The Transient Identiti: Recent Episodes
Albert Thompson
The Transient Identiti podcast is a weekly chronicle of how consumer behavior continuously redefines the Rules of Engagement for Marketers. With an eye towards the future, we’ll discuss Consumer Psychology, Consumer Truths, DTC, Chasing, Revenue Return and Attribution, Marketing Paradigms, Real vs Fake Influence, Branded Content, Decision Making Models, WTF is Path to Purchase, Future of Voice, the Connected City, Why Go Live, etc
If you were to look at Sports as real estate, the valuation for this landscape has never been higher.
The threat of #Ai is the ability to outclass and out react human efforts. Thus, the play is to figure out how algorithmically resourcing can be accelerated, and made more precise.
With their being so many derivatives of #artificial intelligence, practitioners need to break down exactly what is taking place within the machines.
The question isn’t why diversity; the question is why would you NOT? Diverse markets force innovation and diversification in product design and development.
If attention is the ultimate real estate in Advertising, then you have to plan for the outcomes in learning as you plan to extract from it.
SPO sits at the core of solving many of problems plaguing Programmatic and any other audience buying practices ranging from DEI impact, brand safety, MFAs, attribution, etc.
At one point, a data management platform (DMP) anchored much of the advance targeting philosophy for Brands. But once the world started to unlock first party data, then entered the consumer data platform (CDP).
Gaming is one of the coveted “uninterrupted” experiences. And as the #attention wars heat up, this matters
Given the consumer nuances that buying platforms aren’t suited to decipher, media buying needs better “Decisioning.”
While other media types have expansion constraints, but #DOOH maps to physical real estate expansion. #albertthompson
The promise of #Metaverse experiences in Web3 is the aspect of photo realism for the user experience. #albertthompson
GenZ is already signaling their fatigue and dissatisfaction with the construct of the current #social #networking environments. #albertthompson
In the current era, our identities are highly distributed across a series of social networks and native apps. User fatigue is setting in on how to manage them.
For Programmatic to gain relevancy in the blockchain the marketplace must organize itself first.
In this segment I’ll breakdown the how, what, and why behind ChatGPT. #albertthompson #ai #chatgpt
Formulating an effective mentality is the requires the synthesizing of a series of insights and narratives.
Brand Mentality is a culmination of many facets of a brands history, Mission, Vision, legacy, product cadence, Value proposition, ethos, and CSR objectives.
Consumers live their lives with a 5 to 7 mile radius of their domicile. Ad exposure must be “mapped” against that. #hyperlocal #location data #albertthompson
Cancel Culture + Consumer Confidence + Speed of the Consumer + Speed of Information means a brands mentality must be fluid.
A self service play with long-tail affinity that flattens the playing field for access to the digitized TV audience is a game changer. #ctv #albertthompson
All consumers live their lives locally. So the largest screen (TV) should be digitized and localized. #ctv #albertthompson
It’s the interactivity and engagement accompanied with unique storytelling. #albertthompson #shoppabletv
Twitter was built to aggregate massive amounts of what we call “market conversations” in the form of posts, rants, clips, and thought pieces at scale. Not much has changed but the volume of fire hosing of information and misinformation.
Intelligence gathering is now a multifaceted endeavor of unlocking “consumer signals” to stitch together meaning. #consumerinsights #albertthompson
Healthcare, especially Pharma, has undervalued the importance of diverse representation in clinical trials. Now there’s a deficit in science as America becomes more diverse.
