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Clinch Becomes First Ad Server To Integrate Privacy Identity https://ift.tt/204MKFv Dynamic ad-serving platform Clinch has integrated The Trade Desk’s Unified ID 2.0 (UID2) into its platform, becoming the first client-side ad server to incorporate the privacy-focused identity solution built for the open internet. “We know the access to legacy online identifiers are becoming limited,” said Charel MacIntosh, head of business development and strategic partnerships at Clinch. “Incorporating UID2 expands our identify framework to help clients.” The identity solution allows users to create an identifier from emails or phone numbers. It supports sequel messaging across channels and devices, aids in measurement, simplifies identity resolution, and supports identity use cases on connected TV and mobile apps. MacIntosh said the company uses other identity sources, but the integration with The Trade Desk is underway. The two companies are collaborating to build the solution. Today, Clinch can receive the token in an ad request. It’s important to use as many as possible because the company receives multiple event types from multiple sources simultaneously. advertisement advertisement Data is received from advertisers from websites or apps, from vendors such as product or location feeds in creative ad assets, and through ad serving. Each source can include or lack online identifiers. The signal to serve the ad comes from an ad request, depending on how brands buy media, and can be a programmatic source or a publisher's ad server. The server reads all the signals and responds. Using this solution helps in the situations when Clinch needs to resolve an identity to keep it anonymous. Certain features and strategies require identify resolution, MacIntosh said, while others do not. Sports and weather, for example, do not require identity resolution when serving an ad. Other scenarios that do require identity resolution -- such as retargeting and sequential messaging -- involve integration of the sources, and this is where the UID2 integration will come into play, MacIntosh explained. MacIntosh said this is the first of many features on the path to building a complete software as a service (SaaS) platform focused on automation. Mobile Marketing via MediaPost.com: mobile https://ift.tt/o3HSidT March 25, 2024 at 01:24PM
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Nike Pulls Back On D2C, Looks To Sharper Marketing https://ift.tt/tR1OBP2
Nike has high hopes for the upcoming Air Max Dn While Nike’s third-quarter numbers met Wall Street’s expectations, the company introduced a series of major strategic shifts, hoping to regain momentum. Among the company’s frank admissions? Its current brand marketing is neither bold nor distinctive enough, its products aren’t innovative enough, and it has lost focus on sport. It also says that while Nike Direct, including ecommerce, mobile sales and Nike stores, “will continue to play a critical role, we must lean in with our wholesale partners to elevate our brand and grow the total marketplace,” says John Donahoe, chief executive officer, on a call webcast for investors. For the third quarter of the fiscal year, Nike’s revenues were virtually flat at $12.43 billion, compared to $12.39 billion in 2022. advertisement advertisement Nike Direct revenues rose a bit to $5.4 billion. Wholesale revenues climbed 3% to $6.6 billion. Nike Brand Digital sales fell 3%. Footwear sales added 2% to $8.16 billion, while apparel revenues dipped 3% to $3.29 billion. Sales of Converse plummeted 19% to $495 million. Nike’s net income dropped 5% to $1.17 billion from $1.24 billion. The company spent $1 billion in the quarter to create demand, a 10% increase, reflecting higher marketing expenses. Donahue assured investors the company is already making many of these changes. “We’re well on our way to building a multiyear cycle of innovation that’s bringing freshness and newness to consumers,” he said. “We’ve pulled forward several innovations more than a year and we intend to delight consumers and disrupt the industry. Our brand storytelling will leverage our athletes and sport moments to become sharper and bolder, beginning with the Olympics this summer.” That includes sharpening that brand storytelling “to tell fewer, bigger stories with greater reach,” adds Matt Friend, Nike’s chief financial officer. “We will focus our demand creation investments to elevate our brand and most distinctive products – leading with the voice of the athlete, amplifying innovation, and engaging consumers at point of sale. As we look forward, we see our Olympics “Air for Athletes” campaign as the boldest expression of Nike’s brand voice in many years.” Some observers agree but note that these strategic shifts won’t result in higher sales overnight. “Nike is taking the right actions to evolve its distribution strategy, accelerate innovation, and prioritize brand/franchise health,” writes Jonathan Komp, who follows Nike for Baird. But those investments will likely result in a sales decline in the low-single digits for the first half of next year. “Patience