Mitch Joel's Blog: Six Pixels of Separation, page 156

Open Letter To The Advertising Industry: Let's Not Mess Up Ads For Voice - Strategy Column

Hey, Siri... let's not mess up these voice assistant ads, ok?

One of the short-term technology innovations that will cause a lots of disruption in advertising is the move from fingers, mice, keypads, clicking and more to voice commands. We've been seeing this coming for years, but Amazon Echo, Google Home, Apple's Siri and Microsoft's Cortana are growing up and taking over. Voice is the new navigation. Voice is the next navigation. It's happening now, and it's becoming more obvious with each passing day.

What happens when a technology gets a semblance of adoption?

You guessed it... advertising. If you would like a primer on just what kinds of advertising is already happening (and, it ain't pretty), go ahead and read the cNet article, Ads for voice assistants are here and they're already terrible. From the piece:

"... who likes the idea of more ads? Cramming them into smart speakers could mess up the whole experience just as these devices are starting to take root. Amazon, Google and advertisers will have to tread lightly (or maybe that's asking too much and they'll keep trolling us like BK did). Let's be clear: This is an area that the ad industry won't be able to resist. Early adopters of smart home devices like the Home and Echo tend to be tech-focused and wealthier, a highly desirable audience for brands. Also, the number of people to pitch is growing fast, with an estimated 1.8 million smart speakers sold last year and 15.1 million expected yearly sales by 2020, according to researcher Strategy Analytics. If advertisers can find ways of reaching these folks, without being bothersome, they could see big benefits."

Keywords: "without being bothersome."

This is not how it has been rolling out (so far). As described above, the first big splash at making voice look relatable for brands came from Burger King. The idea seemed clever and innocuous enough: the fast food burger chain launched a fifteen second ad back in April that featured one of their employees leaning into the camera and saying, "OK Google, what is the Whopper burger?" This triggered many consumer's Google Home devices to suddenly start reading off the Wikipedia entry for the Whopper. To some, this was clever. To some, it was humorous. To some, it was annoying. To some, it was infuriating. Within three hours, Google disabled it. That wasn't the end of it. Many consumers (some might say "smart consumers") started trolling the Wikipedia entry by adding in words like "toenail clippings" and "cancer-causing." Wikipedia has to lock the entry, so only authorized Wikipedia editors could change it. 

Screenless advertising is going to be tough for many brands.

It would be easy to keep dumping on a brand that is trying to do something with technology, knowing full well that those who are trying to lead from the front are often the ones who are getting the arrows in their backs. This is less about Burger King and much more about what kind of advertising will truly work in a screen-less world. Voice isn't just about how consumers will navigate and engage with technology. The more voice that consumers use, the less screen time there will be... and that's a fundamental shift in dealing with attention, interest, desire and action. To put things into perspective, half of all searches will be voice searches by 2020 (according to Tractica) and, in the United States, Americans' use of voice-activated assistant devices grew almost 130% over last year (according to eMarketer). The implications are staggering. Asking a voice device for information won't lead to a typical screen with multiple search result options (both organic results and paid ones). The consumer expectation is (and will be) that the voice assistant will simply spit back the right answer... no need for a screen... no need for multiple choices.

It gets bigger and more complex for brands.

It's not just the "voice" part but the "assistant" part as well. These voice services are quickly being developed and integrated to solve consumer problems. From the little stuff (like ordering pizza) to the more complex (like diagnosing an illness). And, while this is all in its infancy, the speed of innovation, development and deployment is staggering. Voice technology will change the way that consumers engage with brands and technology. There is no doubt. Right now, brands need to be thinking very seriously about what their voice will be? What kind of advertising will work - right now - so that a brand can be the only result when a consumer is asking about them (or their services)? What kind of audio content should brands be developing right now to augment the advertising with relevant content (think about how blogging and content marketing is used to balance paid search results to date)? How big is the current market for voice and how long should a brand wait for this market to mature? Is there an "innovation lab" play for brands today with voice? How will voice play out beyond these home assistant devices to smartphones, automobiles and public spaces?

Let's face it: voice as navigation is where consumers want technology to be. Brands need to think about their role in this today.

The above posting is my semi-regular column for Strategy Magazine. I cross-post it here with all the links and tags for your reading pleasure, but you can check out the original version online here:

Start thinking about your screen-less presence. 

