Babelfish Articles May-July 2014 20-8-14


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Babelfish Articles - Articles that have passed my desktop over the last 3 1/2 months that I found of intereest. Sorry - haven´t had time to do the normal highlighting of relevant test - but scan index to see of anything grabs your interest. The document is in word - so download if you want to save / for better navigation.

Cheers, Brian

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Babelfish Articles May-July 2014 20-8-14

  1. 1. Babelfish Articles May 2014 – July 2014 20-7-14 Page 1 Articles May-July 2014 Brian Crotty
  2. 2. Babelfish Articles May 2014 – July 2014 20-7-14 Page 2 Summary A Peek Into the Future: Where Programmatic TV is Headed .................... 6 Mobile payments are inevitable ............................................. 7 Xbox Strikes Out At A Different Game ....................................... 8 Twitter testa ‘trending topics’ para TV .................................... 9 5 Things Your CEO Should Know About gTLDs ................................. 10 'The Internet Of Things' Will Change Virtually Everything About How Large Companies Operate ......................................................... 12 Attribution 'a work in progress' .......................................... 14 Dominant 2014 Trends among Brazilian Internet Users ....................... 15 8 Keys to Powerful Mobile Campaigns in Brazil ............................. 16 Vibrant Media Finds that Consumers Trust in Branded Content on Par with Editorial ................................................................. 17 The Future of Across-Screen Advertising, Part I -- Bill Harvey ............ 20 How Successful People Stay Calm ........................................... 22 Beacons: Closing the Gap on Proximity Marketing ........................... 26 Can you finally forget your password? Even your heartbeat could hold the key .......................................................................... 27 Tourism New Zealand hires drones to make ‘dronies’ the new ‘selfies’ this ski season .................................................................... 29 5 Ways to Move the Needle: What I Learned During the World Cup ............ 32 Retention vs. Acquisition - and the Winner Is… ............................ 35 Connecting the Dots to Deliver Context .................................... 38 Why Marketers Love Big Data & Hadoop ...................................... 39 The futuristic sci-fi medical technology being used today ................. 41 Best Practices: How to Woo Mobile Daters .................................. 45 The Influencer Economy .................................................... 47 In Brazil, What Happens While Car Shopping Ends up on Social .............. 48 Programmatic + Immersive TV Experiences ................................... 49 Innovation Is Marketing’s Job, Too ........................................ 50 It’s Time for Boards to Cross the Digital Divide .......................... 51 Why Offline Data Is Key To Online Data Segmentation ....................... 53 Is 'Public Vs. Private Exchange' The Wrong Question? ...................... 54 In-Car Wi-Fi Will Create Opportunities for Advertisers Down the Road ...... 55 Growth Trends & The Rising Influence Of Screen Agnosticism ................ 57 Does Cheap Online Video Trump Text? ....................................... 59 APAC leads mobile growth and innovation ................................... 60 Don't Pack Up the Social War Room Just Yet ................................ 61 The Future Lies in Targeting Based on What We're About To Do, Not What We've Just Done ................................................................. 62 The Internet of Things: When Digital and Physical Worlds Collide - Renee Jordan .................................................................... 63 How the Internet of Things and Google Nest are Changing Marketing (Members- Only Report) .............................................................. 65 Direct Mobile Commerce: Bypassing the Retailer ............................ 68
  3. 3. The 10 futuristic gadgets that will change your world ..................... 69 Great Customer Experiences Ready to Apply ................................. 79 Moneyball 2.0 ............................................................. 81 The Importance of Encouraging Children to Shoot for the Moon .............. 83 Don't Give Away Your Magic For Free ....................................... 84 Branded Tools A Factor In Creating Loyalty ................................ 87 Digital Ad Fraud: Sizing up the Challenge ................................. 88 Mobile Search: Key Considerations for Marketers ........................... 89 Overcoming RTB’s Transparency Issues ...................................... 91 Online TV Versus TV Online: There's A Big Diffference ..................... 92 What’s Next for Private Exchanges? ........................................ 94 Consumers value the shopping experience ................................... 96 Retailers embrace PowaTag technology ...................................... 96 Marketers look to 'service design' ........................................ 97 Apple set to connect iPhone to your car ................................... 98 Don't Just Tell A Story; Be A Narrative Architect ........................ 100 Marketing and Procurement go together like... ............................ 102 In Programmatic Integration, The Buyers Are In Front -- Again ............ 103 The Fit of Apps & Websites in Mobile Shopping ............................ 104 Pepsi's Mobile Strategy: It's the Content, Stupid ........................ 106 The Secret to Successful Storytelling Lies in the Golden Circle .......... 107 When TV Is Obsolete, TV Shows Will Enter Their Real Golden Era ........... 108 The Internet of evrtything: 2014 ......................................... 111 Acxiom Acquires LiveRamp, Wants To Build 'Neutral' Audience Grid Anyone Can Plug Into ................................................................ 160 Programmatic Advertising To Gobble Up Even More Ad Budgets - Report ...... 161 IComprehensive Survey Reveals Majority of Marketers to Spend At Least 40 Percent of Digital Media Budgets Programmatically by 2015 ................ 163 Ibope aumenta a amostra e só a Globo perde audiência ..................... 164 ABC Edges Toward Programmatic in Test of Data-Driven Buying for Digital Video Won't Involve Real-Time Bidding or Open Exchange ......................... 165 Best Practices for Branded Vine Videos ................................... 166 Radian6 and Buddy Media United as Social Studio .......................... 168 Análise: pelo crescimento da indústria digital no Brasil, mais educação, por favor .................................................................... 169 Native Advertising Could Feel Right At Home On Smaller Screens ........... 170 TV Ad Dollars Slowly Shifting to Web Video ............................... 171 TV Isn't Dead-- In Fact, It's Everywhere ................................. 173 Mapping Retail: Geo-Location, iBeacon & the Promise of Mobile Shopping ... 174 How to Add a 3-Second Bumper to All of Your YouTube Videos ............... 176 Yahoo and comScore Partner to Expand Global Access to Ad Measurement ..... 177 Facebook Develops New Video Ad Metrics ................................... 179 Does the Future of Online Shopping Lie in Social? ........................ 180 Retailers Look to Merge Offline and Online Shopping Experiences in 2014 .. 181 Babelfish Articles May 2014 – July 2014 20-7-14 Page 3
  4. 4. World Sleep Day: 10 interesting sleep-related research findings .......... 182 The difference between agency confidence and arrogance in a pitch ........ 184 A more efficient process for selecting the perfect agency ................ 186 What's Next In Payments® ................................................. 189 With TV Poised To Join Video Universe, Viewer Attention Maxes Out: YouTube Share Now About 2% ....................................................... 190 50% of mobile shoppers open to beamed messages ........................... 192 Payment Innovation Is Not Enough For Retail .............................. 192 How automotive advertising works ......................................... 194 As WhatsApp Hits 500 Million Users, CEO Jan Koum Preaches Focus .......... 198 How to Build a Perfect Content Distribution Strategy ..................... 199 How to Keep Up with Millennials + Their Omni-Channel Shopping Habits ..... 201 Everpurse handles essentials while providing up to 48 extra hours of battery life. .................................................................... 205 Publishers focus on data monetization .................................... 206 Kids of today and tomorrow: A global and regional close-up on the youngest millennials .............................................................. 209 Kids of Today and Tomorrow has identified five key themes. ............... 211 Latin America inside out: past, present and future! ...................... 219 Beyond brand tracking: Coca-Cola and the 2014 World Cup .................. 231 Auto leads mobile optimisation ........................................... 244 Understanding how consumers buy: The four stages of the purchasing "loop" 245 Ford extends its consumer insights ....................................... 249 Ford draws insights from pizzas and smartphones .......................... 250 Mobile users 'open' to sponsored data .................................... 255 Telefonica, Blackstone Launch Axonix, A Mobile Ad Exchange Built On Defunct MobClix Tech ............................................................. 256 How Big Advertisers Are Using Next-Gen Messaging Apps Snapchat, Kik, Tango, Line and WeChat .......................................................... 258 Brands react to 'Digital Darwinism' ...................................... 261 How iBeacon and Similar Technology Will Change Retail .................... 262 Interview conducted by Yory Wurmser on March 3, 2014. .................... 263 Internet Ad Spending Beat Broadcast TV for First Time Last Year .......... 264 "O mobile vai ser o controle remoto da nossa vida" ....................... 266 How Kellogg's embraced digital visibility and drove engagement ........... 268 Customer acquisition is not enough ....................................... 277 ACCENT Marketing Survey: Nearly 90 percent of Consumers Say Personalized Interactions with Brands Drive their Purchase Decisions .................. 278 How Nielsen's OCR Will Impact Digital Video Advertising .................. 279 Marketing cars: Driving digital success .................................. 281 The era of Facebook is an anomaly ........................................ 284 Dealership Media Strategy Is Key ......................................... 291 Delivering a Superior Automotive Customer Experience in Developing Markets 292 Pedal to the Metal: Reinventing the Premium Carmaker ..................... 297 Babelfish Articles May 2014 – July 2014 20-7-14 Page 4
