Hustlemore https://hustlemo.re Branding, Marketing & Product Development Agency Tue, 04 Apr 2017 18:22:12 +0000 en-US hourly 1 https://i1.wp.com/hustlemo.re/wp-content/uploads/2016/03/cropped-Link_Logo_HM_300_300-e1458782007177.jpg?fit=32%2C32&ssl=1 Hustlemore https://hustlemo.re 32 32 104328688 Discovery > Brief: Constructing a Consumer Journey https://hustlemo.re/thoughts/constructing-a-consumer-journey/ https://hustlemo.re/thoughts/constructing-a-consumer-journey/#respond Tue, 04 Apr 2017 17:18:20 +0000 http://hustlemo.re/?p=8230 At Hustlemore we believe that the most effective way to great creative is a consumer journey. However, not many people know exactly what it takes to get there. Therefore, we wanted it to lay it out here in black and white (this is usually the first step that we take during an engagement with a[...]

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Consumer Journey

At Hustlemore we believe that the most effective way to great creative is a consumer journey. However, not many people know exactly what it takes to get there. Therefore, we wanted it to lay it out here in black and white (this is usually the first step that we take during an engagement with a client).

We recognize that you know your business better than we do so by bringing both the brand team and agency team together we merge different perspectives and knowledge sets to create a holistic view of the consumer(s). The goal of this process is for everyone to get a deeper understanding of the consumer(s) as a team and to find the moments along the journey that the brand/agency can potentially capitalize on or dive deeper into.

Discovery

  • Goal: Collect all data and inputs available on the consumer(s) and your business process in order to conduct additional research and to fill knowledge gaps.
  • Possible Actions:
    • Compile all inputs among team members (brand, agency, and media) including both primary and secondary data.
    • Find opportunities (and hypothesize) to fill knowledge gaps – i.e. conduct stakeholder interviews with employees that are in contact with consumers, such as individuals from the call center.

Outlining The Map

  • Goal: Decide on the key stages of the consumer journey (map the funnel a we know it).
  • Possible Actions:
    • Based off initial & pre-existing research create custom stages that represent the key milestones consumers experience throughout their journey to purchase.
    • Decide what the time span for the consumer journey actually is: For example, is it from when they first learned about our brand to when they made a purchase?

Go Deep on the Target

  • Goal: Define consumer segments in order to build a more nuanced view of the target.
  • Possible Actions:
    • Validate hypotheses and identify opportunities for additional research.
    • Identify the consumer segment or segments – these could be based on demographics or how they enter the category (i.e. online or in-store) or based on business line (i.e. personal versus commercial).

Create Rich, Detailed Personas

  • Goal: Use the consumer journeys to create core personas for each segment.
  • Possible Actions:
    • Blend the actions and emotions captured along the journey to construct a realistic depiction of each segment’s experience through an in-depth ethnography of the target

Map Personas

  • Goal: Chart key inputs across the stages of the consumer journey.
  • Possible Actions:
    • Map key actions/behaviors and feelings of consumers along each of the outlined stages of the journey.
    • Denote channel where specific behaviors are observed (OLA, .com, TV) – Ideally support each with a quote/finding.
    • Highlight key pain points or moments of joy across the journey.

Identify Brand Opportunities on Map & Construct Brief

  • Goal: Capitalize on the unique moments when your brand can enhance, or be more a part of, the experience. Then construct a brief to capture and synthesize these findings.
  • Possible Actions:
    • Find ways to improve the pain points consumers are experiencing.
    • Identify ways that the brand can be a part of the moments of joy.

Interested in starting this process with this for your business? We’d love to hear from you! Contact@hustlemo.re

 

Image Source: jonny goldstein

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Introducing Stephanie Robuck https://hustlemo.re/news/introducing-stephanie-robuck/ https://hustlemo.re/news/introducing-stephanie-robuck/#respond Wed, 01 Feb 2017 18:13:21 +0000 http://hustlemo.re/?p=8214 New office = New hire. In addition to opening up our first permanent office here in Chicago (we’re growing!) we welcomed a key addition to the Hustlemore team. We are very excited to introduce you to Stephanie Robuck. Stephanie will be taking on the role of Account Director here at Hustlemore. Stephanie and I met via The CLA[...]

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New office = New hire. In addition to opening up our first permanent office here in Chicago (we’re growing!) we welcomed a key addition to the Hustlemore team.