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Commanding Excellence With Gary Morton - This Week's Six Pixels Of Separation Podcast

Episode #582 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

He has accomplished what many thought was impossible. Gary Morton was part of the only US Army unit ever to win every simulated battle at the grueling National Training Center, and a company that grew its earnings by 20% every year and every quarter of every year for 28 years. It is an incredible leadership, team building and business story that was waiting to be told. Gary Morton graduated from West Point with honors and had a five-year career as a tank officer, the highlight of which was being part of an extraordinary unit that achieved unprecedented results at the US Army's grueling National Training Center -- the only unit to ever win every simulated battle it fought. Gary completed a master's degree, also with honors, from the University of Southern California, and transitioned out of the Army to medical-device manufacturer Stryker, where he held positions of increasing responsibility in project management, engineering, R&D, operations, and leadership, including twelve years as vice president and general manager of the EMS equipment business. EMS was an innovative juggernaut that he cofounded, and that grew to become the global leader in patient-handling equipment for the ambulance market. Gary is  now retired from Stryker and recently published his first book, Commanding Excellence - Inspiring Purpose, Passion, and Ingenuity through Leadership that Matters. Enjoy the conversation...

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #582.

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Six Links Worthy Of Your Attention #375

Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?

My friends: Alistair Croll (Solve for Interesting, Tilt the Windmill, HBS; chair of Strata, Startupfest, Pandemonio, and ResolveTO; Author of Lean Analytics and some other books), Hugh McGuire (PressBooks, LibriVox, iambik and co-author of Book: A Futurist's Manifesto) and I decided that every week the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".

Check out these six links that we're recommending to one another: 

Branding Matters In Local Government, And Atlanta Is Leading The Way - Fast Company . "I'm launching a conference on digital government, which happens in November in Ottawa. So, I've been devouring all things government lately, which increasingly sees a resurgence of 'design thinking.' Here's a great study of how getting the branding right allows consistent, trusted communications with citizens." (Alistair for Hugh).
78rpm Records Digitized by George Blood, L.P. - George Blood . "The Internet archive has the sum total of humanity's knowledge -- or at least aspires to. It keeps a copy of everything it can (even my old company, Networkshop, has a site there circa 1997. Shudder.) Well, now it has 26,000 78RPM records and counting, as part of the Great 78 Project. It's like a timewarp." (Alistair for Mitch).
Look to the food world to understand America's white supremacy problem - San Francisco Chronicle . "A look at the problems of black and white in the US, through the lens of trendy restos." (Hugh for Alistair).
Against All Odds, Mayweather Versus McGregor Was A Good Fight - The New Yorker . "Did you know Mitch used to do some MMA stuff? I always forget that, but it makes sense: you have to be disciplined and unrelenting even to be involved in MMA in a cursory way. Well, this past weekend there was a circus, which turned into a pretty compelling boxing match. I got a little bit obsessed with this fight, partly for the sporting spectacle that it was, but also because of the insanity of how the fight (how all big fights, usually on a smaller scale) are marketed. To be successful these days, fighters can't just be fighters: they need to be personas. I didn't know much about McGregor or Mayweather a few months ago -- but it was fascinating to see how they built this thing up, the over the top, shocking way they marketed this thing. Money is in attention, and they sure got it." (Hugh for Mitch). 
The real problem - Aeon . "Here is a very deep and long read about how we - as human beings - deal with our true selves. Is consciousness as mysterious as we believe it to be? This is a truly fascinating look at how new research raises new intellectual, scientific and ethical challenges about our lives. Are we truly who we think that we are? Seriously... read on..." (Mitch for Alistair).
Eliminating the Human - MIT Technology Review . "Best known for his work with Talking Heads, David Byrne actually spends a lot of time talking about what creativity and the arts means to humans. In this thought-piece, Byrne wonders just what, exactly, technology wants from us. He thinks it's (mostly) about reducing the truly meaningful interactions we have with one another. That's not a good thing." (Mitch for Hugh).

Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.

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alistair croll

archive

bit current

bit north

book a futurists manifesto

boxing

brand

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connor mcgregor

david byrne

design thinking

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facebook

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j walter thompson

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social media

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sports marketing

startupfest

strata

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technology

tilt the windmill

year one labs

 wpp

Claim Your Onlyness With Nilofer Merchant - This Week's Six Pixels Of Separation Podcast