  5. 5. The Contribution of the Automobile Industry to Technology and Value Creation ......................................................................... 301 The New Digital Hook in Automotive ....................................... 309 Automaker Launches Global Sales Program .................................. 310 Futurist Morris Miselowski predicts the jobs we’ll be doing in 2050 ...... 311 In 10 Years, Facebook Will Look a Lot Like Comcast Cable ................. 316 Is Measurement Killing Ad Growth? ........................................ 317 Best Video Strategy: TV Replacement Or TV Amplification? ................. 319 The Future Of Television, As Decided By The Supreme Court ................ 320 Babelfish Articles May 2014 – July 2014 20-7-14 Page 5
  6. 6. A Peek Into the Future: Where Programmatic TV is Headed Babelfish Articles May 2014 – July 2014 20-7-14 Page 6 Jul 17, 2014 Jason Burke When Terry Kawaja speaks, the ad world listens—and for good reason. His insights lack preconceived notions and biases—assets in a potentially controversial piece like his latest on the Future of TV. Terry speaks of the current conversations happening in silos: Linear TV folks dismissing the relatively smaller digital budgets Digital fellas convinced that their strategies will force the same extinction for TV that radio and newspapers experienced Given the large combined budgets ($70B TV, $7B digital video), where are the peacemakers in the middle, singing, “can’t we all just get along”? As a counter to the disconnected digital video and TV parties that have been battling silently, he also predicts convergence…convergence in marketing spend, measurement and media consumption. The newly converged landscape will also include new categories of players, such as TV supply-side platforms (SSP), cross-channel data vendors, workflow automation providers and more. Standouts in the evolving nature of TV and digital video are: Fragmentation—There is a lot of fragmentation across content and how viewers are consuming media. Fragmentation is driving inventory owners to consider new revenue streams and monetization strategies such as programmatic. Time-shifted content—Another key driver of new monetization. Data-driven decisioning—Data is being utilized to fuel content creation. For example, Netflix committing to two seasons of House of Cards without a pilot because the other factors were so strong. Data-driven decisioning serves to uncover the audience behind media consumption. Navigation—Changing from old-school remote controls to software-based and recommendation-driven content. Will anyone know the difference between “flipping to Fox” vs. “switching the channel to Michelle Phan’s stream”? Unlikely, and some of the large players recognize that the media world as we have known it is short-lived and are responding to this forthcoming shift. Ad budgets will adjust as viewers change their media consumption behaviors. TV media owners must embrace programmatic to tap into new revenue and digital budgets, and to empower their sales teams with an understanding of the audience and value of their media. The convergence of traditional TV with digital video calls for an integrated workflow to bring TV and digital together. Platforms that integrate the workflow and provide the translation between TV and digital will be an essential part of the ecosystem. Workflow for TV is drastically different than digital though. Platforms built for digital can not be retrofit to work directly for TV. Building a platform with a focus on TV from the ground up will provide the translation to digital. Perhaps some convergence will happen through M&A as Terry predicts…perhaps some will be a “build” versus buy, but there will certainly be new innovators that bridge the gap between the currently separate worlds. One scenario Terry suggests is that seven percent of inefficient TV budgets be shifted to digital, doubling the digital video market. A similar case can be made in
  7. 7. taking 25 percent of a digital budget and spend it on TV (with matching audience segments to the digital campaign) for positive effects. Terry claims that linear TV is a growth industry, estimated to $83B by 2020. We absolutely agree that TV is not going anywhere. The future will include programmatic ad solutions for TV to protect TV asset inventory, building a platform from the ground up to serve the merged worlds, increased digital spending and opportunities for monetization. In the near future, I imagine Terry’s team will deliver the output of a far easier single “video” LUMAscape featuring the players in this new video world. Mobile payments are inevitable Babelfish Articles May 2014 – July 2014 20-7-14 Page 7 20 August 2014 - Warc PHILADELPHIA, PA: Mobile payments will be as unremarkable within ten years as credit card payments are today, according to two leading academics who warned retailers to heed the technology's increasing popularity among millennials. Responding to the findings of a PwC study that suggested consumers were reluctant to store money in a mobile wallet because of concerns about security and privacy, Wharton marketing professor David Reibstein argued that this was simply another manifestation of people's "paranoia to things that are new". Consumers were no longer worried about credit card companies knowing what they were buying for example. Similarly, restricting liability to $50 in the event of fraud had alleviated security worries. "It's just a matter of people making an adjustment," Reibstein said. "I think 10 years from now, we'll look back at it and say, 'Hasn't this always been here?'" His colleague John Zhang highlighted the take-up of mobile payment technology by millennials, who are using mobile wallets to transfer funds between friends and to store tickets for events. "In fact, you can combine mobile payments with social networks," he said, with apps such as Venmo enabling peer-to-peer transfers – ideal for splitting the check in restaurants, for example. For a demographic that has grown up with social media, this is quite natural behaviour. Bloomberg even remarked on how, among the younger age group, Venmo was on the way to becoming a verb – 'venmo me' – in the same way that people talk of 'googling' or 'tweeting'. While consumers generally have been slow to adopt the mobile wallet – partly because of engrained habits, partly because of the confusion of proprietary technologies available and partly because of security – consulting firm Accenture said that it could "mend the seams of consumers' disjointed omni-channel experiences". And with millennials already embracing the technology, the only choice retailers face is effectively one of timing – when do they step up to the plate and offer the service. As Zhang pointed out: "If you don't [accept mobile payments], you're going to be passé. You're going to lose lots of your [future] customers." Data sourced from Knowledgte@Wharton, Bloomberg, Accenture; additional content by Warc staff
  8. 8. Babelfish Articles May 2014 – July 2014 20-7-14 Page 8 Xbox Strikes Out At A Different Game by P.J. Bednarski, I have to give credit to Xbox for something. At its NewFront presentation in the spring, it seemed very much like a content provider. Xbox Entertainment Studio chief Nancy Tellem, a former CBS executive and right hand woman to Les Moonves, was up there on stage promoting a bright future for the entertainment arm of Microsoft’s gaming console. And when her voice got tired, she handed the mic over to Jordan Levin, former CEO of the former WB network and an ace programmer himself. The NewFront event included a comic—Craig Robinson, late of “The Office” –lending more broadcast network-like patina to the event. There was even an opening act, the excellent Lake Street Dive quartet, whose Rachel Price sang their hit, “Bad Self-Portraits.” That turned to be the most real part of the afternoon, and a dandy bit of corporate foreshadowing. That’s because Xbox Entertainment more or less has folded—victim of a pretty bad corporate snapshot. It was axed by Microsoft’s new CEO Satya Nadella, as part of a larger corporate haircut of less-than-usual core units that will cost Microsoft 18,000 jobs in total. With Tellem and Jordan (and even a Steven Spielberg series, “Halo,” in the works), you’d have thought Xbox, with 48 million subscribers (more than Netflix and HBO), was going to be the next greatest, improbable thing: A gaming system that become a major content provider. Nah. Whatever the heck happened, Xbox disappeared somewhere in the digital Bermuda Triangle. It’s almost as if it never existed, dead and presumed superfluous to Xbox the gaming company and to Microsoft, the technology company. You could have seen it coming, says a new opinion piece by The Diffusion Group’s senior advisor Joel Espelien who essayed “A Fear of Commitment” to explain it. To boil it down, Espelien figures that Microsoft realized what while games are crazy popular, it’s best not “confuse the popularity of games in general with the audience for game consoles in particular, which continues to skew strongly towards young males.” He says Xbox had a tough time wooing creatives to go to work for Xbox. Indeed, the only vestiges of the company still intact are producing content that is distinctly game-oriented, including a documentary of the early grand history of Atari. That TDG analysis sounds right on the button, though somehow still, it seems Xbox is missing a chance. It has those millions of subscribers, and they do access other content through their device now. A little push in the content direction might have made sense. Amazon Prime is a pure content provider that had added lots of game opportunities to its service, so, possibly those are not such polar-opposite audiences. The Hollywood Report said last week that, indeed, Warner Bros. might be thinking there’s life in that idea. According to THR, Xbox Entertainment would be a nice match for Warner Bros. which has an $18 million investment in gaming site Machinima. And Machinima happens to operate a top app on the Xbox One platform.
  9. 9. It’s also worth noting that in prior lives, both Tellem and Levin worked for Warner Bros.’ units so there is an all-in-the-family feel to this, for what precious little that’s worth in Hollywood. But the Reporter story was mighty tentative, leaving Xbox Entertainment just as it is, for now. And that’s basically, gone. Babelfish Articles May 2014 – July 2014 20-7-14 Page 9 Twitter testa ‘trending topics’ para TV Empresa está testando ranking dos programas mais comentados com alguns usuários do aplicativo para iOS 14 de agosto de 2013 15h12 Por Ligia Aguilhar Empresa está testando ranking dos programas mais comentados com alguns usuários do aplicativo para iOS SÃO PAULO – O Twitter parece estar interessado em estreitar suas relações com a indústria televisiva, especialmente depois de alguns estudos mostrarem que o burburinho sobre um programa no site tem impacto nos números da audiência. A empresa está testando com alguns usuários do aplicativo iOS nos Estados Unidos uma espécie de Trending Topics de programas de TV, um ranking que destaca os programas mais comentado do momento. Um banner com a foto, o número de tweets e informações sobre o canal e horário de transmissão de um programa está sendo exibido no alto da página principal da conta de alguns usuários. Usuário postou imagens da novidade na sua conta no Twitter. FOTO: Reprodução A informação foi divulgada pelo usuário Anthony Geranio (@asg) na terça-feira, 13. Ele publicou imagens de como ficou o visual da sua página no Twitter com a novidade.
