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Intersection of Marketing, Technology, & Startups
Josh Leichtung's commentary and interesting developments on what's fresh in the tech, startup, & marketing worlds.
Curated by Josh Leichtung
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The sons and daughters of Google Glass

The sons and daughters of Google Glass | Intersection of Marketing, Technology, & Startups | Scoop.it
Even in the highly opinionated world of tech, there have been few products as polarizing as Google's head mounted Google Glass computer. The device, a thin titanium band to which is ...
Josh Leichtung's insight:

Google Glass-- A few thoughts on this polarizing subject. 

 

In the future, children will barely know what is like to be disconnected. With people being bombarded wtih a constant stream of information, it begs the question whether Attention Deficit Disorder will be a disorder, or turn into the norm.  Will people with ADHD have a competitive advantage?

 

Of course then there's the information gap. Those that can buy superior information or computing intelligence will have a significant advantage over those that don't.  Here comes the Haves & the Have Not issue raising its ugly head in a different way.

 

The marketing potential here is insane.  That's partly because of the access to private data, and partly because it will facilitate we marketers increase sales. The startups and entrepreneurs will have a field day with this stuff!  The Google Glass ecosystem will be lots of fun to watch.  iOS App Store/Shmap Store. 

 

I'm all for Google Glasses. However, I'm hopeful that the privacy issues willl leap into the fore so that we can deal with the trade-offs, and find solutions to these problems.  I suppose somebody will create a technology that prevents your identity from being captured by Google Glasses!

 

Also find it interesting that the author thinks that a watch device will be a more logical step that people will be comfortable with. While that may be true in the short run and to the generations growing up without ubiquitous computing at their fingertips, I think that the younger generations will just accept the fact that they are being watched and recorded every minute of every day.   A scary idea to those above the age of 25.

 

What do you think?  A are Google Glasses going to be a huge boon, or is the danger of Big Brother watching us too much?  

 

Interested in your comments!

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Infographic: The Surprising Words That Get Top Content Shared - Marketing Technology Blog

Infographic: The Surprising Words That Get Top Content Shared - Marketing Technology Blog | Intersection of Marketing, Technology, & Startups | Scoop.it
Infographic: The Surprising Words That Get Top Content Shared by Douglas Karr on Marketing Technology Blog
Josh Leichtung's insight:

There is a blending of art and science behind all marketing. Crafting headlines/subject is now made easier. Here's a list of words scientifically proven to get your content shared more.

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Marc Kneepkens's curator insight, February 4, 1:40 PM

Language use is very important in online communications. I've recently posted an article on my 'Crowdfunding' topic about language that predicts success or failure in crowdfunding campaigns: http://sco.lt/8kfJ33 Here we get more of the same for content sharing. Great stuff.

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Statistics behind the Checkout: Why people (don't) buy - State of Digital

Statistics behind the Checkout: Why people (don't) buy - State of Digital | Intersection of Marketing, Technology, & Startups | Scoop.it
When you have a webshop you want people to buy. Yet more don't buy than do when they visit your website. Ever wondered why?
Josh Leichtung's insight:

Great infographic on ecommerce consumer psychology, the checkout process and shopping cart abandonment!

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Top 10 hiring mistakes - #4 - on-boarding stuff-ups

Top 10 hiring mistakes - #4 - on-boarding stuff-ups | Intersection of Marketing, Technology, & Startups | Scoop.it
Let’s get these statistics out there straight away: candidates / new employees who do not have an effective on-boarding process to go through with their employer are 22% more likely to leave within...
Josh Leichtung's insight:

Onboarding in a startup situation is different than onboarding in enterprise or more developed organizations. Early stage startups generally have no "rules", or at least very few standardized procedures. Therefore, it is imperative that whatever standardized procedures that exist, are well understood BEFORE YOUR HIRE!

 

Rules and procedures aside, the key to onboarding in an early startup is doing the right work in the interview process.  Make sure the person you are hiring can visualize what a day will look like.  Watch their body language, their face, and really listen to what they say. Here's your big chance to avoid a hiring mistake.

