Category: ideas | 想法 | 생각 | 考える

Ideas were at the at the heart of why I started this blog. One of the first posts that I wrote there being a sweet spot in the complexity of products based on the ideas of Dan Greer. I wrote about the first online election fought by Howard Dean, which now looks like a precursor to the Obama and Trump presidential bids.

I articulated a belief I still have in the benefits of USB thumb drives as the Thumb Drive Gospel. The odd rant about IT, a reflection on the power of loose social networks, thoughts on internet freedom – an idea that that I have come back to touch on numerous times over the years as the online environment has changed.

Many of the ideas that I discussed came from books like Kim and Mauborgne’s Blue Ocean Strategy.

I was able to provide an insider perspective on Brad Garlinghouse’s infamous Peanut Butter-gate debacle. It says a lot about the lack of leadership that Garlinghouse didn’t get fired for what was a power play. Garlinghouse has gone on to become CEO of Ripple.

I built on initial thoughts by Stephen Davies on the intersection between online and public relations with a particular focus on definition to try and come up with unifying ideas.

Or why thought leadership is a less useful idea than demonstrating authority of a particular subject.

I touched on various retailing ideas including the massive expansion in private label products with grades of ‘premiumness’.

I’ve also spent a good deal of time thinking about the role of technology to separate us from the hoi polloi. But this was about active choice rather than an algorithmic filter bubble.

 

  • South Korea + more things

    South Korea soft power

    This presentation on South Korea was done before Squid Game took off on Netflix. South Korea can enhance and leverage its soft power in fields such as K-pop, soap operas, movies, video games, contemporary art, sports, education, business, and technology. Geography dealt Korea a poor hand as it historically has been invaded by China and by Japan. South Korea now has the economic and cultural resources to produce significant soft power, allowing it to design a foreign policy that will give it a larger role in global governance. South Korea today has an unparalleled opportunity to expand its international influence in ways that would have been unimaginable just a generation ago. Scholars, journalists, authors, industry leaders and other leading experts join us for sessions to raise the level of understanding of South Korea’s soft power and analyze the role of soft power in the context of U.S.- ROK alliance while offering suggestions for how Korean soft power can be used to broaden and strengthen the alliance.

    Rush Doshi

    Rush Doshi, former director of the Brookings China Strategy Initiative and a former fellow in Brookings Foreign Policy, and Michael O’Hanlon, director of research in Brookings Foreign Policy, followed by a panel discussion with experts who focused on analysis concerning the U.S.-China relationship and China’s grand strategy. This was to mark the launch of Doshi’s book The Long Game.

    Dasani UK case study

    One of the first posts I wrote on this blog was about Dasani which was in reaction to one of the stories that run about the brand in the media. Dasani is a bottled water brand owned by Coca-Cola; it is similar to Watson’s Water in Hong Kong and Singapore. It is processed and purified, rather than being a natural spring water. Tom Scott does a complete run down of the history of Dasani in the UK.

    Shanghai Animated Film Studio

    Shanghai Animated Film Studio has made films from world war two to the present day. The golden age for the studio was between the 1950s when they experimented with films using Chinese art techniques to the cultural revolution. Havoc in Heaven draws on Peking Opera.

  • 8964 museum + more news

    8964 museum

    六四記憶‧人權博物館 8964 Museum – 8964 Museum is a site ran from outside Hong Kong that acts a memorial for events running up to the June 4th 1989 protests in Beijing’s Tiananmen Square. The 8964 museum site was originally built predominantly for a local Chinese audience in Hong Kong. The reason why its 8964 is because Chinese language is quite logical about structure. You go big to small, hence June 4th, 1989 is 4/6/89 in the UK and 8964 in Chinese. The 8964 Museum is a really nice piece of web design. The 8964 Museum goes back and shows the history of China from the founding of the People’ Republic through the 1989 student and worker’s protests and beyond. The 8964 museum is now blocked in Hong Kong.

