The newest version of a sweeping bipartisan privacy bill, unveiled Tuesday morning, would effectively prohibit companies from serving ads to people based on their web browsing activity. The latest iteration of the American Data Privacy and Protection Act prohibits companies from collecting or processing “sensitive” data -- including information about people's online browsing behavior -- for ad purposes. Specifically, the measure's definition of sensitive data includes “information identifying an individual’s online activities over time and across third party websites or online services.”
Disrupt. Delight. Drive. Three words that, together, form a mandate for our catalogs. From crowded mailboxes our books need to stand out and garner attention; pay off that attention with content that creates desire, and – ultimately – compel our customers to click, call or visit. It’s a tall order. And that first piece, Disrupt, is the 1st priority. If it doesn’t happen, the other two won’t. We could mail an 11” x 17” oversized book. That will get noticed. So would a ‘scratch and sniff’ cover? But most of us don’t have budget to add a bunch of bells and whistles just to make us louder than the other guys.
I’m particularly mindful of this as I wade through the current flood of women’s clothing catalogs in my own mailbox, most of them conveying the long-suffering Spring + Early Summer + Mother’s Day mashup: covers graced with women pouring each other glasses of Rosé, or bikes with flower-filled baskets. Make no mistake: this is not a judgement, but a shared burden. What can we do—any of us—to stand out in a sea of perpetual sameness, when all we have to work with is the traditional, two-dimensional real estate of a catalog cover?
For the rest of the story, go to: https://www.jschmid.com/blog/stand-out-in-a-sea-of-sameness/