There's three billion internet users worldwide, 4.5 billion mobile users and seven billion people. And an arms race has begun to capture value from the next four billion internet users. Google's Project Loon is providing internet through a network of balloons traveling on the edge of space and Facebook's internet.org is exploring a variety of technologies including high-altitude long-endurance planes, satellites and lasers. It's not certain who'll win, but it is certain that they'll have huge influence of an entirely new economy. Already in South East Asia, millions of emerging market Facebook users don't realize they're using the Internet. What new products and services will the next four billion rely on? Will these internet giants end up dominating marketing for emerging markets? How will global marketing priorities shift as businesses get access to burgeoning economies? I'll end with a quote from Peter Diamandis, "Want to Be a Billionaire? Impact a Billion People."
Technology Econsultancy highlights innovative martech starts from the internet of things, video, social media and messaging, multimedia and data monetisation.
Customer obsessed Contently dives into a detailed overview of how to build an audience for your brand publication. And uses a range of case studies to break down four key tactics to engaging and building large-scale audiences.
Channels Launched last year, BuzzFeed Motion Pictures is the video arm of the New York digital media company famous for its bite-sized listicles and quizzes. Low unit costs plus huge page views could add up to a rich stream of advertising revenue.
Technology Overall, the category grew 10.7% in 2014 worldwide to a combined revenue of $7.95 billion with the Top 10 companies accounting for 32% of the revenue. Adobe, Experian, SAS and Salesforce take out to top positions.
Retail Target expects to use beacons to send information about deals as well as recommendations directly to consumers’ smartphones, provided they opt in to receive these alerts.
Campaign Unilever's Axe is trying an ambitious use of programmatic creative in Brazil. "Romeo Reboot," is a a faux cinematic remake of Shakespeare's tragedy in which almost everyone sees a different story.
Startup The latest essay from startup doyen Paul Graham. My favorite quote, "Even good founders can be in denial about [the importance of a domain that matches their name]. Their denial derives from two very powerful forces: identity, and lack of imagination."
Strategy In some industries, scale is a distinct advantage and a clear competitive advantage. In others, scale creates unnecessary overhead and fragility that leads to larger companies being continually beaten by smaller competitors.
Channel Vine serves more than 100 million people across the web every month, according to the company, delivering more than 1.5 billion “loops”—its term for video views—per day. It is a top-100 free iPhone app in 13 countries, according to App Annie, a service that tracks app stores, and is currently ahead of Tinder and Shazam in the US rankings.
Tool of the week Autopilot is easy-to-use marketing automation that works for email, SMS and direct mail. It allows you to visually integrate these services to automate the omnichannel customer journey.