I think "send some data" is conceptually
problematic, and gets at the fundamental problem with big data
and its ilk. The minute data is sent, it starts to
deteriorate, like fruit that has fallen from a tree.
Let me run with this analogy. Lets say people are fruit trees
and their data is their fruit. The best fruit stays alive on
the tree.
Currently big data harvests the fruit, which eventually rots, and
the trees resent that their fruit is being taken and for the most
part wasted.
Advertisers are looking for specific kinds of tress that are
indicated by the fruit that they bear. This is important --
advertisers are interested in the trees, not the fruit.
What advertisers need is a tool that helps them find the right
trees. The fruit indicates the right trees.
MyMindshare is a tool that inventories the fruit trees and allows
advertisers to find the trees with the right fruit profile,
without picking the fruit, and delivering the advertisers message
to the right trees.
So why should the trees enter their fruit in the inventory?
Because advertisers are ready willing and able to pay to get their
message to the right trees.
Jim Bursch
310-869-5340
">
@jimbursch
On 12/12/2013 7:19 AM, Peter Cranstone wrote:
"
type="cite">
Totally agree - what becomes important is the signaling
method. Can consumers change behaviors (if the tools are
there) to signal (communicate) the right message or will they
simply keep doing what they’re currently doing?
It’s almost like we need multiple intent signal profiles…
- It’s ‘Me’ (need to send some data) - just surfing but I
like X, Y & Z
- It’s ‘Me’ (need to send some data) - Interested in
buying X, Y & Z
- It’s ‘Me’ (need to send some data) - I want to buy X, or Y
or Z if the price is right
Sending NO data is not really a viable option - sending
quality data and the right amount of it to provide some value
is going to be required.
From: Jim Bursch <
">
>
Date: Wednesday,
December 11, 2013 at 5:06 PM
To: "
">
"
<
">
>
Subject: Re:
[projectvrm] Theory of peak advertising
I think there is
something that is being missed. Advertising is
communication -- the point of advertising is to
communicate a message to a potential customer, and
more specifically, to communicate the right message to
the right person, which would be the person most
likely to buy or otherwise act on the information.
Advertisers don't give a squat about data -- they have
no interest in purchasing data. What they want is to
communicate to the right person at the right time.
The promise of "big data" is that they can identify
the right people at the right time, a promise that
they generally fail to deliver on.
Advertisers will pay to get their message in front of
the right person. The premise of MyMindshare.com is
that advertisers should pay consumers directly to get
in front of the right people. If advertisers are
paying, that creates an incentive for the right people
to raise their hand and say "I'm the person you are
looking for."
Twitter with an eBay business model.
Jim Bursch
310-869-5340
">
@jimbursch
On 12/11/2013 2:05 PM, Peter Cranstone wrote:
"
type="cite">
>> With that in mind, it seems important to
understand that tools are not useful unless they come
with incentives to build mutually beneficial
relationships.
Yep. Make it easy for the user to send his/her
private data and in turn make it easy for the Vendor
to read and do something with that data in real time.
Remove the friction and drive up the value. Apple’s
iTune store and Amazon’s web site are prime examples
of removing friction.
From: Jake
Parent <
">
>
Date: Wednesday,
December 11, 2013 at 2:54 PM
To: Matt Hogan
<
">
>
Cc: Adrian
Gropper <
">
>,
Kevin Cox <
">
>,
"Peter J. Cranstone" <
">
>,
Don Marti <
">
>,
Marc Guldimann | Enliken <
">
>,
ProjectVRM list <
">
>
Subject: Re:
[projectvrm] Theory of peak advertising
People definitely understand the
language of value. But to me the future of
marketing is in reducing the transactional (and
often antagonistic) nature of the buyer/seller
relationship and replacing it with a process of
mutual value creation. In other words, an
understanding between these two parties that
businesses providing customers with something
isn't a zero-sum game.
In fact, as a marketer, I strongly believe
that a more community approach to business not
only maximizes value for the customer but also
for the business - it allows them to better
harness customers as researchers, innovators,
and sales-people.
With that in mind, it seems important to
understand that tools are not useful unless
they come with incentives to build mutually
beneficial relationships.
Jake
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