Episode #581 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

For over 25 years, Nilofer Merchant has been known as the "Jane Bond of Innovation." I met her over a decade ago (thanks for the intro, Tara Hunt), while attending my first TED conference. She was not only a great guide and connector, but has become a dear friend over the years. She has been on this show in the past to talk up her two previous business books (both bestsellers) The New How and 11 Rules For Creating Value In The #SocialEra. Since then, she has become a widely regarded TED speaker (her 2013 TED Talk, Got A Meeting? Take A Walk, is in the top 10 percent of TED's most viewed talks). It doesn't stop there. Nilofer is ranked by Thinkers50 as one of the world's leading thinkers. She has personally launched more than one hundred products, netting $18 billion in sales and has worked for companies ranging from Apple to Autodesk, while advising many others. With all of that, I would say that her just-published book, The Power of Onlyness - Make Your Wild Ideas Mighty Enough to Dent the World, is what everyone should (and will) be paying attention to. Your ideas can make a dent in the world. You stand in a very unique spot/space in our world. Only you. Take a listen to understand why. Enjoy the conversation...    

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #581.

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11 rules for creating value in the social era

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Six Links Worthy Of Your Attention #374

Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?

My friends: Alistair Croll (Solve for Interesting, Tilt the Windmill, HBS; chair of Strata, Startupfest, Pandemonio, and ResolveTO; Author of Lean Analytics and some other books), Hugh McGuire (PressBooks, LibriVox, iambik and co-author of Book: A Futurist's Manifesto) and I decided that every week the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".

Check out these six links that we're recommending to one another: 

How A Burning Man Camp Project Became A Multimillion-Dollar Business - Fast Company . "I've stayed in a Hexayurt at Burning Man, and they're fragile but brilliant: A shelter that keeps out dust, heat and cold made from 12 sheets of reflective foam insulation and some tape. But they're hard to put up and take down. A couple of years later, these tents started popping up; now, you can deploy an entire emergency village, with a central command, from a shipping container." (Alistair for Hugh).
What it really means to 'seize the day' - BBC Culture . "Popularized by the Dead Poets Society, the phrase has interesting origins. Given that I'm headed to Burning Man -- either the world's biggest Carpe Diem, or Emergency Housing for Rich People, depending on your point of view -- I figured this was appropriate." (Alistair for Mitch).
Grace Hopper on Letterman - YouTube . "Grace Hopper, born in 1906, was one of the first computer programmers in the USA, and Navy admiral. Here she is on David Letterman from... the 1980s?" (Hugh for Alistair).
Here's a Crazy Idea: Let's Agree on the Facts - Bloomberg . "Steve Ballmer just wishes we would all get along!" (Hugh for Mitch).
The Purpose of Life is to Be a Nobody - Zat Rana - Medium . "After all of these years, I still get jitters and anxiety when I have a presentation. It's just the way that I am wired, I guess... or, I have to deal more directly with issues of self-esteem and stage fright (maybe?). Still, I was waiting to take the stage the other day in Colorado, and came across this post. Everything about my physical and psychological chemistry changed after reading this. Seriously. Who am I to think that I matter?... and that's a good/real thing. So, here's to the nobodys out there like you and me!" (Mitch for Alistair).
Did This Book Buy Its Way Onto The New York Times Bestseller List? - Pajiba . "People who write books really need their creations to hit the bestseller lists. It matters. It's credibility. It's social proofing. It sells more books. It can even score you a major movie or TV deal. Over the years, there have been countless services and ways to 'game' the system. Like any loopholes, the publishers and retailers have worked diligently to keep adapting to those who are trying to work outside of the system. Still, some things get through. Like this incredible story. The other side of this story is: journalism. We're inundated with problems in the world of journalism (fake news much?). Take a read and spend some time reflecting on what this world might look like if this journalist didn't have the budget or resources to scratch, dig and uncover a story as fascinating as this one." (Mitch for Hugh).

Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.

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hugh mcguire

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j walter thompson

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six pixels of separation

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solve for interesting

startupfest

steve ballmer

strata

tilt the windmill

year one labs

youtube

zat rana

 wpp

Is The Chief Marketing Officer The Toughest Job To Have?

Let's face it, the role of the Chief Marketing Officer is tougher than many suspected.

Have you looked at any job descriptions for the CMO recently? It's all over the place. The Chief Marketing Officer is suddenly expected to know about everything from data and digital transformation to artificial intelligence and marketing automation. Gone are the days of simply being responsible for the relationship with the advertising agency and managing the brand's story in the marketplace. The role continues to become more intense, while the position is only being held in the 2 - 4 year range. It's not looking pretty, especially if you look at the recent trends in zero-based budgeting, procurement, digital disruption and the flows of Wall Street for CPGs and the larger marketing holding companies. Some are beginning to argue that the role of the CMO is so complex that it can't be done by one person. The best CMOs are being unicorns. Do you believe this to be true? What can the marketing industry do about this? Should the role of the CMO be broken up into different parts? Is there a leadership challenge to the CMO in the c-suite? Is it so completely complex that it's causing brands to shift away from advertising agencies and over to the management consultancies?

