Internet and IndiaWorld: Conversation with PCQuest

I launched IndiaWorld, India’s first Internet portal, in March 1995. This was even before Internet access was commercially available in India. In this with PC Quest to celebrate their 35 years, I recount the early years of the Internet in India, the dotcom revolution and the IndiaWorld story. IndiaWorld was acquired another early Internet pioneer in India, Satyam Infoway, for $115 million in November 1999.

Thinks 472

Rita McGrath: “You have power when you have control over a scarce and valuable resource. That could be formal power, as in control over raises, promotions or budget approvals. That could be informal power as in access to a respected inner circle of decision-makers or the possession of a great brand or stellar reputation. Power can also come from expertise and skill. The more invaluable you are to the organization, the more likely people are to tread carefully around you.”

FT on ARK’s Cathie Wood: ““Boom. That’s when it hit me. Why don’t you apply the technologies that have been disrupting other industries to your own? Think about it: your industry finances all of these disruptions that have changed other industries, and it hasn’t embraced them itself.” Within five minutes, the key foundations of what would become Ark’s approach came to her: adopting open source research, embracing online media, investing in innovation…An important element of Wood’s vision — and one of the drivers of her seemingly boundless optimism — is that the deflationary trend of recent decades and generally low interest rates will continue: technological innovation suppresses costs, while companies whose products are being rendered obsolete will have to cut prices.”

Atanu Dey: “In reality what we call the government is just a bunch of people, and people have various goals and motivations. The people who constitute the government can be broadly classified as politicians (who are periodically elected) and bureaucrats (who are unelected and enjoy lengthy tenures.) The politicians…do what they have to do to get re-elected. They may care about the general welfare of the country but that concern comes a distant second to their self-interest. Expecting them to be self-sacrificing for some greater good of the nation is delusional idiocy. The same goes for the bureaucrats; their first concern is how to expand their budgets and their power over the fiefdoms they ruthlessly rule. Practically nothing they do is ever beneficial and most of the time they inflict immense harm…The government is ultimately a reflection of the soul of the people. If the people are morally and ethically weak, they will suffer morally and ethically bad governments.”

Martech 2.0 and Web3: Solving Advertising’s 50% Problem (Part 14)

In Summary

We started by shining light on a problem that has been around for a hundred years: the 50% waste in advertising. Until now with its combination of digital customers providing data via their devices, it was a problem that had no solution. Now, it is possible to identify where the 50% waste is happening – reacquisition of churned customers and wrong acquisition where new customers exit rapidly. Solutions to this modern 50% problem have not been forthcoming because of the seductive allure of new acquisition, the availability of easy money from investors, and the CEOs’ priority of growth over profits. There is now trouble in paradise.

The cost of new customer acquisition is rising faster than ever before – just witness the 30-40% year-on-year growth rates of Google, Facebook (Meta) and Amazon. Easy money is going to slow down or disappear. This will force CEOs to focus on growth with profitability – and even going as far as to prioritise profitability over growth.

It is in this context that the ideas outlined in this series (and through my past writings) need to be seen. There are multiple innovations which when combined together can help create a new future for marketers and martech. It is a world in which they can have it all – drive exponential forever profitable growth. Here are the key takeaways:

  • To solve the problem of rapidly rising customer acquisition costs, marketers need to address adtech’s 50% waste problem due to reacquisition and wrong acquisition
  • The starting point for fixing this is not optimising adtech, but focusing on existing customers and martech
  • Marketers need to make shifts in the 5 Rs of retention, repetition, referrals, reactivation, and replenishment
  • Three innovations can help power the modern marketer’s transition: Atomic Rewards, Martech 2.0, and Progency
  • The marketer’s new map is about Pipe, Partitioning, and Prospecting
  • Done right, this is the path to profitable growth and creating a “profits monopoly”

**

PS 1: There is a famous line in Tolkien’s “Lord of the Rings”. Gothmog says, “The Age of Men is over. The Time of the Orc has come.” Of course, the Orcs are the evil ones and eventually lose. But to borrow the phrasing, what I can say is: “The Age of Adtech is over. The Time of Martech has come.” And hopefully, this time it will be a happy ending for brands and customers!

