@daniel-hetherington
Active 5 months, 3 weeks ago-
Daniel Hetherington posted a new activity comment 6 months, 2 weeks ago
This was an incredible experience to have the opportunity to work with so many thought-leaders and creative minds within the industry and out. After working for over 10 years in one organization, finding fresh new perspectives within this program is what precisely the doctor ordered . I could not have asked for a more rewarding experience to be…[Read more]
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Daniel Hetherington wrote a new post, Meeting with Faculty Advisors: 11/15/21, on the site Momento 7 months, 2 weeks ago
Meeting with Debbie 11/15/2021
Agenda:
Review class presentation slides 1-6
Prototype ReviewSlides 1-6
Prototype –
Take 2 minutes to do a deeper dive of the pro […]
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Daniel Hetherington wrote a new post, Meeting with Mentor Debbie: 11/1/21, on the site Momento 7 months, 4 weeks ago
Meeting Notes:
“Thoughtfulness” in Momento’s Product – Differentiator
People are disengaged in thoughtfulness
People are stretched thin (bandwidth)
Momento gives you that organization i […] -
Daniel Hetherington wrote a new post, What We Can Learn From The Fyre Festival, on the site Daniel Hetherington 8 months ago
If you have not seen Netflix’s Fyre: The Greatest Party That Never Happened or Hulu’s Fyre Fraud documentaries, take the time to do so, and you will learn how social media and mobile technology today can have suc […]
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Daniel Hetherington posted a new activity comment 8 months ago
Does this mean I have to sit down with my parents and explain to them the new App on their cellphone is the same thing? The answer thankfully is no. I take this how Comcast is to Xfinity, Though a lot of us still call it “Comcast cable” , they rebranded it Xfinity because Comcast has now expanded itself deeper into the entertainment industry. More…[Read more]
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Daniel Hetherington posted a new activity comment 8 months, 1 week ago
Social media outlets to me is all about intent. What are their intentions? Is their intentions really to keep in impartial or to try to suppress the popular or least popular viewpoint?
Facebook now shows you what you want to see in a bubble of information which can grow perception bias’s. What scary algorithmic back-end will TRUTH develop to…[Read more]
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Daniel Hetherington wrote a new post, Catching Up Ethically – The Surveillance Economy (Economics of Surveillance), on the site Daniel Hetherington 8 months, 3 weeks ago
Artificial intelligence and the access to our data are having profound effects on our economy. It’s our generations “Industrial Revolution” , when in the past, it was where people gravitated towards cities and […]
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Daniel Hetherington posted a new activity comment 8 months, 4 weeks ago
Your post goes into a lot of what we’ve been reading about in terms of marketing: focus. Applications need a focus and need to put a clear path for the user in front of them to complete a specific task. An “App” that can do it all I would steer clear of. In particular, as smartphone users, we’ve grown accustomed to these applications giving…[Read more]
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Daniel Hetherington posted a new activity comment 8 months, 4 weeks ago
The response of Facebook, to me, was a PR disaster as well. Instead of discrediting the whistle-blowers information with hard facts or data, they decided to “shoot the messenger” and attack her character as a disgruntled ex-employee. In my opinion, a lot of top level executives don’t realize the monsters they create from their policies or the…[Read more]
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Daniel Hetherington wrote a new post, Would you put a dollar amount on your privacy?, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 9 months, 2 weeks ago
According to Technology Policy Institute (TPI) at CPOMagazine , internet users in the United States value their contact information at a cost of about $3.50 per month and the stats on our bank accounts only at […]
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Love this Dan – I think platforms models need to be reshaped. I’d rather pay Facebook and Twitter to use them, and know what I am getting into (to your point) clearer language, than have everything be ambiguous as it is today. Perhaps we will see a shift to those models, The dating apps all offer a premium service and certainly have users. I wonder if that entices advertisers more as they could potentially be getting a more engaged user set if you are paying for it. I know I would be on twitter way more if I was paying for it.
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You beat me to the post with your reply, Dan.