is required,” he says. “This outlook suggests that subpar consumer demand for sportswear in North America, China, and other key markets is likely to persist longer than many industry participants have anticipated,” writes David Swartz, who follows Nike for Morningstar. “Even so, we think investments in products, marketing, and its supply chain will allow it to regain lost share and outpace market growth when sportswear demand improves.” Lululemon also released quarterly results, proving that consumers are happy to spend when the product is right. Lulu’s fourth-quarter revenue jumped 16% to $3.21 billion from $2.77 billion in the prior year's fourth quarter. For fiscal 2023, sales jumped 19% to $9.62 billion, up from $8.11 billion in fiscal 2022. Net income surged to $669.5 million, up from $119.8 million. Lululemon’s sales gains are strongest internationally, up 78% in China and 36% in the rest of the world. Sales rose 9% in the Americas, less than some experts predicted. Mark Altschwager, who follows the athleisure brand for Baird, says that’s “disappointing, given Lululemon’s consistent ability to stay above the macro fray in recent years.” But he’s hopeful about the company’s “full innovation pipeline, ramping marketing initiatives and strong international momentum.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/o3HSidT March 25, 2024 at 08:06AM Should You Still Use Twitter (X) for B2B Marketing? https://ift.tt/sGwWpgI Ever since Elon Musk bought Twitter and rebranded it “X,” it seems like a day can’t go by without the social media platform making headlines. In the wake of increasing controversies including a substantial rise in bot traffic and hate speech, scores of users and companies are reassessing their relationship with X. Most recently, more than 100 of X’s most prominent advertisers, including Airbnb, Coca-Cola, Microsoft, and Netflix have indefinitely paused advertising after Musk posted an endorsement of an anti-semitic conspiracy theory. Given how volatile the platform has become, it’s understandable if you’re reconsidering how you use X for your B2B marketing initiatives. Unfortunately, there’s no one-size-fits-all answer. X can still be a valuable tool for B2B marketing under the right circumstances. Whether or not it still makes sense for you comes down to how you’re using the platform, what you’re promoting, and – most importantly – to whom you’re promoting it. We may not be able to tell you whether it makes sense for you to keep using X outright, but we can help you figure it out for yourself. Try answering each of the following questions to determine whether the platform still has something to offer your B2B marketing. Is your audience still active on X?As with any channel you’re considering using, this is the most important question to ask. If your audience is sticking with X, then you probably should too. You can first evaluate whether the platform is still driving significant traffic to your website and landing pages. If you run ads, are they delivering results? Beyond metrics, the best way to figure out if your audience is still on X is to look up decision maker’s profiles. Check their activity on the platform to see how frequently they post and — even more importantly — how frequently they react and respond to other posts. You should also see how many of these decision makers already follow you. If you already have an audience on X, you shouldn’t give that up. If you’re not sure about whether relevant decision makers are still on X, consider recent X demographics as compiled by Pew Research Center. According to their findings:
Reassess who you’re trying to connect with on X and why. If your goals still make sense and seem achievable based on who’s still active X, consider keeping your marketing on. Otherwise, ask yourself the rest of these questions: Are your competitors still on X?Are the brands you’re competing with still maintaining an active presence on X? Even more importantly: what are they using X for, exactly? If they’ve actively promoting their services, live tweeting news and events, and responding to other posts to start conversations, then chances are they’re still achieving their goals on the platform. If they’ve stopped posting as frequently and they rarely respond to other posts, however, then chances are they’re downscaling their involvement. If your competition is still active on X, then you should strongly consider remaining there, as well. Even if X’s influence is waning, it is still a primary social media channel. Pulling out of a major channel while your competition remains there means ceding the share of voice that the channel provides to them. As your posts disappear and your competition’s continue, your audience will begin to associate your brand with your category less and start to think of your competition first instead. Do you live-tweet events and breaking news?For a long period, Twitter was the go-to social media platform for keeping up with news and events as they happened. In an October 2022 survey by Hootsuite, many more Twitter users said they use the platform to “keep up to date with news and current events” than for