Mitch Joel, author of Ctrl Al Delete assesses a new era for business, an era of collaboration, of the breaking down of organisational silos and the skillsets required by businesses and individuals to succeed in a rapidly changing, digitally driven world.
Ctrl Al Delete is divided into two key sections – Reboot your business & Reboot Yourself – Part 1 of my book review, focused on how to Reboot Yourself and in this blog, Part 2 will focus on Reboot Your Business and some key highlights of the book.
Know your customer – Creating customer “personas” helps build a picture of who your idea customer is. However, most organisations treat their personas in a very linear approach. We’ve moved to a situation where most of our customers are now “scattered” or “squiggly” – that’s to say they are connected, to the world not just to just one another
Utilitarianism Marketing – Perhaps not the most memorable phrase, but Utilitarianism marketing is going to be the next great business disrupter. As defined by Joel “It’s not about advertising, it’s not about messaging, and it’s not about immediate conversations. It’s about providing a true value and utility: Something consumers not only waould want to use (constantly and consistently) but would derive so much value from it that it would be given front and center attention in their lives”.
It’s about creating a key differentiator within your market place, what can your brand do to create a USP, to stand out from the competition and more importantly, create an offering that your audience wants/needs to engage with on a consistent basis? If we think about the explosion of the App market, having an app that stands out and drives download and repeat sessions is essential and there are a number of brands that have embraced Utilitarianism marketing for their strategy e.g
Nationwide Mobile App – for people who have been involved in a car accident. Nationwide created a step by step applicationthat walks consumers through everything required of them when in an accident from taking photos of the scene to having an integrated flashlight should you be involved in an accident at night.
Direct Relationships – The world of digital expects companies to build one to one relationships with their suppliers and customers. There is no rule book or manual to follow, how you interact with one customer will be different to another and it’s time we took the initiative.
Branding – In the industrial economy, the golden rule of real estate was your location. Whether it’s your corporate head office or your retail chains – this was central to the success of your business. In the digital, connected economy, it could be argued location is still important but more so from where your company or brand resides on the user’s screen – Is your brand on the desktop, smartphone or tablet screen of your customer? And are you delighting your customer with content and reasons to interact?
1 in 4 apps are never used again after being downloaded – so what can you do to ensure there is a need for your customer to not only download your branded app but to incentivise an interaction with your content?
The One Screen World – We’re shifting to a One Screen World – we should stop counting screens and create our content, products and sales channels for the one device in front of our customers eyes – whether that’s a smartphone, tablet or desktop – and our digital strategy should be encompassing all of these together, not treating each one in a silo.
Social Layers are a fundamental necessity for all one-screens – there should be reasons for interactions and the ability to share your content by your users. “When you do this in a one-screen world, people find the brand, share it and engage with it. When people engage with it, they are engaging with you as well”
Hope you enjoyed this post, you can find Part 1, Reboot Your Life here and I would love to hear your feedback