    Beauty

    Unilever invites startups to partner through Positive Beauty Growth Platform | Unilever global company website – interesting Unilever Foundry concept aligned around ‘positive beauty’

    Business

    China’s Supreme People’s Court has Ruled against Apple, allowing a lawsuit to Proceed on Antitrust Grounds – Patently Applethe decision by China’s top court to allow the lawsuit to be considered by the Shanghai court could signal more trouble ahead for Apple in China, which now accounts for a fifth of its iPhone sales. Wang Qiongfei, Jin’s attorney, told the South China Morning Post in a telephone interview that a hearing is expected to take place in Shanghai next January. You Yunting, a senior partner at Shanghai Debund Law Firm, said that the top court’s ruling could have a far-reaching impact. “I think this case has established a new principle namely that antitrust cases are also rights infringement cases and thus can be adjudicated by local courts.”

    China Wields New Legal Weapon to Fight Claims of Intellectual Property Theft – WSJChinese courts granted so-called anti-suit injunctions blocking foreign companies from taking legal action anywhere in the world to protect their trade secrets…At Xiaomi’s request, a Chinese court in Wuhan issued an injunction barring InterDigital from pursuing its case against Xiaomi—in China or anywhere else. If InterDigital persisted, the Chinese court said, it would face fines equivalent to roughly $1 million a week.To trade lawyers and others who have tangled with Chinese companies over intellectual property, the InterDigital case is the latest sign of how China disregards the patents, copyrights and trade secrets of foreign companies

    Revealed: Bribery in advertising pitches is pervasive in APAC | Campaign Asia – I wonder if this is skewed to certain markets?

    China to block ‘core’ industrial, telecoms data from leaving the country | South China Morning Post – interesting, this could decouple everything from supply chains to billing systems and also make stocks even more opaque

    Global supply chains at risk of collapse, warn business leaders | Financial Times – the disparity between UK and US trucking problems is striking

    China

    Why China Is Alienating the World | Foreign Affairseven more striking than the backlash against China has been the country’s inability to recalibrate. Beijing’s response to the rapid deterioration in ties with Canberra was to confront Australia with a list of demands that it said were prerequisites for improving relations. China’s leaders have also repeatedly stressed that any improvement in relations with the United States must begin with concessions from Washington and issued Deputy Secretary of State Wendy Sherman a similar list of demands when she visited Tianjin in July. Officials in Washington have begun to see Beijing’s inability to shift course as an advantage in the emerging competition between the two countries – less an inability than no desire, this is more about culture. I was reminded of Huawei’s ‘shut up‘ incident a number of years ago

    Goldman Sachs was poised to triumph in China. What happened? | Financial Times 

    Consumer behaviour

    Conscientious Korean consumers demand the full package | Campaign Asia“Now more than ever, consumers are evaluating brands across multiple dimensions of functionality, personal relevance and collective contribution,” Mali Wuestenhagen, senior media director at Essence Korea, told Campaign Asia-Pacific. “The term ‘meaningful brands’ is gaining increasing importance. Consumers are looking for unique brand experiences, and not just product and service excellence. To connect with consumers on a deeper emotional level, brands’ values need to resonate strongly with consumers. Brand authenticity and brand responsibility are equally important factors in driving positive consumer sentiment.”COVID affected brand relevance

    Project MUSE – Perceptual Divided Leviathan and the Modes of Political Participation in Chinacitizens’ varying degrees of participation across a range of political activities. It considers the perceived Chinese divided leviathan as a crucial cognitive shortcut for ordinary citizens to assess the uncertain activism environment, estimate the relative costs and benefits of different political activities, and strategize their participation portfolios. Using nationally representative survey data, the article exploits latent class analysis to uncover four distinct mass participatory modes—outsiders, conventionals, agitators, and activists—and examines the impact of perceptual government trustworthiness and integrity on modal transition. The empirical results reveal that citizens’ perceptions of a division between the central and local government affect their choice of participatory activities but not their overall participation levels: people who perceive a greater integrity division tend to engage the state in an agitative and contentious mode, and are less likely to do so in an institutionalized, conventional mode

    Gender and Sexuality – CHINESE RELIGIOUS LIFE – really interesting article for anyone looking at China consumer behaviour in terms of foundations

