Mediaboss Marketing

We recently introduced you to theAgile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the articleA new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation.

In recent articles we covered the Collaborative Planning Workshop and the Launch Cycle. Now were going to dive into the fifth of our6 Key Practices: Waste removal.

Dont miss Stacey Ackerman discussing the Navigator at MarTech: Registration is free

If youve ever looked inside your closet only to realize that you have a lot of clothes that you havent worn in a decade, youve got waste. Youre taking up space with something thats no longer providing value.

Well, the same goes with the way that we work. Oftentimes were only doing something because its the way weve always worked. However, that legacy process may be preventing us from being more agile (just like when we have to sift through 100 sweaters to find the one were looking to wear).

In agile marketing, waste removal is about cleaning out our work closets and making room for the practices that truly bring agility and purpose to how we do marketing.

Waste removal can happen by anyone on the team at any point in time and should be on everyones minds continuously. Agile is all about continuous, collaborative improvement, and this is one way to demonstrate that.

A specific time when Waste Removal can naturally occur is after measuring Cycle Time. During Cycle Time measurements, the team identifies where slowdowns in the workflow are happening and looks to improve the current process. Actually removing the waste in the process is the next step.

For many marketing teams, the majority of waste happens in the form of reviews or approvals. There are also unnecessary meetings, work happening outside of the team, or siloed/fractured processes.

Here are some common waste examples:

Do any of these waste examples sound familiar to you?

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While its easy and comfortable to say, Thats the process, or Its not my job to fix this, agile marketing is all about team ownership, accountability and striving towards solutions to complex problems.

If youre a leader, how do you encourage your team to take on this type of behavior? It usually starts with giving them permission and space to creatively come up with solutions for new ways of working. Its taking a step back and letting the team come to you with recommendations rather than the other way around.

Lets run with the example of endless rounds of creative reviews. The team has identified that its a problem. If the team isnt used to solutioning, you as a leader can help facilitate a brainstorming session, as a leader but dont give them the answers. The magic happens when the team comes to leaders with ideas.

Now that the team is in a brainstorming session, have them spend a few minutes identifying why this is a problem. Listen intently as their leader.

They may discover a few things such as:

Next, theyll ideate on ways to solve the problem. Take five or 10 minutes of silent ideation and have the team write sticky notes or something comparable with an online tool.

Their ideas may look something like this:

With these tips in mind, your team will be able to successfully navigate agile marketing and remove wasteful ways of working that arent adding value.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

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Waste Removal: Getting started with the Agile Marketing Navigator - MarTech

Do you ever watch something really funny online and think to yourself,How did someonecome up with the idea for this?After stumbling upon Mr. Chicken's Instagram earlier this summer, we had that exact thought.

Mr. Chicken is, well, a rubber chicken, and is somewhat of an internet sensation. He's amassed over 700,000 followers on TikTok, and has since expanded his creativity onto other platforms as well, including Instagram and YouTube.

His videos are mainly all covers of popular songs, but the clips are cinematic and are sometimes recreations of actual music videos. The singing somehow fits so well with the melody of the songs that it becomes addictive you just want to watch more and more of them. Considering he's covered pretty much every genre, you're also likely to find a song you really enjoy on his account.

So, what gives? Though it may appear on the surface that there'soneindividual behind Mr. Chicken, it's actually a duo. David Foley is the internet marketing expert behind the project, and Franco Munoz Vukelic is the creative side he makes all of the music and creates the videos. Together, they've created an account with hilarious and entertaining content, that's also garnered a large and dedicated following.

It all started a few years ago when Munoz Vukelic, who's a professional musician and producer, decided to start teaching singing lessons with a rubber chicken, and he uploaded a video of the chicken singing along to Luis Fonis's hit single "Despacito" on YouTube.

Foley's involvement with Munoz Vukelic and Mr. Chicken started during the pandemic, when he was looking for ways to get involved in the TikTok universe after being introduced to the app by his stepson.

"You have to really pay attention to the retention rate, how quick somebody reacts when they see the video, are they liking it, are they sharing it, how long are they actually staying there to watch the video you have to take in all of these metrics," Foley explained of getting started in content creation for TikTok. "So I needed disposable content."