PS 2: I have been trying to think of a new name to describe this new thinking which combines Martech 2.0 and Web3 (along with the idea of a Progency.) Atomic Marketing, as a signal to the importance of Atomic Rewards? Or maybe Exponential Marketing, to indicate how exponential growth can now be possible? Or Profitable Marketing – because marketing has always been seen as a cost centre? Perhaps, replace Marketing with Martech because that is what it is all about – marketing powered by tech. I don’t have an answer yet. It is a question for another day and a future series!

Thinks 471

Forerunner looks at the future: “We see the seamless blending of two worlds bearing out in multiple capacities. Digital is merging social and professional life together, too. Today’s consumers are no longer just consumers; they are businesses–creating, curating, and coaching their way to financial independence online. In this shift lies an economic empowerment opportunity: Users are willing to pay for access, service, and expertise, and the emergence of Web3 is set to enable more value exchange and efficient payment, only increasing the potential for consumers to monetize…We’re also seeing new paradigms in purchasing. We’re just starting to see the rise of digital goods, with ownership and economic interests aligned with the creator–look for more of this in the years ahead. The consumer has been activated, both socially and economically, and is embracing their power; there is information about all kinds of products at scale, and people will be increasingly willing to “vote their conscience” through their spending decisions. The 2032 consumer will spend an increased share on services, and though they still want to buy, they’ll do so with a stronger interest in recycling, upcycling, and limiting waste.”

: “An icon who is studied in detail at war colleges across the world is Thucydides, a Greek general and historian from the 5th century BC, who superbly chronicled the Peloponnesian Wars between Athens and Sparta. This set of wars threw up several lessons for posterity in laying out a template for the geopolitical and behavioural drivers of conflict between an established power and a rising power. On another plane, the fine print of Thucydides’s narrative rests on the trinity of fear, honour and interest — a framework that fits most of the ongoing conflicts and less-than-war scenarios that seem to be playing out in contemporary times even if they do not conform to his classical rising power vs established power paradigm.”

Francis Fukuyama: “Liberalism is a doctrine, first enunciated in the 17th century, that seeks to control violence by lowering the sights of politics. It recognises that people will not agree on the most important things — such as which religion to follow — but that they need to tolerate fellow citizens with views different from their own. It does this by respecting the equal rights and dignity of individuals, through a rule of law and constitutional government that checks and balances the powers of modern states. Among those rights are the rights to own property and to transact freely, which is why classical liberalism was strongly associated with high levels of economic growth and prosperity in the modern world. In addition, classical liberalism was typically associated with modern natural science, and the view that science could help us to understand and manipulate the external world to our own benefit. Many of those foundations are now under attack.”

Martech 2.0 and Web3: Solving Advertising’s 50% Problem (Part 13)

Prospecting

The final question to address is that of the Next customers – the new acquisition. Today, this is the central focus of a marketing department. In the new map, this becomes an important but small program because it is the existing customers who become the key growth drivers. Two ideas can help marketers dramatically slash their adtech spending.

The first idea is referral marketing. The best advocates for a brand are its happy customers. Most existing referral programs tend to focus on getting any and every existing customer to try and attract new ones. This is a mistake. What brands should focus on is constraining referral marketing and offering it only to the Best customers because they are likely to get customers like them who can become tomorrow’s Best customers. Such referrals should be handsomely incentivised because a good referral cuts down the cost of new customer acquisition to zero. Tokens as part of the Atomic Rewards program can be a very good incentive for both the referred customer and the referrer.

The second idea is to create an adtech-martech bridge to ensure much better targeting in new customer acquisition. By analysing data from Best customers and using only this (rather than data from all customers), the acquisition program via the likes of Google, Facebook and Amazon can be sharper. ROAS (return on ad spend) should be the metric that should be measured and connected to CLV. Of course, the fundamental premise for this program’s success is the availability of zero- and first-party data. That in turn needs a CDP (as part of Martech 2.0) and incentives for customers to share their preferences. AMPlets in emails can use the footer space to craft a ‘zero-party data’ journey for each customer. The better a brand understands its buyers and the buyer journey, the better the acquisition program can be. Acquisition is where costs need to be controlled because the spends here are open-ended and exponentially increasing. Done right, brands can generate huge savings which can go straight to the bottomline.