On a site-by-site basis, it’s easy to rationalize paying directly for the service than suffering an ad-supported model. That being said, such a system would ultimately favor the largest publishers that have sufficient audiences that they can subsidize the best pricing (think the Walmart effect),.
How would smaller, more niche publishers survive in such a space? If they had to move their “publishing” or services from their own site to a virtual “stall’ on Facebook or Amazon, is that equally desirable?
On a separate note, what do you think your ceiling is for “monthly content allowance”? People love to complain about the cost of cable, but think of all the content (that you may or may not watch) that comes with that price. Then, try adding up what it would cost to have a Netflix, Prime, Hulu, Facebook, Twitter and on “premium” subscription.
Staying true to my claim to always seek moderation, I believe the current system is broken but a strict subscription model might limit choice and concentrate power even worse. Where do we find equilibrium? Where as a marketer can you improve upon the experience?
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That’s a great point, it would certainly add up having all of those subscription models. I think from a marketing standpoint, we need to be more transparent. Let’s use the Flyers as an example, if they came to me and said – here is all the data we have on you, here is how we use it in a very easy to understand way I think that would be great. I’m not going to turn down the Flyers because they are a brand I love, but maybe I say “hey, you don’t really need access to my other contacts and I can live without X feature you give me for that access” perhaps that is a better approach? There certainly needs to be some correction, but like you said, not sure going the complete opposite way is the best course of action.
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Not sure if we’ll really get into this, but if you’re following the trades the “death” of third-party (3P) data will likely give rise to a first-party (1P) future that functionally isn’t all that different.
It’s a lot easier to feign transparency when a brand has collected the data on you themselves via their direct interaction with you (regardless of if you understood or even read the T&Cs).
From there, we just need a neutral arbiter to “match” audiences between 1P datasets. These companies and technology already exist, but the theory is easier to speak to than the execution.
Essentially, rather than just straight up buying data on their customers via 3P sources, the industry is going to put the onus on brands to make an effort to collect that data themselves and then collaborate with publishers to scale / blend for the direct application in their campaigns.
This conversation evolves by the day, but all the talk about “drastic change” is limited by the business dynamics that underpin our content ecosystems.
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It’s amazing to me how disconnected people can be from this topic, but, as we’ll see on Wednesday, the system is designed to be opaque and inaccessible. It also subsidizes most of the content we consume, so there’s a clear business interest to keep the system in place. By focusing the question on “how much is your data worth?”, we shift the onus to the consumer to “demand” change and, in the process, apparently set a low bar for any potential market.
But … what if a tech company wasn’t tied to its ability to sell ads to monetize its products and services?
Apple is such a company and has lead the way on advocating for consumer privacy (for entirely altruistic reasons, of course). With changes to iOS, users are now opted-out of ad tracking and targeting by default.
https://mashable.com/article/ios-14-5-users-opt-out-of-ad-tracking
Should this be the default for all tech companies? Would there be unintended consequences of this standard?
Would we all be better off asking what it would cost companies to get us to turn tracking back on, rather than a hypothetical once we’re already fully into their ecosystem?
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I am not surprised by this information at all. I would never have guessed that high, but it is still not a shock.
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Daniel Hetherington posted a new activity comment 9 months, 2 weeks ago
Great topic. The problem I see with a lot of these mom and pop shops and private owned restaurants is they simply don’t have the economics of scale to afford these middlemen to skim large percentages of the profit. The business owner will have to make an informed decision based on math and data. If you have 30% or lower margins on each food sale,…[Read more]
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Daniel Hetherington posted a new activity comment 9 months, 2 weeks ago
This post underscores what was taught tonight in class that we need to know were our customers communicating and how they are communicating. For instance, I belong to a MeetUp group, a community online that share and experience activities based on their interests. My specific MeetUp group was hiking, and sure enough, it was only a matter of time…[Read more]
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Daniel Hetherington posted a new activity comment 9 months, 2 weeks ago
Very provocative. To Sean’s point, my theory culture is changing at the sometime technology is changing, and our culture is becoming more dependent on it because of our rationalization that we sacrifice what we are accustom to for the benefit of society and efficiency.