  10. 10. Um porta-voz da empresa disse ao site TechCrunch que o Twitter adota a filosofia de inovar por meio da experimentação, mas não quis comentar diretamente o assunto. A relação do Twitter com as emissoras TV é cada vez mais estreita. Um estudo recente da Nielsen confirmou uma suspeita antiga: a avaliação de um programa e a magnitude do barulho que ele provoca no Twitter estão relacionados. Segundo o estudo, o volume de tweets causou “mudanças significativas na audiência em 29% dos episódios dos programas analisados”. Na mão oposta, em 48% dos casos, maior audiência resultou em mais tweets relacionados. No Brasil, um estudo preliminar do Ibope mostra que a partir de 17 pontos de audiência, cada 5 mil tweets adicionais sobre um programa geram um novo ponto de audiência. 5 Things Your CEO Should Know About gTLDs Babelfish Articles May 2014 – July 2014 20-7-14 Page 10 Jennifer Wolfe | August 13, 2014 As the Internet continues to evolve with the adoption and expansion of gTLDs, chief executives need to be prepared to evolve along with it. Here are the top five things CEOs need to know about the new gTLDs. One of the primary roles of the chief executive (CEO) is to understand business cycles and be able to take strategic risks to achieve future success for the company. Because of limited media coverage, many CEOs are unaware that the Internet is undergoing an unprecedented scaled expansion and that powerhouse technology companies, which have already transformed the way we do business, have made substantial investments in the new gTLDs. Consider these top five things your CEO should know about the new gTLDs. 1. The New gTLDs Are One Part of the Age of Digital Transformation. For the first time in the history of the Internet, we are experiencing numerous converging forces on how consumers navigate not just the Internet, but their entire digital world. Fifteen years ago, the Internet became a mainstream tool for business, school, and life. In 2004, when Facebook was introduced, the social media revolution began. And as smartphones took over old cellphone technology, with the iPhone introduced in 2007, the way we live on the go also changed. Amazon Prime and Zappos have changed the way consumers think about buying online with two-day free shipping and free returns, requiring retailers to invent destination experiences to lure shoppers into the brick-and-mortar store. The number of patents filed on digital-related inventions has skyrocketed in the last 10 years. We are in the midst of a massive digital transformation impacting all industries. Soon, there will be driverless cars, adding a whole new digital component to our lives. For CEOs, this scaled expansion of the Internet is just one piece of digital transformation that will directly impact the strategy they set for the future of the business. Nearly 2,000 new gTLDs are categorizing the Internet and assigning secure authenticity and credibility to brands at the top level. Google applied for 101 top-level domains. Amazon for 76. They will create value in these new digital spaces. As half the world’s brands begin to advertise and promote new and unique digital experiences, then the way consumers think about their online world will start to change. 2. New gTLDs, Like the Original .Com, Will Force Innovation. In the 1990s, some CEOs questioned why the company needed a website or what value the Internet would have to their company, but it forced them to innovate into this new digital age. When the Internet began, there was no Google, eBay, or Facebook. The new gTLDs, much like
  11. 11. the wild west of the original .com era, will force companies to innovate new uses for the online experience in the top-level domain environment and spawn new companies. Traditionally, online was chained to a desktop or laptop computer. Chromecast, Roku, Apple TV, and Amazon Fire are now casting that website or online experience onto the flatscreen. The homepage will be unraveled in favor of specific experiences users are seeking and casting up on the big screen. Brands will quickly begin to understand the authenticity, security, and brand power of their own Internet channel and innovate the online experience. As millions of new wide-open digital spaces are created by the new gTLDs, entrepreneurs will respond with new ideas and technologies to leverage the expanding Internet universe. CEOs need to recognize that every company needs digital innovation if it will survive this transformation. Babelfish Articles May 2014 – July 2014 20-7-14 Page 11 3. New gTLDs Create a Trifecta of Digital Intelligence CEOs rely upon their people and data to drive strategic thinking. The convergence of new data available creates digital intelligence essential to make strategic decisions. Consumer shopping data is available within your own digital world. Understanding what, when, and how consumers shop online, including how they respond to algorithm-driven point-of-sale prompts, is critical to spotting key trends. Likewise, how people are searching and navigating the Internet tells you what they think and want and what they want, but can’t find. One of the greatest pieces of data for a brand gTLD will be what people search for in their ecosystem that is not available and how they move from one space to the next. How people behave in social and mobile spaces completes the picture. In social, you know what messaging and who influences their
  12. 12. thinking. In mobile, you know where they are and what drives purchase behavior or decision making. This data, along with other indicators like patent trends, can tell you where your competitors, customers, and industry are headed. In the trenches of companies, managers are focused on executing the strategy the CEO sets. But if the CEO doesn’t have digital intelligence, the key to the future of the business may be lost as "off strategy." 4. New gTLDs Will Change How Consumers Search and Navigate the Internet. Fifteen years ago, consumers searched a desktop computer using a mouse and a browser. Now, they search with great specificity on mobile devices or apps and few bother beyond the first page of search results. New gTLDs will initially create more confusion, but as consumers come to recognize certain gTLDs or channels as trusted, they will begin to search within those spaces and Google may begin to change the way it guides users. In prior years, companies would use search engine optimization strategies to generate results to drive consumers to their digital spaces. Today, it’s becoming less possible to "game the system" to get better search results. "If you keep the mental model of 'What is Google trying to do?' – trying to return great search results for users – then that helps you try to align yourself with those goals. If you are aligned with those goals, then we are trying to return the high-quality pages that you are making. If you aren’t aligned with those goals, you are always going to be working in opposition to the algorithms and you’re always going to be working in opposition to regular users and what they want to see," says Matt Cutts of Google. "What will be important, today and moving forward, is embracing the mix, getting the mix right, and repeating that success using these newer tactics. For a business to really achieve success, they have to look beyond the search engine and set their sights firmly on impressing the customer," adds Duane Forrester of Bing. Babelfish Articles May 2014 – July 2014 20-7-14 Page 12 5. New gTLDs Are a Paradigm Shift, But This Has Happened Before Historically, when paradigm shifts begin, those who are negatively impacted by it say it will never work and often work hard to stop or slow the shift. But these shifts are inevitable. Consider the railroads, the industrial revolution, ZIP codes, the highway system, the information age, or social media. The rise and fall of business models and how we navigate our world is inevitable and it’s happening at an accelerated pace. Remember these companies: Kodak, CompUSA, Compaq, Tower Records, Woolworths, EF Hutton, KB Toys, Hostess, and Borders? They are no longer in business. Their CEO missed some indicator in time to make the shift. While gTLDs are just one part of the digital transformation underway, they are a critical piece to the puzzle and worth at least a mention in your next report to the CEO. If you’d like to see a new infographic on gTLDs, click here. 'The Internet Of Things' Will Change Virtually Everything About How Large Companies Operate Emily Adler Aug. 12, 2014, 8:34 AM The Internet Of Things will reshuffle priorities and costs for global enterprises.
  13. 13. The IoT will be a diffuse layer of devices, sensors, and computing power that overlays entire business-to-business, consumer-facing and government industries. The IoT will account for an increasingly huge number of connections: 1.9 billion devices today, and 9 billion by 2018. That year, it will be roughly equal to the number of smartphones, smart TVs, tablets, wearable computers, and PCs combined. In IoT research from BI Intelligence, we look at the transition of once-inert objects into sensor-laden intelligent devices that can communicate with the other gadgets in our lives. This represents a major challenge and opportunity for all large companies. The most valuable IoT applications will almost certainly be enterprise uses. Access The Full Report And Data By Signing Up For A Free Trial Today >> The Internet Of Things, or IoT, represents a major departure in the history of the Internet. The Internet is moving beyond the rectangular confines of smartphones and tablets and helping to power billions of everyday devices, including factory assembly lines, workplaces, and parking meters. The numbers being forecast for the IoT are truly mind-boggling. Since it will come to encompass a layer of devices and apps across industries, it will account for an increasingly huge number of connections, 1.9 billion devices today, and 9 billion by 2018, according to BII estimates. Market research and tech firms agree that the IoT, especially enterprise uses, will come to drive trillions in economic value as it permeates business life. The really valuable applications may be enterprise uses such as the auto insurance industry’s early use of monitors to charge motorists only for the amount of time they actually drive. Babelfish Articles May 2014 – July 2014 20-7-14 Page 13
  14. 14. The main obstacles to the quick rollout of the IoT are still-immature and fast-changing technologies and standards. There are also challenges presented by the massive scale and uncertain ROI of investment in IoT-type projects. Data security is also a factor. Babelfish Articles May 2014 – July 2014 20-7-14 Page 14 In full, the report digs into some of the top applications for the IoT: Industrial uses including Internet-managed assembly lines, connected factories, and warehouses, etc. Connected advertising and marketing. Intelligent traffic management systems. This includes toll-taking and congestion penalties, as well as smart parking-space management. Waste management systems. In Cincinnati, residential waste volume fell 17% and recycling volume grew by 49% through use of a “pay as you throw” program that used IoT technology to monitor those who exceed waste limits. Smart electricity grids that adjust rates for peak energy usage. Smart water systems and meters. The cities of Doha, São Paulo, and Beijing have reduced leaks by 40 to 50% by putting sensors on pumps and other water infrastructure. Read more: 2014-8#ixzz3AHWx9oKW Attribution 'a work in progress' 12 August 2014 Data sourced from Warc DANA POINT, CA: Attribution and measurement remain a "work in progress" for many brands, which often still rely on simply first-touch and last-touch metrics, a leading executive has argued. Geoff Ramsey, chairman/co-founder of research firm eMarketer, discussed this theme while speaking at the Association of National Advertisers' (ANA) Digital & Social Media Conference. "Consumers are seamlessly flowing from one device or platform to another, and it is very challenging to reach them," he said. (For more, including a wealth of media-usage data, read Warc's exclusive report: The latest digital trends from eMarketer.) Drawing on industry research, Ramsey reported that just 3% of companies worldwide believe they are "completely integrated" across all functions. A further 43% were self-described as being "poorly integrated", while 46% asserted they were "improving" in this area. A primary reason behind this lack of understanding relates to the difficulty of constructing the structures and processes needed to fully understand the increasingly complicated media universe. "Complex attribution and measurement models certainly remain a work in progress," said Ramsey. Two-thirds of marketers, he continued, typically look to "last-touch" or "first-touch" metrics in their measurement strategies.
