The Hoosier Contrarian gave me the big thought of the day. He writes:
"I just read parts of the US Army Manual, FM34-60 COUNTERINTELLIGENCE
( I have way too much time on my hands), and a thought occurred to me.
We all have, or should have, firewalls for our personal computers,
passwords for our banking and communication over the internet, etc. But
what about consumer tools that have been specifically designed to act
as “countermarketing” aids? And if they exist, what do they look like,
how are they configured, and managed? It may be a bit of a stretch to
visualize, but for me, it might mean that I can begin to manage how I
want various companies to incorporate my internet behavior into their
computerized marketing machinery. Imagine the possibilities. If enough
people used such a tool, it might even force companies to do the hard
work. Actually get to know me."
The link is here.
Now, I do a fair amount of this currently, primarily by trying to use plus addressing on my email address whenever possible in order to know who is selling my email address to whom. (Plus addressing allows me to determine the source of the leak.)
What kinds of marketing countermeasures do you use?
"Advertisers should not make the mistake of trying to recreate classic
Web advertising models that gather metrics like impressions and
click-throughs…a better strategy is to create great branded mobile experiences that
drive interactive usage and brand awareness. Successful brands have
leveraged mobile to extend their overall brand equity, not necessarily
to turn on a new revenue stream in the mobile channel." – Dave Sloan
There's historically been a separation between businesses that sell directly to end customers ("business to consumer," or B2C) like Best Buy or Wal*Mart, and businesses that sell primarily to other businesses ("business to business," or B2B) like IBM or a large automotive component supplier.
The question: with social media, where people deal with other people and not an abstract "organization," does this change? (Chris Brogan has some thoughts here.)
What do you think? Are B2B and B2C outmoded terms as we all start to interact as "people?"
Brian Roger over at The Customer Collective and I had a nice chat on the topic of listening to one's customers. You can eavesdrop here.
This one's important, and a worthy read.
Solid article about one of the cornerstones of the VRM
initiative, that of taking control of the data that is currently floating around about us in various systems, both financial and vendor-based. The lede:
"The idea of you 'owning' the data about yourself is both emotionally and intellectually appealing. This data, which ranges from the critical (your medical and financial records) to the theoretically trivial (what you buy and search for, and which Web sites you visit) defines, quantifies and describes your preferences, resources, habits and health. It is a proxy for you. It is also what every marketer in the entire commercial universe wants to get their hands on."