    Did Communism Smash the Patriarchy?In China, the government has maintained a monopoly of violence, rule of law and public trust. Men needn’t present as thuggish. But progress towards gender equality is still held back through the suppression of civil society. Taiwan and South Korea demonstrate what women can achieve when economic development is combined with democratisation and feminist activism. As Taiwanese women amassed wealth, status, and networks, they organised politically. Feminist lobbying secured gender quotas. Twice-elected Tsai Ing-wen now presides over a legislature that is 42% female. With strong female representation, the Government of Taiwan has strongly entrenched protections for women’s rights, criminalising sexual harassment. In South Korea independent civil society and religious groups were never fully suppressed under the military dictatorship. Anti-government coalitions of workers, students, priests, intellectuals, and farmers gained strength over the 1970s and 80s. South Koreans have now consolidated democratisation, on par with the UK!!  South Korea’s strong civil society laid the foundations for today’s feminist activism. 340 women’s organisations, labour unions and NGOs launched ‘Citizens’ Action with MeToo & campaigned ‘With You’. Recognising their collective strength and successes, women increasingly agitate for accountability. In 2018, 20,000 women marched against spy-cams (up-skirt and hidden cameras in loos) and revenge porn (which is then circulated online). This led to more government attention, a ministerial committee, and more police investigations. China lags behind, with the weakest protections against gender based violence. – things will get worse when the government has to come up with inventive ways to make the 3 child policy work

    Design

    BA06 – G-Class Governmental Business – I could totally see this screwing with the Ineos Grenadier

    Open Architecture: The husband-and-wife design duo redefining China’s cultural landscape – CNN Style – Beijing-based practice Open Architecture, are responsible for some of the last decade’s most thought-provoking Chinese arts destinations. Best known for transforming a series of aviation fuel tanks into a popular riverside gallery in Shanghai, the pair’s understated theaters and performance spaces offer a welcome dose of subtlety in a country with skylines all too often blighted by bold statements. “It’s about making a dialogue between us, as humanity, and nature,” Li said in a video interview.

    Economics

    Harper’s Magazine – Unmade in America — Open Markets Institute – America’s manufacturers spent those same happy years shifting many basic operations right off their factory floors. And by this I don’t mean simply offshore but right out of the company, along with the responsibility to make sure their world-spanning assembly lines always run right. Like Enron, our manufacturers did so largely to pump up the value of their stocks. And, like Enron, they will probably get to watch one day as their empty edifices collapse. Unlike Enron, however, this crash may bring down a lot more with it than one or a few companies. The global assembly lines that manufacturers such as Dell, Ford, Motorola, and Intel have so expertly engineered these last few years—in which, say, a single semiconductor might be cut from a wafer in Taiwan, assembled in the Philippines, tested in China, fit into a subcomponent in Malaysia, plugged into a component in Brazil, and loaded with a program designed in India—are just as audaciously complicated as any of Enron’s financial schemes. Yet because manufactured goods are so much less fungible than money, these systems are vastly more vulnerable to the mysterious mutterings of God or the deliberate hand of man and state – this was written back in 2002

    Hidden Performance: Salary History Bans and Gender Pay Gap by Jesse Davis, Paige Ouimet, Xinxin Wang :: SSRNAs of 2019, salary history bans have been enacted by 17 states and Puerto Rico with the stated purpose of reducing the gender pay gap. We argue that salary history bans may negatively affect wages as employers lose an informative signal of worker productivity. We empirically evaluate these laws using a large panel dataset of disaggregated wages covering all public sector employees in 36 states and find, on average, salary history bans lead to a 3% decrease in new hire wages. We find no decrease in the gender pay gap in the full sample and a modest 1.5% increase in the relative wages of women, as compared to men, among new hires most likely to have experienced gender discrimination historically.

    Ethics

    Apple’s fortress of secrecy is crumbling from the inside – The Verge – on Apple’s culture – executives make decisions about how the company will function, and employees either fall in line or leave. What choice do they have? Apple is currently worth $2 trillion, making it the most valuable company in the world, as well as one of the most powerful. Over the past few months, however, that culture has started to erode. As workers across the tech industry advocate for more power, Apple’s top-down management seems more out of touch than ever before. Now, a growing number of employees are organizing internally for change and speaking out about working conditions on Twitter.  “There’s a shift in the balance of power going on here,” says Jason Snell, the former editor of Macworld, who’s been covering Apple since the 1990s. “Not everyone is afraid that their boss at Apple is going to fire them. They’re saying, ‘I’m going to say some bad things about Apple, and if you move against me, it’s going to look bad for you.’”

