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Mobile Marketing @ SES Jakarta & WiFi based Location Context

SES ( soon to be called ClickZ) hosted a Digital Marketing Conference in Jakarta this week which is the meeting point for digital marketing and advertising professionals in the AP region.
Here the  latest mobile marketing trends, best practices, new technologies have been discussed and presented, including Cisco’s CMX capabilities as part of meet the experts session called “Context marketing using Wifi location services”.

SESjakartaSome interesting observation and ideas being discussed include:

Multi-Channel Attribution modeling:
While online marketing investments are more measurable compared to conventional media such as television, however tracking what leads to sales conversion is becoming increasingly complicated.
The simple measures of last click or first click attribution are not fully meaningful to represent today’s omni-channel ultra-connected consumer. Therefore it’s not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics.

Data to underpin a successful digital marketing strategy:
Increasingly consumers are connected all the time -- and with that every day around the world, connected consumers are being wooed by offers of better prices, better deals and better service.
How can marketers compete…often the only defence they think they have to fire back at competitors is to match those deals and price cuts.
However data is key, as more information about customers becomes more plentiful and more detailed, and as customers become more interactive with the companies they buy from, the competitive marketing landscape is becoming radically different. For many advanced organisations it is using data to deliver insight and analysis gives them a competitive edge to keep ahead of the pack. Read More »

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Content: Are you Taking the Right Journey?

We all know about the importance of knowing your customer needs, and focusing on the digital journey. But all too often, we overlook the content that customer experiences — and how well it pays off the journey. A few months ago at the Word of Mouth Marketing Association  conference, I shared five steps to tune the customer  journey and the content needed to support it. Here are some lessons learned (and what you can do to get started).

1.  Build out customer personas.

The first step is to bring your customer targets to life. Who are your customers and what do they care about? What are their key go-to sources for web, mobile and social?  The key is to understand the roles these target buyers play and the interplay within the purchase process. At Cisco, we started with three target personas for our Data Center buyers and did a deep dive into careabouts for CEO, BDM and Technical Influencer roles. Read More »

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Digital Technology and the Olympics: When Is it Cheating?

February 6, 2014 at 5:20 pm PST

We all know how close we are to our mobile devices and digital technology, and how much we rely on these new tools – 87% of us use our mobile device while on the go and 81% of users read email on their mobile – and all of us use some combination of the web, mobile, video, social media, computing power, collaboration tools, and digital networks in our daily business lives.

We take advantage of advanced digital technologies for efficiency, effectiveness, and loftier performance in business, so why wouldn’t an athlete use these technologies to their advantage while in training or on the field of athletic competition?

  • football helmetNFL quarterbacks have in-helmet speakers and microphones to get plays called-in from the coaches on the sidelines (as noted by the green sticker on the back of the helmet).
  • The America’s Cup racing teams go to elaborate measures and spend incredible sums of money to hone their boat hull technologies for competitive advantage.
  • Better strength-training machines (and outlawed performance-enhancing drug cocktails) optimize the human body for maximum performance.
  • Special fabric technologies reduce wind- and water-drag for a few hundredths-of-a-second advantage in skiing and swimming competitions.

The examples are all around us, in virtually every sport or game, including the university-level, professional, and the Olympics. Read More »

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It’s Not Too Late: Make Your ‘Digital Resolutions’ for the New Year

January 21, 2014 at 3:56 pm PST

2014Approximately 45% of us make New Year’s Resolutions according to research by the University of Scranton. Among the top ten resolutions for 2014 are:

  • stay fit and healthy,
  • spend less and save more,
  • learn something exciting, and
  • spend more time with family.

Good luck with that…

We all start with good intentions in January, but often lose momentum by the end of the month with only 8% of us achieving our resolution during the year. I admit to invariably occupying the category of the underperforming 92%.

Add ‘Digital’ to Your 2014 Resolutions Read More »

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Observations from the 2014 Consumer Electronics Show

I am just back from attending the 2014 Consumer Electronics show in Las Vegas where I was meeting with customers and visiting the massive show floor. CES is an intriguing blend of extremes and contrasts: biggest and the smallest; connected and unconnected; wired and wireless; high tech – low tech.  As personal and business technologies converge through the “consumerization of technology”, CES provides an exciting window into the current and future world of technology.

As with every show, there are things which are the same, more advanced or completely new from the previous year.   The following are my personal observations and extrapolations from the show based on my conversations with customers, colleagues and walking the floor.

1. Internet of Everything – Not only are all things (machines, sensors, devices) being connected to the Internet but so are people and data, creating the Internet of Everything.  IoE is a fitting overall theme for CES – everything at the show is connected to everything else.  As Cisco CEO John Chambers stated in his keynote speech “IoE is bigger than anything that’s ever been done in high tech.”

2. New Next Generation TV… Again – You could be mistaken for thinking that CES is really the TV show.  Televisions are everywhere and every company seems to produce one.  Manufacturers are still promoting 3D television, but it has taken a back seat to the next big thing – spectacular ultra high-definition or 4K TVs – four times the resolution of typical HD TVs.

3. The World is Curved Read More »

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