What LinkedIn’s marketing prospects look like after its Bizo buy

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Deanna Lawrence:

An interesting future for LinkedIn.

Originally posted on Gigaom:

Last weekend, Bloomberg News got ahold of what it claimed was an internal LinkedIn memo where the company envisioned a $1 billion business by 2017 as an “integrated marketing and sales platform” for business-to-business (B2B) marketers, fueled with its $175 million acquisition of Bizo. Business Insider posted the purported document a few days later. Is this vision realistic? And what does it mean for digital marketing and advertising?

What Bizo does is what marketing automation phrase-makers call “multichannel nurturing.” Most of that nurturing drives either email marketing or advertising re-targeting. In B2B marketing, it’s usually about lead generation and email lists — the path from white paper or webinar through Marketo to sale and back again.

Can LinkedIn pull it off?

LinkedIn’s marketing solutions revenue was $360 million in 2013, and was weighted towards ads and content marketing that complement LinkedIn’s main business of recruiting and career management. Ads for conferences…

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41% of U.S. Consumers willing to make a Pri-vestment – @eMarketer

Discounts Drive Some US Consumers to Disregard Privacy Concerns – eMarketer.

Recent studies show that consumers are taking extra steps to keep information private.  Perhaps to avoid spam messages, or to reduce all of the noise, from marketers that know nothing about them. This article, from eMarketer and a recent study by TRUSTe reflects the extremes people are willing to go to to protect privacy.

What is interesting…

At the same time, people are also willing to share  a  little more about them, but only with brands that will pay attention.  Brands that offer truly relevant messages, offers and discounts are rewarded with continuous learning. This idea is supported by an October 2013 study by  Etailing Solutions, suggesting an interest in extending privacy in return for better discounts.

“But there is one exception a significant portion of consumers would be OK letting marketers use their personal data for: a good deal on products and services. According to an October 2013 survey from Etailing Solutions, 41% of consumers agreed or strongly agreed that they were willing to let marketers use their personal data to provide discounts on goods and services”

We have recently conducted a great deal of brand and consumer interviews for our startup.  Our findings reinforce a willingness to exchange privacy, in return for a more “worth-it” connection with brands.  On the brand side, they are challenged with the idea of response, but look forward to moving closer to consumers on an individual level. 

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Sites scrape heaps of our data, so why don’t we get a personalized experience?

Deanna Lawrence:

Soon! Looking forward to sharing more about our start-up. FOMO solved as well as our desire for relevance. Data and privacy working together.

Originally posted on Gigaom:

Almost everything we do – from driving to work to calling our families to ordering a sandwich for lunch – creates millions of pieces of useful data about our likes and dislikes. So web sites should be serving us a uniquely tailored set of content, right? Yet for the most part, the experience for users has remained static. While there are exceptions, much of the personalized element of most online content is the advertising (oh, and weather).

Consider the following: My grandmother in Florida and my buddy in Tel Aviv see the exact same site when they visit USAToday.com (except for the ads). Why is that? Both my grandmother and my buddy bring dozens of pieces of data with them to every site they visit. Our current-generation technology is capable of giving each of them a more personalized, contextual site experience, yet most web publishers don’t utilize this capability.

In the near…

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Events… A Real-Time Journey

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Great example of connecting. 

The journey…takes followers and fans from a the-event to an our-event experience!

For events…consider three steps.

  • Pre-event – Build anticipation, listen and learn. See what is important and how followers/fans are talking about the event.
  • During-event – In real-time co-celebrate with followers/fans.  Respond, share content and reward followers/fans. The authenticity of their real-life experience(s) are moments that should not be missed.
  • Post-event – Emotional triggers.  Followers/fans will be looking to see how the event played out.  What did others share? Wish I could be there…moments for those far away.

Great social moments are born from great social opportunities!

Why Apple needs a wearable computer as much as wearables need Apple’s touch

Deanna Lawrence:

Wearables and connected devices are quickly changing how we live. Freeing up time, and enabling us to effortlessly check on this-and-that is important. Tracking our health and minding our connections is also important. Apple is certain to give us some very useful options…that fit our lifestyle.

Originally posted on Gigaom:

There are some pretty basic — but tough — requirements for creating a wearable computer with mass consumer appeal: it has to be comfortable, stand up to dirt, water and sweat, and, perhaps most importantly, it can’t make you look like a huge nerd. No one has managed to do this yet. However, as some of the biggest players in the mobile industry race to figure out how, it’s looking more probable that Apple is preparing to put its own twist on this nascent market.

By registering trademarks for iWatch all over the world and hiring an experienced fashion executive, Apple(s AAPL) appears to be preparing for the launch of its first wearable computing device. Should such a smartwatch eventually emerge from Cupertino, and if Apple has figured out a way to make a geeky product mainstream, it could have the same effect on the fledgling wearables market that the…

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Rory Sutherland knows how to save marketing (Wired UK)

See on Scoop.itTrends: Mobile, New Media, Market Research and Collaboration

Why the next big technology may not be a technology at all

Deanna Lawrence‘s insight:

See on www.wired.co.uk