Marketing at the Speed of Light: Extraordinary Digital Thinkers, Part 4

March 9, 2014

By Bruce Nickson

In this post, the fourth in the series recapping The League of Incredible Digital Thinkers, the February 20th BCAMA Evening Speaker Series event, John Ounpuu from Blast Radius starts us with a simple homily: Digital is bigger than the icing on your cake. Ummm, thanks John. For that.

Some stats: 2.5 billion people online all the the time. 758 million photos uploaded last year. 5.5 zettabytes of information online (1 zettabyte = 1 trillion megabytes)

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So, I guess digital is more than icing.

But, and here we go, all this digital living, thinking, feeling and being creates expectations. We expect more. And more.

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With expectations, there are only two ways to go. It’s binary.

What are the expectations?

  • Ease
  • Flexibility
  • Increasing relevance
  • Value (lots of it)
  • Freshness (things should get better all the time)

“First thing; understand the rules of the digital world.Think like a digital native.

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Understand the rules and live by them.” How?

John says, “Don’t think in terms of projects, think in terms of products. In digital, we build things. Not just websites and apps, but also content and stories.”


The second thing is that the product is never finished. As in:

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The easiest examples are Amazon or Facebook. Every time you visit, things are almost always a little different. Notice?

And then there is velocity. Digital does not operate quarter to quarter or month to month, but minute to minute. It operates in real time.

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Finally, turn those little pieces into a machine to market at the speed and the laws of digital, using

  • Process
  • People
  • Tools
  • Technology

Build the engine

Pages from JohnOBlast_BCAMA_Presentation-4Remember, you want people to  be part of your brand.

But also remember that most people  would not care if 73% of all brands  disappeared. “POOF”. You’re gone. 3 out  of 4 brands gone. Who cares? No one.  Really. Except you.

So stand for something. Have purpose and believe it.

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Stay tuned for Part 5 of The League of Extraordinary Digital Thinkers, coming soon.

The next BCAMA event will be the Breakfast Speaker Series event, the Next Generation Digital Storytelling Panel, on March 27th.