Foley resorted to YouTube, and started experimenting and making TikTok videos out of footage he found to see what would click. After playing around with the content and trying to figure out the algorithm for a while, he eventually remembered a video he had once seen on YouTube Mr. Chicken's cover of "Despacito."

"I remember watching it over and over and over and over again, and I shared it with every single person that I knew. That's the kind of content that goes viral. It's engrained and it's conducive to that behavior. So I went to YouTube, found the video again, clipped it and uploaded it that thing went viral. It literally must've shot up 5 million views, I had 100,000 followers overnight and I went,This is it right here. This stuff."

A couple of other people have created their own renditions of rubber chickens singing songs, but Foley decided to track down Munoz Vukelic, who'd created the original video, and reached out to see if he wanted to collaborate.

"I went, 'Hey, you don't know me, but I would like to offer you and pay you $2,000 or $3,000 to make me four videos just like Mr. Chicken doing 'Despacito.'"

After a couple of days and a few conversations,Franco accepted Foley's offer and produced the four videos a cover of Maneskin's "Beggin'," "Stay" by Justin Bieber and Kid LAROI, Harry Styles' "Watermelon Sugar" and "Levitating" by Dua Lipa.

Since then, they've uploaded hundreds of videos on the Mr. Chicken account, and there are a couple of ways that Foley goes about picking which song Munoz Vukelic will have Mr. Chicken cover next. Firstly, he monitors which songs are the most popular or are trending for some reason, but they also look at which songs are the most highly-requested by his fans.

Other times, Foley just picks a song he likes, and fortunately for rock and metal fans, Mr. Chicken has done covers of Metallica, Korn, Guns N' Roses, Rage Against the Machine, System of a Down, Pantera and more.

"Unfortunately, Mr. Chicken is not a very good rapper," Foley added. "He needs things that are very melodic."

Mr. Chicken's increasing popularity has garnered the attention of some radio stations, competition shows, such as America's Got Talent, and other televised news platforms. Foley isn't quite sure where he plans to take the singing chicken videos, but we're excited to follow along with their journey.

In addition to speaking with Foley, we had the opportunity to do an interview with Mr. Chicken himself, which you can see below, as well as ask Munoz Vukelic some questions aboutwhere the idea for Mr. Chicken started, how he comes up with the video treatments and more. Read the discussion underneath the video.

How did you start playing music and decide thats what you wanted to pursue?

Like many fellow musicians, music is in my DNA. For as long as I can remember, even before, my parents commented that I had a great love for music and the piano, [which is likely] thanks to an uncle who played in a band. He realized that when I was 5 years old, I could play the songs that the band played, and sometimes I played with them during the rehearsals.

Later on, he had the opportunity to play in the musical Jesus Christ Superstar that was made here in Chile. The director of the band saw me and realized that she had a talent, and offered me a job to play in a restaurant. In 2007, I was already studying advertising. In the midst of an exam as I was entering my fourth year of university, I realized that it was not what I wanted to do with my life and that I was happy playing piano on weekends in a restaurant with a band. I didn't have a good time during the week studying what I was studying.

So in the middle of the exam, I stopped. I decided that wasn't what I wanted to do, and left. That's how I decided that music was what I wanted to do for the rest of my life. I decided to professionalize. I started studying with different teachers, playing a lot. And from there on, the opportunity to making a living from playing music was given to me where I live in Chile now.

I spent some time living in Brazil, where I met great people, butI returned to Chile and am working as a music producer. The pandemic forced me to reinvent myself a bit because I stop here every two years. And I discovered that music production was a talent that I also had and here I am enjoying it.

How did you discover that you could play a rubber chicken and create different notes and sounds with it?

The idea of playing a rubber chicken was born during a very extensive recording. It was about five hours, just to capture the lead vocals of a singer that was in the studio at the time. It was five hours of listening to a song that lasted three minutes, so my patience ran outa little.

