All posts by John Wood

The Digital Future / A Squared Life

This is the final module!!! Module 5 and boy has it gone fast! This is where we learned about The Digital Future and How to Live a “Squared Life”

The Digital Future

“The Secret to change is to focus all of your energy not on fighting the old, but on building the new.” Socrates

We looked at 5 main areas of digital growth and impact for the future:

1. The Collaborative Economy
This means that consumers are sharing or trading goods and services with each other—enabled by a new set of websites, platforms and applications.  Giffgaff is a good example for this trend as their customer support is provided by the community members: the company’s customers, and thanks to this approach the response time for customers questions are very quick (under 90 seconds). The customers can also drive product development as well and can sell the service for their friends, can make microsites for giffgaff. Giffgaff’s Member get member marketing program is responsible for 20% of their activation. All these initiatives are helping the company to keep their costs low.
2.     Content curation:
This is the act of discovering, gathering and presenting digital content that surrounds a specific subject matter. There is huge amount of information around us, that is why this trend is flourishing. The value of content curation for companies is that consumers shouldn’t need to go to any other sites, they can spend more time with the company, it could help to enhance the brand’s own content, the company can become a thought leader in that specific area and finally it could also help to improve the brand site’s SEO. For example Sephora is strong in content curation.
3.     Unboxing TV:
This trend is developing by the increasing number of smart TV’s. By using a smart TV you can connect to friends when watching a program, or you can click and order based on an ad or you can watch when you want to watch a specific program. So TV is becoming an interactive device as well. Companies can leverage this trend by broadcasting super events (own and sell the content, like Red Bull does), launching product placements in immersive, interactive TV (e.g. Channel 4) or target ads more effectively, serve people with more relevant content by knowing who is sitting in front of the TV set or using the personal information in rentalships (e.g. Spotify, Netflix).
4.     Real time instead of online
This means when companies develop products and services instantly, based on feedback or events in the marketplace, when businesses see an opportunity, and are the first to act on it (David Meerman Scott). Through this trend companies can jump on microtrends and can leverage competitive advantage. Some examples are real time bidding through mobile, dynamic pricing of retailers, delivering timely deals, customer service in real time, or sharing relevant real time content.
5.     Internet of things
This is a term that describes where the Internet is connected to the physical world via multitude of sensors (Kevin Ashton). This is a booming trend in the car industry and around the house (like Nest thermostat or Philips hue light bulb). Companies will be more aware of the people’s everyday lives and can track personal behaviors, which will enable them further to personalize content towards them.
All these trends show how digital is becoming more and more the part of our every day lives, and we are not even recognizing it. On the other hand companies can utilize these trends and can further influence the consumers purchase decisions.

Which is a new business model that either brings your customers closer to the brand

  • The Customers Drive the product development
  • The Customers are the brands marketeers
Facilitating Change with Paul Bay

“All the idea and technology in the world won’t take effect of the organisation isn’t open and adaptable to change”

“It’s amazing how much can be accomplished if no one cares who gets the credit” Harry S. Truman

Change starts with curiosity!

6 Drivers that effect Change:

1.Right Environment

-seek inspirations from other sources and your enviroment


-passion, commitment

3.Find a Friend

-work with a mentor, or another in the organisation


-across departments, across divisions… build bridges


-work hard to make it happen


-accurate execution

Below is an interesting info graphic of digital marketing trends for this year:

Data Is King, Insightful and Beautiful

This is module 4. Within this module we looked at data! Where it comes from how we gather it.  gain insights from it and display is in a beautiful info graphic!


How much data is there in the world???

1,200 exabytes!!! which is 1 billion gigabytes.

We can gather data from a variety of data of locations which is shown in the diagram below:

how gather data


Data = the raw information

Insight = the interpretation of data

Insights spot trends and relationships within the data.

Important questions to ask when interpreting data:

  • What are the objectives?
  • Whats the context?
  • Does it influence product purchase? (should be a positive effect)
  • Is the insight bold/new? 
  • Does it tell you where the money is?
My Beautiful Data

Info graphics are an important way to make the data easier to interpret!

5 key questions when creating an info graphic

  • 1. Whats the objective / overall goal?
  • 2. Whats the narrative / story?
  • 3. What type of data do you have? ( explanatory data / exploratory data )
  • 4. What design elements?
  • 5. Who is the audience?

