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Texto foda da Forbes, talvez um dos melhores que eu já tenha lido sobre o assunto:

First, there is a lack of organizational alignment. Integrated marketing cannot happen when we build our organization on segregation. The functional isolation and segregation of functions reinforces a lack of accountability for business results: It is always the other function’s fault.

Marketing is in a unique position to break down these isolated, towers of segregated responsibilities. Marketing is the common thread that crosses all functions, all geographies and all organizational levels. In particular the CMO serves as the internal voice of the customer, the keeper of the customer’s wants and needs.

O autor aponta a banalização dos insights:

Meaningful insights are more than mere information. They need to meet two criteria: Surprise at what you learned, and as a result, a change in behavior based on this learning.

Real, actionable insight will not come from superior data analysis. Superior analysis provides understanding of where we are and how we got to where we are. It does not provide insight into what kind of future we can create.

Insight comes from a synthesis of various sources of information. Marketers must return to using their expertise and their judgment and their creativity to make reasoned, informed and insightful decisions.

Não tinha como o cara fugir das metricas, é claro:

Fourth, the measurement mindset is stifling marketing. As business has become more challenging, business has become more cautious. The over-reliance on metrics is being used to justify marketing.

Use metrics to guide continuous improvement. However, if the role of marketing needs to be justified in the organization, then marketing has a bigger problem than can be solved through measurement. Measurement should be a learning tool, not a justification tool.

Essa frase é bonita demais: Measurement should be a learning tool, not a justification tool.

O cara fecha falando sobre confiança:

there is a trust deficit.

People don’t trust the institutions in which they once placed their confidence. People no longer trust the government they elect, the banks they select, the food they eat and the marketing communications they receive. The first priority table-stakes are about reliability, dependability, confidence, assurance, credibility. It all comes down to trust.

Creating, building and strengthening brand trust must be a major responsibility for marketing. This includes the increasingly important role of internal and external PR. PR is a form of marketing communications. In building trust, it is often more effective than conventional paid advertising. Building and maintaining trust is at the core of effective marketing; without trust, nothing else matters.

Marketing as we know it will continue to decline unless we move to reform marketing and transform the CMO from a marketing communications leader to a brand-business leader.

O relato da Forbes é tenebroso:

China has an estimated 40,000 Internet monitors, who shut down Chinese sites that publish banned material and block Chinese readers from accessing sensitive foreign Web sites. China does all of this in an effort to promote stability, and ultimately to preserve the reign of the Communist Party.

For instance, Beijing simply unplugged 20 million people after unrest last summer — for about six months. It shut down telecommunications across the Xinjiang Uighur autonomous region following July riots in Urumqi. Nearly 200 people were killed there after a Muslim minority demonstration turned into an ethnic riot pitting Uighurs against Han Chinese.

Authorities vowed to restore order, so they blocked the Internet, barred international calls and shut down text messaging –for nearly six months. Late last month, authorities gradually began to lift the Internet ban: Residents can now reach two government sites and two Chinese commercial websites, according to China Daily. After half a year, limited cell phone texting was turned back on this week. Residents are limited to sending 20 messages a day, and only to phone numbers in mainland China.

It was four graduate students, Becky Pilditch, Matt Johnson, Isabel Lizardi and Bibi Nelson, from the United Kingdom’s Royal College of Art who thought of the idea. They formulated an ink that can be applied to the skin, carry a current and then can be washed away. They called it the Bare Conductive Ink. What makes the ink electrically conductive is the carbon particles inside it (similar to pencil lead or charcoal but better quality).

Mais foda é a idéia que o maluco que escreve na Forbes deu:

The idea inspires me to think of large groups of people in stadiums, concerts or places like dance clubs creating massive circuits and collectively creating an image or sound to interact with the players, performing artists or the DJ. Wouldn’t it be great if companies like Sony ( SNE – news – people ) or Yamaha mass-manufactured instruments where people could collaboratively perform?

Nesse link tem mais exemplos de utilização, indo da área médica aos videogames. Foda. O futuro se aproxima perigosamente.

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