Macala Wright - Innovation, Strategy and Culture
Retail, Trends and Riding Dragons
On 07, May 2013 | No Comments | In Pursuit Of Purpose | By Macala Wright
I was having a conversation with one of my colleagues Jon Fahrner recently. We were speaking about trends with the retail industry and how companies are and aren’t adapting to technology. We realized, that even after almost a decade in the field, we have a long way to in terms of understanding, adoption, process change, mind frame resets, acceptance and actionable moves forward. Something he said to me made me feel very grateful, humbled and like this “battle” for awareness and understanding with retail clients is still worth it.
“Macala, I am inspired through my kids’ movie “How to Train Your Dragon.” It’s about a viking kid who is the worst “dragon killer in training” in the whole society. He lives in a society who has fought dragons for thousands of years. Everyone thinks he is weird/stupid – that he doesn’t belong.
Then on a whim, he shoots down a rare dragon with a spear. When he goes up to kill it he realizes he can’t. He befriends it and learns to ride it. So, he is the worst at fighting dragons, but the only viking to ever ride one.
Fashion is full of “Dragon Hunters,” but none who can ride a dragon, i.e. redefine an industry like you can.” - Jon
It’s good to know that the right people, can still deliver the right words and fuel for encouragement when you need it most – here’s to the blissful concept of perfect timing.
Why Mad Men Are Becoming Math Men
On 06, May 2013 | No Comments | In Content, Media and Storytelling, Strategy | By Macala Wright
In our digital worlds, it is safe to say that advertising is becoming more dynamic and complicated than ever. In advertising, Mad Men are becoming Math Men.
Some would say that mobile devices, technology and advanced consumer behavior have made it a complex art and science of anticipating how, when and where someone will respond to a brand’s message. At Ad:Tech San Francisco, the debates surrounding advertising and our multi-screen, cross-platform communication channels yielded three key trends:
Contextual Analysis of Influence Is Key To Marketing Success
On 06, May 2013 | No Comments | In Content, Strategy | By Macala Wright
My last article on influencer marketing covered declining standards in influencer marketing. Many readers were left asking, “How do we then create effective influencer marketing programs?”
In order to be effective, communications professionals must first remember what influencer marketing is and isn’t:
Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create the conversations impacting your brand, products or services.
Furthermore, marketing professionals must equip themselves with the right tools, ask the right questions and have a concrete understanding of outcomes they’re seeking from their efforts. In order to do that, we must rely on more than just intuition or be usurped by pretty visuals; we need concrete tools. Here’s a look at two softwares and two areas of understanding – context and ROI – that any marketer must have knowledge of in order to be successful.
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