Multi dimensional Discover
Jun 21st 2023
What is Discover?
The biggest question that gives sleepless nights to a CMO is to find ways to keep a brand relevant in the current market. With the advent of computers, then digital media, AI and now Gen AI, we have seen that the rate of speed of change itself has increased exponentially. In this world, it is extremely important to be an early mover.
On the other hand, agencies and brands are still stuck with a old approval system for every communication and topic for which they want to communicate. Discover is to bring that shift in the culture and enable quicker idea to approval system.
Just to reflect on the case of Nike and Michael Jordan and how Air Jordan came about. Back in the day an organization and their key personnels had to stick their neck out for a hunch of one executive who was responsible for getting Jordan to Nike. It was a one off case. But today, the world has several such heroes in a lot of different disciplines that we wouldn't even know off.
Discover is a more intelligent and efficient ways for a brand to discover its Jordans on a daily basis. Consider it a daily if not hourly, dose of ideas and guidance to identify opportunities to get associated with topics that people are consuming from a market and/or across the world.
Why do we need Discover (Purpose)?
Some associate Discover with moment marketing, others as a starting point. Discover is all that and more. It tracks and signifies the shift in the marketing landscape. While insight reports and preflight plans are the great outputs of our platform. It is all about selecting the right inputs at the right time that can create the desire impact for a brand.
This multi dimensional Discover is designed to give the source/inputs the respect it deserves. Remember my Garbage Theory? We have always spoken about your output only being as good as the input itself. And when you align these inputs with the right time, you get magic.
In this new version of Discover we are looking to add different dimensions that brings these market shifts to the surface and let a brand take notice of that. As you will learn when you read ahead, we will talk about the 3 dimension in detail.
Topic will cover the in moment events happening on different platforms and how their relevance changes when you put a brand in context.
Cohorts, what our entire behavior module is based on, will be tracked on a 7 day period recurring periods and highlight the delta between the various cohorts. This includes a custom theme and segments too.
Audiences, will bring back the 2 key aspects of analyzing our audiences and explore the opportunities of using them in the right combinations or even explore the possibilities of using them outside media platforms.
What will change?
The design, capabilities and actions. In shorter term, almost everything. You see the in details in the video that I will post in due time.
New Dimensions
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