 

Create your startup's onboarding procedure BEFORE you do it. According to the article's statistics, new employees who do not have effective oboarding are 22% more likely to leave within 6 weeks of starting. Senior executives without proper onboarding are said to fail within the first 18 months. ( I don't know what % would fail anyway, but that 50% is huge one way or another.)

 

It might take half a day to create your onboarding procedure, and a few days to go through the process, but losing an employee and starting the recruiting process all over from scratch can take weeks.

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“Fuck you” — The most articulate expression of Google’s disgust at the NSA so far

“Fuck you” — The most articulate expression of Google’s disgust at the NSA so far | Intersection of Marketing, Technology, & Startups | Scoop.it
Google chairman Eric Schmidt has been waving his hands crying “outrage” about the latest NSA revelations, which have shown that the spy agency is going behind Google’s backs to infiltrate its data as part of a program called MUSCULAR.
Josh Leichtung's insight:

The danger of the NSA's privacy invasions on the public are scary.  Think what the Nazi SS secret police did. The KGB, etc...  J. Edgar Hoover. The fact that people don't seem to care is inconcievable.

 

The NSA should be able to use the laws already in place for national security. Privacy should matter to us all. Not because we have anything to hide today, but because unlimited information about what we think, what we do, and with whom we do it, will ultimately be used against us.  NSA contractors have already reportedly stalked ex-girlfriends etc..., with no consequences.  Do you really want that kind of power in the hands of anyone?

 

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Corporate Venture Investors Starting to Look a Lot More Like Private VCs | Info @ CrunchBase

Corporate Venture Investors Starting to Look a Lot More Like Private VCs | Info @ CrunchBase | Intersection of Marketing, Technology, & Startups | Scoop.it
Josh Leichtung's insight:

Good news for startups!

With Intel and Google leading the way, corporate venture investors are no longer "dumb money", though I doubt they ever were. Though still tending to concentrate on later stage investments, early stage startup investments are now common for corporate VC funds.

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What Can We Expect From The Next Decade Of Marketing? Is Creativity Irrelevant?

What Can We Expect From The Next Decade Of Marketing? Is Creativity Irrelevant? | Intersection of Marketing, Technology, & Startups | Scoop.it
While most of the impact of technology on marketing has been tactical so far, over the next decade or so there will be a major strategic transformation.
Josh Leichtung's insight:

Greg Satell in Forbes Magazine proposes the next decade of marketing will take us from:

 

    > THE RATIONAL TO THE PASSIONATE

    > MESSAGES TO EXPERIENCES

    > STRATEGIC PLANNING TO ADAPTIVE STRATEGY

    > HUNCHES TO SIMULATIONS

    > FROM BRANDS TO PLATFORMS

 

This article is insightful in many ways, but gets pretty fuzzy when it comes to hunches to simulations. He claims our numbers are always wrong, backward looking, fraught with error, etc... I don't disagree, though it IS the "state of the art".

 

Then the author claims that we will be moving our marketing from hunches to simulations. He says, "Rather than argue the merits of a new approach in stale conference rooms, we can test them in simulated environments built from real world data."

 

It seems to me that you just can't have it both ways. After all, simulations are built on real world data, therefore, they are also backward looking. That said, will the simulations be BETTER predicting marketing success, perhaps. Better is often enough because profit starts to soar once your fixed costs are covered. 

 

However, what machine simulations really won't be able to deal with (at least in the next decard or two) are:

    

    > CURRENT MARKET CONDITIONS

    > COLLECTIVE MEMORY    

    > CREATIVE QUALITY OF THE MESSAGE

    

Current market conditions are always changing. When all players are using simulations, marketing differentiation is in danger. Likewise, it would be a tall task to simulate our collective memory since comparatively very little “data” exists from the pre-internet days.

