“A variety of signals”…relevant and interesting or noise?
I can’t imagine our world advancing in a more positive direction without Twitter. #Connected
An interesting future for LinkedIn.
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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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.
Instagram is the Fashion Connecting Point.
More than 11,000 likes and comments that can be used to create what’s next!
Soon! Looking forward to sharing more about our start-up. FOMO solved as well as our desire for relevance. Data and privacy working together.
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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