I love you guys.
Oh - and - plus 100 to what Doc said. Marketers are running down a rat hole to get more data - it's replaced the BIG IDEA of creative ads [aka mad men]. They will soon learn that data without understanding that human beings are behind those screens is just plain dumb. It is not about them. It is about us - hence the logic of VRM.
If we are in a relationship economy , no two relationships are the same - this stuff is hard messy and subtle - but the big guys always go for "scale" and "efficiency". Perhaps a "win" in the short term but not the long run.
Rant over. ------------ Cheers, D
Apologies for the brevity. Sent from mobile phone. On Jun 9, 2015, at 5:46 PM, Nathan Schor <
">
> wrote: Drummond, Nicely put –> every service currently being offered by the surveillance economy without any of the downsides of the surveillance economy. That's a VRM economy. Nathan Schor 305.632.1368
">
From: =Drummond Reed [
">mailto:
]
Sent: Tuesday, June 9, 2015 4:30 PM
To: Johannes Ernst
Cc: Don Marti; Doc Searls; James Pasquale; ProjectVRM list
Subject: Re: [projectvrm] Ad Tech Is About To Get Boring, And That’s Good For Marketers | TechCrunch +1. If you have a smart way to give the vendors you want access the data you want them to have—and if you feel confident that the data is remaining under your control—then you can get every service currently being offered by the surveillance economy without any of the downsides of the surveillance economy. On Tue, Jun 9, 2015 at 4:19 PM, Johannes Ernst <
" target="_blank">
> wrote: This is a common, but to me rather unconvincing argument. Yes, certain data is needed in order to accomplish certain things. But it does not follow that a third party (Google) needs to have that data, only that the data needs to be somewhere. This article essentially argues that because people need spreadsheets to do their budgets, the spreadsheet needs to be hosted by Google. No, it only needs to exist somewhere, and can also run on my local PC. Admittedly it is a lot easier for Google to run their algorithms in their data centers, than for Apple or anybody to run the same algorithm on the user’s own hardware. However, given that Apple doesn’t know what to do with all the cash they are generating, this seems to be a solvable problem IMHO. Dustin Curtis (via Daring Fireball):
Apple is going to realize very soon that it has made
a grave mistake by positioning itself as a bastion of
privacy against Google, the evil invader of
everyone’s secrets. The truth is that collecting
information about people allows you to make
significantly better products, and the more
information you collect, the better products you can
build. Apple can barely sync iMessage across devices
because it uses an encryption system that prevents it
from being able to read the actual messages. Google
knows where I am right now, where I need to be for my
meeting in an hour, what the traffic is like, and
whether I usually take public transportation, a taxi,
or drive myself. Using that information, it can tell
me exactly when to leave. This isn’t science fiction;
it’s actually happening. And Apple’s hardline stance
on privacy is going to leave it in Google’s dust.
http://dcurt.is/privacy-vs-user-experience
Some good points. It's possible that Google is going
to make the "much better Yellow Pages" (as Bob Hoffman
puts it) kind of medium out of Android -- which makes
Google's platform much worse for brand advertising, but
that's fine, because there's money in search ads too.
Are we rebuilding the two-class system of
directory/search ads (was Yellow Pages, now mobile)
and branding ads (was magazines, now web)? That might
not be so bad.
begin =Drummond Reed quotation of Mon, Jun 08, 2015 at 09:08:30PM -0700:
Giant +1. Notice that Apple, taking the privacy stand, is not touting Big
Data.
On Mon, Jun 8, 2015 at 8:32 AM, Doc Searls <
" target="_blank">
>
wrote:
Marketing got the tech budget. (And other budgets as well.) The sellers of
Big Data Solutions to Marketing made sure of that. IBM and its competitors
did a brilliant job of both driving the Big Data meme and addressing their
pitches to CMOs. (“No, we can’t talk to your CIO or your CTO. We need to
talk to your CMO. Don’t have one? Call us when you do. Meanwhile, have this
analyst report on Big Data we paid for.”)
Thus we have a mania in business today, where every company is a Jones
trying to keep up with the other Joneses. You can’t have too much data, too
much tech for data, and know too much about everything your business
touches, especially your markets and your customers. Hence all the focus on
surveillance, “data driven creative” and the rest of it.
I don’t know where it ends, but I do know VRM — by making customers more
independent and engaging — can help burst the bubble. Data matters within
VRM, of course. But capabilities are the main thing.
Doc
On Jun 8, 2015, at 11:19 AM, James Pasquale <
" target="_blank">
> wrote:
And this is good news for VRM efforts… Why rest now when we are so close
to it: Time to convince the CMT to let the individual drive the
conversation and focusing on marketing signals based on permissions.
Copied TEXT from article link
“Marketing is rapidly becoming one of the most
technology-dependent functions in business,” a CTO and marketing analyst
for Gartner wrote in a Harvard Business Review article titled The Rise of
the Chief Marketing Technologist
<https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist>.
In the most recent Accenture CMO Insights survey, 78 percent of marketers
said they believe marketing will undergo a “fundamental” change over the
next five years, becoming significantly more focused on technology. And for
the past few years, marketers have come to accept as gospel,
the Gartner prediction that CMOs will outspend CIOs on technology by 2017.
http://techcrunch.com/2015/06/06/ad-tech-is-about-to-get-boring-and-thats-good-for-marketers/?ncid=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Techcrunch+(TechCrunch)&utm_content=FaceBook
<http://techcrunch.com/2015/06/06/ad-tech-is-about-to-get-boring-and-thats-good-for-marketers/?ncid=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29&utm_content=FaceBook>
--
Don Marti
http://zgp.org/~dmarti/
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