When you bet on platforms or set up property, you miss where human customer behavior could move. When you crunch too much data, you miss the bits of information that really help you determine how to execute a truly unique and successful business strategy.
While the world is over-inundated with discussions on using platforms like search, social, messaging, email, out of home channels, the digital nomad marketer doesn’t see siloed platforms but a holistic world of opportunity and experiences in which to communicate.
By thinking about how people live and behave in the world is the starting point of all modern marketing strategy and a total inversion from how marketing has been taught and executed for the last 50 years.
Geoffrey Colon works at the intersection of marketing, tech, and popular culture. Data punk, DJ, podcaster, and author, Geoffrey is a communications designer at Microsoft, where he leads a team of disruptive marketers to develop creative and analytical strategies for the company’s search advertising business. Previously he was vice president of digital strategy at Ogilvy & Mather, digital communities supervisor at 360i, and social media specialist at Bond Strategy and Influence. He has written for The Futurist, Advertising Age, and Fast Company, and been quoted in the Wall Street Journal, Billboard Magazine, Advertising Age, Los Angeles Times, and on NPR. Visit Geoffrey Colon at http://geoffreycolon.net or follow him on Twitter @djgeoffe