On-Demand Marketing

Not totally on-board with everything here (by 2020 we won’t be tapping things to enable NFC connections nor will companies be texting us when we already have their app installed on our device or wearable), but this is an thought-provoking overview of just how much the web and coming improvements in consumer technology and IT infrastructure (more agile databases in the cloud etc) will change marketing itself in the next decade:

The coming era of ‘on-demand’ marketing | McKinsey & Company: “What’s next? Deploying tools that rapidly assemble databases of every customer contact with a brand, companies will need to push every customer-facing function to work together and form an integrated view of consumer decision journeys. With longitudinal pictures of customers’ touches and their outcomes, companies can model total costs per action, find the most effective decision-journey patterns, and spot points of leakage. As more contacts become digitized—and they will—the data will gradually get easier to create.”

Mobile is the linchpin of the user experience in 2015-2025, but we can’t forget wearables, such as Google Glass, and how much those will impact marketing as well.

via @similarweb on Twitter.

Uncle Herbert’s Autobiography

My Aunt Lib died this past Fall and while we were preparing for her funeral at her home, I happened upon my Uncle Herbert’s old wallet in a closet. I had to take a peek inside and found this piece of blue paper folded up…

2013 05 06 18 53 32

It was his autobiography.

I wish I had known more of this story when he was alive…

Here is the transcription with a few links that I’ve thrown in for my own benefit:

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Uncle Herbert’s Autobiography

Born in Florence 1920 one block from American Bakery. Worked on farm. Worked Tyler Veener Mill, Roofing Co. Atlantic Coast Line Railroad at Station and in round house. Fueled first diesel train that came into Florence.

Joined Navy March 1942. Went to Newport Rhode Island Boot Camp then to Chicago Navy Pier Aviation Mechanical School about 10 months.

Then to Phila for Catapult School, then west coast waiting for ship corridor.

On ship went to Honolulu. Changed ships then to Marshall and Gilbert Islands in combat their. Liscomb Bay sunk. Then over Equator and then to invade Guam and Saipan. Typhoon on way 3 days.

5 battle stars.

To states for discharge after war. Started working at Koppers Wood Preserving after layed off at R.R. then back in Navy 1950 for 18 months Korea War on USS Saipan.

Then back to Koppers Co.

Heart attack in 1978. Retired 1980. 5 operation and 3 heart attacks one of them bypass.

Built 2 houses.

No Teachers

We’re pretty amazing creatures…

Given Tablets but No Teachers, Ethiopian Children Teach Themselves | MIT Technology Review: “Earlier this year, OLPC workers dropped off closed boxes containing the tablets, taped shut, with no instruction. ‘I thought the kids would play with the boxes. Within four minutes, one kid not only opened the box, found the on-off switch … powered it up. Within five days, they were using 47 apps per child, per day. Within two weeks, they were singing ABC songs in the village, and within five months, they had hacked Android,’ Negroponte said. ‘Some idiot in our organization or in the Media Lab had disabled the camera, and they figured out the camera, and had hacked Android.’”

Origami iPad

I love the Incase Origami case/stand

Review: The Origami Workstation for iPad — Shawn Blanc: “Well, why not just use the iPad’s smart cover, and carry around the keyboard by itself? I’m glad you asked. For one the Workstation allows me to use the iPad with keyboard on my lap (for times I’m sitting in a conference room or an airport terminal). Secondly, the Workstation offers a sturdier support for the iPad than the Smart Cover. Thus allowing me to press the Home button and navigate the touch screen without using two hands to keep the iPad from tipping over. And if you prefer to type with the iPad in portrait mode, you can do that no problem.”

I’ve been using an Origami case for my Apple keyboard exactly the same way as Shawn (here’s my setup that I take to the office and school, complete with the same Jawbone Jambox) since last May. It’s rugged, stylish and does what it says it does.

Not bad for $30.

Google Now and All

One of the best posts that Jason has made in a long while…

Google’s Fiber Takeover Plan Expands: Will Kill Cable & Carriers   – LAUNCH –: “Google is going to kill AT&T, Verizon, Sprint, T-Mobile and the cable companies. Kids don’t talk on the phone and they don’t have a ton of money. If they can be reasonably sure they’ll have a wifi network, then they are simply not going to sign up for AT&T or Verizon.

