Digital versus traditional media


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“The real problem is people are spending too much money on the short-term activation stuff. Programmatic and paid search is not enough to generate growth for brands. What we need to do is get people to understand the long-term power of brand building and see that TV and online video together can really do that brand job,” Mr Binet said.”

“The really big problem is not the tension between digital and traditional media, it’s this tension between brand building and activation and people getting the wrong balance.” 

“”So it awakens the emotional stuff, and then ‘we’ve got the product for you at the price for you’. When you get those two things working together then everything lights up.”

Tx Les Binet for this razor-sharp analysis.

XAI

“Let’s begin by looking at this short list of decisions that AI is making for us in the here and now.

  • Whether or not a tumor has become cancerous.
  • Whether or not an insurance claim should be processed or denied.
  • Whether or not a traveler is approved to go through airport security.
  • Whether or not a loan should be made.
  • Whether or not a missile launch is authorized.
  • Whether or not a self-driving vehicle brakes.

These are complex matters that are well suited to AI’s strength — its ability to process infinitely greater data than a human can, said Mike Abramsky, CEO of RedTeam Global. But the decisions AI can make are also reflective of the technology’s weakness, the so-called “Black Box” problem, Abramsky said. Because deep learning is non transparent, the system simply can’t explain why it got to the decision. No matter how much you respect AI’s advance, though, most of us would also like to know how AI came to the conclusions that it did, if only out of curiosity’s sake. So do proponents of a movement called explainable AI, and their reasons for wanting to know go far beyond mere curiosity.

“With AI-powered systems increasingly making decisions such as credit card approval for an application, a self-driving car applying the brakes after getting closer to an obstacle, and parole recommendation for incarcerated felons, it has become vital for humans to understand the decision-making mechanism of the underlying AI to ascertain that the AI makes accurate and fair decisions,” said Abhijit Thatte, VP of Artificial Intelligence at Aricent.”

Nike, purpose for brands

Nike speaks out

“Nike cares most about the category influencers and tastemakers — nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”

Taking stand creates $43 mio in hashtagreach for hashtagNike “the exposure generated by the controversy was the equivalent of roughly $43 million in media. The majority of that exposure was “neutral to positive [Bloomberg]”

 


Facebook engagement 2018

Key findings from 43 million Facebook Business Page posts

  1. Top Pages are posting a lot more
  2. Overall Page engagement is declining
  3. Facebook engagement down for videos, images, and links
  4. Posting 5 times per day resulted in highest overall engagement
  5. Top Page categories experienced 49-70% overall drop in engagement

engagement : hashtagvisual or hashtagvideo? hashtagdata tells all… “Interestingly enough, we found that images (not video) regularly receive the most engagement. However, consistent with the data above, average engagement per image dropped from 9,370 per post in Q1 2017 to just 3,454 per post in Q2 2018. Respectively, average engagement per video fell from 5,486 to 2,867. Here’s a quick chart to show the differences between types of content.”

We Analyzed 43 Million Facebook Posts From the Top 20,000 Brands (New Research)

“But with organic reach nearly nonexistent on Facebook, why are pages posting more?

Jason Beckerman, CEO of social advertising platform Unified, said Facebook is “really a pay-to-play ecosystem now,” adding, “The days of seeing significant engagement from organic are pretty much over. Truthfully, all companies should be exploring paid social advertising—and they don’t need to have huge budgets, either. Depending on their goal, they can see huge return on investment with the right targeting, creative, audience targeting and strong campaign management capability.”

The Top 20,000 Facebook Pages Posted More Content During the Second Quarter of 2018

Social Mammoth

“This week from the greatest hits, an issue we need to work on: caring less about what other people think of us.

This post introduces The Social Survival Mammoth—the primitive part of our brain that is obsessed with fitting in and being liked and terrified of being excluded, embarrassed, or talked badly about behind our backs.

In the first part of the post, we talk about the mammoth and how his booming voice in our heads drowns out another character who speaks more quietly: our Authentic Voice. In the second part of the post, we look at why the Mammoth is actually very dumb and how, with the right amount of self-awareness, he can be tamed.”