Category Archives: marketing

Stuntvertising http://ift.tt/2zrLBmh

Stuntvertising

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The math has changed.

It used to be, you paid money to run an ad. A little piece of media, bought and paid for. The audience came with the slot.

Today, of course, the ad is free to run. Post your post, upload your video. Free.

What to measure, then?

Well, one thing to measure is attention. How many likes or shares or views did it get?

But if you’re going to optimize for attention, not trust or results or contribution, then you’re on a very dangerous road.

It’s pretty easy to get attention by running down the street naked (until everyone else does it). But that’s not going to accomplish your goals.

When Oreo gets attention for a tweet or Halotop for a horrible ad, they’re pulling a stunt, not contributing to their mission.

Yes, the alternative is more difficult. It doesn’t come with a quick hit or big numbers. But it understands what it’s for. An effective ad is far more valuable than a much-noticed one.

       

Marketing

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Decision making, after the fact http://ift.tt/2xW7yh8

Decision making, after the fact

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Critics are eager to pick apart complex decisions made by others.

Prime Ministers, CEOs, even football coaches are apparently serially incompetent. If they had only listened to folks who knew precisely what they should have done, they would have been far better off.

Of course, these critics have a great deal of trouble making less-complex decisions in their own lives. They carry the wrong credit cards, buy the wrong stocks, invest in the wrong piece of real estate.

Some of them even have trouble deciding what to eat for dinner.

Complex decision making is a skill—it can be learned, and some people are significantly better at it than others. It involves instinct, without a doubt, but also the ability to gather information that seems irrelevant, to ignore information that seems urgent, to patiently consider not just the short term but the long term implications.

The loudest critics have poor track records in every one of these areas.

Mostly, making good decisions involves beginning with a commitment to make a decision. That’s the hard part. Choosing the best possible path is only possible after you’ve established that you’ve got the guts and the commitment to make a decision.

       

Marketing

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Australian Wine Label Animates 18th-Century Convicts In AR http://ift.tt/2yD4PaW

Australian Wine Label Animates 18th-Century Convicts In AR

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Australian Wine Label Animates 18th-Century Convicts In AR

The app tells the stories of convicts exiled to Australia who are featured on the wine bottles

Treasury Wine Estate’s 19 Crimes wine label celebrates the lives of exiled British convicts who were sentenced to live in Australia beginning in the late 18th century. The brand has launched an augmented reality campaign that brings the characters featured on each bottle to life.

Technology company Tactic, working with advertising agency J. Walter Thompson San Fransisco, created a series of animated characters representing individual exiled criminals, who are able to speak to users of a companion AR app.

Tactic employed voice actors to depict the individuals and made each character appear to animate directly from the wine labels. According to 19 Crimes, its goal is to celebrate “the rules they broke and the culture they built” in Australia.

19 Crimes


Lead Image: 19 Crimes via Facebook

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Adobe Prototype Improves How Immersive Content Is Edited http://ift.tt/2gVqDFR

Adobe Prototype Improves How Immersive Content Is Edited

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Adobe Prototype Improves How Immersive Content Is Edited

The Project #SonicScape prototype helps editors work with 360-degree footage and audio

Adobe has developed a better way to edit immersive content. The team of designers and developers in the Adobe Design Lab built a prototype that creates the best UX for placement and editing of 360/VR video, audio and graphics.

Project #SonicScape lets editors see their 360-degree footage as they edit it, import video and audio assets into the scene, change their orientation and easily position text, graphics and sound effects all in one interface. The prototype visualizes where the audio is in the editing experience, making it easier to bring immersive content to life. You can check out Project #SonicScape in the video below.

Adobe

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+Adobe

+UX

Marketing

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Is Big Tech Squeezing Out Startup Competition? http://ift.tt/2yD0AMG

Is Big Tech Squeezing Out Startup Competition?

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Young firms struggle to compete as deep-pocketed companies like Facebook and Amazon clone products and consolidate their power

This article titled “The death of the startup: is big tech squeezing out the competition?” was written by Olivia Solon, for theguardian.com on Friday 20th October 2017 09.00 UTC

Facebook has been breathing down the neck of the group video-chat app Houseparty for over a year. The app, developed by the San Francisco startup Life On Air, has been a hit with teenagers – an audience Facebook is desperate to woo.

