Watson Weekly: Chasing Sales via Ads. Forget Thought Leadership
October 6, 2015
I was exploring the topics business intelligence and Big Data. I was intrigued by “Is Thought Leadership a Waste of Money?” My reaction was, “Nope, thought leadership is good.” Who wants to fool around with regular marketing methods.
What’s the write up say?
I highlighted this passage from a person who does not know about the genesis of Strategy & Business and the somewhat addled Booz, Allen executive who wanted a BAH branded Economist to generate revenue:
Once upon a time back in 1994, Joel Kurtzman, the then-editor-in-chief of Strategy & Business, coined the term “thought leader” as a means for identifying people within the business marketplace that merited our attention. Thought leaders were the individuals within their respective industries who offered fresh, creative ideas and commentary on industry problems and trends. Two decades later, much of today’s thought leadership has gone from original to repetitive. It’s not that business leaders, C-level executives, or entrepreneurs don’t have great ideas or valuable insights. The problem is a bit more complex.
But here’s the shocker. Strategy & Business was a reaction by Booz, Allen & Hamilton to publications and marketing campaigns mounted by other blue chip consulting firms.
Advertising, at least for blue chip firms, was somewhat low brow. The notion of pumping drivel into the in boxes of Fortune 1000 executives was also distasteful. Today advertising is the cat’s pajamas.
IBM is proving that nothing beats banging one’s own drum even if no one knows what the band is playing.
I opened my dead tree edition of the New York Times this morning )October 6, 2015), and what did I see? The work of Ogilvy & Mather? Sure looks like it. Big ad buy. Big images. Big assertions.
Cognitive computing via Watson. Yikes, where is the smarter planet? I did some poking around and came across “Tangled Up in Big Blue: IBM Replaces Smarter Planet With … Bob Dylan.”
IBM began to realize that the message of Smarter Planet — basically that computing is and will be integral to everything, as manifested in innovations such as smart power grids and connected cars — is no longer a differentiator for the business, explained Mr. Iwata. The emerging pattern, as harnessed and fostered by its Watson technology, is that these super computing capabilities can be built into anything digital because they live in the cloud.
IBM’s senior vice president of marketing Jon Iwata allegedly said:
“This will resonate strongly with not only our current clients but…companies and decision makers and software developers who aren’t currently IBM clients.”
The result in the dead tree newspapers I saw presented page upon page of IBM Watson marketing. Here are some of the pages from this morning’s print campaign in the New York Times and the Wall Street Journal:
The massive ad campaign reveals that Watson consists of 100 million lines of code. No comment about bugs counts, however.
Obviously, this snapshot is too small to read. Put down your smartphone and buy the dead tree newspapers. Here are the themes I noted:
- Buzzwords
- Components that you, gentle reader, can assemble like Potassium ferrocyanide in chem lab when the teacher is inattentive
- Images of youthful, diverse people who are obviously into Watson
- Copy, lots of copy.
The information recycles that which is available on the IBM Watson Web site. The difference is that the multi page ads are the equivalent of a Bunker Buster dropped into the somewhat indifferent world of search and content processing. How will the likes of minnows like Coveo, dtSearch, Elasticsearch (now Elastic), Recommind, Sinequa, legions of business analytics firms, the specialists pitching everything from indexing (Smartlogic) to semantics (SenseBot), and all manner of information access vendors scattered across a somewhat Martian like landscape. Sure, there may be water, but can one survive on the stuff?
IBM is skipping the thought leader thing and going right to big buck advertising. I can imagine this scenario taking place in Joe Coffee’s. The IBM marketing team is meeting with the ad agency’s equivalent of Bindy Irwin. The scene is a hip coffee shop near the Watson office in Manhattan.
IBM Watson Wizard (IWW): We need something big to get this Watson bandwagon rolling?
Mad Ave Ad Exec (MAAE): Yes, big. We need to do big.
IWW: Let’s brainstorm here? Do you want another cappuccino with the neat latte art?
MAAE: Sure, sure. But make mine a macchiato.
[IBM Watson executive returns with more cappuccino and one artisan cafe macchiato.]
IWW: Who wants the macchiato? What have you got for me?
