Tag Archive

Zappos: Rhetoric and Reality

Published on February 22, 2013 By Matt

Lest I be misunderstood, let me state for the record that I love Zappos. I admire, perhaps even envy them. And I like shoes as much as the next guy. When companies attain preeminence, it is usually due to a convergence of factors. Surely Zappos is no exception. Being early to the game helped; with [...]

Five Lessons from the Instagram Fiasco

Published on February 12, 2013 By Matt

You know the tale: Facebook acquired Instagram; members inferred from the revised agreement that advertisers could use their photos without paying or obtaining permission; Facebook replied, in essence, “No, no, no, you misunderstand, we would never do that”; Facebook changed (“clarified”) the user agreement; Instagram subscribers left en masse; and pretty much no one blamed [...]

Mind Your Back End

Published on December 18, 2012 By Matt

“Brand” has lots of definitions. Conveniently and not surprisingly, there is a strong correlation between how a marketer defines “brand” and the kind of branding that that particular marketer happens to execute. I shall leave it to you decide if marketers hold to an approach because they believe in it, ferociously defend an approach because [...]

Data mining without the privacy baggage

Published on December 11, 2012 By Matt

Many a marketer has turned a wistful if not greedy eye upon bank databases. Therein lies untold potential to learn who buys what in order to tempt people with relevant offers. The problem, of course, is privacy. Even if conscience permitted—conscience having proven, historically, to be remarkably plastic where profits are concerned—the United States Government [...]

Privacy, Paranoia, Pragmatism

Published on December 5, 2012 By Matt

Some privacy concerns are legit. I don’t want to be in a Nigerian money scammer’s database any more than you do. Yet not all privacy paranoia is legitimate. Many people simply misunderstand how database marketing works. They imagine Peeping Tom-like marketers poring over their individual information. They are unaware that what ethical marketers (unethical ones [...]