any other purpose (61.2% vs. 38% for the next most-popular usage). The rapid-fire nature of tweeting made it easy and engaging to watch reactions to events and news as they unfolded, making Twitter especially popular during major cultural events such as the Super Bowl. This use of Twitter has largely continued following the X rebranding. That means using X to contribute to unfolding conversations about events and news as they occur could still be a very valuable application of the platform. Of course, whether or not that matters to your brand depends on how valuable it would be for you to do this. Do you think your audience is interested in your brand live tweeting industry events and news? Do they follow industry hashtags and contribute to ongoing discussions? If you’ve ever benefited from being active on Twitter during a major industry event, then there’s reason to believe that you’ll continue to benefit from doing the same thing on X. If your audience isn’t engaged with ongoing news and events in your industry, however, this may not be a reason to stick around. Can you use it to provide better customer service?Thanks in large part to social media platforms like X, brands have never been more publicly and immediately available to consumers. These days, many customers aren’t interested in sending emails to support or going through an online portal to get answers to their questions and concerns. Instead, they might direct-message the brand on social media or even call them out publicly. Threatening as this may sound, it can also be a great opportunity. Every time your B2B customers interact with your brand on social media, you have a chance to provide an excellent customer service experience. First, ask: do your customers reach out to you on X at all? Do you want them to? If your customers reach out with legitimate, good-faith questions and concerns, providing them quick help can be a great way to prove to your audience that you’re looking out for them. If you can’t help solve their problems, however, then responding might only make that clearer. What is your budget and bandwidth?Finally, it’s worth considering how X fits into your social media marketing budget. If you’re already tight on money or time, then you should consider prioritizing only the most important social media platforms for achieving your goals — whether that’s X or not. If you have budget and bandwidth to spare, on the other hand, then it’s worth continuing to experiment with X. Try posting new things, interacting with your audience more frequently, and live tweeting events with their hashtags. If you don’t see any positive effects from your efforts, you can always scale back later — and then at least you’ll know. Even amid its seemingly never-ending controversy, X can still be a valuable tool for B2B marketing for some brands. If your audience is there and you’ve got something to tell them, consider keeping the account active a little longer. Otherwise, it may be time to move on. If you want help managing your social media — or any other aspect of your B2B marketing — the experts at TopRank Marketing are ready to help. The post Should You Still Use Twitter (X) for B2B Marketing? appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/9g2TRqk March 25, 2024 at 06:03AM
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Walmart-Backed Ibotta Launches Experiential Campaign As It Files For IPO https://ift.tt/RdCJWoI Ibotta, known for helping brands provide cashback deals to consumers, launched a experiential campaign as it prepares to take the company through an initial public offering (IPO). The idea is to increase brand awareness and attract new users who might not be aware of the savings potential that an app like Ibotta can offer as the company prepares to go public. The campaign -- Make It Rain, supported at interactive art installations nationwide -- ran at the Oculus in NYC last week. It will move to Chicago’s Union Station during the first week in April, and the Ball Arena in Denver in late April. Ibotta CMO Rich Donahue estimates more than 50 million consumers use the company’s services, "with about $1.8 billion credited to their accounts.” Consumers at the event are gifted cash-back opportunities through augmented reality (AR) experiences, as many feel the pressure of inflation and rising prices that eat into their budgets. advertisement advertisement Life-size installations will simulate white, puffy clouds where visitors can walk through the space through the company’s first augmented reality (AR) experience. Prize amounts range from $2 to $100 when signing up for Ibotta with the AR referral code. The company has been working with influencers to help bring attention to the campaign. The IPO filed on March 22 outlines Ibotta’s business model, which delivers mobile promotions for brands through rewards and rebate using artificial intelligence (AI). Promotions for more than 850 different clients, representing more than 2,400 different CPG brands, such as Coca-Cola, according to its filing with the U.S. Securities and Exchange Commission. The company reported a net income of $38 million on revenue of $320 