Adtech spending thus is at the bottom of the funnel rather than being at the top. This inversion is what will propel brands to profitability. The Adtech era has made marketers lazy – pour money to the Big Tech platforms and watch as new customers steam in. But this has come to a huge cost – because there is little of the budget left for spending on building better relationships with existing customers. Unless this funnel is inverted to maximise spending on existing and especially the Best customers, brands will not be able to escape the pull of continuing cash burn on new acquisition. Referrals done right and the bridging of martech data to drive adtech spending are the two ways to stop the 50% waste.

Thinks 470

Abhisek Mukherjee: “[India] will soon have the largest pool of management consultants in the world. Their training is highly valued, and their talents are sought-after. These are the professionals who will drive India’s growth as corporate leaders, startup founders and fund managers. Many of them will leverage their training and relationships to start their consulting firms, which will drive a wave of offshoring of consulting services to India. The influence of this soft power will be massive, perhaps even more than the influence of Indian IT globally. This will also drive down the rates of consulting services, which will make it accessible to a larger pool of clients, not just in the traditional markets but also in emerging economies in Asia and Africa. The resulting virtuous cycle for India-bred global management consulting firms will help attract both clients and capital. Like IT, management consulting in India is commoditizing. This is great for India and the world.”

David Brooks about the US: “Liberalism is a way of life built on respect for the dignity of each individual. A liberal order, John Stuart Mill suggested, is one in which people are free to conduct “experiments in living” so you wind up with “a large variety in types of character.” There’s no one best way to live, so liberals celebrate freedom, personal growth and diversity. Many of America’s founders were fervent believers in liberal democracy — up to a point. They had a profound respect for individual virtue, but also individual frailty. Samuel Adams said, “Ambitions and lust for power … are predominant passions in the breasts of most men.” Patrick Henry admitted to feelings of dread when he contemplated the “depravity of human nature.” One delegate to the constitutional convention said that the people “lack information and are constantly liable to be misled.” Our founders were aware that majorities are easily led by ambitious demagogues. So our founders built a system that respected popular opinion and majority rule while trying to build guardrails to check popular passion and prejudice.”

David Reisman on the key ideas of James Buchanan: “In summary, it is like this. The good society must be built up from the revealed preferences of unique individuals who feel a need to register their choices. God has been dead for a century. Truth is tested by agreement. Efficiency is tested by agreement. Justice is consensus. Fairness is the rational calculus of the loss-averting one-off when situated behind a thick veil of fog. Entrepreneurial imagination weaves unanticipated skeins out of uncertain unknowables. The market is a disequilibrium process of exploration and discovery. Procedures alone and never endstates may be said to be economic. Social interaction is collective choice. Unanimity is the sole test of optimality. Utility like opportunity cost is all in the mind. Human nature is nasty and brutish. Anarchy is the jungle. Leviathan is the Gulag. In between there are the rules. Formal and informal constitutions ensure that the rational and the self-seeking will strike bargains and not one another. Politicians and bureaucrats, neither omniscient nor beneficent, are as short-horizoned as any other merchants. Choices in the public sector are made not by the State qua State but by individuals qua individuals. Politics must be constrained by multi-period rules lest the nasty and the brutish bribe their voters with quantitative easing and deficit finance.” [via Atanu Dey]

Martech 2.0 and Web3: Solving Advertising’s 50% Problem (Part 12)

Partitioning

Attention is a two-way street. Just as brands want customers to pay attention to their marketing messages, customers also want brands to make them feel special. While tech can help with personalisation to create unique experiences for every customer on the website or app, there is much more that brands can do. This is where the idea of Velvet Rope Marketing (VRM) comes in. It has 4 key foundational ideas:

