Why all marketing should be performance marketing

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Brands can achieve full-funnel marketing performance by changing their thinking around a few ingrained concepts.

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3 things you can do right now to invigorate your marketing team for 2020

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Whether your company is big or small, learning new marketing skills and brushing up on marketing tools can help both you and your team.

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Inside Google Marketing: How we’re navigating today’s privacy environment

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Google reflects on the new challenges because of user privacy concerns, and shares lessons that can help prepare marketers for more changes to come.

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What’s the next big thing in marketing?

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With a new decade fast approaching, you’re probably wondering what’s ahead for marketing in 2020 and onward. You’re not alone.

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What will marketing look like in 2030?

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With 2020 upon us, everyone is talking about what will the future of marketing marketing look like? Hear marketing predictions from industry leaders.

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Marketing pearls of wisdom from around the world this year

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Discover the marketing pearls of wisdom we’ve heard from Think with Google contributors around the world in 2019.

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The keys to keeping up with today’s curatorial consumer

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What’s most critical when planning any marketing narrative? Consumer engagement. We interviewed 3 experts to find out how they do it.

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Inside Google Marketing: 3 marketing myths we busted this past year

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We tested some popular marketing myths that needed dispelling so we could take our marketing to the next level. Here are three myths that we busted.

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WPP’s CTO explains how technology is enabling transformation for agencies and marketers

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Turning data into useful insights can be daunting. WPP shares information to address this marketing challenge and keep up with the future of marketing.

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4 things retailers can do now to maximize holiday investments

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We turned to some top agency partners and asked about their holiday strategy best practices and marketing tips. Here’s what they shared with us.

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Inclusive ads are affecting consumer behavior, according to new research

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The Female Quotient along with Google and IPSOS surveyed U.S. consumers to understand more about perceptions surrounding diversity and inclusion in ads.

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Market Finder: Find your next global opportunity

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Identify your next global markets, and get data and customer insights to put a marketing plan into action.

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How a century-old company keeps innovating with its marketing

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Kellogg marketing proves that when you balance creativity and effectiveness, advertising campaigns are not only unique, but drive business impact.

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Bodyminds, Self-Transformations, and Situated Selfhood

Back in the spring, I read and did a critical comparative analysis on both Cressida J. Heyes’ Self-Transformations: Foucault, Ethics, and Normalized Bodies, and Dr. Sami Schalk’s BODYMINDS REIMAGINED: (Dis)ability, Race, and Gender in Black Women’s Speculative Fiction. Each of these texts aims to explore conceptions of modes of embodied being, and the ways the exterior pressure of societal norms impacts what are seen as “normal” or “acceptable” bodies.

For Heyes, that exploration takes the form of three case studies: The hermeneutics of transgender individuals, especially trans women; the “Askeses” (self-discipline practices) of organized weight loss dieting programs; and “Attempts to represent the subjectivity of cosmetic surgery patients.” Schalk’s site of interrogation is Black women speculative fiction authors and the ways in which their writing illuminates new understandings of race, gender, and what Schalk terms “(dis)ability.

Both Heyes and Schalk focus on popular culture and they both center gender as a valence of investigation because the embodied experience of women in western society is the crux point for multiple intersecting pressures.

---

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Why auto brands and dealers need to move toward a ‘tierless’ marketing approach

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See how FCA improved the customer journey by adapting a tierless automotive marketing approach and how you can benefit from this practice.

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3 questions to ask yourself when considering a marketing partner

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Navigating the digital landscape requires strong business partnerships. Best Western shares three questions to ask when considering a marketing partner.

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How 3 brands are anticipating customers’ needs to drive growth

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Machine learning in digital marketing can help you anticipate customer needs. Learn how to drive growth with new tools in automation and advertising.

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Audio, Transcript, and Slides from "SFF and STS: Teaching Science, Technology, and Society via Pop Culture"

afutureworththinkingabout:

Below are the slides, audio, and transcripts for my talk “SFF and STS: Teaching Science, Technology, and Society via Pop Culture” given at the

2019 Conference for the Society for the Social Studies of Science, in early September

.