million for 2023, compared with a net loss of $55 million on revenue of $211 million the previous year. The filing details how Ibotta uses technology to serve offers. It receives “a large volume of item-level purchase data through our secure point-of-sale (POS) integrations with 85 different retailers as of December 31, 2023.” Using this data, Ibotta builds a profile of each consumer based on what they have bought in the past and how they have responded to various price promotions. From there, it builds recommendations that are driven by machine learning and designed to create personalized savings experiences for each consumer. The more data, the smarter the recommenders become. Ibotta turned a profit last year. The company said it will disclose proposed terms in its IPO later this year.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/o3HSidT March 24, 2024 at 08:49PM
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Apple Monopolizes Smartphone Market, Biden Admin Charges https://ift.tt/An154Se The U.S. Department of Justice, 15 states and the District of Columbia claim in a lawsuit filed Thursday that Apple maintains an illegal monopoly in the smartphone market. “We allege that Apple has employed a strategy that relies on exclusionary, anticompetitive conduct, that hurts both consumers and developers,” U.S. Attorney General Merrick Garland said Thursday morning. The 88-page complaint includes allegations that Apple degrades or restricts other companies' apps or products, effectively hindering consumers from leaving the Apple ecosystem, and thwarting developers' ability to offer competing services. “To protect its smartphone monopoly -- and the extraordinary profits that monopoly generates -- Apple repeatedly chooses to make its products worse for consumers to prevent competition from emerging,” the officials allege in a complaint filed in U.S. District Court in New Jersey. advertisement advertisement The complaint focuses on several examples of Apple's alleged suppression of technologies that, according to the officials, “would have increased competition among smartphones.” For instance, according to the complaint, Apple prevents other companies' messaging apps from operating in the background when the app is closed, which “impairs functionality like message delivery confirmation.” Also, Apple allegedly degrades other companies' smartwatches in several ways -- including by preventing iPhone users from responding to messages or accept calendar invites via another manufacturer's smartwatch. The complaint additionally says Apple's digital wallet is the only iPhone app capable of using near-field communication, which lets consumers pay by tapping their phones. “By denying iPhone users the ability to choose their trusted banking apps as their digital wallet, Apple retains full control both over the consumer and also over the stream of income generated by forcing users to use only Apple-authorized products in the digital wallet,” the complaint alleges. “If third-party developers could create cross-platform wallets, users transitioning away from the iPhone could continue to use the same wallet, with the same cards, IDs, payment histories, peer-to-peer payment contacts, and other information, making it easier to switch smartphones,” the officials add. Apple stated Thursday that it plans to “vigorously defend” itself. The lawsuit “threatens who we are and the principles that set Apple products apart in fiercely competitive markets,” the company stated, adding that if successful, the suit would “set a dangerous precedent, empowering government to take a heavy hand in designing people’s technology.” Apple isn't the only tech company facing antitrust accusations.The federal government has also accused Google, Amazon and Meta of acting anticompetitively.The lawsuits against those companies are ongoing. Apple previously defeated antitrust claims by Fornite developer Epic Games, which alleged that Apple monopolizes the iOS app distribution market, and unlawfully forces developers to use its payment processing system. U.S. District Court Judge Yvonne Gonzalez Rogers in the Northern District of California ruled after a trial that Epic hadn't proven its antitrust claims, but also found that Apple's anti-steering policies -- which prohibited developers from offering in-app links to outside payment platforms -- violated California's unfair competition law. Mobile Marketing via MediaPost.com: mobile https://ift.tt/apfmYM5 March 21, 2024 at 04:33PM
