How digital video changes story telling.

Thought provoking discussion on how storytelling differs between TV and digital video.  This goes deeper than length.  It's about breaking free from the traditional closed loop story arc (having a beginning, middle and end) to a more open ended storyline.

What we're doing online.

Great infographic.  It is mind-blowing to see the change in our online behaviors and growth of new platforms in just three years.

source: BusinessInsider.com

Google's take on the future.

I met with the team from Google today and continue to respect the ideas that come out of the Googleplex.  Yes, they're always right on the verge of Big Brother type stuff.  But the stuff they do helps organize our lives and enable us to do more (consistent with their mission!).  Since the future of Google is increasingly the future of us, this is worth watching.

Happy Birthday, Moore's Law.

Today is the 50th anniversary of Moore's Law.  And I'm typing this on a tiny device that is smaller, more powerful and less expensive than any of its predecessors, yet will be larger, less powerful and more expensive than the device I will likely be using in two years time.  

I became enamored with the power and clarity of Moore's Law when I worked with Applied Materials to help market the world changing merits of nanotech. Moore's Law is one of the primary reasons why we live in awesome times, and why business is increasingly more productive. 

Thank you Gordon Moore.

Never stop learning.

It was good advice then, it remains vital advice today, given the increasing pace of change.

SXSW Panel: What marketers can learn from political campaigns.

From the emergence of mass media via Television, political campaigns have used the medium with great effect to build belief in their candidates. From Eisenhower’s patriotic “I like Ike” campaign, to LBJ’s “Daisy Girl” commercial, campaigns used the broad appeal of television to create belief. Today, technology has democratized conversations and put power into the hands of real people—emphasis on real.

What can Madison Avenue learn from this transformation?

In this panel, we discuss how brands and marketers can adopt the road-tested tactics of successful political campaigns, including smart data segmentation, rapid response, emotional storytelling, and influencer engagement. By moving supporters up the ladder of engagement and asking them to take more and more meaningful actions on behalf of the things they care about, brands can create a community of advocates prepared to act on their behalf anytime, anywhere.

What's the state of relationships in a digital age?

As humans, we need to be safe; we want to belong; we yearn to be loved; and, most of all, we hope that we matter – to our friends, to our families, within our communities, and to the companies with which we do business.  Relationships help satisfy these basic needs.  That’s why we seek them. That’s why we need them. 

A few weeks ago I had the opportunity to give the keynote address at the annual JD Power Automotive Marketing Roundtable in Las Vegas and pose this question to the audience: What is the state of human relationships in the digital age?  This isn’t an abstract question. As marketers, we have no choice but to confront and resolve this question.  (Click here to see the speech.)

I’ve come to embrace a simple truth about marketing – what’s true in real life should be true in marketing.   Listen to our vocabulary:  Brand relationships; Customer relationships; CRM.  If our goal truly is to build customer relationships, then we should dig deeper to better understand how people form real, personal relationships. 

As marketing becomes increasingly driven by data and technology, we must re-learn how to forge more personal, more authentic customer relationships.  In a digitally-driven world, the 4Es of personal relationships—empathy, experiences, endorsement and energy—gives marketers a clear framework for creating relevant and lasting customer relationships. 

After all, to connect with customers that increasingly prize authenticity in companies and brands, it pays to remember that what is true in life should be true in marketing.

Meet Generation Z

I don't like the name Gen Z.

Given that this young cohort accounts for nearly 26% of the U.S. population, we could show them a bit more respect by giving them a better name.  They are not last in line, as implied by the letter Z, but in fact are at the forefront of new trends that will impact culture and commerce.

Unlike other generational names, Gen Z conveys little insight into the characteristics of this group.  Boomers aptly described the population boom that follwed WWII.  Gen X drew its name from the cohort's embrace of extreme sports, music and culture.  And the term Millennials came about for obvious reasons.

Gen Z (basically anybody under the age 18) will have an enormous impact on the U.S., both from a social and an economic standpoint – they deserve a better name:

• Gen Tech, because they draw inspiration from technology, not just the internet.
• Inclusives, describing their multicultural and co-creative nature.
• Makers, tapping into their desire to build and create, not just watch and share.

Regardless what we call them, we should first get to know them.  This presentation from Sparks & Honey is a great starting point.

Meet Generation Z: Forget Everything You Learned About Millennials from sparks & honey

DE$IGN

This is a good video about the role that design can play in driving commercial success.  John Maeda is a graphic designer, computer scientist, author and all around big brain.

A quick peek inside Team Detroit.

My previous post summarized Team Detroit's commitment to training and inspiring the next generation of advertising professionals.  This video, produced by our winter crop of interns, gives a peek inside the agency and why it's a great place to grow your career.