This brings me to some new data that my firm has uncovered. The state of segmentation suggests that marketers are missing many segmentation opportunities.
While I have written before and have proven the performance of segmentation, what is interesting is that we are starting to see marketers work more toward attitude and satisfaction surveys. This notion of an über-crowdsource is a necessary thing to do, but our belief is that it should not exceed the data and information that you know about your subscribers and clients – including spending and click data.
We’ll see this view of this chart – but what do you all think? Should marketers use mushy, social satisfaction “Thank you” elements in advance of spending and behavior?
Our research would suggest that you focus first on the things that you know as truisms. As in spending, clicks, and that old recency-frequency-monetary (RFM) approach that I have seen proven since the late 1980s in my earliest catalog and CompuServe, er, Internet days.
Targeting clickers and buyers drives more revenue than targeting likers. It works. All tactics have a place, and in combination there is a huge massive return when email is married to social data and attitudinal data.
But please, don’t skip your own ability to target off your own data, as it’s likely that those who like you have bought from you.
Trolls. They fill the internet with insults, dead-end arguments, and inanity the likes of which we’ve never seen. Or maybe we have. The Guardian’s David Mitchell notes that trolling comments aren’t all that different from graffiti, and should likewise carry no more weight.
More specifically, Mitchell is talking less about trolls as you and I know them and more about anonymous, often inaccurate online reviews. It’s not a bulletproof analogy by any means, but Mitchell’s idea does reframe the way you look at anonymous content in a compelling way:
When you read a bit of graffiti that says something like “Blair is a liar”, you don’t take it as fact. You may, independently, have concluded that it is fact. But you don’t think that the graffiti has provided that information. It is merely evidence that someone, when in possession of a spray can, wished to assert their belief in the millionaire former premier’s mendacity. It is unsubstantiated, anonymous opinion. We understand that instinctively. We need to start routinely applying those instincts to the web.
If you read a review, an opinion, a description or a fact and you don’t know who wrote it then it’s no more reliable than if it were sprayed on a railway bridge. We should always assume the worst so that all those who wish to convince… have an incentive to identify themselves.
The flip side of the coin, of course, is that anonymity is vital to the spread of information on the internet. The important tool to remember, as always, is your skepticism. Without it, you’re letting yourself get all worked up over graffiti. (And we’re not talking Banksy here—or even Hanksy.) Photo remixed from The Awl.
Check out the gigantic volume of photos now stored in Facebook compared to Flickr, the Library of Congress and Instagram. I knew they were big, but I never imagined the difference could be so huge. 140 billion photos! It defies belief.
It’s 10,000 times larger than the photo catalog in the Library of Congress! And Flickr, which I erroneously thought would be larger than anything else, is just a tiny fraction of Facebook.
Digital cameras are now ubiquitous – it is estimated that 2.5 billion people in the world today have a digital camera. If the average person snaps 150 photos this year that would be a staggering 375 billion photos. That might sound implausible but this year people will upload over 70 billion photos to Facebook, suggesting around 20% of all photos this year will end up there. Already Facebook’s photo collection has a staggering 140 billion photos, that’s over 10,000 times larger than the Library of Congress.
According to 1000memories, so far humanity has taken 3.5 trillion. Right now, “every 2 minutes today we snap as many photos as the whole of humanity took in the 1800s.”
Maybe someday someone would do something incredibly useful with them, like monitoring the state of mind of the whole planet by analyzing the expressions and landscapes of all these photos.
It’s sad to see the demise of analog photos—and surprising that there were still four billion taken in the last year alone. [1000memories]
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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