Ones health is an entirely intimate journey. Trust is amongst a small circle of that is human powered. People to people. #influencers #healthcare
We live most of our lives in a 5 to 7 mile radius. Not on a global stage. That’s why Hyperlocal apps like Nextdoor carry more intimacy than Facebook. #hyperlocal #consumer #albertthompson
As the race for CTV heats up, the pursuit of solving identity accelerates. #consumer #identity
The Shoppable TV movement will usher in a new set of ideals and expectation with regard to the identity of the consumer. #ctv #shoppable #albertthompon
During DIGIDAY’s Future of TV Summit, Albert shares his views on state of identity. #ctv #digiday #identity
Service companies need to better understand their client’s business and the business they are really in. It all starts with supply chain management. #marketing #albertthompson
If you’re breaking down the consumer journey, you need to map those behavior all patterns for purchasing to the in-market strategy. #consumer #journey #albertthompson
You can’t simply research the psychology of your consumer. You must map it against desired business outcomes. #consumer #behavior #albertthompson
Marketers need to unpack the generational nuances in Marketing. #consumer #behavior #genz #genx
Brands need to understand whether their ad campaigns stand in the consumers moment of truth. #FMOT #consumer #behavior
The basis for launching any consumer campaign starts with understanding whether they have real intent. #consumer #intent #albertthompson
The Internet is full of clickers. But clickers aren’t necessarily buyers. So identifying who has real intent matters. #consumer #intent #marketing #albertthompson
Cookie data never equated to multi-dimensional consumer data. So why the upheaval around the death of it. #cookie #data #consumer #albertthompson
Because Marketing is the Parent company and Business outcomes is the Holding company. #marketing #business #outcomes
It’s amazing to watch Marketers embark on tactical execution without adhering to the rules of engagement established by the consumer. #consumerbehavior #consumerfirst
It all comes down to what consumers are willing to do, and does the human brain have enough time to react to what is on screen.
The In-games experience is one of the most intimate experiences for the user. But they are very degrees between casual gaming, hard-core gaming, ands competitive gaming. Brands have to be very intentional about contextually aligning their message with the games itself.
VICE Media authored a report called The Culture of Trust. Trust will be one of the pivotal foundational elements to underpin Marketing in the GenZennial era. #culture #trust
Brands need to understand that they are expected to be contributors of culture and not merely standby looking to hijack it. #brandmentality #culture
Post pandemic we’ve all been taught that flexibility and adaptability must inherently be built into the buying process. Here’s what it will look like from now on.
Why you see major media companies usher in acquisitions and mergers to complete their “stack” or content offerings, the question is are they keeping the consumer first?
Post pandemic, many media entities have had to undergo major pivots from show cancellations, buying/building streaming offerings, addressing DE&I, and skewing to a younger audience.
From IG Reels to Tik Tok Made Me Buy It, traditional ad relevance is on death’s door “if” you’re pursuing the future consumer of GenZennials. Brands carry real identities that are apart of peoples life streams.
Brands need to come to terms with the fact that they are all in the “segmentation” business. #consumertruths #consumer #albertthompson
Search intelligence needs to be taken beyond the Search box. It’s still one of the greatest qualifiers of consumer intent. #search #SEM #CTV
Before brands can properly state their positioning in any aspects of culture, they first need to identify with their own Brand Mentality. #brandidentity #brandmentality #consumertruth
Gen Y and Gen Z are more inclined to see if something is trending then just to look it up and search about it. That’s because they are trying to discern if it is signaling or tracking. #social #signaling #albertthompson
Gen Xers and Boomer Search as a part of their core function for discovery. But Gen Y and Z participate in social signaling. #social #signaling #SEM #discovery
The relevancy of Omni-channel is far greater than simply being in every channel. It starts with understanding the consumer decision making model. #consumerjourney #journeymapping #albertthompson
Consumers are not monolithic data files. They are ever an ever evolving series of micro-segments. No effective Marketer plays in-market without segmenting the consumer based on a multitude of differences. #consumerintelligence
