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ICYMI | 万一你错过了| 당신이 그것을 놓친 경우에 대비해서

Reading Time: 4 minutes

Epic’s battle for open platforms ignores consoles’ massive closed market | Ars Technica – and the majority of games played on Fortnite are played on consoles. Epic’s battle for open platforms rings hollow. More gaming posts here. More on other (more legitimate) battles for open platforms here.

Why marketers should embrace Share of Search as a metric | WARC“The SoS calculation itself is simple. Calculate a rolling 12-month average of the various brands to be analysed, including your own. Total this. Divide each individual brand’s 12-month rolling average by the total and turn into a %. This is Share of Search, using Google Trends data.” More here in an interview for Contagious by Les Binet. Why share of search is a vital marketing metric | ContagiousThe internet has made it almost impossible to accurately measure brands’ share of voice and the world seems perfectly content with that trade-off, so marketers have been forced to look for a replacement metric fit for the digital age. Share of search, it seems, might just fill the void…. Binet however is tentative on the tantalising prospect that share of search can give marketers an almost immediate insight into how a brand-building ad will perform over the long term. ‘Kind of,’ he says, when asked if share of search could show brands the value of emotional advertising in days instead of years. ‘You can to some extent use it to get a prediction of the long-term effects in the short term,’ he says, ‘but it may not work in every category. It tends to work best in categories with considered purchases.’ What most excites Binet about his research, though, is that when he looked at the effects of advertising on share of search he saw – consistently across all categories – that around 40% of the impact was felt in the short term (the first month) and around 60% of the uplift was delivered over the long term (the following two years). ‘That 60/40 ratio is one I’ve seen before,’ he jokes, alluding to his earlier work with Peter Field, The Long and the Short of It, which established a 60/40 rule for brands looking to divvy up their marketing spend between long term brand building ads and short term activations. ‘So the share of search analysis provides a further piece of independent, empirical evidence for the hypothesis we have about how advertising works.

Brand is a strategy | WARCGartner recently announced that, partially at least, in response to the pandemic and its associated uncertainties, CMOs now rank ‘brand strategy’ as their top priority. As with any survey, we should consider the research skeptically — but since CMOs largely direct how they spend their budgets, it’s worth the industry that serves them considering what they might be looking for assistance with.  The survey was interesting beyond the headlines. Last year the same group considered analytics their most vital marketing capability, which highlights both the increased scrutiny that marketing faces to be accountable and the endless pendulum that swings in the industry, between brand and performance. And they are going into prioritisation of brand just at the time when the board will squeeze them on performance

Google ends direct cooperation with Hong Kong on data requests over national security law – The Washington PostGoogle is blocked in mainland China, but accessible in Hong Kong. By refusing to review Hong Kong government requests for data through its normal process, Google seems to be acknowledging the broad reach the law gave China into Hong Kong. – Contrasts with the kind of dance that HSBC and Swire seem to be doing

Strategist’s Digest: the gulf between corporate values and company culture | ContagiousOver 80% of large companies publish on their websites the values they profess to live by, according to research. Integrity was the most often listed value, claimed by 65% of all companies. Collaboration came second, with 53%, and customer focus was third at 48%. But do these values make a difference to the companies’ culture and how they behave? The researchers used Glassdoor reviews, posted by employees, to find out. After analysing 1.2 million reviews for more than 500 large companies, they found no significant correlation. In some cases there was even a negative relationship between core values and the company culture as reported by employees. And more at the Sloane Review – | When It Comes to Culture, Does Your Company Walk the Talk? | Sloane Review

Jimmy Lai/Hong Kong: buy orders on democracy | Financial TimesNext Digital is a benchmark for resistance to Chinese authoritarianism in other ways. Views on its digital platform double when there are protests, to an average of 80m a day. Next Digital has survived constant mainland pressure, including the withdrawal of its underwriter just before its listing and advertising boycotts by Chinese companies. The shares trade at a just over 0.3 times book value. Investors with ethical policies may have awkward questions for HSBC and Standard Chartered. These UK-listed banks have expressed support for the law under which Mr Lai was detained. The arrest of a chief executive warns foreign multinationals to locate elsewhere.

