#innovation #digital transformation #job
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“Amazon owns the #data and #experience, and beyond a higher-level understanding of visitors, it was difficult to carry out targeted marketing campaigns to would-be customers.”
Do read more pro’s and con’s on #selling on Amazon:
“Your current or future customer is not interested in your product, they are interested in solving a problem or challenge, usually both organizational and personal.
By educating customers, they will make informed decisions and look to you as the subject matter expert.
you build your brand awareness by personalizing your brand, you establish yourself as a thought leader in your industry, and you increase traffic to your website with each post by using SEO friendly keywords.”
“The idea is simple: If you want to sell something, Shopify will for a monthly fee help you sell it. Merchants get store templates, analytics and ways to manage inventory. And Shopify plugs into an increasing number of platforms, including, most recently, Instagram Stories, so merchants can use those platforms to drive people from social platforms to Shopify and complete the sale. And for the Kylies of the world, who choose to sell direct, it’s become the way to get to market quickly.”
“Jeff Weiser, chief marketing officer at Shopify. “A couple of things have enabled the rise of the DTC, which is the ability to outsource the supply chain.” For Weiser, who described himself as “loving” anything to do with DTC, what Shopify does is power all of that ability — from selling to payments to marketing. “We run the gamut of a retail operating system.”
“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.”
“”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.
“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: “Bowerman first began tinkering with running shoes in the 1950s, when he wrote to several footwear companies proposing ideas for improving shoes to better serve runners.”
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]”
- Top Pages are posting a lot more
- Overall Page engagement is declining
- Facebook engagement down for videos, images, and links
- Posting 5 times per day resulted in highest overall engagement
- 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.”
“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.”
Real interesting read on Amazon as sales channel, how brands react, pricing policy, data and why some brands revoke amazon and stick to their own ecommerce website.
Long read tough, well written and easy to digest. :)