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Gregory Ebbecke posted a new activity comment 2 months, 3 weeks ago
Very relevant story, Bob. So in this particular case, do you pay for the Navionics app, or is it a free app?
I think we can all agree you feel Apple should keep it’s nose out of your experience, but curious your thoughts on the appropriate “exchange” with Navionics for use of their service.
If you pay directly, is that an obligation on their…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
Dannie, what are your thoughts on eliminating the need to work with many companies by creating one centralized data “broker” for all companies to work with?
No one wants to empower the government to be the broker of this data, but a national data pool of sorts would be easier to govern, access and evaluate.
There’s a lot of discussion on the…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
And no sooner do I post this than I come across Amazon’s new Shopper program:
Amazon launches a program to pay consumers for their data on non-Amazon purchases
Another way to make money just for doing what you’re already doing!
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Gregory Ebbecke posted a new activity comment 3 months ago
Love this and love the dual irony of needing to hire a third-party gatekeeper to keep oversight on the use of your data by third parties!
Do you think privacy policies are sufficient? Do they exist to inform your users, or merely to cover the brands liability?
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Gregory Ebbecke posted a new activity comment 3 months ago
Listen James, it’s 5% back at Amazon and 2% back everywhere else. Those little points add up!
Which is of course my way of deflecting this back to all of you. Regardless of your credit card of choice (unless you’re 100% paper money, in which case “Bravo!), we all make this decision in some way. I just chose to take my payment from Amazon.
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Gregory Ebbecke posted a new activity comment 3 months ago
And this is why, despite several siren calls, I will always prefer the cozy inefficiencies and lunchroom politics of a family-company to the razzle-dazzle of a corporate job.
As a smaller operation, I’m privileged to participate in discussions around our tech stack and related policies. While I can’t disclose exact details, I can tell you that…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
Really interesting and thanks for sharing. It didn’t even occur to me that the photo “smart tagging” would require a record of biometric data. Goes to show how even if you work and live in the vertical, there’s still so much nuance and detail you can still be surprised.
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Gregory Ebbecke posted a new activity comment 3 months ago
Haha James! It’s only a matter of time before such alerts are made available as a convenience! Imagine the sardonic eyeroll you might have gotten from George Orwell if you told him 30 years after 1984 we’d all be clamoring to install active microphones in every room of our house and in our pockets, significantly complicating your instructor’s…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
How would you / do you value your data, Bob?
Are you of the mindset you should be paid directly by companies/advertisers for your data (a sort of data residual)? Would you freely exchange your data for access to content (which is the more common exchange)?
I agree the fines the government hands out are laughable given the cash stockpiles…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
There’s no denying planned obsolescence is real in spirit, if not in literal practice, but it would seem a bit extreme for the device to turn on you while possibly still under warranty! Unless you bought it on launch day, there may still be time to file a claim.
Assuming your phone resumes its normal function or gets replaced by Apple, it’s…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
That does seem to be the vision on their part, but I can flick through emails, watch a trailer on email, eavesdrop or any # of other options in line. A) How long are these lines they are stuck on and B) was TikTok the killer app that beat them at their own game?
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Gregory Ebbecke posted a new activity comment 3 months ago
Biometrics are certainly a line for most people, myself included. I won’t use biometric functions myself.
Interesting about the class settlement regarding Facebook. It’s my understanding that biometric data is treated with the highest security by the device manufacturers.
https://support.google.com/pixelphone/answer/6300638?hl=en
The TEE…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months ago
Did you buy chance use SSID when you created your Pinterest account? If so, that’d explain why Facebook’s got such a “good” read on you.
Seems like the experience is mixed and I love your call out that the targeting is blatant. Going back to our “gifting” analogy from class, how does “blatant” fit into the useful/thoughtful/quality paradigm?
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Gregory Ebbecke posted a new activity comment 3 months ago
I’m not sure a delay would have helped in this case. They likely expected the shelter-in-place would drive video and their launch would catch the tailwind.
I’ll throw out the $1MM question: regardless of circumstance, is there really something to the “mobile-first” video concept they pushed?
Sure, it’s novel that the content is filmed in…[Read more]
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Gregory Ebbecke wrote a new post, 2 for 2 with the Marketoonist, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2020 3 months, 2 weeks ago
Coming the heels of our discussions last night, another perfectly timed perspective on the dual nature of choice.
In some way or another, all of your group projects are about empowering your target with “more” […]
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Gregory Ebbecke posted a new activity comment 3 months, 2 weeks ago
This is perhaps the most overlooked thought when ideating who we want to engage. Great perspective in how to keep our ambitions grounded and scalable!
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Gregory Ebbecke wrote a new post, Additional Perspective on Personas, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2020 3 months, 3 weeks ago
Personas are a useful tool, but try to avoid the temptation to use them as a short-cut. Marketoonist is an invaluable resources for extracting insight from the groupthink that can dominate marketing […]
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I would agree that Personas are a useful and essential tool. When starting to develop a campaign, I start with the metrics and current behaviors of the existing customers/followers/etc. From there, we identify the target market and relate it to an existing persona or create a new one. The key is building a story. We can list a bunch of demographics and interests, etc. But, that doesn’t actually tell a story of the persona. Liek you mentioned, the brushstroke approach is not efficient. Psychographics help shape the storyline of a persona. I find that many companies think that once they create a persona, they are finished and never touch it again. Personas should be revisited whether it is a new campaign, product or exploring a new demographic. Some companies have 1 and some have 20.
