Forget eCommerce, the future is Brand Commerce

A version of this article first appeared in Marketing Magazine, 7/5/2015 

Breaking technology stories in early April is a challenge. The pace of change is so extreme, the advances in blurring the boundaries between real world and online experiences so extraordinary that it’s difficult to tell innovation from April Fool. So when Amazon Dash launched its buttons product late on March 31st, the confusion was understandable.

Physical “Buy Now” buttons for all your favourite brands, conveniently located around your home and synched to your Amazon Prime account seemed like an obvious-if well executed-prank.  Of course so too do delivery drones, a Google store on Tottenham Court Road, a bank account you unlock with your heartbeat and an Argos “concept store” that looks like a boutique hotel. In today’s retail environment, truth really is stranger than fiction.

The reality is an audacious play by Amazon to seize control of the grocery shopping experience. It’s a move that brings in to sharp focus some of the fundamental changes happening in the world of commerce. Continue reading

Digital disruption: the rebirth of marketing?

Marketing is probably one of the most devalued and derided words of our time. So much so that it’s seldom seen in the blogosphere without some kind of expletive attached. Ranting aside, you’ll consistently see some of the best and most interesting thinkers in the digital space declaring that they aren’t interested in, or “don’t do” marketing.

It’s a statement that shows the steady devaluation of a term that once meant much more.

Once upon a time, marketing was about the fabled “4 Ps”:  Product, Price, Place and Promotion. People have introduced new “Ps” as time has gone on-people, processes, pleasure to name a few but the original four are a good place to start. Marketing was the science of assessing a marketplace and understanding which combination of these levers could most compellingly drive a brand or product forward.

The trouble is that marketing became preoccupied-and defined-by the fourth and perhaps least exciting P-Promotion. One of the most exciting aspects of the digital world  is that for by taking the cost and infrastructure implications out of changing product, place and price it gives marketers back the opportunity to influence businesses in a much more profound and exciting way. It’s an opportunity for marketers to transform businesses and for businesses to experiment again with genuinely radical thinking.

With that in mind, it’s truly extraordinary that anyone still thinks the most interesting use of digital is as another place to put promotional messages. And it’s no coincidence that the most exciting digital initiatives are coming from smart people thinking about how they can change product, price and place then use promotion to, as the always excellent John Willshire puts it, tell the stories of the things they’ve done.

Think about how you can impact product, price and place-then promote the things you've done


Continue reading