It’s game over… in five short years.”

So true and yet another reason I’m trying to offshore more of my digital life away from Google:

“Not even your future will be a mystery
any more. Your mind will be punched in a card
and shut away in a little drawer.
When they want you to buy something
they will call you. When they want you
to die for profit they will let you know.”

Be like the fox indeed.

Google Kills Its Affiliate Network

In yet another round of Google Spring Cleaning surprises, GAN hits the chopping block (to the surprise of many in the affiliate marketing world including myself):

An update on Google Affiliate Network | Google Affiliate Network: “Our goal with Google Affiliate Network has been to help advertisers and publishers improve their performance across the affiliate ecosystem. Cost-per-action (CPA) marketing has rapidly evolved in the last few years, and we’ve invested significantly in CPA tools like Product Listing Ads, remarketing and Conversion Optimizer. We’re constantly evaluating our products to ensure that we’re focused on the services that will have the biggest impact for our advertisers and publishers.

To that end, we’ve made the difficult decision to retire Google Affiliate Network and focus on other products that are driving great results for clients.”

Certainly, this isn’t along the lines of a Google Reader surprise (let down) but it does provide an interesting high water mark for what was once the promise of open-web marketing.

It’s no secret that the rise of the “social web” with Facebook, Twitter, Pinterest, Instagram, Google+ etc has led to traffic flow and even content production being offloaded from once-independent web publishers and sites (affiliates) to respective walled silos. In turn, these silos have realized that co-opting the affiliate model within their own walls to drive advertising revenue.

Therefore, my biggest concern in this is the further consolidation of web content production (especially advertising based) and what it means for small to medium publishers and website owners. Whereas publishers had a chance to compete and thrive and be seen as a valuable channel to advertisers in 2005 or so, that business model is rapidly realizing its own end-of-life.

It’s a strange new world for affiliate marketers and this is only another phase of what started in 2006.

CourseSmart and Dumbing Down Teaching

I had to wince to make it through this article and visibly groaned when I read this:

Teacher Knows if You’ve Done the E-Reading – NYTimes: “CourseSmart is owned by Pearson, McGraw-Hill and other major publishers, which see an opportunity to cement their dominance in digital textbooks by offering administrators and faculty a constant stream of data about how students are doing.

In the old days, teachers knew if students understood the course from the expressions on their faces. Now some classes, including one of Mr. Guardia’s, are entirely virtual. Engagement information could give the colleges early warning about which students might flunk out, while more broadly letting teachers know if the whole class is falling behind.

Eventually, the data will flow back to the publishers, to help prepare new editions.”

As a teacher, I definitely understand the well meaning intention behind something like CourseSmart. I use Khan Academy a great deal with my 7th grade students for similar intentions.

However, the reason I use Khan for reinforcing math skills we’re discussing or for enrichment is to increase a student’s “number sense” and basic quantitative reasoning skills. We have conversations about their work on Khan, we do track progress a little (though it’s not used as the basis for a grade) and I am able to see where a particular student might be struggling, bored, competent or proficient on certain math skills that we’re covering. It’s a handy tool just like worksheets or pencil and paper. In the end, my job as a teacher is to converse with each student and see where they are in their math work on an individual basis. Khan along with many other tools helps me do that more authentically. I don’t “helicopter” students but want them to realize that they can take charge of their own learning for learning’s wonderful sake.

Khan, Code Academy, iTunes U, Coursera etc have made me a much better teacher over the last three years because I fundamentally believe that conversation (meaning more than verbal but conversation in the truest sense of the word possible) with an individual student is still the best test.

Nonetheless, what CourseSmart is doing from a teaching point of view is taking something like reading and making it into a quantitative model of “engagement.” Rather than a student being able to engage with material that suits them best, they’re being pigeon holed into an algorithmic expectation of highlighting and note taking in a way that up-ends the teaching process. Services like CourseMart are yet another example that boxed one-size fits all education at any level does not work.

Plus, the connection to corporate edu is so disturbing. Pearson and McGraw-Hill have become the Facebook and Google of education with their takeover of the education cloud.