This is a great site to look at how beautful data can be!

what makes a good infogaphic?

Live a hacked life? Outside of traditional education

I found this video extremely interesting about hacking life and education to get the best out of it.

Logan Laplante is a 13 year-old boy who was taken out of the education system to be home schooled instead. Logan had the ability to tailor his education to his interests and also his style of learning, something traditional education does not offer.

As Logan has said, when he grows up he wants to be happy and healthy. At a TEDx talk, he discussed how hacking his education is helping him achieve that goal.

The Digital Marketing Mix / Content

Continuing on In Module 2 we looked at the digital marketing mix, looking at further techniques employed by digital marketeers to create effective strategies.

The key question is “What’s do customers want?”

Instead of the traditional “4 P’s” of marketing now in the digital age it is better to use S>A>V>E, explained in the diagram below:



Content Is King

Content creates relevance and is more trustworthy than adverts.


Content builds relationships and gets us talking.

Engage the customers!

A great example is the Chipotle Scarecrow campaign shown in the video below:


Below is an interesting info graphic on the trends that will drive the marketing mix this year:

2014 Marketing Statistics Infographic

The Customer Journey / ZMOT

This is the beginning of Module 3 where we start to really delve into the new “customer journey” which we touched on in previous modules.

The customer journey from touch point to sale. (The path  from interaction to action)

This is the Traditional marketing funnel (engagement funnel) purchasing funnel


Digital has reshaped the traditional model and the customer journey. It is no longer a funnel!

We’ve now got three different types of media:

Paid Media – (eg. traditional advertising, newpaper tv, experiential etc)

Owned Media – (eg. the store, or brochures)

Earned Media – (eg. social media engagement, sharing experience)

This is outlined in the diagram below.

paid owned earned

We move around the journey as we come across different touch points! Within this multi channel market place:

multi channel journey

A great example of this multi channel customer journey was created by Fitch for IKEA:

See me examples here:

The traditional 3 step model

Stimulus —————- First Moment of Truth    ———— Second Moment of Truth


See ad for camera ——- go to store, see and buys ————- uses camera

It has now includes the ZERO MOMENT OF TRUTH :


See ad for camera ——- research cameras online ——-go to store, see and buys ————- uses camera

  • Consumers see an advert and now immediately research the product, look at reviews before visiting the’store’
  • The ad could also be a stimulus that may result in the consumer finding a better product with research.
  • The Consumers learns and decides to purchase at the Zero Moment of Truth

The New Engagement Funnel with UMOT

The Ultimate Moment of Truth is the moment when people convert their experience into content which they share across their social platforms!

In the connected economy this Ultimate Moment of Truth then becomes the new Zero Moment of Truth.

As a result it has now become a more DYNAMIC Customer Journey :

the dynamic customer journey

Different industries will have different journeys, with more impetus on relevant sections of the journey.


Learn more about the art of digital engagement here:

An obsession with stats ruining the UK music business? Radio 1

There was a recent article for The Guardian which went behind the scenes at a Radio 1’s playlisting meeting. They chatted with those on the current selection board and generally revealing how decisions on what’s goes on there are made. Unsurprisingly, social media stats get referenced a fair bit, with YouTube, Facebook, Twitter and other public data being considered when discussing whether or not an artist should win a spot on the station’s playlist. Whilst exceptions are made, by the end of the article the writer concludes that “it all feels so soulless”, lamenting the days when Peel could play what he wanted and took risks.

Its a sad to say that I can totally understand why Radio 1 use this process to discover what is popular and what should make the playlist. The artists with the most views on youtube, or twitter followers should are “big” enough to get the air time.

This I can see now causing record labels to solely focus on getting the views and the hits to show Radio 1 the next artist is the real deal. You can buy 100k views on youtube for dolla and the labels will and are doing this, which ensures those with the money will get their artists promoted.

Although there are the odd exception it does just feels sad that gone are they days of DJ’s finding a new cool band they love who play great music and playing them on the radio. Despite how many twitter followers they have or facebook likes.

Check out the article below:

The Mobile Strategy

Continuing in Module 3 after understanding the importance and power of mobile devices we looked at how to create an effective mobile strategy and how to become a highly effective mobile marketeer.

