Category Archives: disruptive technology

Why your Marketing needs to be ‘Real World’ and not just ‘Digital’

They say people buy from people and that’s generally true in my experience.

Human beings are highly non-verbal and so we place a lot of value in face to face interaction.

Similarly we like the physical over the virtual ( I think its known as the ‘kinesthetic value’ ) so for example, a Birthday Card in the post suggests ( perhaps wrongly) more thought and care than a Birthday post on Facebook.

I suppose we can call these ‘real world’ experiences.

I must admit that despite growing up long before the Internet, Amazon.Netflix, the Smart Phone and Google I tend to be rather dismissive of the ‘old-fashioned ways of marketing’ and tend to assume they are dead or dying.

So whilst there is of course real value in our digital interactions we must not, of course, lose sight in the value of our ‘real world ‘ contact with people in business or a social context.

So to give some examples

There is still value in Hand-Written Communication for Business Marketing as I have written HERE.

The Business Card is still important as I have written HERE

Though the High Street is struggling as I wrote HERE it’s still critical for Retail success so long as we understand how to change and adapt it for more of a ‘showroom’ role.

Recently we have seen the recovery of printed Book sales ( see HERE) when not long ago the eBook was predicted to virtually eliminate them.

Similarly, we have seen the re-emergence of vinyl as a viable music format you can see more about this HERE.

So in our marketing mix, we should not forget the value of Print, Hight Street and Face to Face.

As the Internet Psychologist Graham Jones puts it ( note to self especially here ) Digital is not the ‘Holy Grail’ of marketing its just a very important channel and we need to remember that.

Richard Dawson

It would be great to hear what you think so leave a comment !!

If you feel we can help you with how your ‘Digital Marketing’ interacts with your ‘Real World’ Marketing if so Contact Us HERE.

Only Monzo can help retailers like Marks and Spencer be digital innovators

Image Copyright : Great Yarmouth Mercury

The headlines and even a TV documentary this past week have suggested that Marks and Spencer are in an irreversible decline. Will they go the same way as BHS, Comet, Phones4u and so many more?

As the Telegraph’s Jeremy Warner writes HERE ” M&S’s problems are entirely self-inflicted – a dowdy, out-of-date clothing range, a stores format that looks like something out of Communist Russia, lousy IT and logistics, and an online presence that is way behind the curve. The world has changed; M&S has failed to change with it.’ That’s a bit harsh in my view especially in light of the many other retailers who are in considerably deeper trouble. Marks and Spencer’s greatest strength ‘A store on every high street’ has become the exact opposite.

More widely as Sky News’s Adam Boulton succinctly points out HERE the death of the High Street is nigh!

Of course, M&S is just one of many retailers dealing with rapid change in shopping habits and technology.

It strikes me that the ‘wind direction’ has suddenly changed or to mix metaphors we have reached the tipping point. Yet retailers have responded with a remarkably timid approach more ‘managed decline’ than bold change.

As McKinsey say HERE ‘As digital technology erodes profit and revenue growth, why aren’t companies responding with bold strategies?

Marks and Spencer have an excellent CEO but he is an insider. Maybe that’s not such a good thing when the tectonic plates are shifting.

In Banking its social disruptors like Monzo ( an App that’s become a Bank and through Social Proof has grown to 600.000 mainly millennial customers in 3 years) that are achieving real growth maybe that’s the issue here.

To really make the leap they need I think M&S need to be a Social and Digital Disruptorand make a much-reduced estate of stores into showrooms experiences and social spaces.

Maybe M&S need to appoint Tom Blomfield (Monzo’s CEO) as a non-Exec Director! Of course, I’d be happy to help too and even though I’d be cheap by comparison Tom would add so much more value.

Richard Dawson

This article can also be found on LinkedIn HERE

GDPR or the new Facebook Algorithm- Which will impact Digital Marketing the most ?

Have to admit I have been struggling to write my next blog and have two posts nearing completion one on the big news feed changes Facebook announced in January the other the pending some would say looming GDPR Data Protection changes.

I can’t decide which is more important and profound in its effect but I will !!

What do you think?

 

Images Credits ( www.superoffice.com/blog/gdpr/  and  Owen Video

 

#OpenBanking is set to revolutionise the way we manage our finances

SunTec
Thanks to SunTec Group for the infographic

As a passionate Monzo user (I bore my friends rigid about it ) I’m  increasingly struck by the trend to Open Banking  -not just technically speaking but by its massive social capital. I think its another of those disruptive technology moments. For older greyer people like me, it has some parallels with the telephone banking revolution of the 1990s spearheaded by First Direct. I suspect it spells much deeper change for the banks though.

Lots more details on  Open Banking can be found HERE