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Defining, directing and managing your own digital data is crucial for success
“Trust no one; trust only what the experiments and the data tell you”
Sir Paul Nurse – President of the Royal Society “Science under Attack” 2010 BBC Documentary
Ok so perhaps we shouldn’t take the first part of this statement too literally, collaboration after all is an essential part of marketing development today but when it comes to consumer insight however, parallels can certainly be drawn from the sentiment of the latter half of Sir Paul’s statement.
This BBC documentary was about why public trust in key scientific theories has been eroded, but as Sir Paul Nurse discussed the issue, my mind detached itself from the messages on the cathode ray, and onto one simple and firm held thought – make sure you have full access, availability and understanding of all the facts.
I mean, in simple terms, why not, the data is yours, why shouldn’t you?
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Empathy will drive your business
I’m having one of those freaky weeks when everything I read, listen to or stumble across is talking about the same thing – the importance of the emotional versus the rational part of the brain.
My series of coincidences began when I started reading a fascinating book by Jonah Lehrer – How We Decide. In the book he eloquently explains what influences our decisions and, amongst many other things, why sometimes we’re inexplicably struck to act on something we just can’t quite put our finger on… And it got me to thinking about how technology might have impacted on our ability to make decisions. The chapter that made a big impact on me was about how we’re basically hard-wired to be humane – purely because of our ability to sympathise with others. But what gets to us, isn’t just the thought that someone might be sad, upset or angry – we also rely on visual cues – facial distortions or other visible signs of distress to keep our actions in check.
What’s the UbaGLU blog all about?
So here it is our first blog post. A little later than we expected, but it’s been a busy initial 18 months at UbaGLU where we’ve found a real need for taking the experience we gained in client and agency roles and applying that knowledge to bring a neutral perspective of the digital landscape.
During this time it’s been our privilege to work across a range of industry categories with clients who have varying needs and levels of digital knowledge.
And in spite of this varying knowledge, each client has had one thing in common at the outset – the conviction that digital understanding and integration is essential in order to drive their business forward and build long lasting consumer relationships.
Without this conviction and appreciation of the need to embrace the unknown, it will be hard for businesses to last the journey and adopt the wholesale changes required in today’s consumer controlled world.
What’s in a Year? This one’s all about being social and highly mobile.
From Twitter’s 10 most powerful tweets of 2010 to the top 10 predictions for 2011, it has indeed been that time of year when the web is awash with articles which reflect and opine about where we’ve been and where we’re heading. It is no co-incidence therefore that our first blog post on our shiny new site takes a moment to reflect on the challenges that brands have been facing, and to look ahead to outline the areas they are going to need to consider over the coming months.
The general consensus for the year ahead is that social media will continue to grow in importance, fuelled by mobile access and continued acceptance across all generations. Sure there are a million and one other things going on out there right now and this is hardly anything new, but whether it’s the death of websites, or the emergence of new operating systems you can bet that somewhere along the line one of the drivers for change is related to social or mobile.