You may want to listen to this: Beancast - Episode #461 - Very Fine People.

This week, I discussed this topic along with Farrah Bostic (The Difference Engine), Lisa Laporte (Twit), Tom Wesbter (Edison Research) and host Bob Knorpp on the very excellent BeanCast Podcast (which I've been fortunate to be a guest on in the past). We didn't just tackle the current role of the CMO. In this episode, we also discussed brands being co-opted by racists, targeting millennials (is this a thing?) and Facebook's new influencer marketing toolset. 

Take a listen and jump into the fray...

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zero based budgeting

Plandids Are The New Selfie, Apple's Billion Dollar Content Play And More On This Week's CTRL ALT Delete Segment On CHOM 97.7 FM

Every Monday morning at 7:10 am, I am a guest contributor on CHOM 97.7 FM radio out of Montreal (home base). It's not a long segment - about 5 to 10 minutes every week - about everything that is happening in the world of technology and digital media. The good folks at CHOM 97.7 FM are posting these segments weekly on iHeart Radio, if you're interested in hearing more of me blathering away about what's going on in the digital world. I'm really excited about this opportunity, because this is the radio station that I grew up on listening to, and it really is a fun treat to be invited to the Mornings Rock with Terry DiMonte morning show. The segment is called, CTRL ALT Delete with Mitch Joel.

This week we discussed: 

Are "plandids" the latest Instagram/photo craze? A plandid is a "planned candids." The idea is to make something look candid, when it's really planned. No, we're not talking about setting up a shot and choosing the best one. We are talking about pictures, where it looks like a celeb, influencer or fashionista is just casually looking down, while walking or gazing off into the distance. Some are calling it the a "newer/hotter version of the selfie." What makes a plandid work? "A good plandid should make it seem like you had no idea a photo was about to be taken -- even though you probably posed for countless takes." What have we become? 
Apple made a big announcement last week. They have set aside about $1 billion to buy and produce original content over the next year. Is this about Hollywood, Netflix, YouTube or something else? They've already started with the reality TV app-winning show, Planet of the Apps and Carpool Karaoke - both of which have received lukewarm critical response. But, with a war chest like that... 
Disruption is a major theme. Always. Amazon made what seemed like a crazy announcement last week: Instant Pickups in the U.S. These are specific pick up points, where customers can pick up their items immediately after ordering them. Delivery has gone from a few days, to same day to a few hours to now. This will - if done well - disrupt online and bricks and mortar retail in a big way as Amazon looks for ways into the impulse buy side of things.     
App of the week: Huddle.

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 chom 977 fm

Avinash Kaushik On Machine Learning And Artificial Intelligence For Marketing - This Week's Six Pixels Of Separation Podcast

Episode #580 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.

He's back! Google's Digital Marketing Evangelist, bestselling author (Web Analytics - An Hour A Day and Web Analytics 2.0), powerful writer (Occam's Razor), friend and marketing big brain, Avinash Kaushik. His monthly posts may as well be business books, and his insights into what should really count today for marketing is refreshing. He's got an attitude, he is full of passion, and he has some ideas about what we all need to be thinking about in this day and age. More recently, Avinash also lauched his own, personal, e-newsletter titled, The Marketing-Analytics Intersect (you best sign up for it), and we're back to discuss why he is spending so much time thinking about and working on machine learning, artificial intelligence... and how marketing is going to change dramatically (along with everything else) once business leaders really get on board with it. Enjoy the conversation... 

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #580.

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advertising

advertising podcast

ai

artificial intelligence

audio

avinash kaushik

beneficial ai conference

blog

blogging

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business blog

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david usher

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james damore

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mirum

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occams razor

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web analytics an hour a day

wpp

How Do You Get Paid To Speak?

It's a question I get asked multiple times a week: How do you get paid to speak?

It's like anything else. The journey is not linear (for those familiar with my second business book, CTRL ALT Delete, it's a very squiggly journey). Over the years, being paid to speak has become a significant platform for the Mirum brand... and for my personal brand. It's actually a part of my work that I treasure. I enjoy coming up with stories, concepts and ideas around the intersection of brands, consumers and technology... and I thoroughly enjoy empowering brand leaders to think differently about what they can do to grow their business.

So, what is the real story behind becoming a professional speaker?

