Matthew Scott
Director
iGeneration – International Technology Marketing
www.igen.tv
 

The Joy and Frustration of Automation




As technological innovation thunders on, the holy grail of ‘more, faster and cheaper’ is now a digital mantra beamed into the clouds rather than an ink-blot on a manager’s notepad.
 

Technology makes the lives of professionals everywhere simpler. Businesses can gain greater control of customer relationships, better utilise our mailing lists, target lists and even internal communications through the latest software which keeps coming down in price and offers more and more.
 

The speed of communication between ourselves and our clients, the volume that we can reach and the visibility achieved is something that we could only have dreamed about ten years ago.
 

However, the challenge was set down by the lateral thinkers – ‘technology can do many things, but there’s nothing personal about technology’.

‘Ah-ha’ we said triumphantly, ‘we have technology that personalises mass email campaigns, we have technology that makes direct mail splash your name all over it, we have ways to send targets advertising that we know (via technology) these people want to see’.

But perhaps we’re still missing the trick, if we’re honest with ourselves. Just because we can extract some key data that lets us communicate on a slightly more personal level, doesn’t mean that we’re doing something that is welcomed by or valuable to the customer. We’re still harbouring control and we’re still making assumptions on their behalf that have minimal bearing on the truth.

But is that good enough anymore? Is that the way the world still is? As sure as ‘txt msg’ short-hand is the language of today’s youth, we can rest assured that we need to do more than use automated name fields and template-fuelled bulk offerings across our marketing mix to give value and to make customers happy.

It’s the old question of who’s in control of our business? Do we still think that it’s you? Even if we’ve passed that stage and realised that customers control your business, are we really doing enough to find out who they are, what they like and whether or not our product is doing the business for them?

We need a wake-up call to get  automation & personalisation right. Use technology to collect, to cross-reference and organise, but do the slog-work too and never give up on the personal touch. Permission-based marketing is one thing and it’s one thing that works well. But to outstrip the competition, we need more than that. We need knowledge of customers likes, dislikes, lifestyle (if B2C) and business plan (if B2B!) and even their enthusiasm to buy, not a grudging resignation to purchase something because they have to!

I once heard ‘you should wound a potential customer and then give them the plaster to put over it’. That’s fine if we want the one big sale and a reputation that turns milk. Most of us would surely rather sleep soundly at night knowing that by using the best of what technology has to offer coupled with a personal touch that’s second to none, we gave our customers exactly what they wanted.

Technology could spell the end of marketing as we know it. Automation, automation, automation. Or, it could offer the opportunity to change marketing for the better by using technology as a strong component of the strategy but to also reinvigorate marketing’s true purpose which, to my mind is to throw the spotlight on the truth and offer customers solutions that they need, want and are enthusiastic about.

No technology on its own can generate imagination and joined-up professional thinking to deliver on what our businesses promise, but it sure can help us along the way. Keep the balance right and we will not go far wrong.

 

The business networking tool ENGAGE Online Business Network is currently being trialed by a variety of Associations in Colorado and San Francisco and in Northern Ireland.


Developed by EG. Information Consulting, the tool differs from other social media platforms as it is geared specifically towards members of Professional Associations. iGeneration will use ENGAGE for any Association client that is keen to try it out. It is most definitely the social network of choice for us.


Version 2.0 is being developed right now- and it's a good time to explore what your Association could do with the tool now and into the near future.



Ask us about ENGAGE.



 

 

Matthew Scott
Director

iGeneration
mscott@igen.tv

 

The latest technology means everything from reducing overheads to building brands is possible...from the home office. Matthew Scott of iGeneration International Technology Marketing shows how one company is reaping a whole host of benefits by operating from connected home offices.
 

Technology was going to change the way we worked ‘forever’, providing the paperless office, mobile everything, faster, cheaper, more efficient workflow.
 

So as I wade through the paper mountain to find my client meeting scribbles, I can’t help but think that these early predictions were a little off-kilter.
 