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Threads Rolls Out Fediverse Beta In The U.S. https://ift.tt/CvM7iTm One day after Instagram engineer Peter Cottle previewed what it might look like for users of Meta's Threads -- the decentralized X competitor app -- to post to the fediverse, the company has begun rolling out the beta to users in the U.S., Canada and Japan. “We’re making progress integrating Threads into the fediverse and launching a beta in a few countries that lets people choose to federate their posts,” Meta CEO Mark Zuckerberg posted on Threads. “If you see this and turn it on from your profile, you’ll see likes from federated platforms appear on your posts here.” Most of the comments on Zuckerberg’s post share a similar level of confusion around the term “fediverse,” which aligns with Cottle’s point on Wednesday: “we have to both explain the fediverse and explain all the disclaimers and then make sure they feel good about the outcome.” Which is no easy feat. advertisement advertisement By “federated platforms,” Zuckerberg is referring to apps like Mastodon that have integrated with the ActivityPub protocol, which allows users to jump between a hub of decentralized apps with the same profile. The beta of Threads’ fediverse integration will allow users to toggle on the feature that allows cross-platform posting and viewing likes from other federated platforms. However, the update is still limited. According to Cottle's presentation, only users with public profiles will be able to turn on fediverse sharing, which lets users on other servers search for Threads users, follow their profile, view their posts, interact with their content and share their content to anyone on or off their server. Users currently are not able to view replies or follows from the fediverse, either, and Meta has made it clear that it cannot guarantee deleted Threads posts that were initially sent out to the fediverse will be deleted from other linked platforms. Despite the current limitations and public confusion, this beta launch marks Meta's commitment to exploring a new way of using social media. Mobile Marketing via MediaPost.com: mobile https://ift.tt/apfmYM5 March 21, 2024 at 04:33PM
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Former Wieden+Kennedy Execs Debut 'Creative Factory' Someplace https://ift.tt/Sr3Hgls Someplace, a new agency, specializing brand and creative strategies, has launched. Two former Wieden+Kennedy global creative directors, Ryan O’Rourke and Alberto Ponte, and former global media director, Dan Sheniak, who ran the Nike Global Business, joined forces to bring their own vision to the agency world. Based in Los Angeles, Someplace recently debuted work with Moncler x Roc Nation. The shop is now working with clients in the sports apparel, fashion and accessories and mobile sports-betting industries. The trio are known for their Nike campaigns, such as “Find Your Greatness” for the 2012 Olympics, LeBron James' “Rise & Together” and Serena Williams' “You Can’t Stop Sisters.” advertisement advertisement “We would never close our doors to an opportunity just because it doesn’t fall within the traditional rules of advertising. In fact, it would be our dream to be able to expand outside of what’s expected of a 'typical' creative agency,” said Ryan O’Rourke, Chief Creative Officer, Someplace. In addition, clients have direct access to working with the founders, who insist Someplace isn't a marketing agency, but a “creative factory.” “The difference for us is that we’re building an agency at the crosshairs of powerful creativity and media, putting the right creative in the right places. That precision at the core of our storytelling makes all the difference for our business and our clients,” said Daniel Sheniak, Chief Media Officer, Someplace. Mobile Marketing via MediaPost.com: mobile https://ift.tt/apfmYM5 March 21, 2024 at 09:40AM
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Gas Stations Enter The Metaverse, Sort Of https://ift.tt/oyD2t1z Few venues may seem more IRL than a gas station pump, but soon you'll be able to catch up with -- if not actually enter -- the metaverse while filling up your car, thanks to a partnership being announced today between digital out-of-home advertising network GSTV and immersive worlds content publisher Super League. The content deal will begin distributing a new weekly series from Super League, "Metaburst," on GSTV's screens located at more than 29,000 sites nationwide. The series will feature 20-second "Metaburst" content highlighting news and previews of new launches on the biggest immersive gaming platforms, including Roblox, Fortnite, Minecraft and others. Charter advertisers are expected to include the kind of beverage, snack and QSR brands that have already pioneered in-game advertising on those platforms, as well as Super League's roster of advertisers in the entertainment, beauty, travel, consumer electronics and toy categories. advertisement advertisement The partnership will also include "cross-screen" sponsorships and in-game integrations "bridging the gap between the physical act of fueling up and the digital world of gaming," says a GSTV spokesperson. "We will provide cross-platform video campaigns, custom sponsorships and integrations that include both branded content and in-game experiences, and also utilize Super League’s proprietary 'Loyalty and Reward Platform,' which connects branded rewards that have been unlocked and earned in-game with sales redemptions at the point of purchase at GSTV locations," he adds. Mobile Marketing via MediaPost.com: mobile https://ift.tt/apfmYM5 March 21, 2024 at 08:54AM Tips for Playing Online Pokies on Mobile https://ift.tt/JCc46Ls Gaming machines are, by far, the most popular gambling products in New Zealand. Online pokies