After months of sniffing around its tiny competitor and even inviting the team to its headquarters last summer, Facebook launched its own group video chat tool within Messenger in December 2016. In February, it invited teens to its headquarters to quiz them, in return for $275 Amazon cards, on how and why they used video-chat apps. By July, Facebook was demonstrating a Houseparty clone, Bonfire, to employees and by early September the app launched in Denmark.

“They see we’re having traction,” Sima Sistani, co-founder of Houseparty, told the Wall Street Journal in August. “That’s why we’re pushing so hard.”

Pushing hard might not be enough when you’re going up against some of the world’s most powerful companies keen to cling to their empires.

Startups drive job creation and innovation, but the number of new business launches is at a 30-year low and some economists, investors and entrepreneurs are pointing their fingers at big tech.

For one thing, the deep pockets and resources of companies like Facebook, Google, Amazon and Apple – with a combined value of almost $2.5tn – make it increasingly difficult for startups to compete or attract investment.

“People are not getting funded because Amazon might one day compete with them,” said one founder, who wished to remain anonymous. “If it was startup versus startup, it would have been a fair fight, but startup versus Amazon and it’s game over.”

Even multibillion-dollar startups like Snap, Snapchat’s parent company, struggle to compete against these tech titans.

Like Houseparty, Snap was nipping at the heels of Facebook. At first, Facebook played nicely, making an offer to buy Snapchat – a strategy that worked with Instagram and WhatsApp. When that failed, Facebook cloned all of Snapchat’s features, awkwardly at first but relentlessly and with the resources of a $510bn company, until Snap’s potential slice of the advertising market shriveled to a sliver.

While there’s a clear correlation, it’s hard to say for sure whether concentration of money is the cause or effect of the startup decline. On one hand, the existence of fewer new startups makes it easier for incumbent firms to accumulate more power. However, as industries become more concentrated, it also raises the barriers to new entrepreneurship, choking off innovation elsewhere in the marketplace.

“They are financing the next generation research at a scale that no one else can afford,” said Tomasz Tunguz, a venture capitalist, citing Google’s experimental projects Loon (balloon-powered internet), Fiber (high-speed internet) and Waymo (self-driving cars). “They are playing in big markets, making big bets. Historically, that’s been the domain of startups.”

As those companies get more powerful and staff salaries get higher, there’s even less of an incentive for workers to leave and set up on their own, which used to be a common pathway for entrepreneurs. If they do leave, the endgame is often to be acquired by their previous employer rather than grow large enough to compete with it.

“If your strategy from the outset is to be acquired by Google, that’s just fueling consolidation,” said Ian Hathaway, an economist at the Brookings Institution.

Jonathan Frankel was thrilled when Amazon’s investment arm funneled $5.6m into his startup Nucleus after a year of discussions. He was less thrilled when, a year later, Amazon launched its latest voice-controlled device, the Echo Show: an almost perfect clone of the Nucleus product.

Nucleus was an Alexa-powered tablet computer that focused on video conferencing and communication, with a plan – that Amazon’s investment arm would have seen – to move into other areas. When the Echo Show launched, it too focused on communication, the core of Nucleus’s vision, instead of other key features like e-commerce or connected home elements.

Frankel, who declined to comment for this piece, was furious, telling Recode earlier this year: “Their thesis is what our thesis was: communication is that Trojan horse to get those devices throughout the home and throughout the extended family’s home.

“The difference is, they want to sell more detergent; we actually want to help families communicate easier.”

These kinds of tactics have rattled investors, some founders said, making it harder for startups to raise money even if they’re in an adjacent market – particularly those skirting Amazon and Facebook.

A venture capitalist confirms this, describing Amazon’s launch of an almost identical product as a “very, very strange coincidence”.

“At the end of the day, Amazon could be theoretically in nearly any consumer business in the world,” he said, adding that he was frequently in meetings where investment decisions are informed by the question: “Can Amazon do that?”

