The art and science of Direct 2.0
Archive for the ‘DVI Perspectives’ Category
The effective use of data and technology are essential to digital-era success. However, human intelligence, gained through experience, remains essential in interpreting that data and deploying that technology.
To get a sense of what big data is, consider the vast, fragmented, often underutilized storehouses of information that businesses collect from online and off-line POS systems, product registrations, customer service call logs, and other sources. Then, add the real-time info generated as individuals engage with brands and more importantly, with each other, across digital, social and mobile touch points.
Big data is today of such unprecedented volume, variety and velocity that it strains even the largest enterprise’s capacity to extract deep insights and actionable understanding. It is not valuable for what it is but for what it makes possible.
It’s the insights we glean from it that will have unprecedented influence on how we serve consumers. And what’s most exciting is that this is being enabled today by technology that allows data to be transformed from its raw state to a usable form.
IBM’s Watson, for example, which utilizes cognitive computing / artificial intelligence to enable partnerships between people and computers, is transforming how companies leverage and deploy data. Amazon, Facebook, Google, Microsoft and HP are also investing big time in AI solutions.
By serving up previously hidden insights, big data may actually allow marketers to become more creative and to understand the consumer so fully that even right brain-generated breakthrough ideas carry less risk and promise more reward than ever before. In the end, your ultimate payoff will come not from the fact that you’ve mastered big data, but in the reality that you’ve achieved big understanding.
That’s when human intelligence comes in. Intelligence gained through real-world experiences with Fortune 500 to mid- and small-sized companies is applied. That’s where DVI can help!
Note: This blog is extracted from Rocket Fuel to Ignite Your Business, authored by B. Sideroff and G. Verdino, with updates.
What? It’s been two years since our last post? That can’t be right!
Time does fly when you’re having fun or in our case, doing new and exciting things. While we’re certain no one has remained up at night waiting for our next post, when it occurred to us that it’s been two years, we decided it was time to update you on what’s been going on at DVI.
While our team is often brought in to serve as an outsourced marketing department, it’s not usual for us to be called in to manage, end-to-end, the marketing, sales and operations for a client. That’s what we’ve been up to for the past 18+ months.
DVI has been working with Aerotel USA, Inc., a subsidiary of Aerotel Ltd., since May 2014 tasked with the launch of its FDA Class 1 medical devices in the U.S. We created the company’s go-to-market strategy which drives distribution through government (The U.S. Department of Veterans Affairs and Department of Defense), professional (doctors, physical therapists and chiropractors) and direct-to-consumer (DTC) channels. We are now enabling sales through those channels with innovative direct, digital and social media demand generation programs.
What’s most gratifying about our relationship with Aerotel is that we have been empowered to do things, based upon our very strong track record, which we do not generally do. But when we step back, that’s how it’s been with many of our clients. As was the case with IBM, having no experience working in the technology sector, this writer was instrumental in the launch of IBM Direct and later, IBM’s global telesales channel and with Aetna, with no healthcare insurance marketing experience, we had the privilege of launching several new consumer lines-of-business.
The challenge, of course has been keeping in touch with both current and past clients and friends. So if you are reading this post and you’ve not heard from us for a while, we beg your forgiveness. Out of sight is out of mind. We hope to correct that in the weeks and months ahead.
May 2016 be a breakthrough year for you!
So we’ve made it through another year and are still standing. Some have continued on the path they’ve been on, and some have travelled new paths to discovery and opportunity.
At points in your career, I’m sure you’ve had old doors close and new doors open. I’m writing today about a new generation, individuals just as bright and just as energetic as were we when we entered the job market, having difficulty opening their first doors.
Graduates from top schools, particularly those who’ve studied technology or finance, or those with connections at senior levels, are doing all right. In fact, they’re actually doing quite well making more than we could have possibly imagined when we first started.
But many recent grads have not been so fortunate. They are often saddled with very high debt. Many have not had luck finding a meaningful job with any sort of potential. Some have jobs and are paying their way, but hate what they do and are disillusioned.
We’ve read that this is the first generation that does not expect and will likely not do as well as its parents. And, given the delays and false starts many are experiencing, they will likely suffer the effects of what they are going through for years to come.
I’m pretty lucky that both of my kids are doing okay. They’re not making tons of money but love what they do. My daughter is a bone marrow transplant coordinator at a major cancer center in New York and my son, a production assistant at a major broadcast network. They both find themselves in careers that are fulfilling which they will likely stick with for a while.
But many of their friends have not been so lucky. Some are making good money but absolutely hate their jobs. Some are making no money at all but love what they do. Some, for whatever reason, have not yet found their way.
About two years ago, one of my son’s good friends came to me for advice. I guess it was good advice because another approached me shortly thereafter seeking the same. Today, I’m coaching several on a fairly frequent basis.
The advice I’m giving covers all sorts of topics… how to monetize a website, build a solid resume, explore new areas of opportunity… those kinds of things. What I’m liking about this is that much to my amazement, they find me to be relevant and, I know they are benefitting because they keep coming back for more.
So as the new year approaches, if you’re looking to make a resolution, why not resolve to make a difference by making yourself available to a recent grad, or a vet, to lend a hand, advise and suggest, and if you can, open a door or two. I’ve found this to be one of the most fulfilling things I’ve done in a really long time. I’m sure you will too.
A lost generation? Not if I can help it.
Wishing you and all those you love a wonderful holiday season and a happy, healthy and prosperous New Year.