have contributed significantly to the dramatic increase in the genre’s dominance. Virtual slot machines are staples at internet casinos, providing players with simple, fun entertainment. Another plus side to playing pokies is that you can do it, from almost anywhere. Thanks to the rapid proliferation of mobile casinos, gambling options are available on thousands of devices. It’s another reason casino gaming is so prevalent among Kiwis. If you want to wager on the latest slot titles, you only have to find the right platform. Mobile gambling might not be for everyone, though. When you are used to playing pokies on a PC, adjusting to a smaller screen might take some time. However, you shouldn’t worry about downgrading your experience if you choose a mobile casino. Smartphones and tablets have evolved impressively, offering users numerous features. So, you can be confident about enjoying pokies in all their glory. However, you should know how to get the most from mobile gaming. Are there specific devices you should use? Does your game choice matter? How can you maintain quality? Such considerations shape how you play on handheld devices. Whether you are looking for pokies to play for free or prefer real-money gaming, the following tips will make a considerable difference. Decide between App or Mobile BrowserGambling operators offer mobile gaming via two options – in-browser or app. When planning to gamble on a tablet or smartphone, weigh the benefits of either medium first. Native apps usually provide a richer visual experience than web browsers. Therefore, if you are particular about the quality of the graphics in games, then an app is more suitable. The downside is that you have to download software on your gadget. An app takes up storage and eats up more with each gambling session. Conversely, a mobile casino website only needs a browser. You can access the casino conveniently without needing to download additional software. If storage is an issue on your device, then this option is the best one. Both alternatives offer a miniaturised version of an online casino. Hence, expect to find almost all the features. The game library is smaller on mobile, regardless of the platform. However, some dedicated apps can have more products than their web counterparts. Use the Right DevicePick a device that won’t compromise your gambling. Even though the use of HTML5 to develop games means most products are available on numerous devices, the experience is not the same everywhere. Some smartphones are better equipped for mobile gaming than others. The display size, image resolution and storage are some specifications to consider. If you are gambling on an app, then compatibility comes into play. Some devices might not support native applications. A device’s ability to run casino games is crucial as well. You don’t want a tablet that overheats when you start playing because it’s not powerful enough for the operation. A suitable device prevents issues like lagging and crashing games. Hence, select a mobile device that won’t present performance issues, especially if you are an avid player. Reduce InterruptionsIf you want to play pokies on mobile like you would on a regular gambling site, then minimise interruptions. Your phone ringing in the middle of a game might cause you to lose a wager. If you leave the page, you are on to answer a call, then you may need to forfeit that round. Any serious gaming should avoid such inconveniences since casinos don’t reimburse bets lost due to disconnections. Turning on the ‘do not disturb’ mode can save you these problems. You should especially consider using DND while gambling on live dealer games. Stopping a live session can ruin your entire experience, particularly for games with multiple players. Network interruption is another element to watch out for in mobile gaming. Use WiFi rather than mobile data to guarantee a stable connection throughout your gambling. With more than 94% of the New Zealand population accessing the internet, you shouldn’t have a problem finding a reliable connection. Capitalise on Free PlayIt might not seem like it, but free casino games are available on mobile. They are common casino marketing tools. Free pokies are the most popular. The advantage of free pokies is that you can get a feel for the games before gambling with real money. You might not be sure if online pokies are the best games for you. Playing for free allows you to decide that. They are also excellent for practice if you are a beginner. You have more than one way to play free games on your handheld device. The most obvious is a mobile casino. Apps and mobile websites provide the option to play for fun on most games. In some cases, you don’t even require an account to access demo games. Alternatively, you can download free games as apps on your smartphone or tablet. You get all the features in the real game without the associated expenses. Various other sites offer free pokies. Official developer websites, review sites and affiliate platforms are some places to look. Playing pokies on mobile is entertaining, which is why the market is growing fast. However, it’s only fun if you do it right. Before searching for the best mobile gambling platform for Kiwis, consider the above advice to help you discover the wonders of gaming on the go. The post Tips for Playing Online Pokies on Mobile appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch https://ift.tt/eKLCjgD March 20, 2024 at 10:06PM