I recently spent about 45 minutes telling my story and providing tactical advice to those who would like speak (or increase their speaking) on The Speaker Lab Podcast with host (and friend), Grant Baldwin. Here's how Grant describes our episode:

"Ever wonder how some people can charge a $20K public speaking fee, but others struggle to make ends meet? There are a few key elements that make this possible and today, on episode 144 of The Speaker Lab podcast, Mitch Joel, an international speaker, author, and President walks us through the process of how to position yourself as a highly sought after speaker that can charge $10K, $20K or more. Mitch shares a story of how he spoke in front of 6,000 people and shared the stage with Dr. Phil on his first ever speaking engagement. Today, Mitch works with companies like Wal-Mart, Google, and Starbucks and he breaks it all down for you on the podcast."

Here's what else you will learn:

How to develop your "content center of excellence" and why you need it.
Examples of great speakers who have gone from $5K to $50K in speaking fees.
What is an SME and how can you be one?
3 "must-haves" if you want to be considered someone with a "significant platform."
How to know if you're killing it on stage or not.
Why being memorable is better than funny.
How social media plays a role in how much you can charge.
What is the Louis CK model of public speaking?
How to identify yourself as 1 of 3 types of speakers.

And, there's a lot more.

So, if you're interested in understanding how public speaking can drive business, become a new business engine of growth and establish your brand, please do take a listen here: The Speaker Lab - How to Charge a $20K Public Speaking Fee With Mitch Joel.

Tags:

advertising agency

brand

brand leader

brand platform

business blog

business book

business development

consumer

content marketing

ctrl alt delete

digital marketing

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digital marketing blog

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google

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j walter thompson

jwt

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technology

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walmart

 wpp

Six Links Worthy Of Your Attention #373

Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?

My friends: Alistair Croll (Solve for Interesting, Tilt the Windmill, HBS; chair of Strata, Startupfest, Pandemonio, and ResolveTO; Author of Lean Analytics and some other books), Hugh McGuire (PressBooks, LibriVox, iambik and co-author of Book: A Futurist's Manifesto) and I decided that every week the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".

Check out these six links that we're recommending to one another: 

SWANH . "Star Wars Episode IV. As an infographic. 22 Illustrator. 157 pictures. 123 meters. 1024 x 465152 pixels. Because, why not? This is now on display at the Barbican." (Alistair for Hugh).
Droptree - "HD Delivery" - Vimeo . "This gives Leningrad (which I shared a few months back) a run for its money. Droptree Productions, a film company, spent two years filming a music video for a song of theirs, entirely on their clients' sets, in between takes. It's amazing. ROBOT THROUGH THE FRAME." (Alistair for Mitch).
Facebook's AI accidentally created its own language - The Next Web . "Title is a bit misleading, but... may we all live in interesting times." (Hugh for Alistair).
My Advice To Anyone Starting A Business Is To Remember That Someday I Will Crush You - The Onion . "Ah, The Onion. Here's a pitch perfect advice article, from Jeff Bezos to all start-up founders." (Hugh for Mitch).  
Growing Up with Alexa - MIT Technology Review . "We all worry about our kids and technology. Let's face it, we're all spending a lot of time with these screens and the vast majority of our population (both children and adults alike) are completely lacking in digital literacy. Many people argue about whether young people should have screens or not, but that's not the entire story. What about the content on that screen? What about those being able to mentor and help them with this content? It's not so simple. Now, we're entering into a new arena: voice as navigation. No more clicking, mouses or typing. We will use our voice. So, what now? Are we all ok with kids bossing around their technology and expecting it to give them exactly what they want? Do we realize that their tone with technology may become the main way that they communicate with other humans as well? So, will kids just be bossing us all around, the same way that they will boss their iPad around? Sounds about right. Sadly." (Mitch for Alistair).
Not even remotely possible - TechCrunch . "Here's a really interesting piece from my friend, Jon Evans, about how much more productive remote teams can be than the usual office fare. I'm not so sure, but this article provides some real insight. Maybe I'm an old-timer, but I like coming into an office, being around people with a shared goal and hearing things. It works for me. It inspires me. I'm not so sure I could be as productive rolling out of bed and working solo from a home office or cafe. Different strokes for different folks, I'd gather. Jon also points out how communication is everything and, maybe as the technology gets better, he's right about the end-state - a world where we all work from wherever. What do you think?" (Mitch for Hugh).

Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.

Droptree - "HD Delivery" (OFFICIAL MUSIC VIDEO) from DROPTREE PRODUCTIONS on Vimeo.

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