September 28th 2010
The core of digital strategy is finding your firm’s unfair advantage. This means disrupting symmetrical thinking (large goals need large solutions) with asymmetrical solutions (large results can come from tiny, smart changes.) Here are examples of ways to beat competitors and gain new traffic using domain strategy. Think of Your Domains as a Team of [...]
November 20th 2009
Litl Computer is to netbooks as iPods were to MP3 players. The beauty of the iPod was that it was designed to fit people’s worlds. It fit physically and it conceptually allowed users to find and get music from the web without being transfixed by technology. Imagine a laptop built from its roots to be an easy, [...]
November 9th 2009
In Monrovia, Liberia, there’s a guy taking the matter of a lopsided, state-run media and reshaping it into a free-of-charge, independent news-aggregator—all accomplished with a whiteboard and couple of markers. (No Internet required!) Each morning, at 10:45 a.m., Alfred Sirleaf heads to his bulletin board to post the day’s news, culling together a slate of [...]
May 5th 2009
Technology and ambition fills our lives. As parents, professionals, friends and members of gyms, the edict to “Be All You Can Be” can be a self-escalating puzzle. Simplicity and transparency have emerged as important brand promises in promoting political candidates, financial services, packaged goods and foods, and technology. It is easy to recall recent cases [...]
The future of digital marketing will be built by strategists who grasp the full array of emerging business, social, and technical models. Specialities in user experience, branding, application design, and data are laying the foundation for richer user experiences and business models breakthrough products and revenue based marketing.
UsefulArts is a soapbox to discuss the frontline of digital marketing, and the agencies and platforms that enable it. Marketing today needs a cadre of leaders who can connect c-level enterprise strategy with these new capabilities.