brand value is indisputable, with the damage to the brand potentially outstripping the value of lost intellectual property or other damages. The extent of brand damage from a cyber attack can also be directly proportional to the quality of the brand’s response.

Data security is not just an issue for the IT or cyber security team. The damage from a cyber attack can affect the entire operation, and especially its brand reputation, and as such it is a topic that a broader set of executives are taking an interest in.

CMOs in particular are coming to realise that the era of data-driven marketing brings with it new responsibilities in terms of how their organisations manage and protect the customer data they are using. and that this data can be highly valuable to malicious actors.

So it is not surprising to hear that a growing cadre, led not surprisingly by marketers in the tech sector itself, are equipping themselves to better understand how their data is protected, and how best to limit the damage when an attack does take place.

You can read more about what they are doing and the links between cyber security and marketing in this article for CMO.com.au.

 

CMO – Why this marketing and creative chief switched from global brands to local startup

Photo by DAMIAN SHAW.com

Photo by DAMIAN SHAW.com

Startups are renowned for being able to build brands off a shoestring budget – a talent that at times has left established competitors scratching their heads about how they can rise to prominence with such small budgets.

Craig Davis is now learning those lessons first hand. The former chief creative officer of Publicis Mojo is now heading up marketing for a small but exciting Australian startup, the parcel delivery service Sendle.

He describes the experience so far as being like an MBA in the new ways of brand building. Given how successful many startups have been in stealing attention (and revenue) from big-spending established competitors, it may be an experience that more up-and-coming marketers might want to see featured on their resume.

You can read more about Craig and the lessons he is learning in this article for CMO.com.au.

CMO – Why Tourism Victoria decided to go agile

agile_2

Its easy to forget that all the tools and methodologies that make startups successful are equally available to existing organisations – if they choose to use and master them. So it was great to see an example of a government agency adopting the agile development methodology in conjunction with its digital agency when it came to revamping its core website.

You can read more about the agile partnership between Tourism Victoria and its agency IE Digital in this story for CMO.com.au. For Tourism Victoria, embracing a new way of working together delivered greater transparency into the development process, and ensured that it knew exactly what it would be getting for its money.

 

CMO – Getting the lowdown on people-based marketing

people_1All marketing is about people – surely? As with all things related to digital marketing, the term ‘people-based marketing’ means much more than what it seems. While much of the marketing world works on probabilities – buying ads in a certain program at a certain time will ‘probably’ reach a certain audience, people-based marketing aims to be very specific – reaching actual (although usually ‘anonymised’) individuals whose attributes have been pre-determined through some form of opt-in system. To learn more, take a look at this article I wrote recently for CMO.com.au.

CMO – Adelaide City: Using location data analytics to improve destination marketing

adelaideI’ve been watching the ‘smart cities’ movement for a while now, as town planners have grappled with the question of how to use technology to make our cities better places to live. Often the discussion has taken a very technical turn, and got caught up in discussions around the deployments of Wi-Fi networks and sensors.

Cities are inherently human places however, so it is refreshing to see Adelaide City Council put its people at the heart of its smart city strategy. Technology does not usually form a major part of destination marketing (at least beyond the media used for its dissemination), but you can read more about how Adelaide is using technology attract and retain citizens in this story for CMO.com.au.

CMO – Mobile payments: The new future of commerce

mobile-paymentsTaking money is ultimately the most important part of the sales & marketing cycle for for-profit businesses. So with consumer expectations of customer service continuing to rise, its no surprise that many companies are now turning their focus onto smoothing and improving this vital process. Companies like Uber and Airbnb are showing the way in terms of making the transaction process all-but-invisible, and new tools and services are extending that capability to an increasing variety of transactions. You can read more about trends in payments in this article for CMO Australia.

My speech from the ASCA Smart Communities Summit

2014-concept-1-gif_0Last week I gave the opening ‘catalyst’ address for the Australian Smart Communities Association’s inaugural Smart Communities Summit in Caloundra. A Few people have since asked for the speech and the notes it includes on what defines a smart community, so I am Catalyst speech.

The event itself was both well attended and well constructed, with presentations from leading thinkers and practitioners involved in creating smart communities in Australia and around the world.

We have already begun planning for the follow-up event in 2017 – hope to see you there!

Race Against the Machine – AIM Magazine

432_AIMMag_HomePageTile_350x350_0216_0I’ve been watching the impact of digital services on traditional businesses for what seems like a long now, but that doesn’t stop me from jumping at the chance to do it again. In the latest edition of the Australian Institute of Management magazine I get to talk about digital disruption and its impact on all sectors (not just taxis and accommodation).

It was also a great excuse to talk to one of my favourite thinkers on this subject, Vaporized! author Robert Tercek, who also made a great contribution to my own book A Faster Future some years ago.

The main point that I make in the article is that disruption is not a matter of ‘if’ but ‘when’ – and even if your own business has yet to face a disruptive competitor, their very existence is changing the expectations of the customers you service. You can check out a PDF of the magazine by clicking here – at least until they change the edition over (my article starts on page 21).

It used to be said (with thanks to Rita Mae Brown) that insanity was doing the same thing over and over again and expecting different results. In the age of disruption, insanity is doing the same thing over and over and expecting the results to stay the same.