Mixing marketing, technology and more…

There’s an interesting presentation, post and comment thread on Mashable at the moment regarding the idea of a new job role within companies – Chief Marketing Technologist.

Scott Brinker, president and CTO of ion interactive, presented the idea at the Pivot Conference, and although I often think there are far too many titles and buzzwords already in existence, there may well be a compelling enough case for this one…

The three missions Brinker outlines for the CMT are:

  • Translating Strategy into Technology
  • Choreographing Data and Technology across Marketing
  • Infusing Tech into the DNA of Marketing

There are already people doing these jobs, and plenty of comments to that effect on the Mashable post. It’s similar in some ways to the roles I’ve had, except this example places much more emphasis on the technical and engineering skills of the CMT – I’ve tended to learn as much as I can, and do as much as I can manage without breaking things, but ultimately leave the heavy lifting to people far more talented on the technical side. Plus in my case, there’s probably the need for an additional letter, becoming CMCT – Chief Marketing and Content Technologist, to include my skills and experience in creating content in a way which hopefully engages people, but also works for SEO etc.

Plus I don’t think choreographing data and infusing technology should be limited to just the Marketing Dept unless you’re in one of the biggest global companies. You need to be able to work with all departments, and infuse the value of data, technology and integration throughout the company for it to work effectively. Otherwise you’ll have powerful marketing with no backbone…

But I do think there should be a recognition of the need for digital and technical skills in marketing which bridge the gap between traditional marketing, social media/co-creation, data and analytics, and internal collaboration. Certainly more than being seen as ‘the geeky one’ by the rest of the marketing team.

The other argument would be to do away with traditional titles altogether, and either just learn what everyone does (As practised by Gore), or just letting people call themselves whatever is simplest and most descriptive. In my case, the best I’ve come up with so far is Digital Content Creation and Distribution Specialist, which isn’t ideal, but at least encapsulates some of the fact I can go from sourcing and creating content to ensuring it’s published on the right type of platform, appears on the right screens, and is given the best chance of popularity via social media, search, advertising etc. CMT might be a better alternative than the world’s largest business card.

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Rare engagement and Kinect Sports

I was lucky enough to be invited along to an event held by games developer Rare, to play Kinect Sports (aff link), which has been developed for the new Kinect peripheral for the Xbox. I’ll write more about the game itself at the end, but a few other things struck me about the event.

Number one, it was the first event I’ve been to without any corporate affiliation for as long as I can remember. Even when not directly related, I’ve always been able to reference my employer during introductions, etc. This time I was purely there as a fan and independent freelance something or other, which was a little strange but also nice. It also meant that I hopefully spent more time listening and asking questions.

Number two – the event itself, #kinectsportsday, was really interesting as previously Rare had a reputation for keeping itself to itself since it began, 25 years ago. And the location of the offices backs that up – out in the countryside, hidden away behind a gatehouse and winding driveway.

But this event had been created purely to let people from ‘smaller’ sites and forums, competition winners, and fans, all get a chance to not only play the game before the next chance the mainstream press will get, but also to speak to the designers and developers all day long. There were probably 40-50 guests in attendance, and probably around 10 Rare employees, which meant an awesome amount of time to chat with the people that made the various elements of the game. And there were no limits of what you could ask etc.

It was a really nice piece of engagement – not only allowing people more access than they’d ordinarily have, but also building relationships with fans and sites which will either continue to have a strong following for Rare, or could end up being the next big thing.

Put simply, I spend a lot of time telling people how great it would be to open up to your fans and consumers – engage with them, give them access, chat and talk with them etc. And Rare let me feel exactly how great it is to be on the receiving end of that as someone who actually started playing their games 25 years ago.

Kinect Sports Day at Rare

For more pics, go to http://www.flickr.com/photos/badgergravling/sets/72157625177210894/

Kinect Sports and Kinect:

So for those interested in gaming as much as marketing/engagement and my own identity crisis…

I think I’m finally converted to motion games – as fun gaming,rather than a distraction during parties. And I think the main reason for that is that the Kinect doesn’t make you hold a device to track/input motion – which means that when you become immersed in a game, it seems easier for my brain to fill in the gaps and make it feel more realistic. I’d definitely say for this type of sports game, I’d pick the Kinect version over the Wii version any day.

And part of that is down to the fact Kinect Sports is really nicely done. A total of six disciplines (Football, Bowling, Track & Field, Table Tennis, Boxing and Beach Volleyball) all contain normal versions of the sports (with single player, versus and co-operative modes), and minigame variations, which tend to be fun and frenetic.

There didn’t seem to be any lag in detecting movements and translating them on screen, graphically it looked pretty good (certainly above what would be required), and they’ve licensed enough suitable music and injected enough humour that I’d actually be tempted to play this in single player, which doesn’t happen often with party-orientated games.

I’ll write a more lengthy post concentrating on the gaming side of things for www.onlineracedriver.com now, but I think games like this are going to bridge the gap even more between games who actually own and play games, and those with a more casual interest/non-gamers as part of the overall convergence of entertainment devices. It’ll be interested to see how they continue to promote it versus the ‘celebs at home’ approach of Nintendo at the moment, as I think the Xbox platform has a lot more potential to crossover now as a media device/console/party game machine.

Print publishing continues to bemuse me…

The Association of Online Publishers 2010 summit opened today, with experimentation and innovation as key items mentioned by chairman Tim Faircliff. I wasn’t in attendance, but I completely agree – both were key when I started my career back in 2001, and both were key since the dawn of business. The worrying thing is that we’re still reiterating that need in 2010.

