Mitch Joel – Art of Marketing
The next person to wow the audience this morning was Mitch Joel who is simply labeled as the rock star of digital marketing. From once being a music journalist, Mitch wrote the book Six Pixels of Separation which is an awesome read. The theme of his keynote was control alt-delete. He covered the WTF-What the 5ish, The 5 movements going on in the internet.
He started off by telling us that its okay for us to feel that we are in digital purgatory and companies should focus first on direct relationships. He mentioned that while many brands are trying to get us to join all these social platforms and followings, it is even more important to build on direct relationships.Regardless of whether you sell a product, make a product or you are the social platform you all need to fight to build a relationship with the client. Companies likes Lego and Apple are going out-of-the-way to build a direct relationship with the consumer and create the brand experience.
The next take was sex with data. Companies like Amazon know the exact intelligence of their users, their shopping habits, their wish list and the overall behaviours of the consumer. Companies need to start having a holistic view on the analytics of their consumers without breaching privacy. It is important to educate the customers on why you collect data and how we can enhance the user experience with this data. Amazon released a great app called price check that allows consumers to trade personal data for incentive and value of experience. They have turned their customers in reporting bots. He reminded everyone that we need to turn linear data and circular data into an integrated stream of data.
The next factor is the utilitarianism marketing where the platforms connect with shoppers online and curate the users stream. A company that turned from social platform to social shopping is Fab. He also showed a few examples of the kick starter website that allows the audience to crowd fund a start-up. The utility or death syndrome mentioned that there is a new home screen and its the smart phone. He showed some incredible examples of how Lego uses augmented virtual reality to show case some of their toys, talked about cool apps like sit or squat. (I was wondering why stores like Lego did not exist during my childhood in Africa)