Is “sharing” stopping you from “selling” and are you prepared for iPayments?

We’re delighted to have successfully completed ADMA’s Data Pass program, which means we have a clear understanding of data collection, handling, privacy and consent issues. This amazing compliance program ensures we are confident in dealing with your data and that of your customers too, keeping it safe and meeting the requirements of the new Privacy Act.

I’ve also been busy writing for the IAB about changing the culture of your business and how everyone, not just management, can contribute to change. There are 4 really simple things you can do NOW which can make big changes, just be brave and take the plunge.

Have a great end to Autumn, Valentina.

Why collecting data can be a waste of time

Why do companies collect data? The hope is that data will lead to new products, better stock distribution, more effective marketing campaigns and so on. Data leads to sales and profit. Or does it?

The problem is that data is just a means to an end. Knowledge is the real objective. Connecting dots between data to create relevant information and analyzing how the different pieces of information correlate is a far more important job. And this part of the job is often neglected by businesses (and also by policy makers, as TED founder, Richard Saul Wurman writes here).

In digital marketing it is no different and there are lots of possibilities as to why this occurs, but one that has caught our attention lately is the difficulty to define meaningful metrics and KPIs. So this is what we are doing for our clients:

  • Focus on the analysis of metrics that are more likely to directly influence the business’ objectives

There are two key advantages: (1) the analysis will be contextualised, generating knowledge relevant to the business; and (2) key stakeholders are more likely to understand and buy-in for a project/back-up proposed changes.

Yes, this is management by objectives. Simple message, really, but next time you open a “Digital Marketing Report” ask yourself: Are these numbers really helping me steer the business the right way? The answer might surprise you.

Google is not allowed to know everything, says EU court

The Court of Justice of the European Union has recently ruled that people have “the right to be forgotten”.

A citizen was listed as having a massive debt. Later on he/she paid the debt in full. Although the “financial record” is clean, the “search engine record” is not.  Anyone searching for this person’s name will get results linking him/her to that episode of his/her life – forever.  The ruling stipulates that the search engines are responsible for hiding such results. The data still exists, but Google/Bing/etc. cannot point to it.

Right now it only applies to European citizens, but think about the potential implication for brands. Say a dairy company has had a quality control problem that affect hundreds of people, but later on fixed it. Should corporations also claim such benefit?

Are you prepared for “iPayments”?

It is widely believed that Apple will finally introduce Near Field Communication (NFC) in the next iteration of the iPhone. So what?

Well, there are more than 800 million people with iTunes accounts and most of them have credit card numbers attached to it. That’s three times more than Amazon.

It means that if Apple do head this way, mobiles become a much more robust alternative to make payments, and new technologies will gain traction. Besides PayPass, think of iBeacons.

So stay tuned, this development – along with Samsung + PayPal’s fingerprint payment facility – indicates that the time to start trialing more with mobile payments technologies has arrived.

Australia is multicultural. What about your website?

According to the ABS, approximately 20% of all Australian households speak a language other than English at home – that’s more than 4 million people.

If you have a relevant and/or significant part of your business coming from non-native speakers, you should consider the implications, particularly on ecommerce sites, where language barriers might be leading some users to abandon shopping carts.

Is “sharing” stopping you from “selling”?

Technology is propelling “The Share Economy”. Online platforms allowing people to make money by sharing goods and assets are now worth billions of dollars. And there’s been a lot of corporate reaction towards startups occupying this space, as AirBnB and Uber have recently found.

Established companies can certainly fight some aspects of this business model, but the fact is that users like it and use it. So in a few industries it might be the case of joining them before they beat you. You may as well find a unique model yourself. After all, there’s money to be made and Startups are not the only companies entitled to it.

Bits & Pieces

  • More than 50% of marketers are not certain whether Facebook marketing is effective.
  • Rocket Science and Selfies. NASA gets pop.
  • Creative writing. 10 Twitter Stories With Plot Twists.
  • Your brand is the next media company: a chat about content.
  • 7 Data presentation tips from data guru Avinash Kaushik.

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