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Internet Of Things Is Disrupting Marketing Attribution, & Marketing ROI Will Never Be The Same

Internet Of Things Is Disrupting Marketing Attribution, & Marketing ROI Will Never Be The Same | Startup Revolution |

IOT As Disruption
Marketing attribution has been a mess for years and, as this Forbes post shares, it is about to get worse thanks to the Internet of Things (IOT). Not hard to see why either. 

More than just a gizillion URLs running around headless and in the middle of an e-commerce merchant's funnel potentially hurts, biut the everyone looks at everything differently thing is a killer. Any marketer who has changed, even slightly, their product listings knows how hard patching old and new data together can become. Now imagine that data quilt when metrics from different paths are encrypted differently. 

Going to be a FORTUNE to be made in knitting all this junk together and filtering out the noise. Startups are you listening?

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Why Innovation Eats Strategy for Breakfast

Why Innovation Eats Strategy for Breakfast | Startup Revolution |
It's impossible to win solely by managing existing assets when your competitors are busy inventing new ones.

Via Ken Cooper
Martin (Marty) Smith's insight:

Love this, "To win in these challenging times, innovation has become your most powerful source of competitive advantage. Playing yesterday's game--even with brilliant strategy--is no match for the hurricane strength winds of creative disruption. Today, an entirely new set of skills and approaches are required to succeed. Simply put: innovation eats strategy for breakfast."

Man doesn't eat by disruption alone. Disruption is disrupting, so balance is always a good idea (not really mentioned in this post). Disruption has to COME FROM some place too. Even those who disrupt innovate on or in some space or meme.

Because the disruption feels from left field to some doesn't mean that is where the idea came from. Most disruptions were sitting on the ground staring up at whoever passed by. SEEING without the hypnotic drug of status quo thinking begins DISRUPTION. SEEING is the key then NOT rejecting the disruption, "Embracing the suck." to quote a movie I saw recently becomes critical because every muscle will cry to crawl back to the safety of the status quo.

Don't do that is our advice :). Do disrupt.

#toogood #true

Ken Cooper's curator insight, September 3, 2014 11:15 AM

Actually, the Peter Drucker quote is, "Culture eats strategy for breakfast." Of course, innovation is essential. However, innovation is a team sport, and it flows from culture. The key is to establish the kind of culture that will produce a steady stream of innovation.

Stuart Goode's curator insight, September 5, 2014 3:25 AM

Is this cheating or bending the rules

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Frighteningly Ambitious Startup Ideas Disrupt To Win

Frighteningly Ambitious Startup Ideas Disrupt To Win | Startup Revolution |
The world doesn’t need another Social Network or a better project management tool — I will wait for you here while you come to this conclusi… (Frighteningly Ambitious Startup Ideas - The Redux via @zachgersh
Martin (Marty) Smith's insight:

Startups Disrupt To Win
Agree with Zachary Gerhman (@ZachGersh). There is no reason to devote money and years of your life to an incremental improvement on what is already out there when there are such HUGE needs virtually untouched.

A few months ago I wrote about how Internet marketing must disrupt to win ( in this well written and comprehensive post on startups Zachary conclusively argues the same idea for startups.

Zachary is working on a sequel so stay tuned.


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Does Blogging Matter? Yes And Content Curation Does Too via Curagami

Does Blogging Matter? Yes And Content Curation Does Too via Curagami | Startup Revolution |

Blogging & Content Curation
Does Blogging Matter looks at the dissonance between the way we create content (bell curve) and the way content marketing is consumed (power distribution).

This Curagami post shares the natural friction between how we need to create content (in order to learn) and market pressures to improve at a supernatural rate. Content curation is how we bridge the content marketing gap. 

Learn More 

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Rescooped by Martin (Marty) Smith from Business and Economics: E-Learning and Blended Learning!

Innovators Dilemma Author Clayton Christensen Discusses Disruption via Startup Grind [Video]

Innovators Dilemma Author Clayton Christensen Discusses Disruption via Startup Grind [Video] | Startup Revolution |
I recently found this great interview that Mark Suster did with Clayton Christensen, who is without argument, the master of disruption.

Via Jenny Pesina
Martin (Marty) Smith's insight:

Disruption In BSchool Education

Most of this talk is about disruption in education, but Christensen is the "master of disruption" and this conversation with Mark Suster is fascinating for Internet marketers.

Lack of technological core means an industry can't be disrupted. Education was in this boat for a long time. Online learning brings to education a "technological core" matched with pricing that has lost touch with reality means disruption is possible and likely.

Online learning and corporate learning programs are killing Harvard Business School. Christensen says half of the University business schools are in trouble and will be forced to get with it or close in ten years.

Apple Computer
Fascinating discussion of Apple & proprietary architecture at 10:33. The inevitable opening of a once proprietary operating system means prices fall and the money is made in "sophisticated manufacturing". "It really is scary," says Christensen about the loss of sophisticated manufacturing.

He goes on to blame business school for looking to layoff costs because of the way we teach people to measure things.

Another fascinating conversation about Fremiums at 14:30. "As a general rule if you have a product that doesn't get the job done you have to offer it for free," with Suster weighing in on charging for services. Modularity drives commoditization and that drives profit out.

Free usually means there is money to be made, "Above and below and you can invest or be an entrepreneur there and you can make money". Suster then talks about Venture Capital disruption and crowdfunding at 19:50.

Royalty Capital
Royalty Capital = movement in Boston to license capital as a way around limitations of venture capital at 24:00. When revenue starts there is a royalty rate returned to the capitalists. Fascinating alternative financing experiment going on in Boston.

José Antônio Carlos - O Professor Pepe's curator insight, May 7, 2013 7:33 AM

Grande site e grande entrevista com Clayton Christensen.

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5 Ways To Disrupt Your Internet Marketing [ + Marty Note For Startups]

5 Ways To Disrupt Your Internet Marketing  [ + Marty Note For Startups] | Startup Revolution |

I don't like to say Internet marketers MUST do things without sharing HOW to do them.

This follow up piece to Why Your Internet Marketing Must Disrupt To Win shares 5 ways to disrupt your business vertical. Here are 5 ways you set THEIR (your competitors) houses on fire while your Internet marketing goes into overdrive. 

Martin (Marty) Smith's insight:

You might think startups are disruptive on their face. To be a startup is to be disruptive. Yeah, not so much as it turns out. Startups are often highly disruptive around their invention and highly conventional in the rest of their approach. 

In my Startup Heroes articles for Technorati I interviewed a number of successful entrepreneurs. Every startup who achieved scale understood how to play the Chinese Finger Puzzle game of Internet marketing. 

Startups such as ShareFile, sold to Citrix for $50M, balanced disruptive roots with becoming an adult, with growing up and responding to a quickly maturing marketplace with more disruption. 

Content marketing is a rapidly maturing idea. We are beyond the tipping point now so low hanging fruit was eaten by others. This means you must DISRUPT to win.

Hate to welcome a new generation of small businesses to Internet marketing just in time to say what you thought you would be doing, content marketing, isn't going to be enough by half. 

Sorry and welcome to Internet marketing.  

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