    Murky waters: What next for the AUKUS nations and their allies? — 9DASHLINE – The development of global financial architecture in recent decades has transformed the transnational arena such that the old rules don’t necessarily apply. As the AUKUS announcement was being made, Russia’s political opposition was being undermined by groups including Google and Apple, who removed tactical voting apps for the country’s election. As attention in the US turns to the implications of growing Chinese power, the Chinese Embassy there can depend on Squire Patton Boggs, a lobbying firm in its pay. Included on the firm’s roster is the retired speaker of the House and one of the best-connected politicians in the US, John Boehner. Chinese leaders themselves are supported by a cast of western enablers who help secure their substantial fortunes offshore, most frequently in the British Virgin Islands

    Hong Kong

    Hong Kong schools lose 81 Primary One classes as wave of emigration saps student population | South China Morning Post 

    Hong Kong faces worst quarter for stock listings since pandemic | Financial Times – interesting that financial institutions bet that HK would be the new favoured market for IPOs hasn’t paid off

    How to

    Kibbles & Bytes #1171:The Plug Is Mightier Than the Puck: Wireless Charging Is Wildly Inefficient, Need to Share Files Securely? Try Password-Protected ZIP Archives – great points on wireless charging versus plug-in charging

    Ideas

    Regime Change #2: A plea to Silicon Valley – start a project NOW to write the plan for the next GOP candidate – by Dominic Cummings – this looks like Domnic Cummings is writing himself a job description and hopes that someone will employ him to do it.

    Innovation

    Dry Ice Detailing Cleans Car Back to Factory Condition Without Water | Business Insider – this was a very specialist thing used on classic and supercars, interesting to see it be mainstreamed

    Luxury

    LinkedIn Global Head of Luxury: “Audiences Are Looking For More Storytelling From Brands.” – ‘In the five years since Tatiana Dupond joined LinkedIn, the social media platform has become a key destination for luxury brands to communicate their messaging to its highly engaged audience. She speaks to Luxury Society about how brands can further the experience for their followers through richer storytelling and more meaningful content.’

    The Deep-Dive: The Luxury Market Is Rebounding. Will It Last? | Luxury Society – Louis Vuitton, Chanel, Cartier and Hermès, to name but a few, have all seen a rise in brand desirability, according to data compiled by DLG, which found that Google searches for the brands have grown by 15 percent, 11 percent, 39 percent and 21 percent respectively, from January 2021 to June 2021, compared to a year earlier.

    TELFAR.TV – rather than write my take here’s Matt Muir’s: – this is an interesting bit of marketing from them, which is in part MEDIA EMPIRE stuff and in part a smart way of stopping bots from snapping up new stock for the resale market. Telfar TV is an online stream of…stuff, the gimmick being that it’s like public access cable insofar as anyone can submit video to be featured on the platform. Among the UGC stuff (I have only seen a couple of things and they are…I mean, look, let’s just say there was a STRONG AESTHETIC and if I were more inclined to look at video art then maybe I would have appreciated it more) will be scattered occasional QR codes which act as gateways to buy limited merch drops, in smart, bot-proof style. This is a super-interesting idea, which will almost certainly die a death based on a lack of people submitting content – I would add that they could also raid the internet archive for filler video content….

    Media

    New Bond Can’t Take On Beijing’s Supervillains | Foreign Policy 

    Adam Curtis: Social media is a scam | IdlerI’ve always thought John Le Carré did spies a great service because he made it seem as if there were endless depths of mystery and darkness when in fact, if you’ve ever researched the spies, they are (a) boring and (b) useless. I mean really, really useless. I researched MI5 once and they hardly ever manage to capture any traitors… it’s usually someone else who points them in the right direction. And in a way I think that’s true of this. The tech companies are powerful in the sense that they’ve got hold of the internet, which people like me think could be a really powerful thing for changing the world and disseminating new ideas, and they’ve got it in this rigid headlock. To do that, they’ve conned everyone into thinking that their advertising is worth it. And in the process, they’re destroying journalism – I would disagree with some of Curtis’ assertions but this feels right in terms of how they’re seen in terms of policy wonks now

    Facebook Views Preteens as ‘Untapped’ Wealth, Documents Show | Gizmodo – actually says valuable audience. Interesting that they were focusing on playdates as a possible media moment

