The Facebook boycott: short-term strategy, or long-term solution?

The digital marketing and social media sectors continue to change the way consumers engage with each other and brands, and the way brands approach their digital marketing.

And some of these recent changes have been confronting to brands: in July, a number of global brands took the decision to withdraw their advertising spend on Facebook and Instagram, as part of the Stop Hate for Profit campaign.

But the reality was that for many businesses, especially those with large consumer customer bases, this wasn’t a long-term strategy because demand and necessity were always going to remain on Facebook and Instagram, and because any continued absence would likely raise huge opportunities for challenger brands.

What’s more, this decision by global brands masked a number of other inconvenient truths – around the role all of us have in stopping hate on social media, in the way we chose to use social media, and the way we engage with brands that chose to take these positions. 

I think the answer has to be to push for sustained, meaningful, long-term change across all channels, and it starts with education. Read my perspective in more detail in my latest article on Mi-3.

And elsewhere, I commented on Snapchat’s first global B2B marketing campaign in CMO magazine. Snapchat  is doing what all businesses are doing (including the other social and search platforms) – to advertise that brands should spend their marketing dollars with them. Any brand can be successful if they create content that is right for its audience and that maps best to the platforms being considered, by testing and measuring impact, and by refining content based on where the best results are found.

Data for every business – but how, when and why?

Yesterday, I took part in a panel discussion with executive recruitment firm Morgan McKinley, discussing how companies can accelerate their digital, data and automation strategies.

It was an interesting debate, not least because of the variety of roles and organizations taking part – SMEs and technology super-users, COOs, CEOs and founders, from the fintech  space and more-broadly. You can catch the debate – How to Unlock The Potential of Your Data – on demand at Morgan McKinley’s website. And it was great to join Leanne Ward, Salem Lassoued and Simon Herbert.

We were all asked for our top-five insights into getting the most out of your data. Here re mine:

  1. Start and be guided by your business objectives. Identify the customer outcomes that you need to deliver,  to achieve your business objectives.
  2. Determine what metrics are most important to you (and the business) – these should  indicate the customer outcomes (customer acquisition? product usage? et.c), and understand what is the core data you need to:
    • Understand success
    • Understand the funnel and levers you have to move that will drive that success – in other words, the relationship between all these touch points and data that will lead to successful outcomes
    • Make decisions against these
  3. Make your data actionable – identify the frequency and timeliness of data requirements, and the decisions you need to make and when you need to make them. Consider everything as a test environment where you are putting a series of hypotheses to test. For example, propose things like “if we do x, y should happen” – then measure if that hypothesis proved to be true or not.
  4. Present all data in the context of:
    • what it is
    • why it’s important
    • what you recommend be done next 
  5. Hire smart, talented people, who get things done, are infinite learners, and aren’t arseholes! You need highly adaptable, critical thinkers who can build and deliver outcomes.  As things change quickly, so must they, you and the decisions you make.  

I’d be interested in knowing how you and your organization get leverage from your data…

What marketers should do as the apocalypse hits

As the NSW and Australian Federal Governments edge ever-closer to following the UK and other countries into Covid-19 lock-down, I wrote this article for Mi-3 on how marketers can take the lead as the four horsemen of the apocalypse come over the horizon.

Businesses of every size and in most markets are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position their solutions, what are the best strategies to launch products, when attention is understandably focused elsewhere.

With uncertainty and change, there are opportunities to help organisations test new ways of doing things, to test new markets and new messages. Read the full article here:

And of course, always happy to talk more.