Speaking at IACT on The Future Of Marketing & Communications

Speaking at IACT 20151202
The great bunch of students I had the pleasure of hanging out with. 2 Dec 2015.

I was invited to give this presentation to a student class at IACT College, which was founded by the advertising industry to become Malaysia’s premier college specialising in creative communication.

I enjoyed my time with the students as well as the insightful questions they asked.

I spoke on “The Future of Marketing & Communications”, exploring the disruptions impacting marketing and communications today as well as what capabilities practitioners need to develop for the future. In a world where the scarcest resources are attention and engagement, marketers and communicators need to:

  1. Have a conversation – Marketing and communications today is essentially a dialogue with the marketplace. We need to design organisations and capabilities that set us on a virtuous circle where we sense/listen, integrate, and communicate again and again to remain relevant and engaged with our audiences.
  2. Embrace and co-create with your community – From the conversations we have with the marketplace, we are able to take in input and perspectives that result in truly engaging initiatives that already have buy-in from our audiences and customers.
  3. Tell authentic stories – In a world saturated with banal noise, authentic storytelling helps cut through the clutter; engaging both the heart and the mind.
  4. Integrate across media – Marketing and communication channels can no longer operate in silos. The sum of parts are often stronger than the individual parts.
  5. Build your own media platforms – As the media and channel landscape becomes even more fragmented, a brand’s own media platforms often become an authoritative source of information.

My slides are available here:

I also shared some case study/examples from both Microsoft and Shell. The videos I refer to in my slides are as follows:

Shell – Destination Home

  • Link to video on Youku
  • More context to this campaign available here and here

Shell #MakeTheFuture – Morro de Mineira Project

Microsoft – Decode Jay-z with Bing

Speaking at Comms Malaysia 2015 on The Future of Communications

CommsMalaysia_2015-40Photo credit: Advertising + Marketing

I was very honored to be invited to join a great panel of speakers at the recent Comms Malaysia 2015 event, organized by Advertising + Marketing, a publication of Lighthouse Independent Media.

Comms Malaysia Speakers

I spoke on the topic, “Looking to what’s next: The Future Of Communications.” In my presentation, I made the case that the marketing and communications landscape is being completely disrupted by many forces, including: the globalized & hyper-connected world we live in today; Big Data and the Internet of Everything; Social media; an ever-changing and ever-fragmenting media landscape; ubiquitous connectivity, and changing interfaces.

Drawing on case studies and examples from both Microsoft and Shell, I then outlined four capabilies marketers and communicators could build on to prepare themselves for the future of communications:

  1. Embracing & co-creating with your community
  2. Telling authentic stories
  3. Integrating across media
  4. Building on our owned media platforms

Here are the slides from my presentation. I hope you enjoy them and look forward to engaging with you on it.

There were two videos embedded in my presentation, which can be viewed via YouTube here:

  • #makethefuture Morro da Mineira Project:

  • Microsoft Bing – Decode Jay-Z Case Study:

2nd Annual Digital Marketing & Advertising Asia (DIGMA) 2014 – What’s Next: 5 Capabilities For Marketing & Communications In The Next Digital Decade

DIGMA 2014

I was invited to speak at the 2nd Annual Digital Marketing & Advertising Asia (DIGMA) 2014 today. DIGMA 2014 is a trade show that recognizes the huge potential of digital marketing and advertising opportunities in the Asian region. Digitally based initiatives are expected to make up 20 percent of the global advertising market by 2014, with the Asia Pacific region, in particular, already reaching $27.3 billion in digital advertising spend in 2012 alone. The trade show was officially launched by the Malaysian Deputy Minister of Domestic Trade, Co-operatives & Consumerism Malaysia, YB Senator Dato’ Seri Ahmad Bashah Bin Md Hanipah.

DIGMA 2014

I spoke on “What’s Next: 5 Capabilities For Marketing & Communications In The Next Digital Decade“, touching on what skill sets marketing and communications practitioners need have in a digital future:

  1. Be agile, nimble, 24×7, global
  2. Embrace your community
  3. Be authentic and transparent
  4. Integrate across media
  5. Build owned media platforms

 

I’ve uploaded my slides and embedded them below. Do let me know what you think – I’d love to have a conversation with you.