We are very excited to introduce you to Stephanie Robuck. Stephanie will be taking on the role of Account Director here at Hustlemore. Stephanie and I met via The CLA and I was immediately impressed by her leadership, drive and strategic planning skills. Needless to say, I’m pumped to have hired her.

Stephanie is a true entrepreneur having dedicated the past decade to connecting dreams to successful business execution. Soon after effectively launching a national wholesale manufacturing and distribution company, she began working as a product and marketing consultant for non-profit, investment banking, digital media, and apparel industries. With a focus on strategic planning and brand development, Stephanie is driven to empower leaders by giving them the tools to establish strong, independent businesses with the ability to sustain their own creative vision, even in the face of adversity. Living in Chicago, she enjoys spending downtime with her favorite roommate, a dog named Addy, who also enjoys being fed, afternoon naps, and running outside.

So, interested in having a conversation about your marketing and product development needs?

Reach out to Stephanie: Stephanie@hustlemo.re

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Why Hustlemore? https://hustlemo.re/thoughts/why-hustlemore/ https://hustlemo.re/thoughts/why-hustlemore/#respond Mon, 19 Sep 2016 15:26:51 +0000 http://hustlemo.re/?p=8071 When we decided to launch last year, it took a lot of soul searching, risk and effort on our part. However, we still are frequently asked, why Hustlemore? After all, we left good paying jobs, the security of working for pre-established organizations and above all the guarantee that what we built would be valuable as[...]

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Hustlemore Lab

When we decided to launch last year, it took a lot of soul searching, risk and effort on our part. However, we still are frequently asked, why Hustlemore?

After all, we left good paying jobs, the security of working for pre-established organizations and above all the guarantee that what we built would be valuable as a sustainable and meaningful difference.

It frankly was some scary shit.

However, the risk has proven to be quite rewarding. Mainly because of our organizing philosophy and overall mission statement: Hustle, Heart & Smarts. We’ve lived by those words but wanted to share a bit more about our philosophy as well as how we look for potential clients.

We’ve organized our mantra around three core pillars:

Passion, Integrity & Genius. 

It’s with this in mind, we look for those same traits in in all of our partners.

A passionate business owner is one who truly believes in his/her product. They light up when describing their business, and live and bleed for the success of bringing their product to the world. They approach their business with the intent to make a difference in his/her community and the world in which we live, and this shows in the way they manage their business and in the way they select the partners with whom they work.

Though Hustlemore clients represent a broad range of industry verticals, a genius brand offers something truly unique. Whether the product is uniquely innovative and new or just a different way of approaching a problem, innovation and thinking as one who is in the forefront of his/her or her industry is key. Innovation and thinking differently paired with passion is a recipe for a successful, progressive client.

Lastly, a Hustlemore client conducts his/her business, and his/her life, with the utmost integrity. In a business where difficult decisions need to be made, there’s no room for hesitation, dishonesty, and smoke and mirrors. We pride ourselves in having the honest conversations, working for the best interest of our clients and their customers, and being the best versions of ourselves that we can be. And we expect our clients to exhibit the same qualities of honesty & transparency.

We want to work with the best people and brands in Chicago and across the nation. (We already work with a few of them!) We believe that we are uniquely suited for this task due to our philosophy, expertise and dedication. We can’t wait to work and partner with you.

Interested? Let’s talk.

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Why Snapchat Works https://hustlemo.re/thoughts/why-snapchat-works/ https://hustlemo.re/thoughts/why-snapchat-works/#respond Wed, 08 Jun 2016 16:02:49 +0000 http://hustlemo.re/?p=7812 The photo above is gorgeous. Now granted that’s a subjective opinion but don’t tell me you wouldn’t be the slightest bit jealous if your coworker or friend posted that in your Instagram feed. Come on, it’s only human, isn’t it? Since it’s launch in 2010 – Instagram has sat at the pinnacle of what is[...]

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Instagram Picture

The photo above is gorgeous. Now granted that’s a subjective opinion but don’t tell me you wouldn’t be the slightest bit jealous if your coworker or friend posted that in your Instagram feed. Come on, it’s only human, isn’t it?

Since it’s launch in 2010 – Instagram has sat at the pinnacle of what is known in culture as “curated life.” Perfectly staged photographs that are designed to inspire jealousy and show off status. If you need any further proof of this? I invite you to check out richkidsofinstagram.tumblr.com.

