Is Data Key to Great Creative? thro’ Samit Malkani

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The world today is awash in data, and marketers are taking advantage of it, using The Internet of Everything to better target and retarget their digital campaigns.

For the most part, these streams of data remain the province of media buyers, while creatives hang onto the long-perceived (or perhaps self-perceived) idea that they’re big thinkers who work best without the influence or interference of others.

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Marketing: The end of advertising as we know it – And what to do now thro’ Nishad

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This was a question that surfaced during one of the many long judging sessions last week in the South of France where I got to preside over theMobile category, one of the 16 categories at the Cannes Lions International Festival of Creativity.

It caused quite a stir in the jury room. Some strongly argued that creative ideas and product ideas should not be in the same category, while others countered that real users don’t necessarily differentiate the two. Whether it’s a campaign or a product, brands are vying for people’s time. Another juror posed a slightly more existential question: Why would we assume campaign ideas are creative and product ideas are not?

This question about campaigns versus products was raised simply and partially out of confusion. However, it was also out of underlying–and perhaps unacknowledged–fear and insecurity. Do brands now have to compete against not only other brands but also companies outside of their immediate industry? And do agencies have to compete not only against other agencies but also companies that make products and services?

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The only lasting competitive advantage is extreme trust – Don Peppers

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Price Check is Amazon’s contribution to instant, frictionless price transparency, and it represents just one of the many skirmishes in what promises to be a decades-long transformation of our entire commercial system. Technologies and services like Price Check are now steadily tearing away the protections that sellers used to be able to hide behind in their efforts to make a profit by selling commodity products at non-commodity prices. During the Christmas shopping period, more than a whopping 40% of all Google inquiries for “last minute gifts and store locator terms” came from mobile devices

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Marketing: Not Everyone is a Storyteller

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Lately, everyone in advertising has become a “storyteller” specializing in “engaging content.”

This isn’t true, of course. But I understand why everyone’s making the claim: Digital is the only part of advertising that’s growing rapidly; social media is the red-hot center of digital; to make social work, you need conversation-starting (and sustaining) content.

So content creation now is the biggest challenge of 21st century marketing. It’s time-consuming and complicated. Most startling to ad people, it requires a creative and strategic mindset that is alien to life-long inhabitants of adland.

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No reply email addresses. Not anymore…

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We have all hit a do-not-reply-to-this-email message when registering on websites and some marketing emails. Econsultancy thinks this is a bad idea. According to this post there are five BIG reasons why a no-reply address is a bad idea.

  1. No-reply messages could land your email in spam
  2. If you have a clear return path, you could receive out-of-office replies
  3. Some people could save a no-reply address to their address book
  4. A no-reply address could make you look like a customer unfriendly company
  5. In some countries you could be legally obliged to have a reply option on any mail you send out

Read more for some seriously valuable advice

Data is useless unless marketers can make sense of it

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Wonderful interview with Ann Lewis CMO of Adobe Software and how the company has moved on from making tools for creative people to being a CMO focussed company. Since adding Web analytics provider Omniture and search platform Effective Frontier, Adobe is now positioned to bridge the gap between data and creativity.

Some of the highlights from the interview:

  1. This is a pivotal time for agencies. The traditional stuff we once looked to our agencies for is now being handled in-house. The role of the agency today is getting the big idea from the client, and then helping accelerate the shift to digital.
  2. In order for agencies to add value, they need to help the brands express their value propositions.
  3. Marketers don’t want data. They want the high-level picture in a visual format, and if they want to go deeper, they should be able to.
  4. Marketers need to aggregate [all the data] together and take an integrated approach to acting on all this data.
  5. In five years there’ll be a better connection between the creative and data worlds.

Read the full interview here 

Digital Section: What Facebook Home means for marketers

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The new downloadable system lets Android users customize their home screens with multiple Flipbook-like capabilities—dubbed “cover feeds” by Facebook. It also allows people to more easily digitally chat with friends while performing other tasks on a phone such as reading online articles. The avatar-looking features are called “chat heads,” which accompany notifications on the home screen when someone is pinging you to chat.

The HTC First will be the first phone to come preloaded with Facebook Home. The device will be available through AT&T for $100 starting on April 12, while other Android-employing carriers like Samsung and Lenovo are expected to eventually release phones with Facebook Home. The new super app treatment will be available for tablets in several months, per the company.

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