  15. 15. Such an approach, however, is not sufficient, as it effectively means they are "ignoring all the activity, exposure and engagement that happened prior to that", and thus miss out on the nuance of the current path to purchase. "Only 22% of marketers," Ramsey added, "say they're using cross-channel attribution approaches." To more rigorously appreciate how consumers leverage different digital tools, brands need to have a much more expansive remit. "The end goal is to try to harvest the streams of data that are coming from mobile, from social, from video, across all platforms and devices," said Ramsey. As consumers increasingly hop between one device and the next, pursuing such initiatives is becoming a necessity. "They expect you to be there, too, and to be able to recognize them," said Ramsey. Babelfish Articles May 2014 – July 2014 20-7-14 Page 15 Dominant 2014 Trends among Brazilian Internet Users by Sergio Kligin@US Media Consulting on JUNE 23, 2014 in BRAZIL, INTERNET, MARKETING, ONLINE Let’s start with online ad investment figures from IAB Brasil: In 2013 online advertising in Brazil grew by nearly 26% to reach R$ 5.7 billion (US$2.5 billion) In 2014 it will grow another 25% to reach R$ 7.1 billion (US$3.2 billion) Unlike Projeto Inter-Meios, IAB Brasil counts search, social and classified in its figures for online ad investment, whereas Projeto only counts display. Since Projeto reports that overall 2013 ad investment in Brazil was R$ 47.9 billion (US$21.4 billion), this means that online ads took up nearly 12% of the overall ad spend. What to Know When Targeting Brazilian Internet Users Recent data from comScore’s Brazil Futuro Digital 2014 and other sources offers some guidance for planning online campaigns in Brazil. Here are the trends to keep in mind: >>>Start Test Campaigns with Instagram if You Haven’t Already Why: Instagram use in Brazil has grown by nearly 900% since January 2013 >>>Ignore the Reports about Facebook Losing Influence in Brazil and Elsewhere Why: Facebook takes up nearly 98% of the total time that Brazilians spend on social networks Twitter takes up only 0.7% Total number of Facebook fans in Brazil has gone up by 148% Total monthly interactions Across Top Facebook Pages in Brazil has gone up by 26% >>>Mobile Components to Online Campaigns in Brazil Are Increasingly Important Why: In January 2014 there were nearly 115 million active mobile Internet subscriptions in Brazil, 56% more than in January 2013 Mobile devices were responsible for nearly 12% of page views in Brazil in February 2014 Mobile device share of page views in Brazil went up by 132% between 2013 and 2014 43 million Brazilians surf the Internet using mobile devices Brazilians are more engaged with mobile ads than consumers from other countries >>>Social Campaigns Remain Crucial to Reaching Brazilian Internet Users Why: Total time spent on social networks grew by 6% in Brazil between 2013 and 2014 Brazilians spent nearly 13 hours in February on social sites Brazilians spend more time on Facebook than the Mexican and Argentine online audiences combined: 46 million minutes in February 2013 versus 22 million minutes in Mexico and 22 million in Argentina Despite Facebook’s dominance, other social sites are growing in Brazil, particularly LinkedIn, Tumblr and Yahoo Profile Brazil is #2 in the world in terms of the reach of blogs: 77% reach compared to 78% reach in Japan, the #1 country in this respect >>>Online Video Still Commands a Strong Audience in Brazil Why: In February 2014 Brazilians watched 156 online videos per viewer, compared to 160 per viewer in February 2013
  16. 16. YouTube is still the online video leader with Brazil, with 85 videos per viewer watched every month, while Globo is #2 with 30 per month Turner Digital and Facebook are the fastest-growing online video sites in Brazil, posting 262% and 228% growth since 2013, respectively Babelfish Articles May 2014 – July 2014 20-7-14 Page 16 8 Keys to Powerful Mobile Campaigns in Brazil by Sergio Kligin@US Media Consulting on MAY 15, 2014 in BRAZIL, MARKETING, MOBILE It’s clear that a mobile revolution is taking place in Brazil. You can see for yourself the numbers we have observed through our own research. The challenge is in how to convert this massive group of users into a massive group of buyers. A recent study from PricewaterhouseCoopers may help with this. The research company polled mobile device users from Brazil to better understand their attitudes toward mobile advertising. We decided to turn these findings into tips that our clients and colleagues may be able to take advantage of as they target Brazilians with mobile ad campaigns. #1 Make your ad relevant. Besides Brazilians, PricewaterhouseCoopers surveyed mobile users from China, the United Kingdom and the United States. The results showed that Brazilians were the most receptive to mobile ads and in fact 82% of Brazilian mobile users said they are likely to click on a mobile ad. However, the 82% indicated that the ad content needs to be relevant for them to click. #2 Use mobile video. When asked to rank their favorite mobile ad format, 55% of Brazilian mobile users selected video, while 12% selected banners and 11% selected coupons. Only 5% preferred an ad displayed after an in-app activity. #3 Target daily. When asked how often they preferred to be targeted by mobile ads, 44% of Brazilian mobile users reported that they preferred to be targeted daily. In contrast, 27% of Brazilians prefer to be targeted weekly by mobile ads and 10% prefer monthly targeting. A small percentage (9%) said they preferred hourly targeting, while another 9% of the users said they didn’t want to be targeted at all by mobile ads. #4 Make sure the factors fit. Large majorities of Brazilian mobile users identified a number of key factors that they see as most important for mobile ads. First, 86% of Brazilians say that it’s most important for ads to be relevant. Other important factors that Brazilians think are very important for mobile ads are offering free things (78%), products/services that are specific to user locations (76%) and the duration/size of ads (74%). Other factors that Brazilians regarded as important for mobile ads include offers that are good for a limited time (67%), the ad format (62%) and personalizing ads so they use the user’s name (54%).
  17. 17. #5 Target by interest. More than 7 in 10 Brazilians (74%) said that they prefer that mobile advertising target them by interest, and in fact users in the other countries also had this approach as their biggest preference. The other important targeting criteria cited by Brazilians was location—44% said that they prefer that mobile advertising target them by location—and name, since 41% prefer targeting by name. Other targeting criteria ranked considerably lower, including online purchase history (37%), types of sites they visit with their mobile phone (28%), by their route to work (19%), by keywords uses in text messages (15%) and by keywords used in emails (15%). #6 Run the campaign in the morning. More than 3 of 10 Brazilians (33%) reported that they prefer to be targeted by mobile ads in the morning when they wake up, while 14% prefer targeting when they are on their way to work and 10% prefer it while at work. Another 13% prefer to be targeted in the evening before dinner and another 11% prefer targeting on weekends. Given that we’re discussing mobile campaigns what’s ironic is that only 3% of Brazilians said they preferred to be targeted while on the move. #7 Be careful about personal space. One of the key concerns that Brazilians have about mobile ads is that it crosses the line into their personal space. In the context of the study, this means that Brazilians are concerned about ads that target by tracking texts and emails or ads received as text messages. Another concern is that mobile ads are too intrusive, meaning that they interrupt an activity that is important to mobile users at the time, such as getting directions or playing a game. #8 Adapt your approach to their preferred scenario. As part of the survey, PricewaterhouseCoopers presented mobile users with various scenarios for receiving a mobile ad based on user location. For Brazilians, the most preferred scenario (80% of users) was the coffee shop scenario: a user walks by a coffee shop and receives message with a coupon for a discounted drink at the coffee shop—if they buy in the next 10 minutes. The second most popular scenario (67% of users) was one in which the phone knows the user is a fan of Michael Jordan and while the user is at the mall, they receive an alert for a store that sells Air Jordan sneakers. Another popular scenario (65% of users) was the milk reminder. In this scenario, a mobile user’s phone receives data from the user’s grocery shopping reward card. As a result, the phone knows the user last purchased milk 7 days before, so it reminds the user they are out of milk and provides route guidance to the nearest supermarket on the way home from work. In this scenario, the phone knows the user’s route home because it has passively tracked their commute Vibrant Media Finds that Consumers Trust in Branded Content on Par with Editorial Babelfish Articles May 2014 – July 2014 20-7-14 Page 17 Written on Aug 7, 2014 (ADOTAS) New research into the value consumers place on digital content shows that just two percent more consumers trust content from publications (35 percent) than from brands (33 percent). However, the data from native advertising company Vibrant Media also found that there are more consumers who distrust content from publications (18 percent) than there are who distrust content from brands (15.5 percent). When Vibrant Media’s researchers focused their assessment on media titles and brands with which consumers were familiar, they exposed a greater disparity in levels of distrust between brands and media titles: the number of consumers that distrust content from media titles they know (12 percent) is double the number who distrust content from brands that they know (6 percent). Cynicism about content increases with age. Consumers aged 13-34 years old proved to be more trusting of all content producers compared to those aged 35-64. The study also found that 50
  18. 18. percent of respondents feel that it is important they be informed that an advertiser has paid for content. The research results offer reassurance to publishers considering introducing branded content along with their editorial. Craig Gooding, Executive Chairman & Founder of Vibrant Media, said, “The very fact that consumers’ level of trust in branded content is even on par with editorial is very surprising. Moreover, the higher levels of distrust in publishers’ content than branded content shows far less cynicism about branded content than we expected. The findings have reassured us that publishers who offer branded content, or are considering doing so, are not compromising their relationship with consumers – as long as they do so responsibly.” Babelfish Articles May 2014 – July 2014 20-7-14 Page 18 Vibrant’s New Content Marketing Units – Vibrant Amplify Addressing the findings of the research, Vibrant Media is launching four new cross-platform native ad units to help consumers easily discover brands’ content – whether paid, earned or owned – from within editorial. Distributed across Vibrant Media’s network of over 6,600 premium publishers and performing on both mobile and desktop devices, these content marketing units give consumers much greater access to brands’ digital content compared to relying solely on search engines or the reach of a brand’s social media profiles. Vibrant’s units also give consumers control and choice, as a variety of relevant branded content can be presented from one interface. The units join the hugely successful Mosaic format, expanding Vibrant’s content marketing tools into a new range named “Vibrant Amplify”. The units only launch when a consumer actively chooses – either by tapping, clicking or lingering over a Vibrant Amplify mechanic for over three seconds. Four of the formats can be launched from overlays appearing at the bottom of editorial images or from double-underlined keywords within editorial: • Vibrant Content Distribution (NEW) Both publishers and advertisers can use the Distribution units to enable consumers to easily find content on social channels or owned platforms such as websites or digital magazines. Once a consumer chooses to launch a Content Distribution unit they are presented with a snapshot of the content they can connect to – an image, headline and introduction. Notably, the publisher or advertiser only pays when the consumer clicks through to the full content. • Vibrant Content Curation (NEW) This engagement-focused format encourages consumers to interact with brands’ content without leaving the publisher’s page. Vibrant Content Curation units present various formats of content – videos, images, articles, demos, games and more – in an interactive full-screen unit. Brands can build a Curation unit of exclusively branded content or present both branded and licensed editorial content to consumers. • Vibrant Amplify Live (NEW) Through Vibrant Media’s dynamic content management system, brands can give consumers access to distributed branded content which is updated in real-time. Amplify Live enables brands to develop a truly responsive relationship with consumers, either by displaying curated content as it happens on a single interface or distributing real-time updates to drive consumers to their websites and social media platforms. • Vibrant Mosaic Launched in April 2013, this full-screen interactive format integrates brands’ social media and branded content into a single app-style presentation of various tiles of mixed media, including Twitter and Facebook feeds, YouTube videos, Pinterest images, articles and games.