The Metaverse is more than destination; it’s an evolution of the experience. Here’s how brands will need to orient themselves. #metaverse #web3.0
COVID rewrote the path to purchase for almost all categories. So have you revisited what you once knew about your consumer? #consumer #journeymapping #tracking #decisionmaking
Consumer intel must move at the speed of the consumer. This is because consumers are constantly shape shifting market dynamics. #consumerintelligence #consumer #marketing #albertthompson
If all business is transacted largely at the local level regardless of a national footprint, then all consumers are sub-segments that comprise a national following. #consumerintelligence #segmentation
To address Brand Safety in the Metaverse, you must first start with the Brand’s Mentality. #metaverse #brandsafety
Brand Safety starts with your philosophy on audience targeting and the precision therein. #brandsafety #transient #consumer
There power in understanding the wholistic consumer movement around all physical points of sale for any given brand or “box” retailer. #mobility #location #consumerism
As an audience that once had to cluster around “Gay friendly” cities, understand how the Queer community moves about a DMA is key to unlocking their level of consumerism. #lgbtq #queer #transient #mobility
it’s bigger than just your set location. Understanding consumer movement in and around a DMA and all those 100+ micro-moments looking at our phones defines how we live. #mobility #location #transient #albertthompson
We’re in an era where brands must consider their identity as they present in real life, across flat Digital platforms, and now the Metaverse. #brandmentality #brandidentity #transient #identiti
Brands need to understand how their mentality must align with the consumer psychology of the marketplace. #brandidentity #brandmentality #consumer
We’re talking about a segment that is “presenting” itself in all facets American life. #queer #lgbtq #multicultural #culturalcompetence #albertthompson
Frictionless communities will always attract the interest of consumer segments that feel the real world doesn’t offer the same access, opportunities, connectedness, intimacy, or engagement. Gaming is that frontier. And Escapism is the other gateway drug. #gaming #multicultural #culture
Gaming needs to clean up the optics before really attracting the affinity that film has been established. Sexism, Racism are two good places to start. But the implications are bigger than Gaming. It will set the tone for the Omni/Multi/Meta-verse.
One world has been in existence. Another is being built. One day we’ll coexist in both. #IRL #metaverse #omniverse #virtual
From NFTs to Influencer Marketing to the METAVERSE, 2022 is the year that lays the foundation for Web 3.0 and the future of…well, everything. #metaverse #nft #influencer #martech
If there’s one thing that COVID proved, the future of health will not be dictated by the media or Big Pharma. It will be the collectivism of Peer-to-Peer that drives our our self-care. #health #self-care #wellness
While there is diversity in the user/player community, the industry narrative lacks real cultural context. Here’s perspective on what happens next. #gaming #multicultural #esports
Neuroscience shows the power of Audio to support the human brain’s ability to recall messaging, sometimes in ways more powerful than visual aids. Information in audio form requires us to form Mental Mind Maps to better visualize what is being communicated. It’s no surprise Podcasting has amongst the highest in Ad recall. #audio #sonicbranding #podcasting #albertthompson
That’s the upshot - Community. The shared collectivism it what creates the valuation. #nfts #crypto #community #albertthompson
Gofundme on one side. NFTs are on the other. The common thread is the distribution of value amongst a crowd of witnesses who share the passion behind the ideal. #nfts #crypto #albertthompson
Before there were idea of NFTs, the world was simply wrapping its head around the idea of buying virtual goods. Here’s a quick recap of how we got from there to here! #nfts #virtual goods #albertthompson #crypto
Much has been talked about in Ad Tech about the technology stack but that was at the macro level of a DSP/SSP/DMP. In the current era this really relates to the overall business model and what gaps remain to be competitive. Retail, Commerce, Community?
Beyond notions like Voice of the Consumer or Conversation Qualified Leads, GaryVee offers perspective that the future of insight will look more like conversations representative of therapy!
Before Tik Tok “made you buy it,” HSN and QVC made you do it. Listen to the trajectory of Shoppable TV at the Business of TV event.