Take the town clock for instance. For us, it has become ubiquitous in how…[Read more]
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Daniel Hetherington wrote a new post, Hyper-automation in digital marketing is the future., on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 9 months, 3 weeks ago
Imagine getting an automated push message saying to review a product on Amazon.com only a day after receiving it, that is a simplification of the type of digital automation we use today. However in the […]
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Nice to meet you, Dan! I like to the concept by Bill Gates and agree that proper processes should be put in place before integrating automation. I work in Production and automation has been a huge initative for our sites to reduce costs and increase output. However, inefficient processes in warehouse and getting components to the actual production floor result in underutilized resources and downtime on our new automated lines. Our site should have first focused on improving these processes in warehousing before investing into automated lines that are ineffectively leveraged for optimal use in production.
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I hear this a lot from clients: the possibilities of AI are so exciting!
The reality of getting there, however, are far more mundane and complex. As Mr. Gates so eloquently put it, the technology magnifies rather than reimagines existing process.
You point out two obstacles which are considerably more onerous than most expect: organizational buy-in and “higher value” tasks.
On the former, human nature prizes specialty. “My way” of doing things is a result of some unmeasurable benefit, not my own preference. While we can broadly commit to a process in many cases, we could do a Learnthon alone on all of the ways I have seen process collapse based on all degrees of nuance (What is a “campaign” and who gets to decide? Can campaign have multiple KPIs?). Unified data without nuance (i.e. context) is borderline without value and nuanced data can become borderline unusable as by nature it is not easy to unify.
On the higher value tasks, we tend to underestimate the limits of our own ability. Creative / Mental burnout is real, as many of you no doubt have felt often over the last year. If our “human” edge is that machines react to signals they recognize whereas we can interpret and create beyond their ability, is there a limit to “how much” of that we can actually do? Do we need the mundane as an offset, if for no other reason than to have occasionally less taxing work to mentally recharge?
This is one of the many experiences that has led me to embrace the “1% better” approach. In addition to keeping things focused on improvement, it helps to manage ambitions. Rather than tackle the incredible, we make change more manageable. This in turn should make it more achievable, but also helps to minimize unintended consequences should they arise.
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This is a really timely post and very relevant to this week’s reading. I enjoyed comparing your post to the article “Your Company Doesn’t Need A Digital Strategy.” Particularly this part, “Build essential leadership capabilities, not just technical ones. The top digital leaders think of digital transformation not as a project, but as a capability.” Companies don’t need an improved digital strategy, instead a new strategy that allows technology to facilitate it. I think success happens with a couple of the points you make, you need strong leadership and buy-in. Thanks for sharing.
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The future isn’t prevalent without a digital foundation. Maturing technologies like artificial intelligence, process mining, and robotic process automation are foundational blocks that unlock something bigger. As an entry-level candidate, I haven’t seen how hyper-automation allows for automating activities that span multiple departments, systems, and job functions. As long as you pitched that automation eliminates low-level cognitive tasks and frees employees to focus on higher-level creative work, managers should see the benefit.
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Great point, Sunaina. Bad data is the Achilles heel of automation.
Since humans are going to err, is really viable to think AI will deliver on its promise? Or will the “pain” of making you cancel/update your order be enough of an incentive to condition people to improve their “data” (or at least keep it updated)?
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Honestly, imo it is mostly the fault of the customer (but the customer is always right!). I think people should just be more aware of double-checking their order before placing it..
But…in the fast-paced world we live in, this may be asking too much. I think people are just too used to automation already and maybe are subconsciously allowing the app/site to do the work for them. That extra step of double checking is almost too much depending on who you ask. Maybe to make the process more efficient, there should be some sort of alert of message that pops up (some retailers do have this) that let’s you know you have an expired card on file…as far as the address goes, maybe automation can notice what the most used delivery address is on your device and give you a ‘are you sure?’ type of message if you are using an address that is different than the norm.