  • All customers are not equal; some customers are more equal than others. In most non-subscription brands, an analysis will show that typically 20% customers will account for 60% of revenue. (In fact, if brands can measure profitability, they will find that these Best customers account for more than 100% of profits – because the long tail of other customers do not have enough revenues to cover their cost of acquisition and servicing.) This 20-60 rule can be considered as the Power Law of Marketing.
  • Calculating Customer Lifetime Value (CLV) is the way to segment customers and identify the Best customers. CLV needs to be a forward-looking measure and done right; there are many ways to calculate it incorrectly, and this will lead to improper identification.
  • Brands need to create differentiated experiences for these Best customers in order to ensure they never churn, maximise their spend, and can bring in their family and friends via word-of-mouth spread. For this, brands need to think “royalty” and not just ”loyalty”. Ease, access and exclusivity are three dimensions for creating memorable experiences for the Best customers.
  • Finally, decoding the Best Customer Genome (BCG) can provide a template for nudging other customers along the same path, and also providing the input for “lookalike” acquisition campaigns.

Implementing VRM right entails creating a separate SBU for Best Customers. This is akin to how airlines have separate teams for Business Class customers.

The next two partitions based on CLV are for Rest and Test customers. Test customers are easy to identify – they are the ones who are inactive. They came, engaged, perhaps did a purchase or two, but have now gone dormant. In most brands, these will account for at least a third of the total customer base. The goal must be to reactivate these customers; the alternative track of retargeting and reacquisition via Big Tech can be very expensive. A Progency is ideally suited for this.

That leaves us with the middle 50% or so customers – the Rest customers. The long-term goal must be to get them to become Best customers; the short-term goal is to nudge them along in their customer journey to the next best action, which can be identified by matching genomes against the Best customers.

So, a brand needs 2 internal teams to manage customers – one for the Best customer, and one for the Rest. (A smaller group can handle the outsourcing of Test customers to a Progency.) Martech 2.0 is what these internal teams need – an AI-powered full-stack martech platform that replaces various point solutions and provides a unified customer view. Retention, growth, and cross-sell must become the organisation’s mantra – replacing the attractiveness of showcasing just the number of new customers acquired. This is a CEO-level mindset change which then needs to permeate through the rest of the organisation. Enriching the lives of existing customers rather than enticing new customers is the surest path to success.

Thinks 469

Donald Boudreaux: “Until the 1930s, the classical economic understanding was that the burden of government debt is passed on to future generations and that the need to pay off this debt was a genuine burden to the economy as a whole. But in the 1930s, along came John Maynard Keynes’ “revolution” in economic thought. And Keynesians’ “revolutionary” mode of economic thinking (which is largely a gussied-up rehash of economic fallacies that were popular prior to the writings of Adam Smith) led economists, step by unsuspecting step, to reach mistaken conclusions. Keynesian economics’ single biggest flaw on this front is its practice of lumping all people in a country into a single category and focusing exclusively on how much “it” — this collective — spends in the aggregate. If Jones’ taxes rise by $100 and if Smith receives this $100, then as long as we can assume that Smith’s “propensity” to spend is the same as that of Jones, any such tax-and-transfer scheme presents no problem to the economy. Such a conclusion is silly.”

Mises: “An entrepreneur earns profit by serving the consumers, the people, as they are and not as they should be according to the fancies of some grumbler or potential dictator.” [via CafeHayek]

Alex Tabarrok: “Public choice theory is economists doing political science. And it basically says, what if we think about politics the same way we think about markets, which is that people are generally self-interested. When people move from the marketplace to work in government, they don’t suddenly become angels. Like Madison said, we wouldn’t need a government if everyone were angels. Instead, they come with all of the same types of self-interested motivations. Some of them want power. Some of them want to do good. Some of them just want wealth perhaps, all kinds of things. So we ask, well, what if people in government are self-interested? And what Buchanan called politics without romance, that’s not a big leap, but when you think about politics without romance, I think you do become less enamored with what is possible because you begin to see that it’s not good enough to say, here’s something good that we want. Let’s just pass a law. You actually have to say, will the people who are responsible for not just passing the law, but implementing the law, will they have the incentives which are necessary to actually make the law effective? And quite often, the answer to that is no.”

Martech 2.0 and Web3: Solving Advertising’s 50% Problem (Part 11)

Pipe

The first focus for marketer’s wanting to get out of the doom loop of adtech spending is to create a pipe and hotline to their existing customers. This means solving the attention recession problem and converting the “delete” mindset (for incoming brand messages) to “delight”. This is where the innovation of Atomic Rewards with its Web3 crypto tokens comes in.