(I’ll wait while you vomit)

Instagram is perfection. It’s the reason that Facebook succeeded in the aughts and where Myspace failed. Great design, well thought out photography and careful measured communication. We’re all a mini Ansel Adams on the platform and carefully weigh every filter and every shot.

Snapchat is everything that Instagram is not. It revels in it’s imperfection. It’s a backlash to the “curated” movement. It only makes sense that kids and young adults love the platform. After all, for years growing up they’ve been told that the internet is “forever” and gravitated to platforms that they viewed as safe.

Snapchat is the first app created that makes “Millennials” feel old.

By focusing on the ethereal, Snapchat has captured the hearts and minds for those interested in the simple conversation. No curation, no thought, just simple communication between two people and if anyone breaks the rules? Instant block. It’s the internet’s “safe space” for lack of a better term. 

The numbers don’t lie, this approach is working: 36% of 18–29-year-old Americans have a Snapchat account, up from 28% in 2014. Couple that with 100 million active daily users and you have a true popular movement and behavioral shift under way.

But, how did this happen? How did Snapchat seemingly spring up overnight?

Simple: The behavior propagated by and for Snapchat had been steadily growing for years on different platforms. It existed as emojis on dumb-phones – and evolved into an ever growing visual language as time passed. Visual communication has begun to overtake written text as the preferred communication choice for young people.

It only makes sense that this type of behavior started gaining true-steam on the ultimate underground social network: Tumblr, where imagery superseded text as the communication vehicle of choice. It was perceived as safe (you can un-list your URL from search engines), full of porn (much like the early internet) and relied on young users and those seeking to escape the sameness that was Facebook.

What behavior specifically was gaining steam on Tumblr? Reaction gifs. They gradually became the preferred response on the platform – and have broke their way into the mainstream to the point that Facebook now uses them in their own interface. Snapchat is a more personal (1-to-1) extension of the reaction gif behavior. 

Closed loop communication has become the norm – how will we react as a society to penetrate, advertise and market to these increasingly savvy folks? Only time will tell.

It’s funny that all us older folks thought it was just for nudes now isn’t it?

 

snapchat infographic

 

Image Credits: Frontierofficial & Delmondo

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Why Build an Agency in Chicago? https://hustlemo.re/thoughts/why-chicago/ https://hustlemo.re/thoughts/why-chicago/#respond Mon, 09 May 2016 17:55:50 +0000 http://hustlemo.re/?p=7895 In August of 2013, I set out with my dog Max (now our CMO) on a cross-country road-trip from Los Angeles to Chicago. I had spent the beginning of the year leading a comprehensive qual-based research project for Volkswagen while working at Deutsch LA. This research would later lead to a brief for and insights[...]

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6949149201_bbc44f548d_o

In August of 2013, I set out with my dog Max (now our CMO) on a cross-country road-trip from Los Angeles to Chicago. I had spent the beginning of the year leading a comprehensive qual-based research project for Volkswagen while working at Deutsch LA. This research would later lead to a brief for and insights for the creation of a new VW.com. The real takeaway though was my experience in Chicago. I spent two weeks in the city in the middle of January and came away with a newfound appreciation and love for the city. Chicago felt like home – even if it hadn’t always been that way.

Upon arrival in the city (and a speeding ticket in Nebraska) I found that my feelings were validated. It also helped that I arrived in the midst of summer this time around. I entered into the freelance scene here in Chicago, plying my trade at Y&R Midwest, Blast Radius and mcgarrybowen before accepting a full-time role at MCD Partners. I met great people, learned tons and fully enjoyed my time here in the city – however, I still felt a yearning for something bigger, something worthy of calling my own.

During my time at MCD Partners, I met someone similar – someone who shared the desire and drive for something bigger and something where we could build something we could be both be proud of. This person was of course Ron Coalson, a Creative Director who is now my partner.

We created and are striving to live up to a company that matches our own individual ambitions outside of traditional agency life. This company is Hustlemore, a product and marketing agency with an emphasis on product creation, strategy and kick-ass creative. We’ve already proven the effectiveness of our process with partners like Innovative Express Care & Kaiser Tiger.

