Adactio: Links—Tagged with marketing

build a world, not an audience — kening zhu

I didn’t want to play the game of striving to be seen.

I just wanted to be.

Scams upon scams: The data-driven advertising grift – Another angry woman

On day 1 of your class about behaviour change in a science course, you learn that behaviour change is not a simple matter of information in, behaviour out. Human behaviour, and changing it, is big and complex.

Meanwhile, on your marketing courses, which I have had the misfortune to attend, the model of changing behaviour is pretty much this: information in, behaviour out.

How to be a writer on a marketing team without sounding like a jerk – A Whole Lotta Nothing

Good writing advice from Matt.

Representation and what happened to women in Tech

Men specialized in hardware while software development was seen as an exciting alternative to secretarial work. In 1967, Cosmopolitan published an article titled The Computer Girls, encouraging young women to pursue careers in computer science. So the curve went up, and continued to do so up until 1984. That’s when personal computers appeared.

Marketing matters:

When Apple released the Macintosh 128K and the Commodore 64 was introduced to the market, they were presented as toys. And, as toys were gendered, they were targeted at boys. We can look at advertisements from that time and quickly find a pattern: fathers and sons, young men, even one where a man is being undressed by two women with the motto Two bytes are better than one. It’s more evident with the ads for computer games; if women appear, they do so sexualized and half-naked. Not that appealing for young girls, one could imagine.

Let’s Define CSS 4 · Issue #4770 · w3c/csswg-drafts

Jen kicked off a fascinating thread here:

It’s come up quite a few times recently that the world of people who make websites would greatly benefit from the CSS Working Group officially defining ”CSS 4”, and later “CSS 5“, etc.

The level is discourse is impressively smart and civil.

Personally, I don’t (yet) have an opinion on this either way, but I’ll be watching it unfold with keen interest.

The new dot com bubble is here: it’s called online advertising - The Correspondent

The benchmarks that advertising companies use — intended to measure the number of clicks, sales and downloads that occur after an ad is viewed — are fundamentally misleading. None of these benchmarks distinguish between the selection effect (clicks, purchases and downloads that are happening anyway) and the advertising effect (clicks, purchases and downloads that would not have happened without ads).

It gets worse: the brightest minds of this generation are creating algorithms which only increase the effects of selection.

A terrificly well-written piece on the emperor’s new clothes worn by online advertising. Equal parts economic rigour and Gladwellian anecdata, it’s a joy to read! Kudos to Alana Gillespie for the great translation work (the original article was written in Dutch).

We currently assume that advertising companies always benefit from more data. … But the majority of advertising companies feed their complex algorithms silos full of data even though the practice never delivers the desired result. In the worst case, all that invasion of privacy can even lead to targeting the wrong group of people.

This insight is conspicuously absent from the debate about online privacy. At the moment, we don’t even know whether all this privacy violation works as advertised.

The interaction design of this article is great too—annotations, charts, and more!

Plain Text vs. HTML Emails: Which Is Better? [New Data]

Spoiler: it’s plain text. Every time.

Nothing boosts opens and clicks as well as an old school, plain-text email.

I feel vindicated.

People say they prefer HTML emails ..but they actually prefer plain-text.

This seems like a plausable explanation:

Think about how you email colleagues and friends: Do you usually add images or use well-designed templates? Probably not, and neither does your audience. They’re used to using email to communicate in a personal way, so emails from companies that look more personal will resonate more.

Now get off my lawn, you pesky HTML-email lovin’ kids.

AMP as your web framework – The AMP Blog

The bait’n’switch is laid bare. First, AMP is positioned as a separate format. Then, only AMP pages are allowed ranking in the top stories carousel. Now, let’s pretend none of that ever happened and act as though AMP is just another framework. Oh, and those separate AMP pages that you made? Turns out that was all just “transitional” and you’re supposed to make your entire site in AMP now.

I would genuinely love to know how the Polymer team at Google feel about this pivot. Everything claimed in this blog post about AMP is actually true of Polymer (and other libraries of web components that don’t have the luxury of bribing developers with SEO ranking).

Some alternative facts from the introduction:

AMP isn’t another “channel” or “format” that’s somehow not the web.

Weird …because that’s exactly how it was sold to us (as a direct competitor to similar offerings from Apple and Facebook).

It’s not an SEO thing.

That it outright false. Ask any company actually using AMP why they use it.

It’s not a replacement for HTML.

And yet, the article goes on to try convince you to replace HTML with AMP.

10 Progressive Web App Examples that Brand Owners can Learn From - Iflexion

Adriana Blum lists progressive web apps that are doing very, very well from Twitter, Trivago, Starbucks, Forbes, Debebhams, West Elm, Washington Post, Pinterest, AliExpress, and Lancôme.

Instead of choosing between the immediacy of a mobile website and the rich experience offered by native apps, you can now offer your target audiences the best of both and improve the commercial performance of your business to boot.

Doc Searls Weblog · Facebook’s Cambridge Analytica problems are nothing compared to what’s coming for all of online publishing

What will happen when the Times, the New Yorker and other pubs own up to the simple fact that they are just as guilty as Facebook of leaking its readers’ data to other parties, for—in many if not most cases—God knows what purposes besides “interest-based” advertising? And what happens when the EU comes down on them too? It’s game-on after 25 May, when the EU can start fining violators of the General Data Protection Regulation (GDPR). Key fact: the GDPR protects the data blood of EU citizens wherever they risk having it sucked in the digital world.

Naming Progressive Web Apps | fberriman

AMP is a symptom that someone, somewhere, thinks the web is failing so badly (so slow, so unresponsive) for a portion of the world that they want to take all the content and package it back up in a sterile, un-webby, branded box. That makes me so sad. PWAs, to me, are a potential treatment.

Performance is a feature. Why performance is an opportunity for online businesses.

The problem is that performance is a feature that is not on anyone’s product roadmap.

For whatever reason, the fact that it correlates directly to bounce rate, time on site, pages-per-visit etc. has not struck home with many product owners.

Most websites, certainly in the publishing industry where I have worked for a good part of my career, see those metrics as core KPIs. So you would think that anything that improved them would get prioritised. But no.

Jon Aizlewood | Is marketing being reborn as CX?

Aaaaand, once again, the Acheulean hand ax makes an appearance, this time in Jon’s rant about marketing.

A decade or more ago, digital marketing was more of a blunt instrument. It was like the first stone axe - crude, but it got the job done.

That’s three links in one day that reference the same prehistoric technology. What coincidental synchronicity!

Jerry Seinfeld’s Clio Acceptance Speech - YouTube

I feel that this is relevant to that discussion I had with Malarkey on his podcast about advertising.

Sweep the Sleaze | Information Architects

Some sensible advice from Oliver Reichenstein. Cluttering your social media icons isn’t helping and may actively be hindering your audience.

What’s in a Name? | The Intercom Blog

The hitherto unnoticed connection between the names of Android phones and the names of condoms.

Ian Bogost - Gamification is Bullshit

This is not as linkbaity as the title might suggest.

I’ve suggested the term “exploitationware” as a more accurate name for gamification’s true purpose…

Link tags: marketing

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