Tag Archive: social media


For those who, like me, have been in marketing for years we have seen the digital revolution and evolution over the last 10 years.

So digital has gone from being a channel for marketing to being the change agent for all marketing and now for all aspects of business.

Over the last 3 years, as we spend more on digital, we need to analyse what that really means.  Whether you’re building a website, mobile site or social platform what you are really spending money on is user interface and user experience,  This is fast becoming one of a new list of  core competencies required in all marketing teams from 2013.

It also means that we are spending more in IT even though many marketing directors could not tell you how much they really spend on hardware and software.

This means a new partnership in marketing where the most fundamental relationship is between marketing and IT.  For me, although the hardware is key, it is the software that will be the deciding factor between marketing success and failure.

Shaping software and understanding exactly what it can do will be one the primary competencies for marketers of the future.  A future that has already started.

I don’t think we need to start buying textbooks on writing Perl or starting courses on code-writing.  Its more about an understanding of what software can enable for the marketer.

Its as important as understanding how media works but just more important as it pervades more than just marketing.  Software will define products and new services.

Software is like a canvas in so many ways.  It will shape the size of the user experience and it will also influence how the communication story is executed.

I would start to hang out with the software geeks now if you are not already doing so.

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Check out http://www.giffgaff.com if you want to see a mobile operator use social media community to manage its customer service. Early days but a great idea.