Re: [projectvrm] Internet of clothing

[Doc Searls < >]

On Jul 21, 2016, at 6:28 AM, John Wunderlich < " class=""> > wrote:

Sometimes I read stuff like this and am reminded of an episode of "Big Bang Theory" in which Sheldon, the archetypal nerd with no social skills, determines that he can make friends by following a flow chart. Marketing is not a one-to-one tool, it is a brand management and presentation tool.

Right. Back in the decade it was never marketing’s job to touch the customer. That was sales’ job. Since the world became digital, however, and it is now possible to know much more about customers, marketing thinks it can touch the customer so much better than sales — or anything — can. But it’s wrong. Mostly it can find more ways than ever to annoy customers. Truly personal relating, or giving customers new powers on their own, is still off the table.

Companies would do better, it seems to me, by 1) hiring customer facing staff based on their people skills (with training and promotion based on customer reviews and feedback); and 2) ensuring that the Voice of the Customer (as we used to call it at a company I worked for) is front and center of any new programs or systems development.

Iain’s own operation is called The Customer’s Voice, btw. :-)

Evrythng <https://evrythng.com/activate-digital-identities-for-products/> appears to be a closed, proprietary, top-down system built for better marketing. Not to give customers more or better things to do with their clothes.

It is, however, a pico business, and that’s very interesting.

Doc

John Wunderlich,

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Pleez 4give speling erurz

"...a world of near-total surveillance and endless record-keeping is likely to be one with less liberty, less experimentation, and certainly far less joy..." A. Michael Froomkin

_____________________________
From: Iain Henderson < " x-apple-data-detectors="true" x-apple-data-detectors-type="link" x-apple-data-detectors-result="0" class=""> >
Sent: Thursday, July 21, 2016 3:01 AM
Subject: Re: [projectvrm] Internet of clothing
To: Doc Searls < " x-apple-data-detectors="true" x-apple-data-detectors-type="link" x-apple-data-detectors-result="1" class=""> >
Cc: ProjectVRM list < " x-apple-data-detectors="true" x-apple-data-detectors-type="link" x-apple-data-detectors-result="2" class=""> >


yes, I think this sentence sums it up…..

Vargas said that the goal is to make marketing smarter, by turning it into a one-to-one tool. Having more information readily available will improve customer acquisition, said Vargas, and reaching customers with relevant information will improve brand loyalty.

Anyone believe that will actually happen?

Iain

On 20 Jul 2016, at 18:23, Doc Searls < " class=""> > wrote:

<http://digiday.com/brands/threads-benefits-wtf-internet-clothing/>

<http://www.glossy.co/connected-fashion/internet-of-clothing-comes-closer-to-reality-in-latest-video>.

Might have a pico angle, or a VRM one. Or both. Not sure. So far looks too top-down, at least to me.

But maybe hackable in a p2p way.

Thoughts?

Doc

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