“Amazon can do anything,” he noted.

It’s not just a problem within the tech industry. Since 1980, the share of companies less than a year old has almost halved – from 15% of companies to just 8.1%, according to Census Bureau data. The total number of startups formed in 2015 (the last year surveyed) was 414,000 – a huge drop from the pre-recession figure of 558,000 in 2006.

“It’s been a persistent and fairly precipitous decline,” said John Dearie, the founder of the Center for American Entrepreneurship, an organization set up to address the decline. “The reason why this is so troubling is that new businesses account for virtually all new job creation and account disproportionately for disruptive innovations.”

“It’s not a coincidence that at a time when the startup rate is in a long-term decline, the economy has not grown at 3% or better,” said Dearie. “We are in a growth emergency.”

guardian.co.uk © Guardian News & Media Limited 2010

Published via the Guardian News Feed plugin for WordPress.


Lead Image: The leading tech companies are making it harder for startups to attract investment. Photograph: Alvarez/Getty Images

Marketing

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Indiegogo Will Now Allow Startups To Sell Products On Its Site http://ift.tt/2yvQZbb

Indiegogo Will Now Allow Startups To Sell Products On Its Site

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Indiegogo Will Now Allow Startups To Sell Products On Its Site

The e-commerce branch will be open even to sellers who did not raise funds on the platform

San Francisco-based crowdfunding site Indiegogo will soon become a platform not just to raise money for a project, but to sell products as well. The new platform, Indiegogo Marketplace, will even be open to sellers who crowdfunded their products elsewhere.

According to the company, its goal is to help consumers “get the clever innovations that you just can’t find anywhere else.” Indiegogo will take a commission of 10 to 15% of the price of each product sold.

“When the company originally launched, the original goal was just to make it easier for founders,” Dave Mandelbrot, the company’s CEO, told Recode. “Launching the marketplace is really the last step of that to ensure that—once they have a product—that is ready for purchase.”

Indiegogo


Lead Image: Mike Petrucci | Unsplash

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Marketing

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This Company Is Promoting Office Services With An Emphasis On Values http://ift.tt/2grwGRv

This Company Is Promoting Office Services With An Emphasis On Values

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This Company Is Promoting Office Services With An Emphasis On Values

This Company Is Promoting Office Services With An Emphasis On Values

Managed by Q added a profiles page for small businesses on its platform to show potential clients what makes their services stand out

Online reviews have turned into important tools for new customers to determine whether they trust a business to assist them or not. Managed by Q, a website that acts as a marketplace for office services, wants to help its partners establish themselves as experts in their fields by having Partner Profiles featuring reviews posted by other businesses and details that make their services unique. These profiles help provide credibility for these partners and assist other businesses in making decisions on who they would like to hire for a task.

Originally, Managed by Q was a platform for small office cleaning companies to post their services for businesses to hire. While this aspect still exists, the services available on Managed by Q have expanded into electrical repairs, plumbing, moving services, office administration and more. The ethos of Managed by Q was for the small businesses who posted their services on the website to receive fair compensation for their work.

To help emphasize quality over potentially cheaper options, the new profiles function allows a business to learn more about the providers. The profiles include information such as if they use sustainable practices in their work, or if they are run and staffed by women employees.

Another powerful attribute small businesses receive by being on the website and setting up their profile comes revolves around receiving a stamp of approval from Managed by Q. The approval shows an office they can trust what goes on the profile page and know the posted details were not exaggerated. Managed by Q curates all of the reviews, profile information and partners to establish a reliable network between the two parties on the website.

Managed by Q showcases small businesses who operate in New York, Los Angeles, Chicago and San Francisco.

Managed by Q


Lead Image: rawpixel | Unsplash

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+work

Marketing

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Amazon’s Alexa Will Play The Host Of A Trivia Board Game http://ift.tt/2irO90r

Amazon’s Alexa Will Play The Host Of A Trivia Board Game

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Amazon’s Alexa Will Play The Host Of A Trivia Board Game

Amazon’s Alexa Will Play The Host Of A Trivia Board Game

This type of game could increase the appeal of AI assistants to a wider range of audiences

Amazon’s Alexa will serve as the host of a new trivia-based board game called ‘When in Rome’ from startup Sensible Object. The game, which is set to be released in March 2018, will be the first in a series of six voice-augmented games the company plans to unveil.