When the recording finished, I met with a friend to rest a bit and have a beer. He asked me what was wrong, and I told him that the session was very bad and that the singer had to use a lot of a tuner. [Then I said something]that changed everything, which was, "I can even make a rubber chicken sing it better than this person." That idea remained my head for a while, and it was the engine to create Mr. Chicken.

I remember I was in the center of Santiago purchasing various things, and I saw that a lady was selling pet items, including a rubber chicken. I remembered the phrase that I said and I bought it. Later I started looking on Youtube if something like that really existed, and I realized that it didn't. I searchedrubber chicken in many ways, and it did not exist.

I told him now I have to do this because I find that a very funny idea. And in the apartment where I lived, I came up with the idea to do Despacito because it was a song that was playing a lothere in Chile at the time. And I said, 'I'm going to make a satire of that video,' and that's how Mr. Chicken was born. Thanks to the recording with an iPad, something very precarious at that time, combined with thetechnology and computers.

When I did the synchronization of the audio with the video, it was something that exploded in my head I found it very funny and I put it on Youtube. It stayed there for a long time until someone saw it and decided to make it viral. It was one of the best ideas of my life.

How do you come up with the concepts for different videos?

There are basically two ways. One isto use some iconography that the singer is famous for.It depends on the style if it's a more playful style, we try to make a story that goes with the lyrics and that goes a little bit with the context of the song. It's all viewed from how a rubber chicken feels music.

And the other path that we take sometimes is the recreation of music videos. For example, the song Take on Me by a-ha or More Than words by Extreme, which are videos that are very easy to identify, and that the public clearly received in a very good way. The song Africa was also one of the biggest songs we made and we made it always thinking about that managing to make a tribute to the videos and a tribute to the singers from the point of view of Mr. Chicken.

Where do all of the props and accessories come from?

I have an entire recording studio with a world of cables and musical instruments. I have guitars, I have basses. Sometimes I go out and buy something that can be useful. I have a suitcase full of things that I can use at some point that I bought and leave in storage. We have used them on a few occasions hair to make him look a bit like Mariah Carey, I painted some chickens to make a KISS video.

We put makeup on them, with the memories when I left my house full of white smoke, painting a Mr. Frog and a Mini Chicken to be different characters.And so everything comes from the imagination. I try to go back to being a child to imagine it. The imagination is a great engine, something that fills us with joy and something that is very nice to explore.

Check out more Mr. Chicken videos on YouTube.

We count down the larger than life figures that have stood as the face of so many metal bands.

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The Story Behind the Rock + Metal-Loving, Singing Mr. Chicken - Loudwire

The first edition of e4m Pride of India Brands - The Best of South - conference and awards saw an enlightening panel discussion with industry dignitaries deliberating on Leveraging technology to build brands. The session covered how marketing data and technology were taking businesses to the next level by making their marketing campaigns more relevant, effective and personalised.

On the panel were Lavanya Nalli- Chairperson,Nalli Group of Companies; CS Sudheer- Founder and CEO,Ffreedom App and IndianMoney.com; Nirmal NR- CEO,Zoom Car and Shahir Muneer- Founder and Director,Divo. The session was moderated by Indrajeet Mookerjee- President,Dentsu Creative- South.

The panellists kick-started the session by discussing how technology has catapulted business before and after the Covid-19 pandemic. According to Nalli, I think what the pandemic did was it basically changed behaviours. It was an external event that came out of nowhere. Some of our consumers are not the typical demographic that you would find online but out of the need, they had to become more tech savvy and I think that is the acceleration that we saw. A huge shift in terms of consumer segment that historically has been the hardest to adopt these technologies out of necessity have started to adopt them and then it is for us as businesses to really to just double down on that and continue to make that much more inclusive and accessible to people.