While most agency start-ups have been founded on the coasts – we sought to take what we had learned throughout our careers and deliver on an agency and a brand that matched up with values we saw on the streets and the businesses of Chicago: Hard work, humility and an insatiable hustle to take on what’s next.

We organized our agency and our model around 4 key concepts:

  1. People: While it’s almost cliche at this point? You can’t build an agency or a product without great people. You just can’t. Great talent leads to great opportunities.
  2. Perspective: The creative and products being designed on the coasts aren’t always designed or thought about with real people people in mind. We want to build real products for real people to solve real problems. No more of this…
  3. Technology: No new business/agency can start today without access to great technology partners, developers and expertise. We aim to build connections and partnerships with the best people. One of those is Tension Design.
  4. Opportunity: The Chicago start-up scene is underrated to a ridiculous degree. Resources like 1871, publications like BuiltinChicago and ChicagoInno showcase the best and brightest here and focus on sustainability and practicality rather than flashes in the pan.

We want to build our business for the long term and could think of no better city to build it then what we consider the foundation of America.

It is the city of broad shoulders after all.

We can’t wait to work with you.

Photo Credit: Bert Kaufmann

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Altruism or Anonymity? https://hustlemo.re/thoughts/altruism-or-anonymity/ https://hustlemo.re/thoughts/altruism-or-anonymity/#respond Thu, 21 Jan 2016 16:55:41 +0000 http://hustlemo.re/?p=125 How do you create a movement without scale? You can’t. At least not in the traditional sense. Segmentation of media has rendered the concept of  a “movement” into a much more digestible (and achievable) concept. Hitting the “mainstream” has never been easier. How? After all, shouldn’t fragmentation hurt this process? Yes and no. Humans are[...]

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Facebook Blank Profile

How do you create a movement without scale?

You can’t. At least not in the traditional sense.

Segmentation of media has rendered the concept of  a “movement” into a much more digestible (and achievable) concept. Hitting the “mainstream” has never been easier.

How? After all, shouldn’t fragmentation hurt this process?

Yes and no.

Humans are social animals. They break off into groups and organize themselves on culture, spiritual and language similarities. From tribes, to city-states, to nations we have steadily created more complex and intricate ties to build out what makes us part of a group. This culminated in the 20th century with the invention of mass media and the rise  of nationalism.

Then the internet happened.

What impact did the internet have on group dynamics?

Fragmentation. Instead of forcing people to mobilize around a watered down idea it allowed for them to construct their own identities with a (very!) similar group of people. Information stopped moving vertically and started moving sideways.

Audience atomization overcomeA new pattern of information flow, in which “stuff” moves horizontally, peer to peer, as effectively as it moves vertically, from producer to consumer.

A few examples:

Ice Chewers – A community for people who love to chew ice…way too much.

Juggalo Faith – An invaluable resource for that rare handful of folks who are both Insane Clown Posse fans (aka “Juggalos”) and God-fearing Christians.

Dancing Alone to Pony – People who love to get down alone to Ginuwine’s seminal hit.

Niches have essentially crushed our need to consensus build. We can now exist in a world where everyone we interact with socially, shares the same motivations. This is great for our self-esteem, not so great for exposure to differing viewpoints. This has led to accelerating polarization.

After all, how could someone like Sarah Palin or Michele Bachman come along and take over the national  scene? They don’t ascribe to or even try to appeal to most of America what they do instead is focus on a specific set of highly motivated vocal supporters.

In marketing we call these supporters “influencers”.  These are the catalysts for any successful movement, whether it’s for sharing a video or casting a vote. These influencers have a disproportionate amount of say into what ideas succeed or fail.

It is with this mindset that we can divide all online movements (natural and manufactured) into two camps:

Altruism – A desire for good. Kickstarter, Causes.com, Reddit and Social Good.

Anonymity – A desire for mischief. 4chan, Reddit and Something Awful.

Every marketing campaign, political initiative, or community based initiative needs to have one of these ideas at their core. Otherwise, they run the risk of feeling forced or even worse? Contrived.

How does this mesh with your sense of community? Have you constructed a movement/marketing campaign with these core ideas at their center?