 

The biggest challenge I see here is the creative quality of the message. With all the simulations and adaptive strategies that will eventually be in place, it will still come down to human insight and creativity.  Regardless of all our data, we still have not been able to dependably synthesize a hit song or write a compelling new story.

 

Though the world is definitely headed in the direction Mr. Satell projects, I believe that the creative marketing mind will still be the major differentiation, and will have the largest impact on marketing success.

 

What do you think?

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Adland's Battle Royale: Agencies Defend Turf As Ad Tech Moves In On Clients

Adland's Battle Royale: Agencies Defend Turf As Ad Tech Moves In On Clients | Intersection of Marketing, Technology, & Startups | Scoop.it
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Minimum Viable Brand

Minimum Viable Brand | Intersection of Marketing, Technology, & Startups | Scoop.it
According to Wolff Olins, a brand exists in the overlap between commerce, culture and technology. The purpose of a minimum viable brand is to engage people... by Peter Thomson
Josh Leichtung's insight:

The concept of a minimum viable brand brings to the forefront the importance of marketing in product development. Internet startups & apps must be highly aware of branding while creating their product. 

 

Read about my branding/product positioning for EquaShip at http://www.getjosh.com/branding/positioning-differentiation-personality-in-branding

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Why online brands don’t have lasting value

Why online brands don’t have lasting value | Intersection of Marketing, Technology, & Startups | Scoop.it
The importance of brand building is a consistently popular topic for entrepreneurs. But when we take a closer look at what gives company marks their value, it becomes clear that online brands will ...
Josh Leichtung's insight:

Josh Leichtung's Response:

 

First, there is no such thing as a miracle website!  Expectation that a website can create a brand without unique products, excellent customer service, and superior branding/marketing is absurd. The luxury brands you mentioned didn't create their brand without customer service.   No business can without customer service, online or off. There goes your Zappos argument.

 

The way you speak about brands, you'd think that if it isn't upscale, it isn't a brand. I also disagree with that concept, and disagree that online brands can't have lasting value. Certainly Amazon has created a trust amongst its customers so that many people merely go to Amazon to find the best at the lowest price. 

 

However, we DO agree on some things.  The VAST MAJORITY (98%) of online brands are ephemeral.   I have been saying for 20 years that the biggest issue with ecommerce is that the lack of merchandising and branding differentiation leads to commoditization, and therefore reduces loyalty and customer lifetime value.  This is just plain fact.

 

Interestingly, over the past few years we've seen a surge of businesses that are actually branding and selling their merchandise selection as a differentiating factor.  These are true brands that scour the world and web for truly unique products.  These companies must maintain this differentiating competitive advantage if they are to survive.

 

Unfortunately, many of these online businesses do not make enough margin to sustain themselves. Hybrid catalog/ecommerce companies have a more reliable formula for the long term and profitability.

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The Google Search Timeline

The Google Search Timeline | Intersection of Marketing, Technology, & Startups | Scoop.it
Josh Leichtung's insight:

Google is turning 15 tomorrow and, fittingly, it’s celebrating the occasion by announcing a couple of new features for Google Search. The mobile search interface, for example, is about to get a bit of a redesign with results that are clustered on cards “so you can focus on the answers you’re looking for.”

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Here's how expensive it is to run a startup in these 8 major cities (infographic)

Here's how expensive it is to run a startup in these 8 major cities (infographic) | Intersection of Marketing, Technology, & Startups | Scoop.it
Did you know that running a startup in Zurich versus San Francisco can cost you a whole person's salary more? Or that hiring a developer in Mumbai is 15 percent cheaper than if you were hiring one ...
Josh Leichtung's insight:

You are starting up WHERE?

Interesting infographic on the cost of startups in different cities around the world.

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How Tempo growth-hacked the hell out of its app before it ever launched

How Tempo growth-hacked the hell out of its app before it ever launched | Intersection of Marketing, Technology, & Startups | Scoop.it
Tempo launched in February 2013 in the fadd-ish flood of calendar apps. Despite the fact that it was going up against 4,582,439 bazillion (just an estimate) other calendar apps, media went bananas ...
Josh Leichtung's insight:

Growth hacking is marketing meets product development with the intent to attract and retain more product users, usually in a viral way.