  19. 19. Gooding said, “It’s clear that quality branded content has great power. But standards must be maintained to preserve the publisher-consumer relationship. All our campaigns follow the Vibrant principles of responsible native advertising: Integrity, Transparency, Proportionality, Relevancy and Appropriate Placement.” Babelfish Articles May 2014 – July 2014 20-7-14 Page 19 • Integrity Vibrant’s account managers and agency partners foster collaboration among the publisher and brand teams to ensure that editorial, sales, creative and marketing goals are aligned. The support of editorial teams is imperative, as the placement and function of the units rely on engaging editorial. Consequently, the units directly prove the value of journalists’ work because users’ interactions with the content marketing units – their hovers and taps – demonstrate to publishers and advertisers that the user is engaged with the editorial. • Transparency Each of Vibrant’s native advertising units is plugged into Vibrant IQ, the intelligent qualification process that ensures transparent native advertising and non-intrusive brand messaging by briefly displaying the logo of the advertiser to consumers before they choose to launch a Vibrant ad unit. Vibrant IQ not only makes it clear to users that a marketing message is available within content, but also the specific brand that is promoting the message – before commercial content is even displayed on screen. This process enables consumers to make informed choices before deciding to access each specific brand’s content. • Proportionality The Vibrant units sit unobtrusively within content. Publishers control both the number of native ads displayed within content and the frequency with which brands’ content is displayed. This ensures consumers get the content they want. • Relevancy The units are displayed in context, so they are not only relevant to the consumer but to the content within which they are placed. Vibrant’s research found that most consumers (64 percent) said that they are more likely to pay attention to an ad if it is placed within relevant content. • Appropriate Placement Vibrant’s units are launched from hyperlinks within editorial text or nimble overlays at the bottom of editorial images, so they unobtrusively fit the form and function of digital content. Because the units are responsively designed, they function as intended on all devices. The placement of the units is governed by Vibrant’s brand safety policies, which have been independently verified by media measurement body the Audit Bureau of Circulations (ABC) as meeting all current good practice standards. Key to the management of appropriate placement is SafeServe™, Vibrant’s content verification technology, which contextually analyzes editorial in real time to ensure the suitability of content units. Post-Click Content Preferences Vibrant Media’s researchers also found that when consumers want more information about a brand or product after seeing an ad, one in three (33 percent) said the most useful source of information was the advertiser’s own website. This was five times the number of consumers who stated that articles written by journalists about the brand or product are the most useful source of information (6 percent). Even advertorials – articles written by the brand advertiser themselves but displayed on a third party publisher’s website – ranked higher than those written by journalists,
  20. 20. with 8 percent of consumers stating that they found advertorials to be the most useful source of information about the brand or product. Gooding said, “When looking for information about a brand, a third of consumers found the brands’ website most useful. This suggests that they are becoming more open to information directly from brands. With all the investment in content marketing, we are starting to see brands re-invest in their websites, developing content hubs so consumers have a reason to visit and find out more. It’s therefore important for brands to remember that one of their most crucial items of content is their own website, so it must not be neglected.” Babelfish Articles May 2014 – July 2014 20-7-14 Page 20 Ranking of Receptivity to Branded Content Formats Images ranked highest in Vibrant Media’s poll of consumers’ receptivity to branded content formats – 64 percent stating that they were receptive to brands’ images and just 12 percent saying they were not receptive to images. Video content followed, with 57 percent stating they were receptive and 20 percent unreceptive to such branded content. Just under half of consumers (46 percent) said they were receptive to articles written by brands, while 19 percent reported that they were unreceptive to that format. Brands’ social media updates were the most unpopular of all branded content formats consumers could choose from. Thirty percent of consumers said they were unreceptive to brands’ social media posts – just 42 percent said they were receptive to such content. Interestingly, 44 percent of consumers said they were still receptive to straight-forward online advertising, such as standard banner ads, although nearly one in four (24 percent) said they were unreceptive to those formats. Methodology Vibrant Media surveyed 1,000 people between the ages of 13 and 64 across the United States who owned at least one of a computer, a mobile phone or a tablet, each of which must connect to the Internet. The survey was conducted online by Toluna, a leading online panel and survey technology provider. The Future of Across-Screen Advertising, Part I -- Bill Harvey By Bill Harvey Published: August 7, 2014 Symphony Advanced Media (aka SymphonyAM) and TiVo Research have announced a new partnership. They are building out joint sample size to allow the combination of TiVo/TRA’s purchase data driven ROI measurement with Symphony’s cross-screen passive audience actions measurement. The combination promises the ability to produce the most complete track of the stimulus events leading up to a significant response event. A picture says it best:
  21. 21. This is essentially the Holy Grail of Attribution Analytics. The chart above is in effect what is simulated by modelers performing attribution analytics. Some modelers use homemade formulas but the best utilize the same kinds of multiple regression statistics used by Mix (Marketing Mix Modeling). However, without the real data on a decent sample size such as TiVo/Symphony is aiming for, these exercises are really best estimates rather than true measurements. The actuals will enable the most profitable decisions and actions far more than modeled estimates, although both are better than the seat-of-the-pants approach, which has been the core technique of the industry since time immemorial. Once we have that view of the world, what will we discover and what will we do differently? Probably a lot of things. One of them will be a new/old technique we might wind up calling Across- Screen Advertising: The practice of having advertiser content simultaneously on more than one of the screens the user is currently using. Like every other “new” idea, it is old. Back in the 1980s the first “second screen” plays began to be seen, either with a single-purpose screen or a screen built into the TV remote control channel changer. Street wisdom of the era said that taking the consumer’s eyes off the main screen was a bad idea so none of these ideas ever flew. Symphony has now reported that for 32% of the time in which people who own a smartphone and/or tablet are watching TV in primetime they are also using one of those other devices. And this figure climbs to 40% during ad pods. This “rampant” level of usage led CBS’s David Poltrack and me to give a presentation at the ARF Audience Measurement conference last month. He kicked off by showing a slide of a huge football stadium with a humongous video screen. Dave is always in the Flow or Observer state and understands that to provoke a massive change in the way people do business you have to first take their mental set and change it. Using the analogy of an unprecedentedly large arena that could hold 15,000,000 people to describe a typical high-rated CBS series, he asked the ARF audience to think about what else they would do in the stadium -- besides put an ad on the video screen -- to take advantage of such an opportunity. Babelfish Articles May 2014 – July 2014 20-7-14 Page 21
  22. 22. Personally, I thought about introducing a new beverage that the hot dog peddlers would deliver at an introductory discount, with the vendors singing along with the commercial while it was on the giant screen. Plus messages with the same song appearing on built-in screens in front of each seat and the attendees’ own smartphones and tablets if they happen to have them open at the time. Dave effectively got people to think out of the box and to wonder about doing the same thing in people‘s living rooms where they really can reach 15,000,000 people at the same time via the smartphones and tablets and even laptops that some TV viewers are often using while watching TV. Bill Harvey is a well-known media researcher and inventor who co-founded TRA, Inc. and is itsBill Harvey Strategic Advisor. His nonprofit Human Effectiveness Institute runs his weekly blog on consciousness optimization. Bill can be contacted at Babelfish Articles May 2014 – July 2014 20-7-14 Page 22 How Successful People Stay Calm August 05, 2014 The ability to manage your emotions and remain calm under pressure has a direct link to your performance. TalentSmart has conducted research with more than a million people, and we’ve found that 90% of top performers are skilled at managing their emotions in times of stress in order to remain calm and in control. If you follow our newsletter, you’ve read some startling research summaries that explore the havoc stress can wreak on one’s physical and mental health (such as the Yale study, which found that prolonged stress causes degeneration in the area of the brain responsible for self-control). The tricky thing about stress (and the anxiety that comes with it) is that it’s an absolutely necessary emotion. Our brains are wired such that it’s difficult to take action until we feel at least some level of this emotional state. In fact, performance peaks under the heightened activation that comes with moderate levels of stress. As long as the stress isn’t prolonged, it’s harmless.