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I have to assume “auto-fill” is as much the culprit. We take for granted the convenience and don’t bother to keep that info updated.
The double-edge of the “are you sure prompts” is that you’re directly challenging the customer’s competency most of the time. We’ll talk about the role of “friction”, or your goal of removing it as a marketer, more on Wednesday.
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Daniel Hetherington posted a new activity comment 9 months, 3 weeks ago
Though I have not used it, https://corporate.homedepot.com/newsroom/project-color-app-paint offers an AR experience through their phone to see what the paint will look like in their home. When doing any home project I find it difficult to match up the color properly especially in different light situations. In most cases, the color always ends up…[Read more]
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Daniel Hetherington wrote a new post, Size Isn't Everything – How to Compete with the "Big Guys", on the site Social Media Innovation MIS 5603 Fall 2021 9 months, 3 weeks ago
To coin the phrase from Kevin O’Leary on ABC’s hit show “Shark Tank ”, he says, “You are a cockroach and they will crush you”, could scare anyone into entering the marketplace with their innovations. However we […]
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Authenticity is a significant factor a brand should follow, although I didn’t see consistency mentioned. You can be as creative as possible, but if the message isn’t consistent with the brand’s guidelines, it defeats the purpose. It’s easier to introduce your brand in the beginning and what it stands for vs. changing up what it’s about later on. One thing about innovation is that some people think it’s the be-all-end-all and needs to think about later stages so they don’t end up being the “cockroach.”
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I love the idea of engagement over number of followers! I’m working through that right now with my new work team. They have thousands of contacts in their email CRM, but they have a very high bounce and low open rate (which is an issue in 2021 since the Yahoo merger and Google’s updated algorithms). So I am trying to emphasize how most email platforms like Yahoo, Gmail and Outlook are now emphasizing the organized spam-free inboxes– and they will not hesitate to flag your email for spam for a variety of reasons. Quality over quantity is a marketer’s goal, and sometimes it takes some convincing to get the C-Suites on board. Right now I’m looking for a balance- sending enough to make the higher-ups feel better, but spending my time and effort where I see the engagement (and I am the only marketing person on our team :))
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Great post Dan! I love what you’ve written about how smaller businesses/teams actually have an advantage managing social media accounts, because they can focus on specific KPIs and really honing in their audience and social strategy. I think this would apply well to customer service and analytics too, I imagine managing customer interactions would also be a strength of a smaller team since you’re paying more attention and it might be less likely to slip through the cracks.
I have strong feelings about content on social media being creative, authentic, and valuable as well so I agree completely. It’ll do wonders for a social media strategy (no matter the size, but especially as a small organization) to really give social media strategic thought and planning. It would be a great way to capture attention for smaller businesses!
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Indeed! Whether you’re a one-person band or member of a large enterprise: Fulfilling a need is a great way to earn your audience’s engagement! That need can be related to information, entertainment, support… think back to those content archetypes and the idea of Audience + Objective.
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Daniel Hetherington posted a new activity comment 10 months ago
Building a Content Strategy (https://digitalmarketing.temple.edu/2020fall5603and5606/wp-content/uploads/sites/344/2020/08/Altimeter_-_Building_a_Content_Strategy.pdf) speaks about having a content marketing strategy of either to broad, or too focused. Your situation speaks to that pretty well!
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Daniel Hetherington posted a new activity comment 10 months ago
Yes, it resembles the Content as Currency archetype, and I think we would have better success either as a Content as Community or support. No point trying to devote what we don’t have in resources or time to act as subject matter experts. Though what we could do is help build a community with either the support of online blog or forum or…[Read more]
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Daniel Hetherington posted a new activity comment 10 months ago
I come across this all the time, but it’s normally when reaching out to coworkers on our intranet or blog posts. For instance, posting videos about family events including images of peoples families or interests outside of work tend to get a lot of impressions and play-throughs, but when adding videos of meal preps that save time and calories,…[Read more]
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Daniel Hetherington are now friends 10 months ago
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