 

Even mediocre products can become successful when growth hacking is involved.  You must COMPLETELY understand your market, zero in on their hot buttons, test, test, test, and then push the buttons over and over!

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Are Experienced Founders Better? - MODE Blog

Are Experienced Founders Better? - MODE Blog | Intersection of Marketing, Technology, & Startups | Scoop.it
Josh Leichtung's insight:

As a seasoned entrepreneur, this question sometimes comes up in fundraising.  It seems to me that a VC's preference for the inexperienced indicates a VC's that would like to exert more control or prefer a mentoring type of relationship with their companies. It may also have something to do with the type of companies that the VC's are looking for.  If you are looking for the next "out of left field" concept (think Twitter) you may be more likely to find it in youth. Maybe.

What do you think?

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It's True: @JCPenney Might Have Won The Super Bowl Buzz

It's True: @JCPenney Might Have Won The Super Bowl Buzz | Intersection of Marketing, Technology, & Startups | Scoop.it
Last year, Oreo had its big moment "newsjacking" the Super Bowl, crashing in with a tweet about the event that won the buzz even though Oreo wasn't an spon
Josh Leichtung's insight:

The newiish and much more interesting thing, is that brands are interacting with each other now on social media.  I wouldn't be surprised to see an agency pop up connecting brands with like demographics.

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6 Lessons From The Original Lean Startup

6 Lessons From The Original Lean Startup | Intersection of Marketing, Technology, & Startups | Scoop.it
by John Greathouse | shared from Forbes |If Steve Blank and Eric Reis, two of the Founding Fathers of the Lean Startup Movement formed a band, they would produce music like the Kingsmen’s Louie, Louie.The song is akin to a lean startup’s minimally...
Josh Leichtung's insight:

An entertaining take on the parallels of startups with the Kingsmens huge hit, Louie Louie.

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The Truth About The Left Brain / Right Brain Relationship

The Truth About The Left Brain / Right Brain Relationship | Intersection of Marketing, Technology, & Startups | Scoop.it
Are you right-brained or left-brained? Or is the question itself a little harebrained?
Josh Leichtung's insight:

Fascinating article. Left, right, top, bottom?

When tested, the two hemispheres perceive the exact same thing differently, attach different significance to the same things, obtain different meanings from stimuli, and, sometimes, make different decisions about what to do.

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Welcome To The Unicorn Club: Learning From Billion-Dollar Startups | TechCrunch

Welcome To The Unicorn Club: Learning From Billion-Dollar Startups | TechCrunch | Intersection of Marketing, Technology, & Startups | Scoop.it
Many entrepreneurs, and the venture investors who back them, seek to build billion-dollar companies. Why do investors seem to care about “billion dollar..
Josh Leichtung's insight:

Perhaps some of the numbers aren't statistically valid for investing, but still an interesting study of the billion-dollar startups, who their founders are, which industries, and their education. 

 

Interestingly, college dropouts led eight billion-dollar startups, and 3 of the 5 most valuable companies were led by dropouts. (Facebook, Twitter and ServiceNow).

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Heinz Ketchup Loses Access to the World’s Most Famous Fries

Heinz Ketchup Loses Access to the World’s Most Famous Fries | Intersection of Marketing, Technology, & Startups | Scoop.it
McDonald's will remove Heinz ketchup from its restaurants across the world, with the ketchup maker's new closeness to rival Burger King highlighted by it's new CEO
Josh Leichtung's insight:

I wonder what the backlash at McDonalds will be?

