Re: [projectvrm] Internet of clothing

[Don Marti < >]

Some information needs to flow in order for a sale to
take place.  So there are several strategies...

 * Database-based - mainly customer-to-vendor data flow

 * Consultative - bidirectional flow (mostly balanced)

 * Reputation-based - mainly vendor-to-customer data flow

(Consultative is not balanced at any one time
-- may starts more like reputation-based, then
customer chooses to share more information about the
specific need.  Traditionally consultative is split
into "marketing" (build reputation) and "sales"
(gather customer info and close) but it doesn't
have to be.  A freemium model is like old-school
consultative but backward, with the customer sharing
data and developing trust in advance of the seller
building the needed reputation to close the deal.
(And any of these can be more or less "data-driven"
(being creepy does not make you better at math --
the mathematics of reputation marketing are more
interesting than those of database marketing.)
(and yes, there are 3 main kinds of advertising,
too: user-targeted, search, and contextual -- but
they don't necessarily map to the 3 strategies.))

The more that your strategy matches pure reputation or
consultative, the less you need the creepy one-sided
database marketing.  If you're purely reputation-based
your brand lives in the customer's head, and if
you're consultative the customer is choosing to share
with you.

As far as I can figure out, most legit business is
more on the side of user data self-determination
than not.  (I don't think Doc should be shorting
adtech stocks because of the likelihood that they'll
get snapped up by, for example, $T and $VZ trying
for a surveillance marketing gold rush, but it would
probably be a good investment to buy put options
in whatever public companies are talent-acquiring
adtech.)

begin Doc Searls quotation of Thu, Jul 21, 2016 at 11:27:33AM -0400:
> 
> > On Jul 21, 2016, at 6:28 AM, John Wunderlich 
> > <
 >
> >  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/ 
> <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,
> > 
> > Sent frum a mobile device,
> > 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 
> > <
 
> >  
> > <mailto:
 >>
> > Sent: Thursday, July 21, 2016 3:01 AM
> > Subject: Re: [projectvrm] Internet of clothing
> > To: Doc Searls 
> > <
 
> >  
> > <mailto:
 >>
> > Cc: ProjectVRM list 
> > <
 
> >  
> > <mailto:
 >>
> > 
> > 
> > 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 
> > <
 
> >  
> > <mailto:
 >>
> >  wrote:
> > 
> > <http://digiday.com/brands/threads-benefits-wtf-internet-clothing/ 
> > <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
> >  
> > <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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> 

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