5 Ways to Create a POC < Point of Connection > In Our Era of Digital Disruption

by Dec 4, 2017Digital Marketing, Social Media, Strategy Planning0 comments

5 Ways to Create a POC < Point of Connection > In Our Era of Digital Disruption

At any given time, most of the modern world has access to mobile devices. With the internet at our fingertips, digital disruption is at hand… literally. In these times where information is almost immediately available; are we consuming content, creating a better future with technology, or are we looking for a < Point of Connection > POC?

Digital disruption is changing the way that people interact. With advancements in technology including Artificial Intelligence, Machine Learning, the Internet of Things (IoT), and more; Industry 4.0 is creating new opportunities and value creation capabilities than ever before. With developing technologies and automation, viable Proof of Concepts (POCs) to enhance human autonomy are proliferating. Our modern age is being redefined by the connection of things to form cyber-physical systems – the Internet of Things (IoT). As things are becoming more connected, people seem to be losing touch with their physical environment and becoming immersed in cyberspace.

When looking at marketing models and the traditional Marketing Mix of P’s, in our digitally disruptive era:

Today’s “Place” is “cyberspace”

In the modern marketplace, people are looking for people that they can connect with and doing it through digital mediums. People buy from people before they buy any product or service. This means that content creation has become the main priority of companies to connect with customers in digital environments. With technological advancement, it is even easier these days to connect with people based on interests and activities by utilising marketing automation through social media platforms.

Here are the ways that we can steer clear of using technological development purely for the purpose of creating Proof of Concepts for value creation capabilities, but rather to provide a Point of Connection with people for the long term objective of building relationship and creating lasting value with your customers:

[1] Make content that connects with people

Connecting with people is an initial introduction through social media and is done by creating awareness. This is the first stage in developing a digital relationship. That said, people are looking for a personal connection. Consider Gary Vaynerchuck, an influencer in the digital marketing sphere as CEO and co-founder of VaynerMedia, whose content is primarily geared towards self-awareness, and encouraging others to discover their own selves as well. Gary Vee is unashamedly himself and his personality pours through his content. As an entrepreneur, 4 time NY Times best-selling author and pioneer in the digital marketing industry, he is a prime example of a content creator who connects with his audience on a personal level and has an extremely loyal following and client base to prove it.

[2] Make “Look & Feel” first priority to keep people engaged

UX (User Experience) / CX (Customer Experience) is also loosely termed “Look & Feel” – The way that something, typically software or a website, appears to a user or customer, and how attractive or easy to use it is, as defined by the Cambridge Dictionary. When websites, apps and/or other media are easy to use and attractive, people will be engaged and more interested in continuing along the customer journey. The name Matte Black Brand Agency is built on the ideology of “Look and Feel” with Matte being the “Feel” and Black being the “Look”.

[3] Make content specifically for the channels where your customers already are

Research your target audience. Create archetypes (audience persona’s) of your target audience. Consider their behaviours and include typical social media sites they would use: Facebook? Instagram? LinkedIn? Pinterest? Youtube? Snapchat? A key to content creation is also in deciding on whether to designate it for owned media / paid media // a blend of both. Creating awareness with your target audience is most times more quickly achieved with paid channels.

“The best minds of my generation are thinking about how to make people click ads” – Jeffrey Hammerbacher

Paid media (Ads) delivers great results if done properly and if they are continually optimised to meet consumer expectations and market demands. Owned media (self generated and organically advertised) tends to have more longevity and stronger affinity because customers who do connect tend to feel that it was on their terms and not the result of clever marketing tactics… or was it still? A blend of both is a great way to connect with customers that may not have been achieved as quickly, specifically or geographically  as with owned media, exclusively. Whether owned or paid, the content for each channel should be designed for that channel specifically. There are image sizes, character limits, and even algorithms to rank posts better with some platforms. Make sure to adhere to each platforms “etiquette” to achieve the best results and best first impression with people on your chosen channels.

[4] Have a Customer Value Proposition that focuses on people

A philanthropic focus is clear when our ultimate goal is to help others and we are able to communicate it clearly

The Who, Why, How and When considerations align when the primary motivation is to help others by providing value through solutions. Defining the customer value proposition is a key part to creating value for people to appreciate the impact of your product / service. Diagnosis, prognosis and treatment can be expected when working through a medical condition; similarly we need to help people by assessing their situation, developing a course of action and then helping them. The key is in articulating the value proposition for the customer, whether it is a single person, a company or a greater cause.

[5] Create a Customer Experience for people to interact

People are looking for a < Point of Connection > not just a product or service. Companies that are able to maintain a connection with their customers on a personal level and are proactive at ageing with their audience and/or innovating to attract next gen adopters will survive our digitally disruptive era.

As technology changes, it is imperative to be relevant and to extend various touch points to your customers

Make sure that technology is an enabler to create and maintain a point of connection and for continued interaction with your customers.

“I fear the day technology will surpass our human interaction. The world will have a generation of idiots.” – Albert Einstein

Our modern era is ushering in a new generation of market leaders, who are embracing innovation and riding the wave of disruption. In order to stay front-of-mind with so many digital distractions, make sure to get in front of your audience with a relevant < Point of Connection > with content to create brand affinity, and in time, loyalty.


If you are unsure of the implications of digital disruption or how the Internet of Things could revolutionise your business, now is the time to act. The best way to start is to put a strategy in place with a “future-ready blueprint” for your business.


Contact us if you have any input, would like a consultation or would like to discuss getting ahead of the curve in our digitally disruptive era to develop a “Future-Ready Blueprint” for your business.

About the Author:

Russell Cook

Russell is the Founder and Principal of Matte Black Brand Agency. He is passionate about the heart of humanity: people. Digital disruption is very quickly changing the way that people interact and the way that companies do business. The focal point of all technological advancement always has, and always will point to people.

As an Advisor to IoTSec in the Smart Communities/Cities arena, he is interested in the implications of IoT and how this new industry affects people, the environments in which we work or live and its overarching impact for Smart Cities and Connected Communities.