MAAE: Okay, we have been talking while you were standing on line? By the way, do you want one of us to pay for the coffee?
IWW: Nah, we’ve got more than a billion to burn. Let’s get to it.
MAAE: Here’s the idea. Imagine putting the Watson cognitive computing message in front of every, and I mean every, New York Times and Wall Street Journal reader. We warm up with some Monday Night Football buys and then, bang, we hit the buyers with the message, “Cognitive computing.”
IWW: Well, print? What about viral videos? What about social media?
MAAE: We will do that. We can pay some mid tier consulting types to send out Watson tweets?
IWW: But that did not get any traction?
MAAE: Tweets are good. We need to provide a big bang to make the tweet thing happen.
IWW: What’s the message?
MAAE: We were thinking think. But 21st century style. We want to go with outthink thing.
IWW: Out think. I like it.
MAAE: Now picture this. You know how everyone learned about chemical symbols in high school?
IWW: Yes, but I got a D.
MAAE: No problem. Here’s the picture. [Ad person grabs napkin and sketches a hexagon with a happy face.
We show the components of the Watson system as little chemical symbols with codes in them.
IWW: Symbols? Codes? It looks like a happy face with an F in it.
MAAE: Grab your mental iPhone. Snap this happy icon with the Fd. You see “face detection.” Fd. Crystal clear. Non verbal. Immediate.
IWW: I don’t understand.
MAAE: Work with me on this. We make a list of the APIs and the buzzwords and put them into a graphic. We call the page “IBM Watson is the platform for cognitive business.”
IWW: Oh, like the structures computational chemists use to visualize complex constructs?
MAAE: What’s a computational structure whatever? I know a happy face thing with a hexagon. This gets the message across. Zap. Like an Instagram, right?
IWW: I get it. I get it.
MAAE: You like it, right? Big bang. Big splash. Big message but simple, clear, easy to grasp.
IWW: How many New York Times and Wall Street Journal readers know what API means?
MAAE: We’ve grab the upside. Wait for it. We will hook the Watson cognitive thing with a superstar. We are thinking Bob Dylan.
IWW: Bob Dylan. I remember him. Butwasn’t there some talk about drugs, political activism, maybe something with Croatia in France?
MAAE: Ancient history and myth. He’s an icon. Picture this. Bob Dylan becomes the image of cognitive computing. Can’t miss. Cannot miss. Winner. We become the messaging for API. Watson APIs will be huge. The chatter about text extraction, image tagging, and concept expansion. Deafening.
IWW: Wow, that sounds almost as powerful as the Jeopardy game show promotion. I really liked that game show thing. Watson won too.
MAAE: Right. That’s the value of post production. Now. One final point. Jules here came up with a great idea while you were waiting on line. We take the rock solid facts about Watson. Jules thinks this was your idea, and it is a great one. Watson. Only 100 million lines of code, you know, more than in a Volkswagen-type fuel emission system. We sprinkle these facts under a headline like “A cognitive business is a business that thinks.” Stir in Dylan and you can write your own ticket in this cognitive computing thing.
IWW: But what about outthink thing? You said the new hook was outthink.
MAAE: Yes, yes, outthink is the glue. Cognitive API outthink. Huge. I will send a contract over to you later today.
IWW: Do you think we will make any sales?
MAAE: Sales? Sure, sure. Winner. Be sure to turn around that contract. We need to get rolling like a rolling stone. Winner.
What other boosters did Watson receive on October 6, 2015. Well, the IBM Big Blue Boss is on CNBC. Not as perky as Bindy, but pretty excited about granting CNBC an exclusive.
One question: What about revenues? You know three years of declining revenue.
Stephen E Arnold, October 6, 2015
Stephen E Arnold, October 6, 2015
Comments
2 Responses to “Watson Weekly: Chasing Sales via Ads. Forget Thought Leadership”
-
- Subscribe to Beyond Search
Feature archive
News archive
-
cincin kawin
Watson Weekly: Chasing Sales via Ads. Forget Thought Leadership : Stephen E. Arnold @ Beyond Search
[…] (October 6, 2015) I wrote a little dialogue about the positioning of IBM as the cognitive computing company. I had a lively discussion at lunch […]