How Car Companies Engineer the Sounds of Their Doors to Imply Safety – engineering to design every aspect of the experience

Anti-mask group in Tokyo slammed for “cluster festival” | SoraNews24 -Japan News – thankfully only a fringe behaviour but interesting that it gloms on to similar patterns as UK protestors, such as concerns about 5G

Sweatpants Forever: How the Fashion Industry Collapsed – The New York TimesFor years, Sternberg had been saying that the fashion industry was a giant bubble heading toward collapse. Now the pandemic was just speeding up the inevitable. In fact, it had already begun. An incredible surplus of clothing was presently sitting in warehouses and in stores, some of which might never reopen. “That whole channel is dead,” Sternberg said. “And there’s no sign of when it’s turning on again.” – well worth reading particular the section about novelties. Novelties is when fashion houses put on additional zips or features just to get into department stores

Movable wealth|Ngan Shun-kau – Chinese UHNW (ultra high net worth) individuals (100 of them or so) have 78 trillion yuan offshores in Switzerland

Why share of search is a vital marketing metric | Contagious – share of voice for the digital era

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Things that caught my eye this week

Reading Time: 2 minutes

Ian Murray of House 51 takes on some marketing sacred cows such as brand purpose in The Empathy Delusion. His presentation sets out to show how different marketing and agency folk are from the general public. Positive traits, like the gumption to move to London put a difference between them and the general public. This is just one aspect that Murray touches on when talking about The Empathy Delusion.

I was recommended Economy Candy in New York. Their collection of vintage trading cards is a site to behold. The film tie-ins from Back To The Future and ET to Howard The Duck are tremendous.

Local Hong Kong group StreetSignHK are featured on this video of the process that goes into saving Hong Kong’s neon signage. The biggest threat seems to be building regulation bureaucracy rather than technology.

I loved the style of this 1980s vintage Mercedes sales training video, presumably for American dealerships.

I was reminiscing about The Site. This used to run on CNBC Europe when I was in college and provided a window into the early net. Soledad O’Brien has gone on to produce documentaries. Leo Laporte who played the Dev Null* character is now better known for his technology podcasts. (Technically it should be /dev/null* for maximum geek humour.) The programme sat at a sweet spot. The web was small, but inaccessible to many of the viewers. AOL and CompuServe were just taking off. I had net access in college and used that to take a look at their online recommendations at the time.

The Site pioneered virtual characters and offline integration of programming with its own site. Dev Null now has a kind of PlayStation 1 vibe to him. But this was all new stuff. Terminator 2 had been in the cinemas five years earlier and blow people away with its animation.

The year after we had the virtual world of The Lawnmower man. Lawnmower Man brought to life the kind of virtual world on screen that had previously only existed in the works of authors like William Gibson and Vernor Vinge.

Then in 1995, there was Hackers that tapped into gen-x youth culture (X-Games, Oakley T-wire glasses, the psychedelic side of rave culture) to create a connected world closer to our own now.

This all explains the look and feel of The Site and its role in helping the general public to experience online. What I didn’t realise is that the show was run on one dial-up modem. This around about the time when I worked in my first agency with a 1MB T1 line – and that was hard enough. I am not sure how the programme researchers, broadcast production team and web producers managed on 1 dial-up line.

More on online culture here.

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ICYMI | 万一你错过了| 당신이 그것을 놓친 경우에 대비해서

Reading Time: 3 minutes

Morgan Stanley blocks remote network access for China interns | Financial TimesAnother large US bank said its systems in China were exposed to frequent cyber attacks that were of “infinitely greater” magnitude than many other countries. – not terribly surprised that remote network access is a threat vector in China. More China-related posts here.