 

What Happens In An Internet Minute, The Internet Of Things, And What Marketers Must Do

I’ve highlighted this before, but today, I saw this featured again on my LinkedIn timeline in the format of a new infographic by Intel.

WhatHappensInAnInternetMinute

My favorite bit of Intel’s observation:

Today, the number of networked devices equals the world’s population. By 2015, the number of networked devices is expected to be double the world’s population. And by the time we reach 2015, it would take five years to view all the video content crossing IP networks each second.

Thinking about this and having grown up during the ascendancy of the internet, I continue to be marveled by how fundamentally the web and technology have revolutionized the way we live. Even as I follow the stories coming out of CES2014, one of the themes that have really called out to me has been “The Internet of Things” (IoT).

How then can marketers and communicators make the most of this? Well, I can think of a few:

  1. Data-driven insights – Today, there is so much data available to marketers along with the tools to access, understand and leverage this data into insights. Some of the conversation here lends itself to a larger discussion on Big Data, but the core assertion I’m making here is that marketing must be fueled by better insights – and sometimes, that comes more from slogging through data rather than pretty pictures.
  2. Dramatic disruption – With everything that happens in an internet minute, attention today is at a premium. We have more data and information – but we also have a lot more noise. To break through the clutter, one must truly be dramatic enough to warrant attention – in fact, I hearken back to my old hero, Seth Godin’s definition of “Remarkable” = Worth making a remark about. Is your brand, marketing proposition, story worth people making a remark about and be willing enough to share it with others? However, there is a flip side to this, which is my next point…
  3. Creative contextualization – Being dramatic is often misunderstood and has led to many a faux pas (which, today, one’s mistake is amplified many times over via social media). On the contrary, I do not subscribe to the maxim “any publicity is good publicity” (a lesson learned from having managed a few crises and issues in the past). What’s important thus is to ensure that your “dramatic disruption” is creatively contextualized to your audience – what they want, the way they’re thinking, what they may not know they need just yet… I’m a firm believe in audience-led marketing and believe that, given the data we have access to today, it would be extremely lazy not to figure out how to reach out to your audiences in a creatively contextual manner.
  4. Cultivated community – Finally, one of the best ways to consider how all this comes together is to consider how we might cultivate and embrace our community. The marketplace has and always will be about people – and people do gather into groups/tribes/communities. It’s our natural tendency. An astute marketer would be able to combine the data-driven insights to create and/or embrace an already established community and engage them with your brand, marketing proposition or story. It’s in this context that you can be dramatically disruptive in a way that is appreciated as creative and contextual. This has been made a lot easier on the internet, given the myriad social networks that we have and are a part of (*Cough* I’m on Twitter, LinkedIn and Facebook*Cough*).

 

Here’s to the internet. 😉

LG World’s Slimmest TV Viral Video

This has been making its rounds via social networking sites… The video is purportedly security camera footage taken from a consumer electronics store. In the footage, we see one particular individual behaving oddly, fully facing the camera at all times.

It is only when the individual exits the building do we realize the “punchline” of the video – with the brand and advertising message sitting quietly in full view of the viewer.

What’s pretty amazing is the concept and execution of the video – it certainly had a lot of people fooled into thinking that this was actual security camera footage and not a commercial of any sort. Not only that, the way it was uploaded to YouTube – from the title of the video (text in low caps – “smart thief caught on cam”) to the description of the video (“Take a look what this guy did in broad daylight!”)… everything was done to make it look as authentic as possible without a hint of marketing messaging. Even the brand placement and advertising message was something a lot of people missed… which, to me, makes this even more powerful.

Sometimes, less is more… and “quiet” can be pretty “loud”. If you check out the video on YouTube, it has already garnered more than 2.4 million views since it was posted (under what appears to be a pseudonymous account) on 28 Dec 2011 (as of this posting today – less than a month since the original posting date).