(Cite as: Williams, Damien P. “SFF and STS: Teaching Science, Technology, and Society via Pop Culture,” talk given at the 2019 Conference for the Society for the Social Studies of Science, September 2019)

[audio mp3=“http://www.afutureworththinkingabout.com/wp-content/uploads/2019/09/DPW4S2019-2.mp3”][/audio]

[Direct Link to the Mp3]

[Damien Patrick Williams]

Thank you, everybody, for being here. I’m going to stand a bit far back from this mic and project, I’m also probably going to pace a little bit. So if you can’t hear me, just let me know. This mic has ridiculously good pickup, so I don’t think that’ll be a problem.

So the conversation that we’re going to be having today is titled as “SFF and STS: Teaching Science, Technology, and Society via Pop Culture.”

I’m using the term “SFF” to stand for “science fiction and fantasy,” but we’re going to be looking at pop culture more broadly, because ultimately, though science fiction and fantasy have some of the most obvious entrees into discussions of STS and how making doing culture, society can influence technology and the history of fictional worlds can help students understand the worlds that they’re currently living in, pop Culture more generally, is going to tie into the things that students are going to care about in a way that I think is going to be kind of pertinent to what we’re going to be talking about today.

So why we are doing this: Why are we teaching it with science fiction and fantasy? Why does this matter? I’ve been teaching off and on for 13 years, I’ve been teaching philosophy, I’ve been teaching religious studies, I’ve been teaching Science, Technology and Society. And I’ve been coming to understand as I’ve gone through my teaching process that not only do I like pop culture, my students do? Because they’re people and they’re embedded in culture. So that’s kind of shocking, I guess.

But what I’ve found is that one of the things that makes students care the absolute most about the things that you’re teaching them, especially when something can be as dry as logic, or can be as perhaps nebulous or unclear at first, I say engineering cultures, is that if you give them something to latch on to something that they are already from with, they will be more interested in it. If you can show to them at the outset, “hey, you’ve already been doing this, you’ve already been thinking about this, you’ve already encountered this, they will feel less reticent to engage with it.”

……

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4 marketing principles to live by from the brand boss at Calvin Klein & PVH

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Chief digital officer at PVH and chief marketing officer at Calvin Klein shares 4 marketing rules that are key to driving success.

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How one of the world’s biggest marketers ripped up its playbook and learned to anticipate intent

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To stand out, PepsiCo has to deliver a personal and valuable customer experience. That means a digital transformation to customer-first marketing.

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New research exposes a gap in retailer-brand partnerships — and how to fix it

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Retail loyalty is declining and digital marketing strategies should be adjusted to keep up. Discover MIT’s latest research and solutions to improve.

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How video can drive results across the entire marketing funnel

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Video provides many opportunities to test and optimize in real time. CEO of 3Q Digital, shares 3 ways to optimize your video marketing funnel strategy.

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On Cool Tech, Disability, and a Cyberpunk Future

coldalbion:

So, this post is a post of of something I already replied to on a reblog, Because I felt like it needed saying. For anyone who comes across this randomly? I’m a severely disabled wheelchair using cripple who is also a partial-foot amputee. I’ve been crippled from birth, coming up nearly forty years now.

Every time someone posts a new thing on exciting technology from a TED talk or something, which shows disabled or impaired people doing funky or just plain normal things? I wonder about the so-called Cool Tech in question, and someone, somewhere, will inevitably make a comment about a Cyberpunk future.

So, for your edification, I present the criteria for what constitutes Cool Tech  that my crippled arse uses. The reason for this is, because the majority of people don’t think about such things:

It’s cool tech IF you can afford it. IF you can repair it cheaply/yourself. IF when it breaks or goes wrong, it doesn’t hurt you, or become an albatross around your neck. IF it doesn’t rely on certain pre-requisites which may not be available in an emergency.

It’s cool tech IF it’s not proprietary and has no planned obsolescence. IF you can do what you like to it. IF parts are easy to source. IF it serves a genuine need/desire of disabled people rather than just attempting to normalise us or erase our identities. Or use us as inspiration-porn.

