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Pedro Gonçalves

Facebook's Email Scanning Isn't A Privacy Issue, It's A Credibility Issue - 0 views

www.readwriteweb.com/...ue-its-a-credibility-issue.php

Facebook

shared by Pedro Gonçalves on 05 Oct 12 - No Cached
  • Facebook's practice of scanning messages and counting links as likes isn’t a privacy issue. It's common knowledge that what users do online - even in so-called private messaging - is potentially public. Rather, Facebook's activity raises a credibility issue. It shows that the company is fudging the numbers when it comes to advertising.
  • “It's not in Facebook's best interest to proactively solve this problem," said Tom Corson-Knowles, an online marketer who consults with small-business owners on ways to promote products on social networks. "Facebook's revenue is directly proportionate to the number of pageviews the site gets, and banning one percent of [pageviews] will cost the company a lot of missed ad impressions."
Pedro Gonçalves

Marketing Is Dead - Bill Lee - Harvard Business Review - 0 views

blogs.hbr.org/...marketing_is_dead.html

Marketing Online Marketing

shared by Pedro Gonçalves on 10 Aug 12 - No Cached
  • Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
  • First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.
  • Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.
  • ...3 more annotations...
  • Help them build social capital. Practitioners of this new, community-oriented marketing are also rethinking their customer value proposition for such MVP (or "Customer Champion" or "Rockstar") customer advocates and influencers. Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts or other untoward inducements. The new marketing helps its advocates and influencers create social capital: it helps them build their affiliation networks, increase their reputation and gives them access to new knowledge — all of which your customer influencers crave.
  • Get your customer advocates involved in the solution you provide
  • Florida won half of the "non-buyers" of its anti-teen-smoking "product" away from its much bigger, much better funded competitor. They did so by tapping the best source of buyer motivation: peer influence.
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