  23. 23. Research from the University of California, Berkeley, reveals an upside to experiencing moderate levels of stress. But it also reinforces how important it is to keep stress under control. The study, led by post-doctoral fellow Elizabeth Kirby, found that the onset of stress entices the brain into growing new cells responsible for improved memory. However, this effect is only seen when stress is intermittent. As soon as the stress continues beyond a few moments into a prolonged state, it suppresses the brain’s ability to develop new cells. “I think intermittent stressful events are probably what keeps the brain more alert, and you perform better when you are alert,” Kirby says. For animals, intermittent stress is the bulk of what they experience, in the form of physical threats in their immediate environment. Long ago, this was also the case for humans. As the human brain evolved and increased in complexity, we’ve developed the ability to worry and perseverate on events, which creates frequent experiences of prolonged stress. Besides increasing your risk of heart disease, depression, and obesity, stress decreases your cognitive performance. Fortunately, though, unless a lion is chasing you, the bulk of your stress is subjective and under your control. Top performers have well-honed coping strategies that they employ under stressful circumstances. This lowers their stress levels regardless of what’s happening in their environment, ensuring that the stress they experience is intermittent and not prolonged. While I’ve run across numerous effective strategies that successful people employ when faced with stress, what follows are ten of the best. Some of these strategies may seem obvious, but the real challenge lies in recognizing when you need to use them and having the wherewithal to actually do so in spite of your stress. Babelfish Articles May 2014 – July 2014 20-7-14 Page 23 They Appreciate What They Have Taking time to contemplate what you’re grateful for isn’t merely the “right” thing to do. It also improves your mood, because it reduces the stress hormone cortisol by 23%. Research
  24. 24. conducted at the University of California, Davis found that people who worked daily to cultivate an attitude of gratitude experienced improved mood, energy, and physical well-being. It’s likely that lower levels of cortisol played a major role in this. Babelfish Articles May 2014 – July 2014 20-7-14 Page 24 They Avoid Asking “What If?” “What if?” statements throw fuel on the fire of stress and worry. Things can go in a million different directions, and the more time you spend worrying about the possibilities, the less time you’ll spend focusing on taking action that will calm you down and keep your stress under control. Calm people know that asking “what if? will only take them to a place they don’t want—or need—to go. They Stay Positive Positive thoughts help make stress intermittent by focusing your brain’s attention onto something that is completely stress-free. You have to give your wandering brain a little help by consciously selecting something positive to think about. Any positive thought will do to refocus your attention. When things are going well, and your mood is good, this is relatively easy. When things are going poorly, and your mind is flooded with negative thoughts, this can be a challenge. In these moments, think about your day and identify one positive thing that happened, no matter how small. If you can't think of something from the current day, reflect on the previous day or even the previous week. Or perhaps you’re looking forward to an exciting event that you can focus your attention on. The point here is that you must have something positive that you're ready to shift your attention to when your thoughts turn negative. They Disconnect Given the importance of keeping stress intermittent, it’s easy to see how taking regular time off the grid can help keep your stress under control. When you make yourself available to your work 24/7, you expose yourself to a constant barrage of stressors. Forcing yourself offline and even—gulp!— turning off your phone gives your body a break from a constant source of stress. Studies have shown that something as simple as an email break can lower stress levels. Technology enables constant communication and the expectation that you should be available 24/7. It is extremely difficult to enjoy a stress-free moment outside of work when an email that will change your train of thought and get you thinking (read: stressing) about work can drop onto your phone at any moment. If detaching yourself from work-related communication on weekday evenings is too big a challenge, then how about the weekend? Choose blocks of time where you cut the cord and go offline. You’ll be amazed at how refreshing these breaks are and how they reduce stress by putting a mental recharge into your weekly schedule. If you’re worried about the negative repercussions of taking this step, first try doing it at times when you’re unlikely to be contacted—maybe Sunday morning. As you grow more comfortable with it, and as your coworkers begin to accept the time you spend offline, gradually expand the amount of time you spend away from technology. They Limit Their Caffeine Intake Drinking caffeine triggers the release of adrenaline. Adrenaline is the source of the “fight-or-flight” response, a survival mechanism that forces you to stand up and fight or run for the hills when faced with a threat. The fight-or-flight mechanism sidesteps rational thinking in favor of a faster response. This is great when a bear is chasing you, but not so great when you’re responding to a curt email. When caffeine puts your brain and body into this hyperaroused state of stress, your emotions overrun your behavior. The stress that caffeine creates is far from intermittent, as its long half-life ensures that it takes its sweet time working its way out of your body. They Sleep
  25. 25. I’ve beaten this one to death over the years and can’t say enough about the importance of sleep to increasing your emotional intelligence and managing your stress levels. When you sleep, your brain literally recharges, shuffling through the day’s memories and storing or discarding them (which causes dreams), so that you wake up alert and clear-headed. Your self-control, attention, and memory are all reduced when you don’t get enough—or the right kind—of sleep. Sleep deprivation raises stress hormone levels on its own, even without a stressor present. Stressful projects often make you feel as if you have no time to sleep, but taking the time to get a decent night’s sleep is often the one thing keeping you from getting things under control. Babelfish Articles May 2014 – July 2014 20-7-14 Page 25 They Squash Negative Self-Talk A big step in managing stress involves stopping negative self-talk in its tracks. The more you ruminate on negative thoughts, the more power you give them. Most of our negative thoughts are just that—thoughts, not facts. When you find yourself believing the negative and pessimistic things, your inner voice says, “It's time to stop and write them down.” Literally stop what you're doing and write down what you're thinking. Once you've taken a moment to slow down the negative momentum of your thoughts, you will be more rational and clear-headed in evaluating their veracity. You can bet that your statements aren’t true any time you use words like “never,” “worst,” “ever,” etc. If your statements still look like facts once they’re on paper, take them to a friend or colleague you trust and see if he or she agrees with you. Then the truth will surely come out. When it feels like something always or never happens, this is just your brain’s natural threat tendency inflating the perceived frequency or severity of an event. Identifying and labeling your thoughts as thoughts by separating them from the facts will help you escape the cycle of negativity and move toward a positive new outlook. They Reframe Their Perspective Stress and worry are fueled by our own skewed perception of events. It’s easy to think that unrealistic deadlines, unforgiving bosses, and out-of-control traffic are the reasons we’re so stressed all the time. You can’t control your circumstances, but you can control how you respond to them. So before you spend too much time dwelling on something, take a minute to put the situation in perspective. If you aren’t sure when you need to do this, try looking for clues that your anxiety may not be proportional to the stressor. If you’re thinking in broad, sweeping statements such as “Everything is going wrong” or “Nothing will work out,” then you need to reframe the situation. A great way to correct this unproductive thought pattern is to list the specific things that actually are going wrong or not working out. Most likely you will come up with just some things— not everything—and the scope of these stressors will look much more limited than it initially appeared. They Breathe The easiest way to make stress intermittent lies in something that you have to do everyday anyway: breathing. The practice of being in the moment with your breathing will begin to train your brain to focus solely on the task at hand and get the stress monkey off your back. When you’re feeling stressed, take a couple of minutes to focus on your breathing. Close the door, put away all other distractions, and just sit in a chair and breathe. The goal is to spend the entire time focused only on your breathing, which will prevent your mind from wandering. Think about how it feels to breathe in and out. This sounds simple, but it’s hard to do for more than a minute or two. It’s all right if you get sidetracked by another thought; this is sure to happen at the beginning, and you just need to bring your focus back to your breathing. If staying focused on your breathing proves to be a real struggle, try counting each breath in and out until you get to 20, and then start again from 1. Don’t worry if you lose count; you can always just start over.
  26. 26. This task may seem too easy or even a little silly, but you’ll be surprised by how calm you feel afterward and how much easier it is to let go of distracting thoughts that otherwise seem to have lodged permanently inside your brain. Babelfish Articles May 2014 – July 2014 20-7-14 Page 26 They Use Their Support System It’s tempting, yet entirely ineffective, to attempt tackling everything by yourself. To be calm and productive, you need to recognize your weaknesses and ask for help when you need it. This means tapping into your support system when a situation is challenging enough for you to feel overwhelmed. Everyone has someone at work and/or outside work who is on their team, rooting for them, and ready to help them get the best from a difficult situation. Identify these individuals in your life and make an effort to seek their insight and assistance when you need it. Something as simple as talking about your worries will provide an outlet for your anxiety and stress and supply you with a new perspective on the situation. Most of the time, other people can see a solution that you can’t because they are not as emotionally invested in the situation. Asking for help will mitigate your stress and strengthen your relationships with those you rely upon. ABOUT THE AUTHOR: Travis Bradberry, Ph.D. Dr. Travis Bradberry is the award-winning co-author of the #1 bestselling book, Emotional Intelligence 2.0, and the cofounder of TalentSmart, the world's leading provider of emotional intelligence tests, emotional intelligence training, and emotional intelligence certification, serving more than 75% of Fortune 500 companies. His bestselling books have been translated into 25 languages and are available in more than 150 countries. Dr. Bradberry has written for, or been covered by, Newsweek, BusinessWeek, Fortune, Forbes, Fast Company, Inc., USA Today, The Wall Street Journal, The Washington Post, and The Harvard Business Review Beacons: Closing the Gap on Proximity Marketing by Scott Varland, 7-4-14 Many in the industry would agree that the Holy Grail of a campaign is in understanding your consumer; where they are, who they are, and when they are most likely to purchase the product at hand. Now, more than ever, it is essential to reach the consumer at the right place and right time, and in a way they are not only comfortable with, but have already integrated into their daily routine. Enter proximity marketing – namely, Bluetooth beacons. Despite all the recent attention, we still have no idea how big proximity technologies will really be and how much they will change our lives. This is the technology powering the internet of things - the unification of the physical world with the digital world. It is this fusion which creates a new “super power” of sorts – a capacity to create zones of interaction within physical space, putting big data to small tasks. As this space continues to expand and develop rapidly, it too will impact the capabilities, and ultimately the scope of everything within our society. The duality that sometimes the proximity enabled space will help contextualize the smartphone, and at other times our smartphone will contextualize the space, creates an open-door to what is possible. For beacons, reach (and integration) is currently limitless. BLE beacons are the purest form and expression of “Here and Now” media, truly encapsulating the concept that media is everywhere. By having the ability to be ‘everywhere’ and ‘anytime’ it is important to remember the consumer and their routines and needs - simplicity is key. As we introduce this technology, the most important thing to nail is the experience. If it is not immediately helpful, revenant, and personalized, it will fail. Things that are deemed “helpful” are not considered invasive.
