What would Don Draper do? #intuition #MadMen #insights #mathmen #dualprocess /∞

The duality of the Modern Marketer: madmen vs mathmen!

kaymackgee | digital inbound content engagement


When presented with a problem, there is an intuitive solution that comes to mind for Don Draper, its normally the most immediate and easiest resolve to this problem. But for better engagement and group buy in, what normally happens is that he taps into the observations, perceptions & memories of Charles Whitman and reveals them. We actually see two different characters that you really get to know while watching the series MadMen.

Don Draper and Charles Whitman are clearly identifiable, they have their own beliefs, they make choices. As shown in this clip, both a #system1 and a #system2 thought process is revealed during this Hersey pitch. You can see in just under 4 minutes the audience experiences an unexpected joy or inspiration, followed closely with the painful experiences and very similar automatic association of painful tales of Charles Whitmans childhood.

The biggest lesson that can be learned…

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sharing economy

Would you share your husband?

Sometimes called the sharing economy, the Collaborative Economy is an economic model where ownership and access are shared between people, startups, and corporations.

Due to 3 main drivers or market forces impacting the way people access and consume products:

1. Societal Drivers (increasing population density, sustainability, communities and altruism),
2. Economic Drivers (idle resources, financial flexibility, access vs ownership, and funding), and
3. Technology Drivers (social networking, mobile devices, and payment systems).

Some examples:
• Car sharing with companies like Lyft, RelayRides and Carpooling. In fact, Easy group is rolling out its new car-sharing business today in the UK. Based not only on the idea of idle resources, sustainability and access vs ownership but also with the boost of mobile apps and geo-targeting features in different devices, making all possible.
• Product rental or exchanges like 99dresses and, ToySwap allow people to rent and exchange products making it easier when decided if its worth buying it at the beginning, what a great idea for brides-to-be!
• Hired-on demand or freelancing, like oDesk, where you can find from virtual assistants to SEO experts. And TaskRabbit where you can find a cleaner, handyman or a personal assistant!

The most common examples are office-sharing, flat-sharing and peer-to-peer lending; companies already very well-known in this category like Airbnb and Kickstarter and very successful in this niche.

But here a some of the weirdest examples for me:

Rent a friend for social/family events, rent a pet for a day, never eat alone with Grubwitus, Park on my Drive, and even share your husband!! I’m just kidding with the last one but in the near future I can see much more going on this subject, who knows what’s next!

Digital Detox
Social Media, Uncategorized

Are you detoxing in January?

The Holiday season is definitely over and for many it was not just a period for seeing family, friends and presents but also the time for “Digital Detox”.

In my case, although it wasn’t my choice, the experience of being in a hotel in Cuba can mean being completely “unplugged”. I must say, it was very enjoyable missing out on Tweets, Likes and emails for four days! It’s what some call “JOMO” (Joy Of Missing Out).

On the way home, I found a nice article in Wired magazine entitled “Wired World in 2014” and what a surprise! Digital Detox is categorized as one of the 52 need-to-know trends:

Anti-digital addiction apps like Pause, Human Mode will help Digital Detoxers kick their social media habit and “Nomophobia” (no mobile phone phobia).

I echo the question from last years Wired’ article “Is it Time for a Digital Detox?”.

Jeff Barak proposed that the Digital Detox bandwagon is beginning to roll and perhaps marketing-savvy service providers should find ways to jump onboard and turn it to their advantage.

What a great idea! What if mobile providers offer you a Detox Day free of charge! Well, it could be mutually beneficial in a way: people will have their lives back for 24 hours, unwind from repetitive emails and checking feeds. Companies could pride themselves on being socially responsible and why not? It could seem like a special offer for holiday seasons, allowing people to save some cash from their days off. It could also give them a competitive advantage as it can be seen by customers as a form of cash back which they can collect on days that suit them.

Finally, here I leave some tips from different magazines I’ve been reading for this research:
1. Detox together (do it with your partner, colleagues or closest friends in order to work)
2. Do it at least once a year
3. Switch off mode one hour before bed (helping you to get sleep quality)
4. Set free-devices zones at home or when socializing (like at meal times)

Try it out! Even if your mobile phone provider doesn’t give you cash back on it, the rewards are obvious!

Social Media, Uncategorized

Are You Paying Attention?!

Is social media reducing our attention spans? Well, I’ve probably lost half of you already! According to a study by Buddy Media, Facebook posts with 80 characters or less had 27% higher engagement rates and according to Twitter Insights, tweets that contained less than 100 characters received 17% higher engagement. We also add apps such as Instagram and Vine with videos just six seconds in length. Moreover, most of Pinterest pins lack of description or even a title – just a J can say it all! And let’s not forget the use of text speak like LOL, NM, B4, and the other 92 most popular text terms!

In three words, we could summarise this new trend as creating quickly digestible content and you’ll win the battle to attract the attention span that may be as short as eight seconds!

But our attention span is less EVERYWHERE! The Retrevo Gadgetology Report examined data from a thousand Facebook and Twitter users and found that 27% allow social media updates to interrupt meals, 12% allow “electronic messages” to interrupt them while they’re in the bathroom, and shockingly 11% admit to checking updates during sex!

I think the worst part is the fact that we are becoming too lazy to read! We want to find the “catch” or “saucy bit” of the story immediately; usually accommodated by a “tl;dr” section at the bottom. So my question is: is social media changing the way we communicate, consume information and how we interact with each other?

Here are some crazy stats that back up my theory:

– 16 million fewer letters are now posted through Royal Mail every day compared to five years ago.

– sales of traditional greeting cards have fallen by roughly 60% over the past decade

– 23% read printed newspapers; down by about half since 2000 (47%).

– 32% of respondents in a American survey said they’d rather communicate by text than phone

– we receive an average of nearly 88 text messages per day, compared to 17 phone calls.

What do you think of it all? Have you noticed your own attention span declining in recent years? If you’ve managed to make it this far, I’ll thank you for your persistence and invite you to raise the debate with your friends. Assuming they’re paying attention.