The Transient Identiti

Before Tik Tok “made you buy it,” HSN and QVC made you do it. Listen to the trajectory of Shoppable TV at the Business of TV event.

WTF Now. Is seasonality dead? Will brands pivot differently around Holiday timing? It all depends. What we do know is Omni-channel has yet another role. Exploiting these always shopping moments. #consumer #digitalshelf #transientidentiti #shoppermarketing #retailmedia

Media Math is Dead as a performance indicator. Let it Rest In Peace. It’s Business Outcomes. #kpi #performancemarketing #transientidentiti #busines

In a consumer first world, the notion of a Data Management Platform is on “borrowed time.” Exit the DMP. Enter the CDP. #datadriven #dmp #cdp #transientidentiti

There’s too much focus on what’s in the middle, the Tech, the machines, the media partner, the channel - instead of the consumer. #consumer #transient

In the next iteration, Influencer efforts need to be tied to the broader value chain of all the Marketing initiatives from events to sponsorships to major tentpoles to OTT to audio branding, etc. #influencer #makr #transient

When the consumer path to purchase is as predictable as a store front, supply chain is easy. But what happens when the strategy is digital shelf driven? #digitalshelf #marketing #transientidentiti

Nothing will be more profound than the future consumer prioritizing the purchase of virtual goods over physical ones. #consumerism #virtual goods #transientidentiti

There’s a major distinction between simply creating attraction and economic value in the influencer business. #influencer #transientidentiti

Nothing in recent memory has had a more profound impact on our physical movement within our environment than COVID. This is why understanding foot traffic patterns is so essential for anything sold at physical retail.

There is no force greater than the psychology of the Consumer. It is was a Marketer must pursue if he or she wants to move the product in-market. #consumerintelligence #consumerbehavior #transientidentiti

The Future State of the enterprise is one of the single most important ideals to maintain any desired growth trajectory.

The strategy for all things “video” whether OTT, YouTube, Linear, or even Tik Tok all comes down to where the consumer attention is oriented. Brands, Agencies, and Platforms need to align with all the channels that move “mindshare.” #video #futureoftv #OTT #transientidentiti

Even the access to troves of Data, the average brand is more out of touch with the consumerism than ever. Essentially they aren’t listening because they think the machines are so smart there’s no need. #consumerintelligence #transientidenti

Big thanks to Google for allowing me to speak to future Black YouTube Creators under their Black Voices Fund initiative on how to build their own brand.

Now more than ever our identities are shared, stored, archived, you name it across a series of platforms. This poses a huge complexity to audience targeting. First we must come to grips with the notion of distributed identities.

To have a true view of the customer, a new orientation must emerge starting with a centralized data platform for the customer. Enter the CDP.

We are entering an era we’re bias is present in everything, especially in product design. With diverse cultures being such a part of consumerism brands need to account for their taste and tones for what they consume.

In 2020 I was on a panel offering perspective on what a real commitment to Multicultural looks like.

If you aren’t paying for the product then you’re the product because your attention is the product. #social #influencer #transientidentiti

While much has made about winning at physical retail, the pandemic upheaval made the Digital Shelf the highest priority. Listen to understand the strategic rationale. #ecommerce #digitalshelf #transientidentiti

Simon Sinek offers perspective on what innovation isn’t. GaryV and Mr. McConaughey offer a sound bite regarding the “gap” between intended and actual outcomes.

While Search has long been bedrock for product discovery, Signaling by way of the Social Media ecosystem marks a generational shift driven by Millennials on how products are being research. It’s less about feature set evaluation and more about is this product picking up traction? Who’s talking about? What’s the social currency? All things that comprise the “spoken identity?”

The only change you really need to see coming is the Consumer’s Change in behavior. Everything else is simply in the middle. Retailers, Publishers, Agencies, Tradeshows, and Media Outlets are all in the middle. Obsess only about the consumer.

The era of looking at data signals that are more akin to browsing behaviors wont ensure effective ROAS. Real intent to convert is more indicative of real intent to have a conversation with a brand.