Data is the digital residue of behavior. It is the contrails of customer intent -- a thin, wispy proxy for the rich bandwidth of the real world. It does have a purpose, but it should be just one tool in a marketer’s toolbox. Unfortunately, we tend to use it as a Swiss army knife, thinking it’s the only tool we need. The problem is that data is seductive. It’s pliable and reliable, luring us into manipulation because it’s so easy to do. It can be twisted and molded with algorithms and spreadsheets. But it’s also sterile. There is a reason people don’t fit nicely into spreadsheets. There are simply not enough dimensions and nuances to accommodate real human behavior. Data is great for answering the questions "what," "who," "when" and "where." But they are all glimpses of what has happened. Stopping here is like navigating through the rear-view mirror. Click Read More below for additional information.
Take a quick look at a video clip from a session at the recent NEMOA conference in Boston. I was asked to weigh in on my thoughts on print. This was my response…https://www.jschmid.com/blog/what-is-this-cool-new-technology-called-print/
Sometimes, direct mail marketing is really fun. Have you ever opened a can of worms? I did, and that dimensional mail really was a can of worms. I received a soup can in the mail about 25 years ago. It looked just like a Campbell’s soup can, but instead of chicken noodle soup it was labeled “Can of Worms.” If you didn’t look too closely, you would swear it was a real soup can. Being in the direct marketing business, I appreciate stuff like this. It is one of the best promotional items I have ever received and I have never forgotten it. Dimensional items are fun to get in the mail. What fun mail pieces have you seen or mailed? Click Read More below for additional information.
At a time when consumers, advocacy groups and regulators seem to be more vigilant than ever about consumer data privacy, a new study by Google and the National Research Group (NRG) finds a significant number of consumers are willing to share some of their most personal data with voice assistant technology in order to have a more personalized media experience. While it may make sense that nearly half (46%) said they are willing to share their media consumption history, more than a quarter said they also were willing to share such sensitive personal information as their location history (29%), purchase history (28%), banking information (27%). Click Read More below for additional detail.