Sudheer agreed and further stated how his company came up with ways to leverage technology. We started IndianMoney.com back in 2008 as a financial education company and by 2019 we were the largest financial education company at its peak. We were educating 5000 people a day on phone. During one board meeting, we decided that we should do something more because the call centre approach, answering 35000 calls a day was not going to scale further. So thats when we decided we should leverage technology to its fullest to solve this problem. But then I wanted to reach out to people and understand what is the real problem. I conducted 28 financial freedom workshops. People used to pay me three thousand rupees per person to attend the workshop and there were 300 people in one workshop. These people taught me in those 28 days of workshop that it is not that they dont know to manage money, but they dont have money to manage. They asked me to tell them how to make money. So that is when we decided that let us graduate ourselves from financial education company to a livelihood education company, he added.

Nirmal NR elucidated, At Zoom Car, we use drive data essentially for every usage of the car especially in terms of heat, brake, acceleration and other things that happen. We use our own algorithms to understand risk. Essentially, some of us are better drivers and some of us are not. So this capability comes from all the data that we gather. We gather all the data, try to understand how good this person is as a driver. You are sharing somebody elses car so you need to take that risk into account. Therefore, this is the kind of AI that we use. That algorithm keeps learning and every second you are going to get data for car which is transferred.

Concluding the session, Muneer said one important aspect of content was the insights we received in terms of the various demographics. The kind of users watching and consuming the content was an important part because when the content creator is creating the content for that particular audience, it is also important for us to be able to ensure that the brand is also reaching to the right audience and the content creators are making a content that is not going to make sense for its audience as well.

The amount of data is extremely vast. It gives a good sense of understanding that we are able to gauge based on what particularly a brand wants, Muneer noted.

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Industry experts share insights on leveraging tech to build brands - Exchange4Media

In the fast-pacing era of technological advancements, businesses around the globe are revolving around customers expectations and customer experiences that has led them to change their strategies with transforming markets. Manufacturing is an important aspect to support any economy and is technologically driven and has evolved by leaps and bounds. Among these contributors, OEM (Original Equipment Manufacturers) have significantly come forward to develop better solutions with the help of the latest technology. However, they do face disruptions from time to time, making it a challenging phenomenon to thrive in the competitive markets.

Digital transformation has the potential to redefine the OEMs industry, which includes automotive, electronics, industrial equipment, and more to name a few. Organizations that quickly turn towards technology while garnering useful feedback from their customers have a tendency to keep an edge in the market. Therefore, the OEMs are readily adopting digital transformation for getting a better reach in the markets.

Digital Transformation: A boon to the OEMs

The need of the hour is to make changes in the business models and to connect to a point where digital meets physical. A digital transformation process includes the implementation of different technologies in various areas of the businesses to deal with traditional problems and disruptions. With substantial improvements in the domains of data collection, information and marketing strategies, OEMs have entered the era where they can have better reach with the help of digital transformation. Although the demand for economic, lighter, smarter and faster products is gradually increasing, the OEM industry is adapting to new methods to keep the momentum active.

Thinking of Business Continuity

The blow of the pandemic proved to be gruesome for many industries, and OEMs were one of them. Due to the situation of lockdown, they were unable to continue their operations, which deliberately led to losses and in some cases, a total shutdown. In this scenario, they needed a remote ability to enable business continuity as every crisis brings an opportunity for growth, these situations led to the businesses briefly considering digital technologies in their operations to improvise their remote efficiency. However, this process needs multi-layer planning with appropriate business research and analysis to have insights into the depths of the business. OEMs are now collaborating with other organizations that could leverage their process of digital transformation. With many functions going online or on the cloud, they could monitor operations in a sufficient manner, enhance remote services and also saves costs for the organization.

Planning to include data-driven decision making

OEMs have faced challenges in terms of gaining new customers for their businesses due to their digital absence. As they cater to a specific domain in the market, sometimes it is difficult for them to find leads for their businesses. Digital transformation allows a company to have an ROI-based lead generation approach while sustaining an online presence, which helps them to have newer leads with consideration of the LTV (Lifetime Value) from their customers. This is made possible by reaching out to the relevant customers at the right place with the services they demand which in return increases the customer response and also customer acquisition rate. For the process, the companies need to have their targets and markets aligned with their goals. They must understand the customer at every level and use the latest technology like analytics to gain insight into the needs and make data-driven decisions.