    Retailing

    Shein exemplifies a new style of Chinese multinational | The EconomistXu Yangtian had none of their tailoring experience when he founded Shein (pronounced she-in) in 2008. Instead, the creator of the fashion world’s latest sensation was a specialist in search-engine optimisation. This expertise helped Mr Xu gain an understanding of how to draw shoppers’ attention in the digital world. And he has understood this very well indeed, bringing to an audience of rapt Western fashionistas a Chinese style of “social commerce”, which combines social media with online shopping. Add in a revolutionary approach to manufacturing and the results have been spectacular. In 2019 Shein’s gross merchandise volume (GMV), e-commerce groups’ preferred measure of total sales on their platforms, was $2.3bn, estimates to Zheshang Securities, a Chinese broker. This year it is forecast to surpass $20bn. By 2022 analysts expect Shein’s GMV to overtake Zara’s revenues. In May Shein was the most downloaded shopping app in America, overtaking Amazon

    Security

    C.I.A. Admits to Losing Informants – The New York Times – blames over optimism about their own abilities, under-estimating opponent intelligence services and over-optimism. What’s in the back of my mind is how much their electronic networks are compromised and how many are now double agents

    US has already lost AI fight to China, says ex-Pentagon software chief | Financial Times – blamed the reluctance of Google to work with the US defence department on AI, and extensive debates over AI ethics for slowing the US down. By contrast, he said Chinese companies are obliged to work with Beijing, and were making “massive investment” into AI without regard to ethics. Chaillan said he plans to testify to Congress about the Chinese cyber threat to US supremacy, including in classified briefings, over the coming weeks. He acknowledged the US still outspends China by three times on defence, but said the extra cash was immaterial because US procurement costs were so high and spent in the wrong areas, while bureaucracy and overregulation stood in the way of much-needed change at the Pentagon

    The entirety of Twitch has reportedly been leaked | VGC 

    GCHQ chief: Facebook is a worry but China is the real internet danger 

    The west sees China as a ‘threat’, not as a real place, with real people | The Guardian – Nazi Germany and the Soviet Union were both real places with real people

    Technology

    Study: Despite uptick in telehealth use, patient satisfaction sags – News – MM+M – Medical Marketing and Media – Learning more about unsatisfied patients can help healthcare marketers tailor efforts to reach them more effectively. To that end, the survey found that the industry provided uneven care to patients, with those deemed higher-risk – ones who self-reported their health as fair or poor – having lower satisfaction with telehealth offerings than people who self-reported their health as excellent.In addition, patients in better health were more likely to better understand information conveyed during telehealth visits and characterize these visits as more personalized.“The onus is on the telehealth industry to understand the analytics behind who these members are, and what sort of level of services they need that can be tailored to their healthcare conditions,” Beem said. – I wonder how this compares to in-person visits?

    The Impending Chinese NAND Apocalypse – YMTC 128 Layer NAND Is The First Semiconductor Where China Is Technologically Competitive – by Dylan Patel – SemiAnalysis 

    Wireless

    iPhone 13 Customers Sold On Longer Battery Life | Investor’s Business Daily – “Desire for a better battery life is the most popular reason for upgrading,” Daryanani said. “5G was not a popular reason for upgrading this year likely because 5G excitement in the U.S. remains well below the levels in China.” and working from home with your handset on wifi won’t help that sentiment

  • The great resignation

    The great resignation

    The great resignation was one of the defining terms of 2021. In the wake of COVID-19 vaccinations; resignations in the US ran at a consistently high record rate.1

    There is no definitive explanation of why the great resignation is happening. There may be a number of contributing factors:

    • COVID-19 had temporarily stemmed that natural level of resignations and taking on new jobs in the market. Glassdoor had estimated that there were 3.7 million less people quoting their jobs than their should have been during the COVID period.2
    • The pressure to return back to the office is driving push back from some employees. For instance, staff at Apple have been vocal about leaving3 and there has been a noticeable exit in staff at Jeff Bezos’ space travel business Blue Origin that CNBC wrote a story about.4
    • Others believe that the high level of resignations is due to staff burnout.5 As staff quit and businesses work on trying to replace them, this is likely to add additional pressure on employees, particularly in the services sectors.

    The first recorded use of the great resignation was a quote from organisational psychologist Anthony Klotz in an article by Bloomberg Businessweek.6

    Solving the great resignation

    In terms of solving the great resignation, McKinsey is already looking at new models of working for employers to adopt, including flow to work operating models7 that seem to be a tactical way to address talent gaps.

    the great resignation dynamic talent allocation
    Source: McKinsey & Company

    However dynamic talent allocation is more likely to break team and personal bonds; creating added flow to the great resignation in the medium term. More related content here.