Brands push out a lot of messages over multiple channels to customers. The tragedy is that most are ignored. Open rates in emails for marketing messages are 10-15%, meaning 85-90% messages are ignored. SMS open rates are even lower. Push notifications are blocked by over half of app users – and more often than not, these are likely to be the Best customers. Without an active pipe to one’s existing customers, marketers have no way of communicating new products and offers. This is the problem that can be solved by the pan-brand crypto tokens.

Armed with these tokens, marketers can now get to work recrafting their push messaging strategy:

  • Every push message to have tokens as rewards. Incentivise customers for streaks – successive opens. This will lead to a habit of opening all messages.
  • Email remains the best channel from an RoI perspective. Make it the first channel for implementing Atomic Rewards for opens and clicks.
  • Use AMPlets in emails to make them interactive. This will help in getting feedback on the email and collect zero-party data. Tokens as rewards will increase response rates. Various studies have shown that customers are willing to share personal data in return for small incentives. (Collecting data is also critical for D2C brands who sell via marketplaces; acquisition costs on Amazon are also spiralling. Atomic Rewards can do the trick for such brands also.)
  • Use Ems to create mental availability for the brand by sending informative microcontent in story form. The idea is to become a utility in the life of the end customer. Tokens can incentivise open streaks. A Progency is ideally suited to do this.
  • Measure stickiness via Hooked Score, a 30-point exponential moving average. This can help track who are the most engaged users and correlate with transactions.
  • For mobile first companies, the biggest risk is a user uninstalling the app in the first few days. To prevent this, two ideas can be implemented: tokens for creating a habit loop, and getting an email address to open up an alternate channel for interaction in the event that the app is uninstalled.
  • Over time, the Atomic Rewards program can be expanded to other push messaging channels beyond email.
  • Begin with a 30- or 60-day pilot to do A/B testing and measure the uplift that can be derived via Atomic Rewards. This can be run in parallel with the existing marketing campaigns on a subset of the customer base.

All these ideas taken together will go a long way in strengthening the pipe and creating a hotline to existing customers. The success of the next set of initiatives lies in the pipe: once customers are paying attention and engaging with incoming messages, half the battle is won.

Thinks 468

WSJ: “[John Cochrane] traces the present inflation to the pandemic and the government’s response. Starting in March 2020, “the Treasury issued $3 trillion of new debt, which the Fed quickly bought in return for $3 trillion of new reserves.” The Treasury then sent checks to people and businesses, later borrowing another $2 trillion and sending more checks. Overall federal debt rose nearly 30%. “Is it at all a surprise,” Mr. Cochrane asks, “that a year later inflation breaks out?” He likens this $5 trillion in checks to a “classic parable” of Milton Friedman (1912-2006), the great monetarist at the University of Chicago, where Mr. Cochrane was a professor for 30 years before moving to Stanford in 2015. “Let us suppose now that one day a helicopter flies over this community and drops an additional $1,000 in bills from the sky, which is, of course, hastily collected by members of the community,” Friedman wrote in “The Optimum Quantity of Money” (1969). If they spent the money, inflation would result.”

Yazad Jal: “Markets, language, the law, all emerged spontaneously. Hundreds of thousands of years ago, when a hunter exchanged some of his meat for berries collected by a gatherer, barter was born. Markets evolved from this humble beginning. Language grew out of the grunts of early humans. When two tribesmen had a dispute and went to the wise woman of the village to settle it, her words became the first laws. None of these required a mastermind, a planner or a designer…Human knowledge is so fantastically dispersed that no one person can claim to know even a fraction of it. Even making a pencil is a complex endeavor, as Leonard E. Read’s story I, Pencil shows us. The important lesson is not the complexity, it is that this complexity is managed not by a mastermind but by many people, each with her own goal to achieve. They come together, as if led by Adam Smith’s invisible hand to create something that benefits all of society.”

Thomas Jefferson in 1807: “I will add, that the man who never looks into a newspaper is better informed than he who reads them; inasmuch as he who knows nothing is nearer to truth than he whose mind is filled with falsehoods & errors. He who reads nothing will still learn the great facts, and the details are all false.” [via Atanu Dey]