Marketing is transforming into an increasingly technical discipline. Especially since the advent of digital, having the ability to take a look under the proverbial hood has gone from a nice extra to a bare necessity for most marketers. Thankfully, a lot of great tools exist that help us do just this. But out of a rapidly growing number of tools, which one(s) do we choose? And is there something like a "best" tool? Let's find out.
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Social media has grown dramatically since it’s early beginnings in the mid 2000’s. Today, social media has expanded to cover multiple types of content and applications and is being increasingly used by companies to engage with their customers 24/7.
Unless you've been living under a rock lately, you've probably heard a thing or two about "fake news" and how we are living in a "post-truth society". Now, there are several views to take and sides to choose when it comes to this phenomenon. For the sake of relevance and brevity, however, today we will only examine one of its aspects: trust. Why trust? Well, both as a communicator and as a human being, I am becoming increasingly obsessed with trust. Especially with the way trust - or the lack thereof - is established through digital channels.
So let's start at the foundation; what is trust? Essentially, trust is believing that another person or group of people will do as they say they will. Additionally, trusting means being in a state of uncertainty: by extending trust, we give up control over the actions performed an other party. This then creates expectations for the outcome. If the outcome meets or exceeds the expectations, trust remains or increases. If not, trust is lost.
We do all this while in full cognition of the fact that this other party is composed of living, breathing human beings with an agenda of their own. Not so easy. Despite this, trusting others is - likely by necessity - the default. We tend to trust others until they give us a good reason not to. But when that bond of trust is broken, the consequences can be dire.
Consider for example an organisation that became known for broadcasting news in a 24/7 format. For many decades, this organisation was well-loved and respected, and people trusted the information it put forth. Now, during the latest season of the POTUS election show, that changed. Rather than matter-of-fact reporting, much of the information disseminated was extremely ideologically slanted and sometimes flat-out wrong. Many people that trusted this organisation went to bed with the expectation of a guaranteed Clinton presidency, but instead woke up to this:
We hope you had a great 2016 and are ready for some well deserved rest and relaxation over the holiday season. It's been a pleasure doing with business with all of you and we're looking forward to picking up where we left off in January.
I recently attended a ‘Campus New Technology Seminar on Future IT’ at the High Tech Campus Eindhoven. The primary reason for going was not the ‘Data Security’ talk, which was interesting, but to get a chance to see and hear about Microsoft’s HoloLens. Now I freely admit I’m a tech geek, and getting the opportunity to see or play with new tech always interests me.
In today’s economy, it’s difficult to be successful. Unless you have a truly unique offer, you can find yourself struggling to compete against many other companies providing similar products and services. This makes it even harder to get your name out there and stand out amongst the giants. But you can!
From the 22-30th October all the great minds throughout the Netherlands come out to play for Dutch design week. Here in Eindhoven, we had the opportunity to meet with many innovators who were showcasing various cutting edge technologies. These included VR, AR, Autonomous driving, wearables, clothing, IoT and even terraforming. Here are just a few highlights of what we saw at DDW 2016:
Every now and again you come across a little side project where you think, why not. One of my friends told me about a campaign that was being created to promote the UNESCO World Heritage sites in the Netherlands to the Dutch, and that they were looking for a Scotsman to appear in the videos. Well as you can guess, I took the bait.
The recent HighTechXL Modern Day Warriorsevent in Eindhoven was a celebration of innovation and new disruptive ideas that will possibly, with the right funding, the right timing and a lot of blood, sweat, tears and luck go on to change our world. The six latest startups to go through the program were making their big pitches for investors at the end of an intensive program to take these companies from idea to reality. But while this event may mark the first step in their journey, it is still only the first of many challenges to be overcome.