The 6 Habits of Highly Effective Mobile Marketers

1. Be Mobile-Centric

2. Make a New Argument

3. Keep an Open Mind

4. Always Be Relevant

5. Follow the Leaders

6. Be the Change

Firstly we looked at what opportunities there are to connect on a mobile device? These are shown in the diagram below.

mobile marketing opps


The most important thing when looking at a mobile marketing strategy is to SOLVE THE CUSTOMER JOURNEY. (again going into further in the next module ZMOT? UMOT? )

What issues are the customers trying to solve?

And what problems are the brands trying to overcome?

Is it?  Acquisition – Loyalty – Branding – Content Distribution – Sales – Awareness – Accounts

What opportunities are available and what tactics to use with a mobile strategy depend on what problem you are trying to solve or overcome.

Within each of the opportunities with a mobile strategy it is important to use insights to identify the best tactics to use within a specific campaign! These can be seen by the image below:

mobile marketing tactics

The Key Points within a Mobile Strategy 
  • Understand the Customers Needs
  • Your Mobile is very personal
  • Is it adding real value to the business?


What Makes A Good Mobile Site?  

a good mobile website

Responsive Design

Design of the site changes for each device being used for a consistent and easy user experience.

A great example is

Adaptive Design

Design of the site is specific for mobile (not always consistent with desktop site)

A great example is

Always remember MoSCoW prioritization when building a  site:

Must or Should or Could or Won’t

  • M – MUST: Describes a requirement that must be satisfied in the final solution for the solution to be considered a success.
  • S – SHOULD: Represents a high-priority item that should be included in the solution if it is possible. This is often a critical requirement but one which can be satisfied in other ways if strictly necessary.
  • C – COULD: Describes a requirement which is considered desirable but not necessary. This will be included if time and resources permit.
  • W – WON’T: Represents a requirement that stakeholders have agreed will not be implemented in a given release, but may be considered for the future. (note: occasionally the word “Would” is substituted for “Won’t” to give a clearer understanding of this choice)


The Mobile Consumer

So we continue with Module 2 and look at mobile and mobile strategy!

What does your mobile make you feel?

We began this module by looking at how smartphones now completely dominate the world! There is now more mobile devices on the earth than people!

It is how we use these devices and what these smart phones make us feel that is important to a digital marketeer.

Your mobile is your personal companion that you take everywhere! 

Mobile Attributes


Could you leave the house without it? ( I know I certainly couldn’t )

We learnt that 78% of us don’t leave the house without our phone! We are constantly connected!

This Graph shows where we use our mobile devices.

mobile usage graph

 How Do We Use Our Mobiles?

These are the three main actions that we do on our mobile phones.


Urgent Now: E.g.  Emails, Texts, Alerts

Repetitive Now: E.g. Check Football Scores

Bored Now: E.g. Facebook, Play Games

It is extremely important to understand the context of when a device is used. We can then look at which marketing techniques would work best on each device. Importantly on mobile 95% of people have researched a product on their phone. We must increasingly utilise the mobile as a point of purchase.

context is king

The customer journey is again is a vital element of utilising the power of mobile. We can see from the figure below at how different users shop across multiple devices at different times. And we are told that we will delve further into this in the next module! Which should be very interesting!

The diagram below outlines how different users buying habits have changed an now become multi platform multi device!!

multi device customer journey


Below is an intersting video on the mobile predictions of 2013? Have they come true?

Disruption + Change & Business Models

 So this is Module 2 and we are  sadly drawing to the end with assignment deadline day looming.

We began with understanding digital disruption and how it is affecting business:


Interesting the top 4 technologies that will disrupt with maximum impact on economic growth by 2025 are :


Social    /    Mobile    /   Automation of Knowledge (robotics) /  Cloud

With these in mind we were asked to look at innovation and create a digital business idea that ‘could make millions’ and then build a business model upon it.

The idea I created and pitched to my team was :


As a team we very democratically looked over and voted for our favourite idea. Mine was unfortunately not chosen but the one I voted for was! 😀

We chose to create a food app  that will allow you to take instagram like photos of your dishes and rate and share them with your friends.

Having this idea we had to then utilise different business model planning approaches the one we chose which is also a favourite of digital agencies is SOSTAC: