Drone On

I was recently asked by a client what I thought the impact of drones would be to business.  I was aware of some testing done by Amazon and some other media hype at the beginning of the year but what I hadn't realized is how sophisticated this area had become recently.   In the past week six Hollywood companies received permission to fly camera drones as part of future productions.  Meanwhile in Europe this week, DHL were first to use a drone to deliver a medical package to the car-free island of Juist in Germany.

Here is an article we found from earlier this year giving a good oversight to just how serious companies are about using drones as part of their delivery strategies.

- Ron Baker

Published: 28 April 2014 Updated: 09:24, 28 April 2014
London Evening Standard
Joshi Herrmann

Google’s recent announcement that it has bought a company called Titan Aerospace means that the internet’s three biggest giants are all now “in” drones. Facebook, which considered buying Titan itself, has purchased a Somerset drone-maker called Ascenta, and Amazon is already fiddling around with the eighth generation of its Prime Air drone, promising that it will be delivering packages by 2015.

All of which means that the future of retail and technology — and perhaps much else — is nothing less than a Game of Drones. If you’re a major multinational corporation, army or key emergency services provider and you haven’t either invested in a drone manufacturer or at least trialled the things, you’re in danger of looking hopelessly out of step.

Self-driving Cars Will Be $87 Billion Market by 2030

Electronic vehicle enhancement represents a huge growth area in the automobile manufacturing business.

Here is an article reported earlier this year from IEEE on the potential in advanced electronic assistance in vehicle control.

Earlier this week, I wrote about Google's latest self-driving car demo. The company’s fleet of autonomous vehicles give us a window to the future of automobile travel. 

But a new report from Lux Research released this week adjusts the view a bit, describing the opportunities and challenges that lie ahead.
The report notes that as today's premium driver-assist and safety options become standard features, these "smart car" technologies will become a US $87 billion in 2030, offering new and potentially lucrative revenue streams for automakers as well as the suppliers of advanced hardware and software for vehicles.
So despite the hype over self-driving cars, most of the change in the automobile market will come in the form of near-universal availability of driver-assist features such as adaptive cruise controllane departure warning, and autonomous emergency breaking—capabilities that we already see in high end vehicles. 

Full article here   Self-driving Cars Will Be $87 Billion Market by 2030

Marketing in the Digital Age

The word "Google" was added to the Oxford English dictionary on June 15, 2006.  Eight years ago we were using the word Google as a verb to describe an online search for information so often that it became a recognized word in our global society.

Just as online search is our new Yellow pages and our community is now global, so too must advertising change to meet the new norm.

It is not about simply grabbing the attention of the intended buyer, now it demands continuing to communicate through every means possible.

Greg Sattel is an expert in online marketing and publishing plus as regular contributor to the Harvard Business Review and Forbes.

Here is an interesting read he posted on his blog about "How to Stop Failing at Content Marketing"

When asked about what makes a great ad, advertising legend Leo Burnett advised, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”  He wanted his work to cut through, because as he also said, “If you don’t get noticed, you don’t have anything.”
And no one was better at getting noticed than Leo Burnett. He created legendary icons such as Tony The Tiger, the Jolly Green Giant and the Marlboro Man that transformed mediocre brands into dominant market leaders.
Now that digital technology has revolutionized how we distribute information, marketers are trying to apply many of the same principles to content.  Unfortunately, it simply doesn’t work that way.  The truth is that in a content driven world marketers need to start thinking less like advertisers and more like publishers.  Here’s what needs to be done.

The art of using video to showcase or promote a performer or group consists of much more than setting up a camera and shooting a performance on the stage.  To capture the performance the video producer must understand the elements. These include and are not limited to understanding the music, working with the artist on the interpretation of the words, music, movements or story line and developing a plan for how the final product will be used.

This series published by the New York Foundation for the Arts is an excellent essay on how and what to assess when commissioning a video of your performance.

How to Create a Video Arts Work Sample

When Is A Program Over?

In the days before social media, marketing campaigns had a beginning, a middle and an end.  Not so anymore.

Most marketing programs in today's world will have a social media component.  The essence of which is to engage with the intended customer by either providing relevant product information or encouraging them to participate in some element of the campaign. The key word is engage.

Once you have created this connection you have to maintain it.  This changes the core composition of the marketing plan.  The program has to carry the intended message and then continue a dialogue with the audience long past the completion date of the marketing campaign that initiated the engagement in the first place.

This fundamentally changes the way we market.  Now our communications strategy is a key component of our marketing plans.

That provides for a realization that the dialogue with the customer is real and on-going.

Do you have a Digital Marketing Strategy or are You Just Posting Weather Reports?

A friend recently asked me to assess a company’s marketing strategy, based on their  online presence.

This company has a national presence with customers in all major markets. 

I started by going through our (DRIVEN) online checklist…
Blog – no
Twitter – yes
Facebook – yes
YouTube – no
Pinterest – no

So, based on these findings, what we found was the basis of  a social media strategy and not an online marketing strategy. 

The company product is visually appealing and as a matter of fact their customers are people who want to see and experience their product.

Ditch The Silos – How to Build a Great Content Marketing Team

This is a well written insightful article on the state of search in today's environment and the necessity of content marketing to get your brand noticed.  This is one of the best explanations we have found for what we do here at DRIVEN.

Last month I attended SES in San Francisco and saw some great presentations, as always covering the ever-changing world of search. Having recently launched a content marketing agency, the session that stood out to me the most was the convergence of search, social and content marketing – with some great presentations from Chris Winfield and Arnie Kuenn.

Search, Social & Content Has Merged into a Single Process
I’ve recently written about how to transition of a team from SEO into content marketing – and in my opinion, the best content marketing teams merge all things search, social, CRO, PR, paid media etc into a single team.
These days, if all you focus on is SEO, you’re probably not actually that good at it. That’s because you’re missing the point that you need to acquire high-quality, natural links, create a social buzz/awareness, reach a targeted audience, and convert those into customers/leads.