    More information

    1 Kaplan, J. & Kiersz, A. (September 8, 2021). Another 4 million workers quit for the fourth month in a row, and it shows how Americans are rethinking working in a way they haven’t in decades. United States: Business Insider

    2 Kaplan, J. (September 8, 2021). 3.7 million more people would have quit their jobs by now if not for the pandemic. United States: Business Insider

    3 Espósito, F. (July 15, 2021). Apple employees say they will leave the company as it denies remote work requests. United States: 9to5Mac

    4 Sheetz, M. (October 1, 2021). Turmoil at Bezos’ Blue Origin: Talent exodus came after CEO’s push for full return to the office. United States: CNBC

    5 Mayer, K. (September 30, 2021). What’s behind the Great Resignation? Blame burnout. United States: Human Resource Executive

    6 Cohen, A. (May 10, 2021) How to Quit Your Job in the Great Post-Pandemic Resignation Boom. United States: Bloomberg Businessweek

    7 Foote, E., Hancock, B. & Malan, R. (September 1, 2021) The key role of dynamic talent allocation in shaping the future of work. United States: McKinsey & Company

  • Angela Merkel + more things

    Angela Merkel

    The elections in Germany marks the end of 16 years run with Angela Merkel as the Chancellor of Germany. Helmut Kohl was in office for only slightly longer. It feels like the end of an age, and in one sense it is.

    Most Germans believe their ‘golden age’ is over, poll finds – “These findings suggest that, while Angela Merkel has cemented Germany’s position as a great European power, the cornerstones of her legacy – neutrality and consensus building – will not be enough to defend the unity of the EU, and its place in the world, in the years to come.” Germans will head to the polls on September 26 to elect a new parliament and choose a successor to Mrs Merkel, who has served as chancellor since 2005. Her own party, the Christian Democratic Union, is lagging its coalition partner, the centre-left Social Democrat Party, in polls. Mrs Merkel’s SPD finance minister, Olaf Scholz, is likely to become the next chancellor.  

    Angela Merkel’s legacy is complex. She struck up relationships that were bad for Europe and strategic rivals of Germany:

    • The Other Side of Angela Merkel’s 16 Years as German Chancellor | Foreign Policy – Far more troubling was the substance of many of her policies, which we can simply label “Merkantilism,” defined as the systematic prioritizing of German commercial and geoeconomic interests over democratic and human rights values or intra-EU solidarity. From her coddling of Hungarian strongman Viktor Orban as he built the EU’s first autocracy to her active courting of Europe’s geostrategic rivals in Russia and China, Merkel has tended to place German profit and expediency above European principles and values
    • Handel mit China: Braucht Deutschland eine Wende? | Frankfurther Allgemeine Zeitung – there are more important things than doing good business in China. Germany’s foremost business paper editorial swipe at Angela Merkel and selected big German enterprises (Daimler Benz, Deutsche Bank, T Systems and Volkswagen Audi Group)
    • Germans Demanding New China Policy. Will the Next Chancellor Deliver? | National Reviewno matter who wins, German public opinion, pressure from the United States, and the strong possibility of having to partner with the Green Party in a coalition government make it likely the victor will be pushed in a more hawkish direction. The same hardening found among the German public is also happening in Parliament and the foreign ministry. Conservatives in the United States rightfully lament how bureaucracies often influence policy outcomes against the wishes of the principals leading them, not the other way around. When it comes to the future of Germany’s China policy, those bureaucratic exertions might not be such a bad thing

    Democratic capitalism in crisis

    Angela Merkel helped facilitate the rise of Viktor Orban in Hungary and facilitated similar a populist movement in Poland. Not actively, but by inaction. Which makes this interview with Martin Wolf of the FT all the more pertinent. More related content here.

    60 minutes on Hong Kong

    The Hong Kong government finished its engagement with a PR agency called Consolum. This agency came up with messaging for a campaign to relaunch Hong Kong. Quite how these messages would work effectively, when there is so much material ripe for the media to work against their measurement.

    Some of it is surreal. Trade unions are considered subversive. Providing allowed allowed gifts to prisoners such as shower gel and packets of M&Ms became a natural security threat.