WTF Now. Is seasonality dead? Will brands pivot differently around Holiday timing? It all depends. What we do know is Omni-channel has yet another role. Exploiting these always shopping moments. #consumer #digitalshelf #transientidentiti #shoppermarketing #retailmedia
Media Math is Dead as a performance indicator. Let it Rest In Peace. It’s Business Outcomes. #kpi #performancemarketing #transientidentiti #busines
In a consumer first world, the notion of a Data Management Platform is on “borrowed time.” Exit the DMP. Enter the CDP. #datadriven #dmp #cdp #transientidentiti
There’s too much focus on what’s in the middle, the Tech, the machines, the media partner, the channel - instead of the consumer. #consumer #transient
In the next iteration, Influencer efforts need to be tied to the broader value chain of all the Marketing initiatives from events to sponsorships to major tentpoles to OTT to audio branding, etc. #influencer #makr #transient
When the consumer path to purchase is as predictable as a store front, supply chain is easy. But what happens when the strategy is digital shelf driven? #digitalshelf #marketing #transientidentiti
Nothing will be more profound than the future consumer prioritizing the purchase of virtual goods over physical ones. #consumerism #virtual goods #transientidentiti
There’s a major distinction between simply creating attraction and economic value in the influencer business. #influencer #transientidentiti
Nothing in recent memory has had a more profound impact on our physical movement within our environment than COVID. This is why understanding foot traffic patterns is so essential for anything sold at physical retail.
There is no force greater than the psychology of the Consumer. It is was a Marketer must pursue if he or she wants to move the product in-market. #consumerintelligence #consumerbehavior #transientidentiti
The Future State of the enterprise is one of the single most important ideals to maintain any desired growth trajectory.
The strategy for all things “video” whether OTT, YouTube, Linear, or even Tik Tok all comes down to where the consumer attention is oriented. Brands, Agencies, and Platforms need to align with all the channels that move “mindshare.” #video #futureoftv #OTT #transientidentiti
Even the access to troves of Data, the average brand is more out of touch with the consumerism than ever. Essentially they aren’t listening because they think the machines are so smart there’s no need. #consumerintelligence #transientidenti
Big thanks to Google for allowing me to speak to future Black YouTube Creators under their Black Voices Fund initiative on how to build their own brand.
Now more than ever our identities are shared, stored, archived, you name it across a series of platforms. This poses a huge complexity to audience targeting. First we must come to grips with the notion of distributed identities.
To have a true view of the customer, a new orientation must emerge starting with a centralized data platform for the customer. Enter the CDP.
We are entering an era we’re bias is present in everything, especially in product design. With diverse cultures being such a part of consumerism brands need to account for their taste and tones for what they consume.
In 2020 I was on a panel offering perspective on what a real commitment to Multicultural looks like.
If you aren’t paying for the product then you’re the product because your attention is the product. #social #influencer #transientidentiti
While much has made about winning at physical retail, the pandemic upheaval made the Digital Shelf the highest priority. Listen to understand the strategic rationale. #ecommerce #digitalshelf #transientidentiti
Simon Sinek offers perspective on what innovation isn’t. GaryV and Mr. McConaughey offer a sound bite regarding the “gap” between intended and actual outcomes.
While Search has long been bedrock for product discovery, Signaling by way of the Social Media ecosystem marks a generational shift driven by Millennials on how products are being research. It’s less about feature set evaluation and more about is this product picking up traction? Who’s talking about? What’s the social currency? All things that comprise the “spoken identity?”
The only change you really need to see coming is the Consumer’s Change in behavior. Everything else is simply in the middle. Retailers, Publishers, Agencies, Tradeshows, and Media Outlets are all in the middle. Obsess only about the consumer.
The era of looking at data signals that are more akin to browsing behaviors wont ensure effective ROAS. Real intent to convert is more indicative of real intent to have a conversation with a brand.
Why “time” as a measure of value? We live in the experience economy. Thus, the most important currency in that economy is your time. For audience targeting, time needs to be a data signal but with a different context.
In a time of crisis (COVID) or let’s call it supply chain disruptions, consumers no longer obsess over brand preferences. They obsess over getting the essentials they need. In turn they “step out” on the brand relationship with you.
Gillian MacPherson from EPSILON joins the podcast to talk about the reset needed for Brand Marketers as theY re-evaluate “consumerism” in the era of COVID.
From urban sprawls to re-gentrification to immigration to sister-city expansions, culture is reshaping the geographic make up of almost every major DMA in the country. Alex Paneda from Claritas offers perspective on what in-market planning is today with #culturalintelligence in mind.