The Key to Winning Boomers Is To Be Turn-key | MediaVillage – basically like many cohorts, with a trusted brand convenience wins out

Energy Department announces plan to build a quantum Internet – The Washington Post – Quantum only works point to point. This seems to be building Qubit computer capacity by copying supercomputing from the what I can see? From Long-distance Entanglement to Building a Nationwide Quantum Internet: Report of the DOE Quantum Internet Blueprint Workshop (Technical Report) | OSTI.GOV

Bingewatch Britain? Viewers more likely to finish a TV series if it’s released all at once | YouGov – reading this reminded me of Marshall Cavendish part-work books and their completion rates

Do Chinese millennials want diversity in fashion ads? | Advertising | Campaign AsiaFashion’s culture wars are dividing Chinese millennials. In June, a series of fashion and beauty moves, including a Calvin Klein pride campaign featuring the black trans model Jari Jones and the decision by some top beauty groups to take their skin-whitening products off the market in China, polarized opinions across the country’s social media landscape. While the mainstream overwhelmingly saw these radical changes as a byproduct of the West’s excessive political correctness, the fashion-forward crowd recognized these debates as the start of a much-needed change in their country.

Duterte’s troll armies drown out Covid-19 dissent in the Philippines | Coda Story – interesting analysis of social media in the Philippines

Home Shoppers are Trending Toward Buying Sight-Unseen, Selling Virtually – Zillow Research – digital acceleration

The Ultimate White Fragility | The New Republic – so much to unpack in this

The FBI Is Secretly Using A $2 Billion Travel Company As A Global Surveillance Tool | Forbes – I would have been surprised if they weren’t doing this with SABRE

Korean Air Seeks to Convert Passenger Jets to Cargo Planes | Chosun.com – surprised that British Airways didn’t do this with their Boeing 747s, rather than retiring them

On the Twitter Hack – Schneier on SecurityWhether the hackers had access to Twitter direct messages is not known. These DMs are not end-to-end encrypted, meaning that they are unencrypted inside Twitter’s network and could have been available to the hackers. Those messages — between world leaders, industry CEOs, reporters and their sources, heath organizations — are much more valuable than bitcoin. (If I were a national-intelligence agency, I might even use a bitcoin scam to mask my real intelligence-gathering purpose.) Back in 2018, Twitter said it was exploring encrypting those messages, but it hasn’t yet.

Ad Aged: More on the dismal science and the dismal state of Holding Company advertising. – interesting allegations of collusion

Enter the parents | Film | The Guardianno one suspected that he would turn out to have two brothers still alive and living impoverished, anonymous lives in mainland China. Nor did they have any inkling that Jackie’s mother had once been a legendary gambler in the Shanghai underworld or that his father had been a Nationalist spy and gangland boss. These are among the more startling revelations that Cheung uncovers. “The fact that his mother was an opium smuggler, a gambler and a big sister in the underworld was a big shock to Jackie and also to us,” she admits. “Everybody in Hong Kong knew that his mother was like a common housewife, very kind, very gentle.”

China has big ideas for the internet. Too bad no one else likes them – CNETNew IP would shift control of the internet, both its development and its operation, to countries and the centralized telecommunications powers that governments often run. It would make it easier to crack down on dissidents. Technology in New IP to protect against abuse also would impair privacy and free speech. And New IP would make it harder to try new network ideas and to add new network infrastructure without securing government permission

Japan’s karaoke bars offer ‘mask effect’ feature to amplify singing while wearing face mask – the intersection of changing consumer behaviour and product design with extra amplification to pick up on voices covered by face masks

Creator of Douyin / TikTok: How We Created A Product with A Billion Views A Day in 18 Months: Part I – Pandaily – China style growth hacking profiled

Singapore
Fabio Achilli – Singapore

Disneyland with the Death Penalty | WIRED – William Gibson nails Singapore. And its still true almost 30 years later