Re: [projectvrm] Ad Tech Is About To Get Boring, And That’s Good For Marketers | TechCrunch

[Don Marti < >]

Marketing has been slowly getting into a less and
less productive relationship with customers -- more
and more like the kind of relationship that spammers
or malware authors have with the user base.

Good recent example:

    Airtel's mystery code raises privacy concerns
    
http://timesofindia.indiatimes.com/tech/tech-news/Airtels-mystery-code-raises-privacy-concerns/articleshow/47599548.cms

    "Airtel or a third party could be tracking user
    behaviour and even monetizing it. These scripts
    are also used for inserting advertisements
    into the webpage based on the user's browsing
    pattern. The tactic is clearly a violation of
    user consent as the code is inserted without
    his knowledge and even of net neutrality as the
    original content is altered."

The more time you spend on "what norms violation can
we get away with?" the less time you have for "what
do people not know about us that we want them to?"

(IMHO a lot of this has to do with the demographic
limitations of Internet companies -- too many meetings
where unquestioned assumptions of the Bro Code are
translated directly and unconsciously into business
model.)

begin Deb Personal email quotation of Tue, Jun 09, 2015 at 05:54:38PM -0700:
> 
> 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.
> >  
> > That's a VRM economy.
> >  
> > On Tue, Jun 9, 2015 at 4:19 PM, Johannes Ernst 
> > <
 >
> >  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.
> >  
> >  
> > On Jun 8, 2015, at 23:20, Don Marti 
> > <
 >
> >  wrote:
> >  
> > 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 
> > <
 >
> > 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 
> > <
 >
> >  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/
> > 
 
> >  
> >  

-- 
Don Marti                    
http://zgp.org/~dmarti/