Video has always been a catalyst for conversation and storytelling but the pandemic and social injustice protests have accelerated new platforms and new behaviors to the forefront. Jason Wiese from the VAB joins us to offer insights to the why behind all this.
Brands have gotten smart in realizing many Mega or Celebrity Influencers don’t reflect their core consumer or even identify with them. The shift? Enlist influencers that are the everyday consumer.
We welcome Damian Pelliccione, Co-Founder of Revry to the podcast talk about the evolution of LGBTQ-ism. Beyond the “I” it’s the “A” for Allied that represents a game changer in affinity for all things Queer.
Once the allure of getting consumers to spend money, the currency of experiential retail has been suspended. Time to digitize it.
With restaurants doing curbside and takeout only in many states, Resy, Opentable, and Tock have pivoted their model to other retail categories like clothing stores, groceries, and fresh markets.
The pandemic shut down Production as we’ve known it unless your were already operating with a modular approach like NGL Collective. David Chitel and Ben DeJesus join the podcast to talk about being “virtual” and powering through the new normal.
First Ride Sharing was eroding the notion of car ownership. Then COVID-19 brought Ride Sharing to a ground halt. Now what? Scotty Reiss joins the podcast to offer insight into the Future of Mobility.
Tim Peterson and Albert Thompson exchange commentary on what the future of TV Upfront buying could look like as Marketers prepare for a new normal that requires agility and adaptability.
Ad Revenue is down across the board. The likes of The Washington Post and Hearst were already less reliant on Ad Spending from clients.
COVID-19 hits and there was extensive dealership closures across the country. But car buying, with the exception of Tesla and Luxury exotics, isn’t exactly contactless. Scotty Reiss, Founder of A Girls Guide to Cars, gives us insight into the potential Future State of car buying.
Travis Scott performs in Fortnite and all of a sudden eSports gains social currency like never before. The team at SIGHTLY breaks down the current and Future State of the category.
While there is the understand that we all must assimilate to a degree with the “ethos” of American culture it doesn’t mean that we have forsaken our unique cultural identity. We are not simply your token “Total Market.”
In the era of COVID, almost every human could benefit from practicing Escapism. In the realm of Culture, this is nothing new. Listen to Rochelle Newman-Carrasco talk about the practice of Escapism in the modern era.
Jo Kinsella and Albert Thompson talk about the new normals since the COVID-19 outbreak.
Some play just to win. Others play to stay in the game. Infinite players play Monopoly. Finite players play Uno. During a marketplace upheaval Finite players will perish.
COVID-19 hit and the experiential world game to a ground halt. Live became the answer. But not just as contingency plan but more as a mainstream in-market play for exponential reach. Albert talks to Sean McGill from 90Seconds about what’s emerging in the world of Live.
Many organizations have touted their so-called Digital Transformations or how they’re Digital first or how they use Ai or are so data driven. Then COVID-19 hits and their business model is dead. They were “emotionally tied” to legacy ways of operation.
It’s foolish to believe optimistically that all consumer behaviors will just come back online. A new framework for consumer psychology will emerge. Brands will have to acknowledge it and build new Go-to-Market strategies to support it.
Consumer move at a very different pace than brands. Most connect with brands directly anyway through some level of service. The DTC movement will reshape everything.
It’s not everyday you read about a Direct-to-Consumer Ice Cream business but that’s exactly what Tipsy Scoop represents.
An insider look at the future of Live Video with Eddie Vaca, the Founder of AmpLive amidst the Corona Virus Pandemic. With everything going virtual we are all utilizing Live Video to stay connected.
MediaPost’s Lisa Singer interviews Albert Thompson about what’s the value in Culturally Centric Platforms such as LEXUS 0to60.
From the words of Gary Vaynerchuk at VaynerMedia, organizations need to recruit speed to make faster decisions. Organizational speed needs to match the speed of the consumer and how quickly they shape marketplaces.