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social marketing

Facebook Opens Up Data Flood Gates for More Targeted Ads

Posted by Sheila Shayon on June 12, 2014 05:19 PM

In a move that seems like Minority Report meets The Social Network, Facebook is giving back, to marketers that is, who are eager for more information to better target ads to the network’s 1.28 billion monthly users.

Now instead of just retargeting users, Facebook is turning the social platform into an open market for what it calls a "data-based democracy." 

"Facebook has transformed from a company that disdained ads, to one that said it could figure out a better way to sell ads than everyone else, to one that sells ads just like everyone else, but with a lot more scale and data," Recode commented. "It makes a ton of money doing it.” 

The company explained in a blog post that it primarily learns about interests "from the things you do on Facebook, such as Pages you like. Starting soon in the US, we will also include information from some of the websites and apps you use.”

To assuage fears of an imminent privacy assault, the company is also releasing a tool that provides users with information about why they are seeing a particular ad—which the network calls a value-add for being able to be better plugged-in to users' lives in the real world.Continue reading...

retail watch

Proximity Marketing Spreads as Safeway, Duane Reade Test iBeacon Tech

Posted by Dale Buss on May 30, 2014 11:02 AM

Long past are the days when privacy advocates merely worried that GM’s pioneering OnStar service could track your car wherever you traveled using GPS technology. Now, an increasing number of retailers and other brands are using new “beacon” technology to track consumers to within several inches of their locations in stores in order to push promotions and encourage spending. 

There are lots of other potentially disruptive uses to come from Apple’s iBeacon and similar technologies though as brand transparency and consumer privacy become top of mind.

Already, for instance, Safeway has been testing an iBeacon installation that automatically offers discounts to shoppers who have downloaded the supermarket chain’s “just for U” loyalty app and walk into the store—at the exact moment when consumers are ready to shop.

Similarly, Duane Reade, the Walgreen-owned East Coast US pharmacy chain, has launched a program to fit its New York stores with iBeacons that delivery weekly ads and coupons to opted-in smartphones. “iBeacons help remove some of the obstacles of engagement and facilitate customer interaction,” Tim MacCauley, mobile commerce director for Walgreen, told Adweek.Continue reading...

privacy alert

FTC Wants Data Brokers, Brands to Know Less About Who You Really Are

Posted by Dale Buss on May 28, 2014 02:43 PM

The US Federal Trade Commission wants to make it more difficult for marketing data brokers to collect and use online information to target American consumers. And that means, in turn, the federal agency wants to make it more difficult for brands to take advantage of today’s digital tools, like big data, to market to existing and potential customers.

The commission said that Congress should require data brokers to tell consumers more about how they collect and use information and give consumers more control over that personal data with tools that could view, suppress and filter that information.

“You may not know them, but data brokers know you,” Edith Ramirez, FTC chairwoman, said on a conference call, according to Bloomberg Businessweek. They have information “including our online and in-store purchases, our political and religious affiliations, our income and socioeconomioc status, and more.”

To reverse that trend, the FTC recommended that Congress should require creation of a website where the data brokers disclose the sources of data they collect about consumers and give consumers the opportunity to opt out of data collection, the Wall Street Journal said. Six companies studied by the FTC already do that, but officials said a single portal is required because of extensive information sharing among data brokers.Continue reading...

social media

Facebook Hopes to See Privacy Concerns Go Extinct with Pop-Up Push

Posted by Mark J. Miller on May 23, 2014 11:02 AM

Facebook has long encouraged its users to post details of their life: baby pictures, wedding videos, birth dates, music and TV preferences. The brand's push to share inspires innovative new features to make it easier to share, while making the social network a data mine for marketers—and the focus of online privacy debates.  

Now Facebook is acknowledging that consumers might not want marketers—and strangers—to know every last bit of information about them. The company is "changing the default sharing setting for new users to friends only, instead of public," and making it simpler for its 1.28 billion users to change their privacy settings, the Los Angeles Times reports.

In addition, current users will be offered a new tool in the next few weeks that will allow them to review and change their current privacy settings.