Alexa’s role in ‘When in Rome’ is to keep track of everything that goes on in the game, including the score and interactions between players. The game features trivia questions from locals in 20 cities around the world.

“We’re a games company and we’re very excited about the way this network of [voice-first] devices creates a platform on which we can tap the chief, fundamental ways humans like to play. What we’ve been doing since the dawn of time is playing together socially and we’ve done that with analog objects like boards and cards and dice, and digital devices have given us this new immersive place to play together,” Alex Fleetwood, CEO of Sensible Object, told VentureBeat.

VIDEO

AmazonSensible Object

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Marketing

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[News] Italian fashion house Gucci to go fur-free in 2018 http://ift.tt/2yCjSBK

[News] Italian fashion house Gucci to go fur-free in 2018

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Gucci will go fur-free next year and auction off all its remaining animal fur items, the Italian fashion house’s president and CEO Marco Bizzarri has announced.

The changes will come into force with the brand’s spring-summer 2018 collection, Bizzarri said during a talk at the London College of Fashion.

Gucci’s president said on Wednesday the move demonstrated “our absolute commitment to making sustainability an intrinsic part of our business”.

Bizzarri said the new approach was made possible thanks to Gucci’s creative director, Alessandro Michele, who was appointed in 2015.

“In selecting a new creative director I wanted to find someone who shared a belief in the importance of the same values,” Bizzarri said. “I sensed that immediately on meeting Alessandro for the first time.”

As part of the change a charity auction of the fashion house’s remaining animal fur items will be held, with the proceeds going to the animal rights organisations Humane Society International and LAV.

Kitty Block, president of Humane Society International, celebrated the luxury brand’s move as a “compassionate decision”.

“Gucci going fur-free is a huge game-changer,” she said in a statement. “For this Italian powerhouse to end the use of fur because of the cruelty involved will have a huge ripple effect throughout the world of fashion.”

Gucci will become part of the Fur Free Alliance, an international group of more than 40 organisations which campaigns on animal welfare and promotes alternatives to fur in the fashion industry.

The fashion house is owned by luxury holding group Kering, which also has designer Stella McCartney as another fur-free brand under its umbrella.

The new decision by Gucci comes after fellow Italian brand Armani announced in 2016 that it would no longer feature fur in its collections.

Marketing

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Shake Shack Is Bringing Self-Checkout To A New Cashless NYC Location http://ift.tt/2xTrpJ6

Shake Shack Is Bringing Self-Checkout To A New Cashless NYC Location

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Shake Shack Is Bringing Self-Checkout To A New Cashless NYC Location

Shake Shack Is Bringing Self-Checkout To A New Cashless NYC Location

The fast food chain is looking to advance its efficiency and speed by adding digital kiosks to one of its new locations

At New York’s famous Shake Shack, you can count on the great burgers and the long lines. Though those lines always move pretty quickly, the fast food chain is trying a new approach to making them move even faster. In its upcoming location at Astor Place, Shake Shack will introduce self-checkout to improve the experience for customers and speed up the process.

This new experiment gives the restaurant a chance to adapt to the digital age of customer service. Along with the kiosks, patrons will be able to order via smartphone—and even receive a text message when their order is ready for pick up. Shake Shack CEO Randy Garutti hopes this will “eliminate friction time,” allowing the orders to go straight to their newly arranged kitchen where staff can focus solely on the food.

The location won’t completely lose the human touch with this new innovation. “Hospitality champs” will be there to assist customers with the kiosks and all of the new digital features required in their fast food dining. This particular Shake Shack will be a cashless enterprise in an effort to see if it allows customers to have a more seamless experience when ordering out. Once it opens, the restaurant’s success will determine if they continue to move forward with this route in other locations.

Shake Shack

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+Food

+retail

+technology

Marketing

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