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Tech Acquisition Sprees Create Exits for Venture Investors

Tech Acquisition Sprees Create Exits for Venture Investors | Intersection of Marketing, Technology, & Startups | Scoop.it
Earlier this month CrunchBase data showed that venture funding is reaching new highs, so it's no surprise that Q3 2013 also had the most number of venture-backed acquisitions.  With 131 deals, Q3 2...
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The Secrets of Bezos: How Amazon Became the Everything Store

The Secrets of Bezos: How Amazon Became the Everything Store | Intersection of Marketing, Technology, & Startups | Scoop.it
The surprising story of how Amazon.com became one of the most successful companies in the world
Josh Leichtung's insight:

Here's a fascinating story about Amazon, how Bezos runs it, and Bezos' early life.

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Wiretapping laws apply to Google intercepting emails, federal judge says - The Hill's Hillicon Valley

Wiretapping laws apply to Google intercepting emails, federal judge says - The Hill's Hillicon Valley | Intersection of Marketing, Technology, & Startups | Scoop.it
Google’s practice of intercepting users’ emails is subject to state and federal wiretapping laws, a federal judge in San Jose, CA. ruled Thursday.
Josh Leichtung's insight:

If Google is shot down and no longer allowed to intercept emails, significant amount of advertising targeting will be lost.

 

I'm sure there are ways around it, but it would be nice if Google allowed users the choice of having their emails read.

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Marketing Automation Explained (Infographic)

Marketing Automation Explained (Infographic) | Intersection of Marketing, Technology, & Startups | Scoop.it
Cutting-edge technologies are making businesses more productive, we explain this hot new trend.
Josh Leichtung's insight:

There is so muhc missing here, such as analysis at every point in the process. Still, for newbies it is worth taking a look at. In a nutshell:

 

  > Build targeted lists

  > Create campaigns 

  > Execute campaigns

  > Analyze response, track behavior

  > Score leads

  > Execute drip campaign for scored leads

  > Analyze every step of the way

  > Route qualified leads to reps

  > Analysis, analysis, analysis

  >Tinker with each step along the way to maximize response

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For venture investors, a startup's social-media efforts are a big deal

For venture investors, a startup's social-media efforts are a big deal | Intersection of Marketing, Technology, & Startups | Scoop.it
An impressive social-media effort, investors say, can show that a brand has a unique and appealing voice—and that it knows how to grab customers. And it can be the tipping point in the decision to back a startup.
Josh Leichtung's insight:

Yes, social media is an indicator of marketing capabilities, but as the article says, it may be a tipping point in a decision to fund or not. Funding doesn't happen for startups without an addressable market, clear differentiation, a competitive advantage (such as first mover, or tech patents...), and a good team.

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Introducing PandoMaps: A new interactive tool for mapping startup ecosystems

Introducing PandoMaps: A new interactive tool for mapping startup ecosystems | Intersection of Marketing, Technology, & Startups | Scoop.it
When Sarah Lacy started PandoDaily, she used the metaphor of the Pando tree to describe what she loved about startups: Measuring 43 hectares and weighing 6,000 tons, they’re pretty impressive above...
Josh Leichtung's insight:

Is Silicon Valley largely a result of four companies whose prolific founders and early employees just happend to be located between San Francisco and San Jose? 

 

Amazingly, the answer seems to be YES!

 

The mafias are:

  >  Fairchild Semiconductor

  >  Paypal

  >  Oracle

  >  Netscape

 

A quick, but absolutely facsinating history that gave rise to Silicon Valley.

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How technology is disrupting the entertainment industry

How technology is disrupting the entertainment industry | Intersection of Marketing, Technology, & Startups | Scoop.it

"The biggest technological changes that we’ve seen in entertainment have been how audiences receive their content, moving from experiences that are away from the home, towards experiences that are inside the home. It’s a shift in technology, but also a shift in marketplace and distribution, these changes – the explosion of DVDs and the explosion of streaming – supercharged the entertainment business economically for periods of time.”

Josh Leichtung's insight:

Lots of obvious stuff here, but the idea of ownership versus experience is an interesting phenomenon. I'm surprised he said nothing of second screen, which I believe will have an enormous impact on how we consume entertainment, taking us from passive watching, to active participation.

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