But then a furry purring friend brushes past the leg of my chair, a glance out the window brings my eyes over the beautiful scenery and my shoeless feet brush against soft carpet; I’m there, surrounded by peace and quiet.

Welcome to my ‘home office’.
 

Not the ‘blaggers den’ that some may assume, home working can be the most productive experience but you’ve got to stay ‘connected’! Nowadays it’s not hard to ‘VPN’ in or use webmail to access the office from home, or email colleagues and clients, but technology has moved much further again.
 

Take EO Creative for example- a creative agency that specialises in graphic and conceptual design. Yes, I know, what you’re thinking- minimalist office, ‘in your face’ bright palettes, funky boardrooms with lime plastic chairs and the inevitable games console and creative sofa…

Think Again.

EO Creative’s Business Development Director, Derek Hall explains:

‘From day one we wanted to work in an agency that is opposed to the general thinking of the larger agencies, who we believe have lost sight of the design principles and the craft that first attracted designers to the industry and customers through the door’
 

Endless meetings, PowerPoint presentations, less client interaction, demanding working hours, all at odds with a healthy work/life balance, forced these guys into thinking that home working could become one of their biggest differentiators from the competition, leading a new and innovative way of thinking for this and other industries.

Far from being ‘too cool for school’- this notion shows serious business nous, in terms of reducing overheads, increasing communication and focusing on what is important to clients; imagination, passion and damn-good outputs on every project!
 

The partners at EO have the space and the freedom to work collaboratively from home, communicating regularly, not only with each other but MORE regularly with clients.
 

But how do they deliver from different locations? Here’s the home-working technology guidebook as written by EO Creative!
 

• The ‘iPhone’- (or other mobile devices) for emailing, sharing calendars and other key data
• ‘Zenbe’ - for the creation of job lists so that staff and managers interact real-time and manage workflow more effectively
• ‘Mobile Me’ - for remote display and sharing of calendars and contacts
• ‘Skype’ - to talk to  local & International clients over the Internet
• The company also uses remote access to desktops and other conferencing tools providing a live visual and communicative connection to clients and staff in any location at any time.

So the next time you consider the big office move, the positioning of staff or a revision of the tired ‘open-plan’, consider integrating home-working policies and processes to improve business efficiency.
 

Maybe to some this sounds far-fetched, but in today’s fast-paced business environment, you’ve got to think about creativity and connections.

Visit EO Creative
www.eo-creative.com

Contact Author Matthew Scott- mscott@igen.tv
 

Our clients are enjoying some of the hard work we put into Search Engine Optimisation and Online Marketing.

On Google, we are hitting the top five rankings on a regular basis, several 1sts and 2nds.

Ask us about our Online Marketing and other measurement services.

Marketing Buzzwords-

I will admit- our website contains one of the black listed buzz phrases, but how else do you explain Web 2.0?!

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Marketers have been revealed as the worst offenders when it comes to using buzzwords, despite three-quarters of Britons believing it hinders productivity.
 

Over a third of people surveyed found sales and marketing employees the most likely to use David Brent-style phrases such as “think outside the box” and “in the loop.”
 

In contrast only 3% of people thought HR employees were the main culprits. More women (36%) confessed to using business jargon then men (26%) and senior managers were found to be the worst offenders.
 

Large companies were found to be the worst offenders with 98% of employees admitting to using jargon every day, compared to only 25% at smaller businesses. 

And Britons are also more likely to use jargon in an internal meeting the older they get, 38% of under 24 year olds, compared to 63% of those aged over 55.
 

Serviced office company MWB Business Exchange conducted the survey.
 

Here are some of the worst offenders, how many are you guilty of using?

• Going forward
• Thinking outside the box
• Web 2.0
• Promotainment
• Take it offline
• On the runway
• The big idea
• Low hanging fruit
• Customer-centric
• Exit strategy
   

www.utalkmarketing.com