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Hustlemore’s Stuart Foster Weighs In For Campaign Live https://hustlemo.re/press/uncanny-valley-campaign-live/ https://hustlemo.re/press/uncanny-valley-campaign-live/#respond Wed, 30 Dec 2015 19:18:39 +0000 http://hustlemo.re/?p=44 Ads have to work harder than ever to tap into human needs, but we are increasingly turning to machines to make decisions for us, writes Hustlemore Partner, Stuart Foster. Read More >

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Ads have to work harder than ever to tap into human needs, but we are increasingly turning to machines to make decisions for us, writes Hustlemore Partner, Stuart Foster.

Read More >

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Understanding the “Let’s Play” Phenomenon https://hustlemo.re/thoughts/understanding-the-lets-play-phenomenon/ https://hustlemo.re/thoughts/understanding-the-lets-play-phenomenon/#comments Wed, 02 Jul 2014 16:35:43 +0000 http://stuart.is/?p=7612   Ever wondered what YouTube channel has the most subscribers? Who would you guess it is? Bieber? Rhett and Link? Maybe Epic Rap Battles of History? Give up? It’s actually PewDiePie. Wait, who? Yep, with 28 million+ subscribers, a Swedish live-streamer who specializes in play-throughs (with commentary of course) of the latest video games has[...]

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Playstation 4 controller

 

Ever wondered what YouTube channel has the most subscribers? Who would you guess it is? Bieber? Rhett and Link? Maybe Epic Rap Battles of History?

Give up?

It’s actually PewDiePie.

Wait, who?

Yep, with 28 million+ subscribers, a Swedish live-streamer who specializes in play-throughs (with commentary of course) of the latest video games has the most popular channel on YouTube. Now, why would millions upon millions of people want to actively watch another person play through a video game you might ask? Simple, it’s part of a growing phenomenon called “Let’s Play”.

“Let’s Play” experiences vary wildly but they tend to focus on bringing an individualized touch and “couch experience” into a community. Today’s games typically don’t offer a party type experience with few exceptions (ex. Smash Brothers). Instead, they take advantage of faster internet to provide a more detached multiplayer experience via headsets (who doesn’t love a seven year old in COD calling you a noob). This brought scale to multiplayer games, but also lost something in personality.

“Let’s Play” videos bring the “couch experience” back by providing you with a “friend” to experience your game with. Clearly, it’s caught on like crazy based on the numbers (channels like PewDiePie can make up to $1.4 million dollars a month just on simple YouTube ads). Game manufacturers are even providing betas and early access to these influencers to help them market their games to new audiences, after all a marketing message from a “friend” is more valuable then one from a company.

What’s Next?

While “Let’s Play” has brought tons of different people together it still mainly exists in a sit-back and watch type of environment. After all, asides from comments you can’t really do much to get involved with that community. However, that all changed with the introduction of Twitch. Twitch is the next stage of “Let’s Play” because it allows actual cooperative play to occur via a series of hacks. It’s known as “CrowdPlay”.  You may have heard of one such hack/event: Twitch Plays Pokémon.

Twitch Plays Pokémon was a massive event: an estimated 658,000 players and 36 million views for a gameplay stream that ran 24/7. According to a Twitch representative, the creator of Twitch Plays Pokémon could have made $100K over the 16 days it was ran, had they set up their channel to support regular ad spots.

Capturing major buzz, this Twitch event got everyone talking not just about interactive viewing experiences, but the notion of “CrowdPlay” where the audience becomes the player. One company that has stepped up to fill this CrowdPlay niche is Overwolf.

Basically, Overwolf adds overlay apps to your favorite games. Game capture, Twitch streaming, TeamSpeak overlay, in-game browser, and many more of smart apps are available as part of their ecosystem. All allowing for an easier entry into hosting your own live-streaming session as well as allowing for clever hacks to be implemented to start playing games. Like IFTTT did for APIs, it will lower the barrier for entry for consumers (and brands) that want to tap onto this CrowdPlay phenomenon.

I’m pretty excited to see what’s next for CrowdPlay – I think it’s going to turn some major heads and become a bigger part of the gaming ecosystem over the next few years.

Image Source: William Hook

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Brands Shouldn’t Build Ecosystems, They Should Improve Them https://hustlemo.re/thoughts/improve-ecosystems/ https://hustlemo.re/thoughts/improve-ecosystems/#respond Mon, 20 Dec 2010 19:47:54 +0000 http://thelostjacket.com/?p=6747 Andrew Carnegie’s style of vertical integration is no longer possible for most (if not all) companies. The primary reason being that we’ve moved from a brick and mortar world to a digital one. You can’t really “own” data and code. Numerous attempts at controlling the flow and spread of code (see DRM, CD keys etc.)[...]