  • Content in the online realm

    The nature of content in the online realm

    To think about content in the online realm it makes sense to go back to 1964.

    Internet history

    In 1964, the idea of being online and exposed to hypermedia was the stuff of information theory papers and the fevered dreams of researchers on government projects trying to build working packet networks.

    The medium is the message

    Canadian philosopher Marshall McLuhan published his book Understanding Media[1] introduced a concept in the title of the first chapter of his book, that would become common cultural currency. This was that ‘The medium is the message’. The expression neatly captures the idea that the communication being used— email, podcast, social media post, documentary film, white paper etc.—will affect how the message is perceived. Even, if the same message is communicated with different media. That is why an article printed on the salmon pink paper of the FT seems to carry more weight literally and figuratively than content in the online realm.

    ‘The medium is the message’ is often used in the context of media considered influential on society, including forms of media that are thought to have changed how people experience the world. An area that online communication fit neatly into, just in the same way that television and video cassettes would have in the 1980s, as illustrated by this scene from the movie Back to The Future.  

    When we think of content, particularly in the online realm, the medium itself helps dictate our thinking. From a marketers perspective, at least in theory, every action in the online realm is trackable. So marketers think that they can use content in the online realm to take the audience through a curated journey to adoption and beyond.

    The marketer will have mapped out paths that customers will receive content on like a hunter baiting a trap. The idea clearly meshes with concepts like the sales funnel. Marketers would be able to track the audience through a journey and prompt them to take the next step through emails and advertising retargeting.

    This cajoling might be triggered on customer responses through the power of artificial intelligence, that dynamically adapts to each customer, or a sales rep in a follow-up to conversation. This is would be considered to be part of the marketing function’s digital transformation. 

    Digital transformation

    If you are reading this article, chances are you’ve read about digital transformation, seen internal presentations, listened to podcasts, been to the webinars and possibly in person conferences about the subject area.

    Digital transformation typically offers an efficient technology-centred approach, but consider for a moment if it’s a consumer-centred way? 

    Which begs the question: As marketers and creators, what should we be doing for the estimated 95% of the time when the audience isn’t in a frame of mind to move towards adoption? 

    The sales funnel

    The sales funnel is one of the most enduring ideas in sales and marketing. A recent article by strategist Tom Roach described it as ‘the cockroach of marketing concepts’[2]. It appears in various designs in the smart art function of Microsoft® PowerPoint® – such is its importance in the business world. The importance of the sales funnel is recognised by Mark Ritson, who believes in their use to marshal the thoughts of marketers in terms of periodisation, rather than its literal application[3].

    In his article Roach makes the point that the sales funnel started out as the AIDA model. AIDA (Attention, Interest, Desire, Action) in turn came out of door-to-door personal selling in the late 19th century. It was a way to teach sales people how to navigate buyers to make a purchase in a single conversation on their doorstep. 

    The book Bond Salesmanship[4] in 1924 used a ‘funnel’ metaphor with the AIDA model to encourage a consumer to make a purchase. 

    One interesting aside by Roach was Bond Salesmanship was about facts being ‘forced down’ the funnel rather than people. The generally accepted use now is to convey customers through, stage by stage. All of which is completely divorced from its original use in a personalised single session. 

    When I had been in college the sales funnel was only mentioned in passing in foundational modules on consumer behaviour. The lecturer used it as way of conceptualising how marketing worked as a visual accompaniment to the AIDA model rather than being used in a literal sense. At the time, my lecturer felt that consumers were too post modern in nature to apply it.

    The popularity of the funnel seems to have grown again with the rise of advertising technology and marketing automation platforms. Historically enterprise technology companies have relied on personal selling to their business customers. This may have had something to do with the model’s adoption and application in a multi-session customer journey by adtech development teams as their ‘model’. 

    A model is handy as a mental framework to simplify the understanding of a concept, but it often falls down in a real-world environment. The sales funnel is no exception: 

    • The perfect customer fallacy. Customers will remember what you’ve told them in the previous stages, in the order that you told it to them. This point is a complete fiction, people often don’t remember what they’ve been told. Which is why a lot of work has been put into consumer memory encoding and revival as a subject area. It is why reach and frequency are important aspects of any paid media plan[5].
    • As designed, the sales funnel has no concept of memory. Is this a product that you’ve bought before? What was your experience like? Are you happy to use it again? Do you actively seek it out as a product that you want to use? 