It’s cool tech IF there is more than one source (i.e. the technology becomes generic) so that if one supplier shuts down, you can still get it.

Without the above it’s a potential nightmare - the kind of nightmare that the Cyberpunk genre was meant to warn against.  

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With a focus on sustainability — and insights — Rothy’s is disrupting the fashion industry

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Learn how Rothy’s implemented a full funnel marketing strategy to capture consumers at various points in the journey using Google tools.

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Audio, Transcripts, and Slides from "Any Sufficiently Advanced Neglect is Indistinguishable from Malice"

afutureworththinkingabout:

Below are the slides, audio, and transcripts for my talk ’“Any Sufficiently Advanced Neglect is Indistinguishable from Malice”: Assumptions and Bias in Algorithmic Systems,’ given at the 21st Conference of the Society for Philosophy and Technology, back in May 2019. (Cite as: Williams, Damien P. ’“Any Sufficiently Advanced Neglect is Indistinguishable from Malice”: Assumptions and Bias in Algorithmic Systems;’ talk given at the 21st Conference of the Society for Philosophy and Technology; May 2019)

Now, I’ve got a chapter coming out about this, soon, which I can provide as a preprint draft if you ask, and can be cited as “Constructing Situated and Social Knowledge: Ethical, Sociological, and Phenomenological Factors in Technological Design,” appearing in Philosophy And Engineering: Reimagining Technology And Social Progress. Guru Madhavan, Zachary Pirtle, and David Tomblin, eds. Forthcoming from Springer, 2019. But I wanted to get the words I said in this talk up onto some platforms where people can read them, as soon as possible, for a couple of reasons.

First, the Current Occupants of the Oval Office have very recently taken the policy position that algorithms can’t be racist, something which they’ve done in direct response to things like Google’s Hate Speech-Detecting AI being biased against black people, and Amazon claiming that its facial recognition can identify fear, without ever accounting for, i dunno, cultural and individual differences in fear expression?

[Free vector image of a white, female-presenting person, from head to torso, with biometric facial recognition patterns on her face; incidentally, go try finding images—even illustrations—of a non-white person in a facial recognition context.]

All these things taken together are what made me finally go ahead and get the transcript of that talk done, and posted, because these are events and policy decisions about which I a) have been speaking and writing for years, and b) have specific inputs and recommendations about, and which are, c) frankly wrongheaded, and outright hateful.

And I want to spend time on it because I think what doesn’t get through in many of our discussions is that it’s not just about how Artificial Intelligence, Machine Learning, or Algorithmic instances get trained, but the processes for how and the cultural environments in which HUMANS are increasingly taught/shown/environmentally encouraged/socialized to think is the “right way” to build and train said systems.

That includes classes and instruction, it includes the institutional culture of the companies, it includes the policy landscape in which decisions about funding and get made, because that drives how people have to talk and write and think about the work they’re doing, and that constrains what they will even attempt to do or even understand.

All of this is cumulative, accreting into institutional epistemologies of algorithm creation. It is a structural and institutional problem.

So here are the Slides:


The Audio: …
[Direct Link to Mp3]

And the Transcript is here below the cut:

---

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Why one hotel company is giving its technology team a seat at the table

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Chief commercial officer of Choice Hotels explains why he’s making sure the brand’s technology team has a seat at the marketing table.

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How one travel brand used search to redirect its route to success

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Celebrity Cruises re-examined its approach to search marketing. Their new personalized strategy drove 140% more revenue year over year.

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Colonialism and the Technologized Other

It’s time to reinvent the way stories are told. Here are 3 proven approaches to try

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We tested three promotional campaigns for three films. Discover our process and what we learned about consumer behavior and marketing storytelling.

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How Rihanna’s Fenty Beauty delivered ‘Beauty for All’ — and a wake-up call to the industry

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Fenty Beauty’s inclusive advertising campaign, Beauty for All, ditched all the traditional marketing rules and carved a new path.

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