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Andrew Carnegie Art
Andrew Carnegie’s style of vertical integration is no longer possible for most (if not all) companies. The primary reason being that we’ve moved from a brick and mortar world to a digital one. You can’t really “own” data and code.

Numerous attempts at controlling the flow and spread of code (see DRM, CD keys etc.) have failed miserably due to the culture of free that seems to propagate the digital world. Therefore any attempt to build a stand alone ecosystem will fail. If it doesn’t connect; it doesn’t work.

The How

Why then do companies like Facebook and Google succeed while more traditional companies flounder? By embracing the idea of fluid integration.

Vertical integration relies on a closed loop. Fluid integration relies on an open loop.

How does fluid integration work? Collect data from consumers, not in the traditional sense though. By providing various utilities, services and experiences companies can learn more about you. All they ask in return? A small tracking code that follows you around the web. Thus, the ecosystem that they create is one that doesn’t rely on control but rather the sharing and propagation of data.

The Why

When setting out to build something we have to consider that people use products for two reasons:

1. They need the product.

2. The product was recommended to them.

New products (especially digital ones) rarely fall into the first category. After all, if someone needed something wouldn’t they have already invented it? Start-ups live and die by the mantra that they are inventing something that people need, they just don’t know it yet.

This is also why 90% of start-ups will fail.

Corporations can’t innovate the same way start ups do. The reason? They need to make money. Their  margins are slimmer thus so is their appetite for risk.  Every action they take will have an impact on the bottom line.

The Evolution

How then do corporations/agencies innovate effectively?

  1. Allow any (non-sensitive) data  you possess to be accessed via an API.
  2. Does someone do something better than you do? Integrate and connect with ecosystems already in existence.
  3. Ask your customers. They’re just as invested in your brand as you are and can provide the “Emperor has no clothes.” type of advice that goes overlooked by internal resources.
  4. Test. Test. Test. You can’t innovate unless you test/try out new features.

How else can we improve/innovate a company’s experience? I’d love to hear your thoughts.

Image Source: Rochelle Hartman

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The Predictive Web https://hustlemo.re/thoughts/predictive-web/ https://hustlemo.re/thoughts/predictive-web/#comments Mon, 13 Sep 2010 15:59:26 +0000 http://thelostjacket.com/?p=6704 Can you create serendipity? Great marketing provides branding, an experience and utility. Serendipity is usually an after-thought. How can you create a genuine and timely experience for the consumer? Shouldn’t the experience suffice? No. We’re at the point where the timing of the message is often more important then the content inside that message. What[...]

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Field of Dreams

Can you create serendipity?

Great marketing provides branding, an experience and utility. Serendipity is usually an after-thought. How can you create a genuine and timely experience for the consumer? Shouldn’t the experience suffice?

No.

We’re at the point where the timing of the message is often more important then the content inside that message. What does this mean in operational terms? Serendipity is not only possible in the future; it’s expected.

However, the pieces, strategy and best practices of predictive modeling within marketing are still developing. Up until now, marketing has been about creating experiences; not ecosystems.

Evolving: From experiences to ecosystems

Ecosystems aren’t a new phenomenon. They’ve existed since the inception of advertising. The problem is that today they’ve come to resemble this PowerPoint of the war in Afghanistan. Thus, most marketers are content to try and create experiences.

The best example of a marketing ecosystem in today’s market is Apple’s mobile platform. Apple has created a place where the best possible experiences for the user is guaranteed via a draconian vetting process. This ideology has been extended with the introduction of their iAd, which seeks to create advertising “worthy” of the Apple experience.

However, this type of ecosystem has a shelf-life. It’s unsustainable when technology and access start to surpass the original experience. (Having AT&T as the primary carrier isn’t exactly helping either…)

Convergence

What do Facebook, Google, Internet browsers and your credit card have in common? They actively collect data on your behavior. Each click is tracked, each purchase is monitored; all with the goal of making the advertisements and offers you receive more relevant.

Technology by itself is useless. It’s a means to an end, nothing more. The same could be said about data; it’s useless without interpretation. We’re in luck though, the two are about to intersect in a revolutionary way.

Image Source: Anita Burke

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