I like to think of Nike. They position themselves as a company for athletes to be bigger, better, faster and stronger. However, my niece who is 8 wears Nike and my grandmother who is 96 wears Nike. They might not be their target market but they are still grabbing a wide audience. That doesn’t mean they change their messaging or how they market. Staying true to your brand voice and position builds brand authority. You don’t have to be everything to everyone. All of that to say, psychographics are still relevant to the persona development process.
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I really like the Marketoonist now – thanks for the introduction. This meme is spot on.
I agree with you, Taryne. I the persona is best told as a story. Since it’s said that it takes a consumer about 7 times to see an Advertising message (whether consciously or subconsciously), to make a purchasing decision, an Advertisers dream is to follow them throughout their day and make it happen fast!
I know my information is being captured in scary ways – which is why I don’t own an Alexa device. However, the same thing is happening with listening on my phone but I accept that for the convenience (and everything else) my phone provides me. If I feel as though a product is essential for convenience or entertainment, I will give information, it just has to be worth it.
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I found it really interesting to think about buyer personas in the target market section of our capstone research. For existing customers, I could easily draw generalizations about them. However, when I think about pivoting to different types of customers that I don’t have experience with, I find myself asking, “does this person I’m imagining actually exist?” LinkedIn is a great resource for being able to sort through profiles in my target range to gain more insight…and a great rabbit hole for the truly curious! For those professionals that “don’t like for people to know about them”, it’s hard to track down personal profiles and gain those psychographic insights.
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This is perhaps the most overlooked thought when ideating who we want to engage. Great perspective in how to keep our ambitions grounded and scalable!
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I absolutely love personas. I really enjoying working on Zenbox’s personas which involved a lot of research and narrowing down who the right customer is for Zenbox. It really helps narrow down what my team and I should focus on instead of grasping at straws.
As a consumer, there’s nothing more irritating to me than being bombarded with advertisements for things I would never be interested in. Many times, when a relevant ad does come my way, I do click on it and dig a little further–that’s how I’ve come across some amazing brands. It provides me with a better experience online. I’d personally much rather weed through all the stuff that would never interest me versus having to scroll through useless ads. I think many other consumers may have similar thoughts/experiences. I guess it just depends on who you ask and how much online interest and engagement they have.
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Gregory Ebbecke posted a new activity comment 3 months, 3 weeks ago
Awesome freestyle analysis, James!
An important note that while indices are important for finding noteworthy changes in behavior, it’s all about what you’re indexing. Relative to normal interest in the Libertarians or Greens, the spike is massive. Relative to “normal” traffic for the two main parties, it’s barely a blip to a “average” day for…[Read more]
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Gregory Ebbecke posted a new activity comment 3 months, 3 weeks ago
Take that Tate Modern case (the case I used last semester)! No Netflix comedy series on your efforts to make art more accessible to the next generation for you!
Pretty sure that a Netflix series about the case study you are working through the full semester is a best case scenario for an instructor.
So for those of you looking for…[Read more]
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Gregory Ebbecke posted a new activity comment 4 months ago
I married a Hufflepuff for what it’s worth. Would have bet a lot of money on the app sorting my daughter the same, but Ravenclaw for the win!
All I know for certain is that my middle daughter will be Slytherin.
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Greg- I agree with you that choice is the key ingredient in strategy. The options/choices my team has for “What the Fridge” seem limitless but we do not want to stray away from our original goal for that app. It is sometimes hard not to get wrapped up in all the different features we could utilize. Losing or straying away from our main vision can be easy to do with the many directions we can go with the idea. Your post has gotten me thinking of what “choices” would be best to go with for our app to succeed and provide a great first impression. Now I have my wheels turning on which companies or current apps would be best possible partners for us. Thanks!
With Zenbox, we had numerous options for everything we wanted to do. The data we collected from colleagues, clients and the internet pointed to a lot of issues that we can address through Zenbox for marketing needs and efforts. I think when it came down to it, we had to take all the data, sort it out by major pain points which can hinder progress, decision making, errors and client frustration/unhappiness and focus fully on those items. From there we were able to find commonalities which slowly pointed us into the right direction to figure out what we should really be focusing our efforts on. If we had spent additional hours
trying to solve all the problems, our project would be far fetched and not specific. We had a lot of choices but we had to use what we’ve learned and what our data showed to better position and focus our goals.
Agree – our group does not have a shortage of great ideas, scope creep is probably our biggest challenge as a team.
Re: customer choices. Yes and Yes. Our goal is streamline the choices a bit (maybe reduce some friction), by having a services that allows someone to absorb great content, take a spin with the wizard to find their destination, educate themselves about the destination, and book the trip all within 10 clicks of entering the website. “Botta boom botta bing.”
But I think that tag line has already been used.
Thanks, Greg! As a consumer, I agree that choice may seem like a good thing, but can actually be a tax. We make decisions all day long in our jobs and personal lives, that I find myself so frustrated when asking my boyfriend or roommates what they would like to eat for dinner and receive responses like, “I’m down for anything! What do you want? We could do Chinese, Italian, sushi, salad.. the options are endless!” It can be exhausting weighing all of the benefits or disadvantages of available choices. Sometimes, you just want the choice to be simpler when there are so many available options, but also feel confident in your decision.
For VERA, I think we can easily get caught up in all of the limitless “nice to have’s” and features we would like to add on as premium services, but these could overcomplicate things and we need to focus on simplicity for our customers, tying our features back to our value proposition in the mobile space especially when operating in such a sensitive area of healthcare.