The Marketing Strategist:
A Look at Code Halos
ITSMA recently had the pleasure of speaking with Malcolm Frank, Cognizant’s executive vice president of strategy and marketing, about Code Halos, the topic and title of a book he co-authored with Paul Roehrig and Benjamin Pring. Code Halos represent a person, place, or thing’s virtual self, the raw material of which comes from social computing, mobility, advanced analytics, and cloud – the SMAC stack. Every time you download something, search on the internet, use a transponder to pay for highway tolls, or stream video, for example, you generate “digital exhaust.” Smart marketers can use this digital exhaust, spewed from the world’s billions of connected devices, to make associations and predictions that enable personalized experiences for their customers.
Learning from the handful of companies that have achieved envious levels of market capitalization over the past decade (e.g., Amazon, Netflix, and Apple), companies of all sizes and industries can leverage the value of today’s technology to create Code Halos. According to Frank, Code Halos provide the insight into why these companies prospered and their traditional competitors (Borders, Blockbuster, and Nokia, respectively) tumbled off the leaderboard.
Understanding the correlations between things like musical taste, romantic status, political leanings, and vocations enables savvy companies to embrace business-to-individual (B2I) marketing. Wouldn’t it be cool to target those most receptive to your marketing messages—and thus those most willing to purchase your products and services? The insights that come from contextualizing SMAC stack data help us reshape commerce, and cultivate a new breed of marketers in the process.
If you’d like to learn more about how the SMAC stack technology paradigm redraws the playing field for marketers, check out ITSMA’s latest Viewpoint, Code Halos and Marketing in the Digital Age.