  27. 27. The principal value in proximity technology is not the nearby deal alerts; it is the larger implications for connectivity with a consumer. It will be in making the world more responsive to needs, wants and goals (and being there in the moment to have a solution on hand). Beacons are the start of what will be the continuous shift in how media is consumed, and how interactions with the consumer are made. Can you finally forget your password? Even your heartbeat could hold the key Babelfish Articles May 2014 – July 2014 20-7-14 Page 27 July 22, 2014 10:00PM THE password might be dying but it is a slow demise. A decade ago, then Microsoft chairman Bill Gates predicted the impending demise of the password because “they just don’t meet the challenge for anything you really want to secure”. Proving his point, Forrester Research estimates more than $200 billion is lost annually due to password breaches. Plus, Gartner says up to half of calls to help desks are to reset forgotten passwords. Iris / eye recognition Biometrics PERSONAL OZ Picture: Supplied It has been predicted that 5.5 billion people will use biometric technology in mobile and wearable devices as password alternatives by 2019. Source: Supplied McAfee Asia Pacific chief technology officer Sean Duca says the industry is still wrestling with a replacement.
  28. 28. “Every single vendor is trying to work out how do we actually eliminate passwords,” Mr Duca says. “It’s not an easy thing to shift. It’s a mindset but the technology has evolved.” Since MIT researcher Fernando Corbato invented the computer password in the ’60s, users have struggled to remember a growing list of secret codes. The solution most adopted is bad management. The built-in fingerprint scanner on the iPhone 5S is seen as a turning point in the acceptance of biometrics. Source: Supplied Research shows 40 per cent of people use one of the 100 most common passwords. “A typical password is either something I have or something I know,” Mr Duca says. “But the big thing that we’ve always tried to shift towards is something that you are — the biometric.” Security experts cite the launch of the Apple iPhone 5S, with a built-in fingerprint scanner, as a turning point in the acceptance of biometrics as an alternative to passwords. A Goode Intelligence report last month predicted 5.5 billion people will use biometric technology in mobile and wearable devices as password alternatives by 2019. “What will be truly transformational about the use of biometrics on wearable devices is the birth of the universal authenticator — a device that intuitively knows who we are, where we are, what we want to do and can open doors — both physical and virtual,” report author Alan Goode says. This year’s International CES featured tools to replace the password. Some, such as YubiKey, require a physical key paired with a PIN, while others relied on biometrics. They included the FingerQ fingerprint scanner, EyeLock iris scanner, AGNITiO voiceprint authenticator, and the Nymi wristband that verifies people by heartbeat. Babelfish Articles May 2014 – July 2014 20-7-14 Page 28
  29. 29. The Nymi wristband verifies people by unique signals in their heartbeat. Source: Supplied Many companies promoting biometric alternatives to passwords are part of the FIDO Alliance, an industry group that has the backing of ecommerce heavyweights Visa, MasterCard and PayPal, along with tech giants Google and Microsoft. Mr Duca says the key to using biometrics is to rely on a combination of sensors rather than one identifier, which could be unreliable. “If you can’t use one then let’s use the other because that shouldn’t stop the user. As soon as we start to make it hard ... for the user, they walk away and start to use the passwords of old, which is ‘password12345’,” he says. “I don’t think we’re going to see the complete death of the password because it always goes back to the core of access control — something you have, something you are, something you’ve got. It’s just going to be part of that overall puzzle in terms of trying to get access control.” Tourism New Zealand hires drones to make ‘dronies’ the new ‘selfies’ this ski season Babelfish Articles May 2014 – July 2014 20-7-14 Page 29 July 23, 2014 12:00AM
  30. 30. Smile for the camera ... drones will become increasingly evident in tourist locations, experts predict. Picture: Brendon Thorne Source: Getty Images Babelfish Articles May 2014 – July 2014 20-7-14 Page 30 SELFIES are so 2013. This year New Zealand wants you to take dronies with your cronies instead. Dronies, or short videos of yourself captured using a drone, are a fresh use of the remotely controlled, pilotless aircraft. The term was coined three months ago in response to Photojojo founder Amit Gupta’s video of himself and the mountain on which he and his friends were standing. The trend has since taken off on social media sites including Instagram, with more than 1200 uses of the #dronie hashtag. New Zealand’s tourism authority is now planning to cash in on the trend, buying a $1400 DJI Phantom 2 Vision+ drone to tour the country’s ski slopes, as well as Queenstown and Lake Tekapo, to capture tourist dronies.
  31. 31. Smile on the slopes ... a drone moves in for a close-up. Source: Supplied Tourism New Zealand Australia general manager Tony Saunders said the project was designed to appeal to the tourism market’s "younger audience, who we know are all about selfies”. “Obviously, everyone is aware how popular selfies are and dronies are getting a lot more attention,” Mr Saunders said. Babelfish Articles May 2014 – July 2014 20-7-14 Page 31 “Dronies are an innovative way to capture their favourite memories.” The DJI drone will record eight-second, full high-definition videos of tourists, starting with a close-up and panning back to reveal the Kiwi ski slopes.
  32. 32. Babelfish Articles May 2014 – July 2014 20-7-14 Page 32 Someone’s watching ... a tourist strikes the pose. Source: Supplied The drone will tour New Zealand this month and next, including Coronet Peak, Cardona, Mount Hutt, and Mount Cook, with participants’ videos uploaded to Tourism New Zealand’s Instagram account, from which they can be shared. Mr Saunders said after their use on the ski slopes, the drone could be used to capture dronies of cycling, touring or golfing holidays in the country. Dronies could become more popular outside the tourism industry in future, if drone enthusiasts are to be believed. Sky Cam USA owner David Quinones plans to launch a drone video website,, for flying videos later this year. 5 Ways to Move the Needle: What I Learned During the World Cup Marko Muellner | July 22, 2014 The World Cup had much to teach marketers about how to accelerate growth and popularity - aka how to move the needle. Read on to see what the world's biggest sporting event can teach you. I'm a soccer fan, always have been. I love to play and watch. I love the MLS, the Timbers, the 2013 Champion Thorns, and I'll watch the Premier League even though I don't follow any specific teams or players. I'm also an MLS LIVE subscriber, which means I pay to be able to watch games on my computer and mobile devices, which I do regularly, even when I'm standing in line at the supermarket.
  33. 33. While many of us enjoyed the World Cup for the competition, players, rivalries, stories, and the pure global feel of the event, I enjoyed it for another reason as well. I learned a ton about marketing and about how soccer in America - and the MLS - might apply a few key lessons in our effort to accelerate growth and popularity - in our effort to move the needle. Babelfish Articles May 2014 – July 2014 20-7-14 Page 33 1. Get Local I was in New York City during the World Cup and I found myself in a cab listening to one of those dumb sports talk radio shows. Oddly, the conversation was insightful and interesting. The hosts were what you'd expect - loud and opinioned American sports fans, not very knowledgeable of soccer. Luckily, one of their producers was British, so he filled in the gaps. They revealed two interesting insights marketers should heed: They knew very little about their local teams or the MLS. These are top sports guys in a city with good teams (Red Bulls and soon NYCFC) and they knew nothing - it was surprising. They agreed that Americans need hometown teams and heroes, that having great American players on European/International teams doesn't have the same impact as having local teams and players to root for and become passionate about. Living in Portland, I totally agree. Even when the Timbers struggle, the community is strong and unwavering. I also grew up in Boston, where local fandom can be insane. The World Cup, even more so than the Olympics and other international competitions, embodies the "local." For many of the countries that qualify, there is no greater prize than the World Cup, and as we saw with Brazil, disappointing results can have massive implications for the entire country. In the U.S., our fandom is usually deeply rooted in our hometown and community, and while the MLS and local teams have done a good job in some regions, a deep focus on local team success will raise all boats. For marketers, this is about understanding your key customer's affinities to their state, city, town, or community. Country pride is essential to World Cup success - what passions and loyalties do your customers have that you can authentically attach to or supplement? Regional affiliations are the obvious "get local" technique, so what about lifestyle affiliations like cycling or hip-hop. Are there common passions your audiences share? Can you give them something to love? 2. Make It Matter While the MLS All-Star Game is in three weeks, I think the biggest opportunity is to use the playoffs and World Cup to capitalize on fans' hunger for "games that matter." While many U.S. fans won't admit it, they tend to be primarily playoff fans. Sure, they might check in on their team during the regular season, but it's not until the playoffs that fandom is really ignited. While they don't begin until the end of October, it would be smart for the MLS to begin to promote them through the summer. We all want a team to root for and if we're excited about the playoffs, we may be more likely to check out our local teams or the teams of top players now so we're ready in the fall. For marketers, "making it matter" can manifest itself in many ways. The core question is, "How do you create or participate in high-stakes contexts?" Can you host or attach yourself to an event that matters to your key audiences? Can you infuse your marketing efforts with rewards, fame, or pride? Competitions are obvious - what else can you do to make it matter? 3. Guide Your Audience
  34. 34. During the World Cup I discovered and then followed Men in Blazers. While they are particularly funny and entertaining, they are also helpful and insightful and as each game approached, I found myself looking to them for help in understanding the players, stakes, and history. Being guided was hugely helpful and made the games more enjoyable. Soccer in America, while far more mature than it's been, still has a way to go. This means that education and guidance are essential to growth. Babelfish Articles May 2014 – July 2014 20-7-14 Page 34 Which teams should I start watching? Which games are the best match-ups and why? What's the best way to watch games? When do the playoffs begin? How do they work (format)? Soccer 101 content like rules and basic strategy can be condescending to all but the greenest audiences. Focus on the middle of your audience, those that know the basics and are open to learning more. Provide them with real tools to help them better understand and enjoy your products. I would love to get an MLS post in my Facebook Newsfeed every week with a "March to the Playoffs" update that included info on the best teams, upcoming match-ups, and even "goal of the week" videos. A very simple idea that would fuel my passion and encourage me to share with friends. Guide and they will follow. 4. Lengthen the Burst While the World Cup is a long event by most standards - just more than a month - it does a remarkable job of packing a lot of excitement in early and then stretching out slowly over time. I found that having two, three, or four games a day for a few weeks to be unusually engaging and exciting. This is true of basketball and baseball playoffs as well, but there was something special about the World Cup. Maybe it was the summer or that the time zones mostly aligned, but having a dense offering every day for an extended amount of time was amazing. For most marketers, we're lucky if we can sustain a campaign for more than a week with any level of intensity. We tend to spike our spend and effort at the beginning and then maybe again during a "refresh" period. In digital, this model feels antiquated (it is) and out of place. If you have a moment, I highly recommend you watch this video by McKinsey Principal David Edelman. He presents a new model for mastering digital marketing where we sustain messaging and effort over longer periods of time and test and learn as we go, an iterative approach. While few of us have the amount of content in a World Cup or playoff series, there are definitely lessons to be learned around creating longer sustained bursts of content and engagement for a wide range of key audiences. 5. Make Access Free and Easy Lastly, a big idea. The MLS should make the live broadcasts of every playoff and cup game free through their MLS LIVE platform. I'm sure it's not negotiated with their partners, but I believe this single idea would do more for U.S. soccer than all other tactics combined. I'm not suggesting MLS LIVE become a free service, and I love the free weekly stream they already offer, but during the playoffs, when it matters, providing free and easy access would expose the most compelling part of their product to the largest possible audience.
