It’s not the wave you’re expecting that knocks you down when you’re body surfing in the ocean. It’s the waves you didn’t expect, behind that first wave. It’s the same with Unintended Consequences. And, given its complexity and scope, it’s likely that the General Data Protection Regulation (GDPR) — whose implementation begins today — will […]
After GDPR, here come the Unintended Consequences Read More »
Consumer interaction with content used to be a straightforward process. There was a simple set of delivery vehicles — print, radio, television and film — and an equally defined set of mechanical interfaces, usually consisting of pages, knobs and dials. Media companies have always needed to determine which format was optimal for specific content, and
Human-computer interaction and digital advertising Read More »
In last month’s article, I introduced an updated marketing operations (MO) maturity model defining the five stages of maturity: Unaware, Efficient, Effective, Customer-centric and NextGen. The last two stages of maturity — Customer-centric and NextGen — are particularly important as marketing takes on the massive responsibility of helping the company pivot to a customer-centric strategy.
Becoming customer-centric: A tale of a NextGen MO organization Read More »
One of blockchain’s main selling points is that all of its transactions are public. Even in private blockchains, transactions can be public to all of the participants in that network. But that can also be a major drawback, since many kinds of transactions need to remain private because of the financial terms, the competitive strategy,
Lightstreams seeks to solve a blockchain vulnerability: It’s too public Read More »
The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.” The charter follows a data manifesto issued by the organization earlier this year. Last year, programmatic advertising platforms were schooled both verbally and
WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’ Read More »
At this year’s F8 conference earlier this month, Facebook announced that brands can now use its Camera Effects Platform to employ augmented reality (AR) with Messenger bots. Four brands — Kia, Nike, Sephora and ASUS — participated in a closed beta to incorporate this added capability. Kia showed off its Stinger car, Sephora enabled virtual
Why Nike’s AR experiment for Facebook Messenger was a hit with its customers Read More »
When it comes to Account-Based Marketing (ABM) measurement, there’s good news and there’s bad news. The good news is that we have the ability to measure everything. The bad news is that we have the ability to measure everything. Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM)
If you read these pages regularly, you know that the General Data Protection Regulation (GDPR), a European law that governs the handling of European Union (EU) members’ data, will come into full force on May 25. But even with all the coverage — and there’s a lot — we’re still unclear as to how the
In the hubbub over all the new technologies, the workhorse marketing automation platforms keep doing their jobs. And in “Marketing Automation Technology Forecast, 2017 to 2023 (Global)” [available for Forrester clients only], its first such report on this space, research firm Forrester predicts that spending for these kinds of tools will grow vigorously over the
Shoppables are evolving at a pace that would make Darwin’s head spin. Last month, for instance, Snapchat announced it was launching a new Shoppable AR [Augmented Reality] Lens that can offer a “Buy Now” button on top of a branded Lens. Pinterest’s Shop the Look recently expanded to offer more than 100,000 shoppable products for