    The reason for both of these limitations is that the sales funnel was originally developed for single session selling opportunities, not the kind of relationship that brands typically have with stakeholders today. 

    McKinsey came up with a circular journey that had been called the loyalty loop to allow for customer memory.[6]

    McKinsey loyalty loop
    McKinsey

    James Hankins of Vizer Consulting came up with a conceptual model[7] that better addresses the perfect customer fallacy. Hankins model also implies the role of brand building as well as brand activating content in the customer buying process. 

    Hankins' conceptual model
    James Hankins

    What does all this have to do with content in the online realm?

    We know that we have a desired journey for content, that is often designed around the sales funnel. But we also need to build content around that. If the consumer journey is storytelling, then the content around it is more akin to world-building. 

    This has been called content continuity by others.[8] Content continuity supports the web of interactions that aren’t a purchase in the James Hankins model. 

    The storytelling provides our core content, the content continuity builds around that. Content continuity provides supporting information. 

    How do we think about content in the online realm in order to create content continuity? The key to thinking about this content is to think about it in two dimensions. The first dimension is around content themes. What are the content themes that the content journey relies on and what is the content areas that are tangential to these areas? This will vary based on the product, service or campaign. 

    The second thing to consider is how this content affects the audience in terms of exposure to the brand, exploration, evaluation and experience. With this in mind consider how your content themes fit into the following six areas that impact exposure, exploration, evaluation and experience. Are there any obvious gaps that need to be plugged? 

    20210922 - content in the online realm
    The author’s own creation

    If you are marketing to a well-understood category with a well-understood idea of what is good, that your product or service fits into then you probably not need to consider market shaping or market attitudes. Otherwise, it makes sense to see how the content themes cover: market authority, market shaping, marketing attitudes, product awareness, product relevant and product proposition / support. 

    Tonality

    The tone of content needs to be appropriate to the job that needs to be done. Safety instructions or a list of allergens in the product could do without a touch of levity. However, in other areas it is worthwhile thinking about how emotion could be used appropriately. Research shows that emotional priming content aids long term sales uplift.[5]

    Remix, re-edit and reuse

    Once you’ve created great content, the next thing to think about is how it can be put to the best use with necessary tweaks, expansions or modifications. A webinar can be turned into video on demand content. A presentation script can be turned into an opinion piece or white paper. 

    Think about how it connects with other content. This means connecting content together and treating your digital presence as an ‘embassy’.[9] This embassy approach facilitates audience exploration and evaluation. 

    Ignoring the digital dictatorship of the marketing automation black box

    All of the processes that we’ve outlined take a human-centred approach, this means that they may not fit in with the algorithmic driven ‘black box’ approach beloved of marketing automation platforms. This means doing content for the right reasons, not just for the right numbers. It takes bravery to ignore the hectoring and dictatorial nature of the ‘black box’, but who should your organisation put its faith in, its marketing staff or a ‘one-size fits all’ algorithm? I would argue that data and metrics should inform, but not dictate an approach. 

    You can find similar content to this essay here.


    [1] McLuhan, M. (1964). Understanding Media: The Extensions of Man. Kiribati: New American Library.

    [2] Roach, T (September 11, 2021) Why the sales funnel is the cockroach of marketing concepts. United Kingdom: Marketing Week

    [3] Ritson, M. (September 18, 2020) ‘Funnel juggling’ is the answer to marketing effectiveness. United Kingdom: Marketing Week

    [4] Townsend, W. W. (1924). Bond Salesmanship. United States: H. Holt.

    [5] Field, P., Binet, L. (2013). The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies. United Kingdom: Institute of Practitioners in Advertising.

    [6] Court, D., Mulder, S., Vetvik, O.J. (June 1, 2009) The consumer decision journey. United States: The McKinsey Quarterly

    [7] Hankins, J. (February 2, 2021) Forget funnels, here’s a new model for the path to purchase. United Kingdom: Marketing Week

    [8] Kuperman, D. (October 8, 2012) The Importance of Content Continuity. United States: The Effective Marketer

    [9] Armano, D. (October 1, 2010) Digital Embassies: A Blueprint for Community Engagement. Germany: FutureLab.