And when it comes to print? Even more bemusing. Ignoring paywalls and iPad apps for the moment (They still count as experimentation, but neither is innovative anymore), there’s news that Bauer Media (former employers of mine for a long time) is about to trial ‘Gazetta’ – a Grazia for men featuring a strong news and fashion agenda and will also feature food, travel and automotive content. It’s being bundled with Grazia and given away free to test it without spending millions on launching first.

At the same time, The Independent is rumoured to be launching a new 20p newspaper targeting 20-somethings.

Why I’m so bemused…

Firstly, if you want to test something cheaply, £50 will do it and about 30 minutes will do it – just go and buy a domain and some hosting from somewhere like www.GoDaddy.com (aff link), and put some content up. You’ll have insights by the end of the first week.

Secondly, targetting men and 20-somethings? Ignoring the 20%+ year-on-year decreases for Bauer men’s titles FHM and Zoo, here are some interesting stats from research published back in February:

  • 99% of young males go online every day or nearly every day, with 80% saying they’d be lost without it.
  • 57% of young men have their closest technology attachment to the internet, followed by 49% for their mobile phone.
  • 25% of young men admitted to checking their email and 18% to looking at social networking sites on their mobile phone before they get out of bed in the morning. Some 94% use email at least once per day, compared with 60% that use a social network such as Facebook.
  • More than 25% of young males living with their partners watch TV on a computer in the living room while their other half uses the main TV set.

Now, this research was carried out on behalf of Microsoft Advertising, so feel free to draw your own conclusion from that, but if you’re targeting young men, would you be using print as your priority? Bauer have lined up some big name advertisers for the trial, as you’d expect, but do you think they’ll be retained long term?

And already in a similar market you’ve got the free to consumer Shortlist, radio companies such as my former employers at Absolute Radio, and numerous television offerings – the big difference between the male-targeted strategy for radio and print is that one compliments multi-tasking, the other fights against it.

And why ‘Gazetta’? A hangover from Italian football on UK TV and the rise of Starbucks a few years ago?

I’m interested to know what other people might think? Any guesses whether either new title will be successful or otherwise? Is digital too crowded?

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Antivirus security is more essential than ever

This post is supported by Bullguard, who supply free internet security and antivirus software.

The rise of social networks, cloud computing and mobile applications means that having a decent level of security for your business or home has never been more important – and when was the last time you checked your antivirus software was up-to-date or ran a full system scan? There’s not a lot of excuse with the amount of free internet security options around (Either as trials or full products).

It’s something many people writing about the digital world forget to mention – or even neglect to do themselves, but if you consider the rise of digital networking (e.g. 500 million people connected on Facebook), then consider how the viral effect applies to malware and malevolent programmes as much as the latest marketing campaign.

It may seem blindingly obvious considering the fact they’re called viruses, but considering I’ve seen infections transferred via USB sticks swapped between digital marketing experts, for example, it’s always good to have a timely reminder.

A report from Microsoft today revealed that the U.S, for example, leads the figures for hijacked home computers, with over 2.2. million botnets currently out there, which are then controlled by whoever has taken them over – often invisibly to the owner of the computer unless they realise that’s the reason their PC is going a little slower than normal.

And social media could even be making things more dangerous. When search was the primary way to discover websites, there was a clear hierarchy of results, which meant most common terms would have some level of filtering – indeed search engines do employ warnings for know malware sites, although this obviously doesn’t cover many of them.

But when a social networking friend recommends a link, often obscured by a url shortener, how many of us honestly check before clicking on it, or even repeating it to our own network?

And there’s also the illusion that applications, particularly for mobiles, mean that everything is safe – it assumes that every application store and every 3rd party site has examined every single line of code for every application.

If that isn’t enough, there appears to be a rise in hackers actively targeting routers, rather than PCs, meaning they’re reaching anything connecting via that hub – your mobile phone, all your computers, and anything else running software which could be compromised.

Earlier this year, my websites were all disrupted by malware which infected website hosts. The disruption was bad enough, but the thought of anyone getting an infected computer due to one of my sites has been enough for me to educate myself a lot more to minimise the chance of it happening in the future.

Many of us are issued computers by our employers, and quite often we’ll assume that the often over-worked IT department have got everything covered – but a lot of the time they’re maintaining rather than having the time to pro-actively go after the latest major threats.

But there’s no need to panic:

I’m not suggesting you should run away from the internet. It’s actually surprisingly simple to start taking control and responsibility for your own data and safety. You can start by making sure you have decent antivirus software up and running, and updated. Make sure it’s updated regularly and you’re running scans either manually or automatically on a regular basis. And most vendors allow you to try their software for free for a limited time, so there’s really no excuse for not trying it.

Change your router username and password from the default – if you’re still logging in with ‘admin’ and ‘password’ you’re liable for anyone using your wifi to access any website, as well as vulnerable to malicious software.

Store sensitive passwords away from the computers and change them regularly – especially any banking passwords. I use a variety of ways to secure my passwords for most things, but I never store any financial passwords on any computer, or write them and store them anywhere near any of the computers I use. The social element of hacking is best summed up by someone writing their password on a Post-It note stuck to their monitor, and it also applies to someone having an illicit wander through the files on your computer.

And lastly, don’t be afraid to read up, ask stupid questions, and find out about securing your computers. I’m definitely not an expert, and there are plenty of great resources available online to find out what you should do to prevent problems – and to help after they’ve happened. It’s all about taking responsibility for all of the equipment in your care, and all of the things which are precious to you, and at the end of the day, it should become as much a part of your routine as locking the door when you leave the house, and not walking around with a bag of cash sticking out of your pockets… You’ve never be completely safe, but by taking the essential steps you’ll have made your computer and mobile less attractive then the one next to it!