  35. 35. Having easy access to every game through ESPN and Univision apps was remarkable. The mobile apps both saw staggering growth in visits and livestreams and for good reason. As shared in the above article, even wide and free access to digital streams didn't impact TV broadcast numbers. There's little risk and a lot of upside for everyone involved. For marketers, the disruptive nature of digital across much of our lives has major implications for how people discover, explore, and even buy our products. What would happen if you took the most compelling part of your offering - not all of it, just a key selection - and made it massively accessible and free? Unheard of? Break through the fear and think about it. You don't need to share it with your boss yet but think about it. Univision drove 3.4 million downloads of their app and many, many Super Bowls worth of livestreams during the one-month period. According to Mehul Nagrani, digital senior vice president and general manager, they have now shifted their digital strategy primarily to soccer. Babelfish Articles May 2014 – July 2014 20-7-14 Page 35 Retention vs. Acquisition - and the Winner Is… Ohad Hecht | July 20, Marketers need to decide which is more important to them - acquiring new leads and potential customers, or retaining and nurturing the current customer base. "To be or not to be?" asks Shakespeare's Hamlet. For years digital marketers faced the same conundrum: "to buy or not to buy?" in reference to purchasing leads and prospects...also known as spamming (although hopefully you're in the "not to buy" camp). Knowing how to spend your marketing budget with confidence is always a challenge. Where do I allocate the money so it makes most impact? How do I allocate the money in a way that I can show tangible results? These are the typical questions marketers ask themselves. Of all the questions, the most critical to answer is do we invest good money in acquiring new customers, or do we focus on retaining the customers we have already acquired and personalize their experience? "To retain or acquire?" - this is the question. And before I let you know the answer, let's look at what marketers are currently doing.
  36. 36. Babelfish Articles May 2014 – July 2014 20-7-14 Page 36 econsultancy-survey According to a survey by Econsultancy, 34 percent of the participants indicated that they will increase their investment in acquisition, while only 18 percent will focus on retention. If we look at content marketing strategies, one of the main goals is acquisition (71 percent of responders), and Forrester concurs: "Marketers obsess over acquisition. Even as the lines between marketing and customer experience blur, our survey respondents prioritize customer acquisition efforts over nurturing and deepening relationships with their most valuable and loyal customers."
  37. 37. Babelfish Articles May 2014 – July 2014 20-7-14 Page 37 customer-retention Looking at what the others (not "the others" from Lost!) are doing, it is very clear that marketing budgets are over-focused on acquisition rather than retention. If you're a regular reader of my columns, you'd be expecting me to start talking about increasing allocation of budgets to retention. And you would be right, this is exactly what I am going to do... Here is an example to start illustrating my thinking: Joe is an online shoe retailer who became really successful with his business. He uses Google and Facebook to advertise the branded shoes he has on offer. In a hyper-competitive branded-shoe industry, the customers are only looking at the prices they can easily compare with a simple search. So Joe needs to invest a lot of money to generate sales. Ninety-eight percent of his business is first-time buyers. With only 2 percent repeat buyers, his product costs are most likely to look like this: Acquisition: $20.00 G&A: $10.00 Shipping: $5.00 Product cost: $50.00 Profit margin: $15.00 Total: $100.00
  38. 38. With higher advertising costs and lower loyalty, he is seeing his acquisition costs spiking. With this example, and provided that advertising costs remains the same, he will need to sell 6,600 pairs of shoes for a profit of $100,000. To prove my point, let's assume that 98 percent of his business will be focused on selling to clients he already acquired: He's profit margin grows to $35, as he is dropping his acquisition costs. In order to reach to a $100,000 profit he will now need to sell only 2,800 pairs of shoes (i.e. 58 percent less). This in turn will probably further help to decrease the G&A costs, and Joe will be able to pass on some of these savings to his customers. I've recently argued that the role of the digital marketer is to sell, and here is a good example of a real impact on the company performance and margins that is directly attributed to the efforts of the marketer. Continuing with this train of thought, it becomes clear that if you focus your efforts mostly on acquisition, you're actually working for your competitor who provides their client with a more individual customer experience, and making sure that their customers stay loyal. Babelfish Articles May 2014 – July 2014 20-7-14 Page 38 And the Winner Is...Retention! If your start-up days are behind you and your business is established, chances are that growing your business will be cheaper and faster if you retain and sell to your existing client base. This is not to suggest that you need to abandon acquisition efforts completely, but you need to shift the focus to your existing clients. If you are a start-up, then naturally your initial objectives should be to focus on new business acquisition and then as the customer base increases, start shifting the focus to retention. But before I finish, a quick word of caution regarding ERFM: If you intend to use ERFM analysis on your database, be careful if you are focusing too heavily on acquisitions. You will find that most customers will be skewed to the right hand side of the lifecycle (inactive or churning clients) with much fewer customers in the center (loyal) and in the initial stages (first-time buyers). Connecting the Dots to Deliver Context Catherine Magoffin | July 22, 2014 The scattered data "dots" of your email marketing strategy need to be connected and put into action in order to create a successful, contextual email marketing experience. I often use (or overuse) the phrase "connect the dots" to summarize the process of synthesizing information to come up with a conclusion based on a set of data/input points. This phrase works for me across a multitude of scenarios in which marketers derive insight or realize progress thanks to an increased understanding of their customers' behaviors and preferences. Steve Jobs also referenced the art and science of dot connecting at his Stanford commencement speech in 2005, saying, "You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future." If you've ever done a connect-the-dots image in a coloring book, you know how the page initially looks like a bunch of scattered dots and by connecting them, a distinct shape forms. A similar process of connecting the data dots is an integral component of contextual marketing. Your
  39. 39. consumer email lifecycle marketing strategy depends upon a bunch of scattered implicit and explicit data "dots." These scattered data dots need to be connected in a meaningful way and put into action to achieve a contextual marketing experience. Data drives experience in today's marketing machine, with data and automation forming the perfect union to deliver the right message to the right place at the right time - with the end goal of driving specific consumer actions. A first step to connecting the data dots is to assess available data based on actions across channels. Below are useful and commonly available customer interaction data types listed by channel: Email: Opens and clicks on content such as articles, offers, products, surveys/poll, social links, Babelfish Articles May 2014 – July 2014 20-7-14 Page 39 preference centers, and more. Social: Clicks to social links, sharing links, social login, social content, and social data. Mobile: Mobile email and site engagement data such as email opens, device type, mobile app downloads, alert actions, mobile account access, mobile purchases, text to join email, and more. Display Retargeting: Response to incremental display touch points driven by site browsing, email response dormancy, and more. Web Commerce: Visits, time on site, browsed products, carted products, wish lists, and favorite products. Click-to-Call or Chat: Clicks to get additional assistance are key behavioral triggers. Real World Dots: Email sign-ups in-store or at an event, catalog or direct mail response, and purchases are all valuable data dots. Understanding how channels work together to drive consumer experience and actions is key. By combining customer interaction data from brick-and-mortar, events, Web commerce, email, social, mobile, display, phone, and even direct mail catalogs, marketers are able to paint a more accurate picture of individual customer behaviors and preferences. As automation puts the data into campaign action, the goal is to create a one-click contextual ripple effect, where insights gained from previous interactions inform subsequent messaging to more effectively drive future customer engagement. As marketers, you've earned those click actions, so put them to good use to fuel your automated email and cross-channel experiences. Then, once you have a clear strategy of how to put your data into action, test your theories and, as Steve Jobs said, start to "trust that the dots will somehow connect in your future." Why Marketers Love Big Data & Hadoop Michele Nemschoff VP of Corporate Marketing, MapR Technologies Posted on July 19th 2014 In the past advertising and marketing was pretty straight forward. Girls like pink and boys like blue. Women belonged in an apron and men in the garage. Furthermore, the power was in the hands of businesses rather than those of the consumers. Thankfully, the cultural and digital revolution changed everything we once knew about advertising. In today’s world, the consumer has all the power. We do what we want, when we want. We can skip commercials, opt out of advertising and navigate our own way through our buyer’s journey. In short, we can outright refuse to be marketed to.