Arthur Goldstuck needs little introduction, being aptly referred to as a pioneer in the South African market in the use of the Internet as a tool for productivity. Arthur heads up World Wide Worx, an independent technology research and strategy organisation, with a focus on technology in business strategy.
Who are you?
I’m lazy, so I work hard (so that I can allow myself to be lazy from time to time).
How are you?
Fine. But partly cloudy when it comes to the lack of action on the part of State institutions in recognising the needs of the country.
What is your job title, and what does this entail?
Managing Director of World Wide Worx, which entails conceptualising, strategising and overseeing our research projects, and acting as a spokesperson for its research and conclusions.
What is your philosophy on digital marketing?
- It looks like a new creature, but is simply an extension of what has always been around. That means segmenting the market ruthlessly and not falling for the trap of seeing it as a homogeneous market simply because the technology in use looks homogeneous. There are, for example, two distinct user bases of high-end phones: one base uses it to the hilt, as a tool and platform; the other only uses it as a phone, but insists on having the best phone on the market. You cannot market to those segments in the same way.
- The logic of digital business and marketing comes from understanding technology and researching the market, but the insight comes from understanding marketing and historic business principles. The publishers and editors who argue passionately that content cannot be given away free don’t seem to understand the technology, the research, the marketing principles or historic business principles, otherwise they would understand the user has never paid for content per se, and is not about to start doing so. They will pay for tools (and in this context the Wall Street Journal is a tool, not content), they will pay for access to content (e.g. buying a newspaper in order to get access to the content in that newspaper), and they will pay for self-actualisation (the iPad and mobile apps represent self-actualisation, the content in those apps typically don’t), and they will pay for things for which they’ve always paid.
- Digital may rely on historic principles, but the user of digital needs to gain confidence in the medium, and that is only achieved by time engaged and engagement with peers in the medium.
- And ultimately, digital is a conversational platform. You can do business successfully if you participate in the conversation.
Do brands know enough about what digital marketing campaigns can offer them?
No, they are mostly clueless. They treat each platform or environment in isolation. They wouldn’t do that with a radio or TV campaign, so why do so in digital?
What excites you about the digital marketing industry?
The most amazing potential it has for extending brands into geographies, both physical and demographic, that was never possible before.
In your opinion, what is the one digital marketing campaign that stands out from the rest, and why?
No one-off campaign sticks in my mind as a long-term, ongoing success. The problem with a single “campaign” is that it is a con instead of an ongoing conversation. It is a con because it is intended to seduce consumers in order to get into their wallets (and get awards for it), When the campaign is over, the wallet moves on. Successful digital marketing needs to sustain engagement with the brand, and reward the customer for that engagement by adding value to the brand experience.
How would you describe consumers in the “Attention Age”?
Easily distracted, but ready and eager to be engaged. At the very least, they want you to meet them halfway.
Do you ever worry that a solar flare could short circuit every electronic entity in the world, and make your line of work obsolete?
I don’t worry about things I cannot control but, if I did, my line of work would be the least of my worries if all electronics became obsolete. The collapse of civilisation would be rather inconvenient for any line of work. All else being equal and ordered, though, at heart I’m a writer. So as long as pen and paper survives, my line of work would never be obsolete.
Any predictions for what’s next in the online world?
Information mapping. The rise of infographics is one of the pointers in that direction.
What would make you join a particular Facebook page? Follow a Twitter account?
I will usually NOT join Facebook pages belonging to businesses, because they use the medium so badly. It is a personal communications medium, and they use it as a cheap web site option instead. I will follow bands, but seldom musicians, for the same reason.
Which Facebook pages and/or Twitter accounts are your favourites?
ZANews (Z NEWS, powered by Zapiro) is one of the few Facebook pages that use the medium actively and effectively. I also like what Rico Schacherl does on his personal profile with his Madam & Eve work. On Twitter I especially enjoy the surreal @DRUNKHULK and @TheMime, the wit of @GusSilber and @mattduplessis, the intelligence of @IvoVegter, the collegiality of @LaurenBeukes (SA’s best SF author yet) and the revelation of @buzbzz, my significant other, who has been a case study for me on how much anyone can get out of Twitter if it’s approached practically.
Any advice for those considering investing in online marketing?
Approach it as an extension of conventional marketing rather than a replacement, but also understand when and why it’s different.
What makes digiVOX such a great company?
It’s name ends in an X. I like that in a brand. Oh, and they have a deep understand of digital marketing as a multi-platform play.
What is one thing most people don’t know about you?
I used to own a comics shop, jointly with Gus Silber and the team behind Madam & Eve, namely Steven Francis, Rico and Harry Dugmore. I once edited a satirical magazine with Gus Silber, and we employed lunatics like Steven Francis, Rico and Harry Dugmore, so the comic shop was their revenge. We all learned harsh business lessons from that experience, not least the value of employing lunatics…
