Month: November 2017

Is Silicon Valley Killing Democracy?

One author argues the unchecked pursuit of innovation is not as beneficial for the economy as we think. There’s talk about whether five major technology innovators—Google, Facebook, Amazon, Microsoft and Apple—have achieved such market dominance that they should be regulated. As with Standard Oil at the turn of the last century or AT&T in 1984, have these five technology leaders achieved too much power and market influence over our society? These firms are the drivers of innovation and growth in the global economy. They provide lower cost, greater efficiency and enormous consumer benefits, but Jonathan Taplin, director emeritus of the Annenberg...

Read More

How Does Technology Change the Way Marketers Measure Outcomes?

As marketing advances with technology, businesses must reconsider how they evaluate its ROI. Marketers have focused on the links between their actions and financial performance for two decades. There’s been considerable development of tools on the practitioner side, as well as implementation of financial management within companies. Academic researchers have improved their strategic understanding of the role of marketing by studying its impact on customer behaviors and financial measures. They’ve gained clarity on how marketing experience and skills contribute to successful financial management. However, marketers may see a new set of priorities emerge due to technology. What made sense in...

Read More

4 Steps Brands Must Take to Survive Digital Disruption

Digital disruption has radically transformed music from a product to a service, and the evolution of that industry offers guidance for every category. The digital disruption of the music industry has been widely touted as the toppling of major labels by digital insurgents, yet major labels remain at the center of the industry. In all industries, digital technologies are enabling challengers to contest incumbents with new business models that bypass the centrality of a product in creating value and growth. From its earliest days, the recorded music industry revolved around a product: sheet music and cylinders, then records, then CDs and eventually...

Read More

Why Marketers Must Keep Pace With Smart Technology

As connected smart devices become more skilled, marketers must take an active role in leveraging them to reduce friction in the customer journey Since the time we lived in caves, man’s basic needs have remained the same: food, shelter and security. We originally satisfied those needs with our bare hands. With the division of labor came services. (“You do the hunting, and I’ll gather the roots.”) With the discovery of tools, we found ways to better accomplish tasks. For much of human history, the operation of those tools and their adaptation to the specific task was under the control...

Read More

What Marketers Need to Know About Blockchain

Blockchain, predicted to be a $7.74 billion market within six years, may flip the business world on its head. Are marketers ready? What is the blockchain? Most marketers would likely answer this question by mumbling something about Bitcoin and cryptocurrency, but Jeremy Epstein, CEO of Never Stop Marketing, is a true believer in the technology. “I happen to think that this thing is the internet at exponential levels in terms of importance,” says Epstein, who recently wrote the e-book “The CMO Primer for the Blockchain World.” “My brother always says, ‘Jeremy, you drink way too much Kool-Aid. You’re totally off the...

Read More