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The Paradox Of Quality https://ift.tt/7a4kyQL The paradox of quality is that the better our products get, the more they are alike. Quality is contagious. It multiplies itself. Quality follows quality, which is why quality also converges. Take cars, for example. One of the key things people want from gasoline-powered cars is good gas mileage. Maximizing fuel efficiency involves many things, such as tire resistance, lubrication, weight and engine design. But the most important thing is the aerodynamic design of the car’s body. The shape of a car must minimize drag and instability. The laws of physics that come into play apply to every car, so every car designed to maximize fuel efficiency will end up in the same place. That is because one shape works best. This is why the silhouettes of most cars these days — mass market and luxury — are pretty much identical. advertisement advertisement This phenomenon was called out last year by Epoch strategy director Alex Murrell in a thought-provoking blog post entitled “The Age of Average.” He showed an image of the side profile of 25 cars. We would be hard-pressed to pick out one from another. All cars have greatly improved on gas mileage, and in doing so look more and more alike. And it's not just car silhouettes — it’s brand logos too. Web developer Radek Sienkiewicz pointed out in a 2020 blog post that brand logos now look more alike. The reason is the handheld mobile devices people use to shop and browse these days. Branding must look good on smart phones and tablets. Certain fonts and colors are more readable on mobile devices, so brands are converging on those. Logos are better, but only by looking more and more alike. You see this in everything. You name it, and Murrell does. Coffee shops. Models. Movie posters. Book covers. Toothbrushes. Retail shelves. Skylines. Websites. Instagram photos. And more. In every case, it is quality following quality. Something works best, so everybody does that. Think of your own experience. When a competitor comes out with a better feature, you don’t just fold up and quit. You do it, too. If it’s the best thing, everybody will do it. For the very reason that it’s the best thing. But in doing so, everybody ends up in the same place. It's higher quality all around, but with less differentiation. It is a commodity marketplace at a high level of quality, not a low level. Quality used to cost more to produce and deliver, which put high quality out of reach for many brands and most consumers. But this has changed. Increasingly, quality is affordable. In years past, commoditization meant lower quality — everything headed to the lowest common denominator. These days, it means higher quality — everything headed to the highest common denominator. For example, grocery, convenience and drug retailers have made significant investments in the quality of store brands, thus making trading-down less if any of a trade-off in quality. AI is sure to worsen the paradox of quality. The genius of AI — especially generative AI — is that it can quickly survey what’s known about something and distill current learning about what’s best. In other words, AI takes the guesswork out of great by pointing directly to consensus knowledge about the best and highest-quality thing to do. As brands and businesses use AI to synthesize large datasets, quality will cease to be exceptional. Quality will become normative. Everything will be much better, but also much the same. It's not quality that builds brands, however. It’s difference, and difference that is motivating or specifically relevant to consumer needs and wants. Absent difference, any brand is as good as any other. In such an instance, every brand is great — just the same. The challenge for brands is difference. It’s the same challenge as always except that quality is no longer a reliable or sustainable way in which to create and deliver difference. For many categories, quality has become table stakes. This has had the effect of making advertising less about the brand and more about the spectacle of the ad itself. Natasha Degen, who teaches at the Fashion Institute of Technology, wrote about this in a New York Timesop-ed earlier this year. The “hype machine” now “precedes and overwhelms the product,” she observed. What people seek is the experience of the marketing — the buzz, the craze, the movement, the crowd, the conversation, the promotion. Product quality is expected. So it’s more about the rush of getting there than what you get once you get there. It’s marketing as the difference that delivers — a quality of spectacle that, paradoxically, presumes a quality product. Mobile Marketing via MediaPost.com: mobile https://ift.tt/erCF8XE March 20, 2024 at 11:54AM |
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