"They've realized that if they want to continue to be successful, they have to focus on the user experience, and they've realized that users want some level of privacy," Shyam Patil, a vice president at Wedbush Equity Research, told the paper.Continue reading...

executive decision

Target Brand Hangs In Balance As Board Ousts CEO

Posted by Dale Buss on May 5, 2014 12:39 PM

Target CEO Gregg Steinhafel fell—or was pushed onto—his sword today with a statement by the company's board of directors that he is leaving his post as president and CEO. But the recent diminution of the Target brand won't be as easily fixed as just showing the door to the 35-year veteran of the retailer.

Not long ago the brand carried a strongly innovative vibe that differentiated the discounter from Walmart and other dowdier retail marques, relying on a strong stable of private-label designers, clean store layouts and clever marketing to achieve the cut above its rivals. And results showed this success. Steinhafel, CEO of Target since 2008, presided over much of it.

But the massive data breach during the Christmas holidays last year rocked the company, badly denting its sales at the time, taking a bite out of its reputation, adding to shoppers' insecurity with the brand, and still plaguing Target as it faces a cost of $100 million for overhauling payment security.

The Target board, which stepped up its quarterly meetings to monthly in the wake of the data breach, felt that Steinhafel hadn't done enough to prevent such a debacle and hadn't done enough since it occurred to rectify things.Continue reading...

corporate citizenship

Visa, MasterCard Team Up to Push for Better Credit Data Protections

Posted by Mark J. Miller on March 10, 2014 06:42 PM

As more information and new reports of data hacks continue to pour in, striking major retailers like Target, Neiman Marcus and others, the US is becoming increasingly aware of the many dangers associated with using debit and credit cards

MasterCard and Visa, whose businesses are eroded every time a consumer’s information is stolen, have decided to take action and are leading an effort to form a “cross-industry group to improve security for card transactions and press US retailers and banks to meet a 2015 deadline to adopt technology that would make it safer to pay with plastic,” Reuters reports.

Other members of the group include credit unions, banks, retailers, and industry trade associations, which are initially pushing for the implementation of technology already used in Europe and Asia—EMV cards—which “store information on computer chips rather than on traditional magnetic strips, making them harder to counterfeit,” according to the wire service.Continue reading...

get creative

Oreo Feeds the Beat During Day One of SXSW 2014

Posted by Sheila Shayon on March 7, 2014 06:49 PM

SXSW 2014 kicked off today in Austin, Texas, with the festival's film portion expected to attract 30,000 people alone. 

The interactive festival, better known as the launching pad for Twitter and Foursquare, has become "a living, breathing manifestation of the Internet where you can get all kinds of different inputs and all kinds of different ways of information and put them all together and somehow come out slightly better at the end of the whole experience," Hugh Forrest, the festival's interactive director, told NPR. 

This year's festival is a cultural mélange with a line-up that includes Edward Snowden, Neil deGrasse Tyson, Julian Assange and feline Internet sensation Grumpy Cat, as well as musical acts including Lady Gaga. Speakers include Google Chairman Eric Schmidt and SVP Sundar Pichai, as well as Dell CEO Michael Dell.Continue reading...

get creative

SXSW '14 Preview: Snowden, Gaga and Nye, Oh My!

Posted by Barry Silverstein on March 6, 2014 06:20 PM

Each year, it seems SXSW (South By South West) gets more and more curious—and this year is no exception. Once dedicated to music, the 2014 SXSW festival, running from March 7 through 16 in Austin, Texas, now defines itself as "Music, Film, Interactive." Indeed, the festival has served as the launch pad for some of the market's most high-profile startups, including Foursquare. 

Beyond that, SXSW is a potpourri of personalities, popular trends and brands vying for attention. Indeed, last year's extravaganza was a "feeding ground for viral campaigns and unique marketing stunts." This year? Well, you can expect more of the same—just amped up a few notches.

In fact, SXSW 2014 may end up being known for notoriety. None other than the world's most infamous whistleblower, Edward Snowden, will speak on March 10 via teleconference. He'll be conversing with Christopher Soghoian, principal technologist of the American Civil Liberties Union (ACLU) "on the impact of the NSA's spying efforts on the technology community, and the ways in which technology can help to protect us from mass surveillance," according to the festival's site.Continue reading...

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