Making allowances for the latest marketing methods

Businesses have considered that when the traditional methods can be replaced by digital, why should the marketing methods be bourgeois. They need to convert themselves into smart and technologically apt OEMs that can deliver the latest products which are needed in the market at a faster pace. However, first, they need to understand the clients they are delivering to and have a fair understanding of considering different marketing methodologies. OEMs have a challenge of cost saving and digital methods like performance marketing can lead them to utilize their marketing budget efficiently as they only need to pay when they have qualifying acquisitions. The new age of data-driven marketing methods not only gives an insight for better performance but also helps to make necessary changes to get better outcomes with informed business decisions.

Final Takeaway

Manufacturers need to consider digital transformation for a myriad of benefits such as increasing quality of output, accessibility, gaining insight into the market needs, better control over operations and getting a wider reach of their products to relevant customers. In addition, with this transformation, they can enhance organizational agility and reduce costs at the same time. Furthermore, by following a customer-centric approach, machinery can be adopted that is data-driven and can improve productivity. They can also migrate to cloud-based manufacturing to keep their operations aligned and make innovations in the traditional practices. Furthermore, developments can be made according to the equipment that is used under IoT (Internet of Things) to open gates for providing services to new customers in diverse domains. By appropriately following the best practices of digital transformations, OEMs can increase their market reach along with increased chances of better customer acquisition.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

The content in this section is curated by the PR and Communications team. For any feedback kindly write to karan.bhatia@exchange4media.com.

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How OEMs are paving the way for digital transformation - Exchange4Media

The exchange4media PR and Corp Comms 30 Under 30 Awards identifies next-generation leaders in the PR and corporate communications industry. It honours some of the brightest professionals, entrepreneurs, game changers and achievers of the industry under the age of 30.

The 30 Under 30 series features winners who share their experiences and trends that have been observed in the domain and where they see themselves in the next five years.

In todays series, we speak to Shrishti Sharma, Account Manager, Adfactors PR.

Excerpts:

How does it feel to be recognised and honoured for your contribution to the industry?

It is an honour to be recognised on a platform of this stature. While the feeling is absolutely overwhelming it also brings with it a sense of great responsibility to not only live up to this recognition but also strive to do better and continue evolving as a PR professional on a daily basis.

What are the key trends that you have noticed in the past year in the PR and Corp Comm domain?

Bill Gates had once said If I was down to my last dollar, I would invest in public relations, and brands understand this now more than ever. The PR and Corp Comm industry is no more limited to coverage and media stories but its role has evolved into being a very crucial advisor to any brand.

Storytelling has gained a lot of prominence. This industry now is more about connecting and engaging with the right audience than promoting a brand/product, by means of narratives that tell a story, an idea or ethos. Additionally unlike old times PR efforts backed by data analytics has become crucial for not only the brands but also PR professionals to understand the impact of a story.

Finally, authenticity is something that has taken centre stage especially after the pandemic. While the intention is always to develop conversations that are engaging and experiences that are custom-made, that human connect has become crucial for people to associate with any brand as authentic.

What is that one industry lesson or experience that you will carry with you throughoutyour career?

Often in our day-to-day work routine, in the race of constantly sharing new ideas with the client or being proactive, we often tend to overlook something that forms the base of our profession, which is COMMUNICATION. This is one industry lesson I will always abide by, keeping communications simple, brief and clear. Something very simple but makes a lot of difference not only in terms of stakeholder satisfaction but ones own clarity of thought, which can help in planning ahead, foreseeing situations and better/faster turnaround.

Where do you see yourself in the next five years?

The idea is to keep learning and gathering more and more skills and ultimately evolving as not only a PR professional but also as a human being who is focused, enabling an environment that is of growth, optimism and sheer joy of being. Professionally I think the sky is the limit. However, in another 5 years, I would like to see myself leading end-to-end communications for a brand, as an advisor/strategist for branding/marketing activities for any brand(s).

The content in this section is curated by the PR and Communications team. For any feedback kindly write to karan.bhatia@exchange4media.com.

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PR industry is more about engaging with the right audience than promoting brands - Exchange4Media