Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches
  • June 2024 newsletter – legs 11

    June 2024 newsletter introduction

    Welcome to my June 2024 newsletter, it’s been a bit of a mad month with the European Union elections foreshadowing a rightward lurch in policy direction. The snap call for a French general assembly election and the bizarre spectacles happening in the campaign efforts of the UK general election. And before you say it, the UK general election is not a TikTok election. In the northern hemisphere midsummer (21 June 2024) – the longest day of daylight taps into something primal bringing us back to nature with campfires to meet the dusk, seasonal food and the beauty of summer on display.

    Midsummer

    This newsletter which marks my 11th issue. The number 11 is a mixed bag associated in medieval theology with the ’11 heads of error’. However there are more positive associations for those who believe in numerology. In Chinese its sonic similarity to the phrase ‘definitely fine’ gives it a positive association. For me it’s forever associated with the old bingo call of ‘legs 11’.

    New reader?

    If this is the first newsletter, welcome! You can find my regular writings here and more about me here

    Strategic outcomes

    Things I’ve written.

    • Collapsing the funnel is a term that I have heard thrown around a lot on blogs, LinkedIn posts and podcasts, but what does it really mean?
    • A slower take on Apple’s iPad Pro launch
    • A few things I learned judging the 2024 UK Young Lions and Adforum PHNX advertising awards, together with a few inspiring entries.
    • The reasons why some people believe that #theinternetisdying.
    • IT director powers up and more stuff – a collection of interesting news and analysis around the web, including how AI is upending IT sales.

    Books that I have read.

    red queen
    • Nixonland by Rick Perlstein. Perlstein is an American historian with a progressive eye on history. His book name was passed around earlier on in the spring given perceived parallels between Biden and a likely second Trump administration, together with increased activism. It is one of a series of books that Perlstein wrote documenting post-second world war. Reaganland documents the Carter administration and America’s pivot to Reaganism. Before The Storm which looks at the rise of the modern American libertarian conservative moment and the decline in cross-party consensus – viewed through the lens of Barry Goldwater’s campaign to become the republican party candidate against Richard Nixon. I started reading Nixonland before the US college protests started, which gave the book added resonance.
    • Cinema Speculation by Quentin Tarantino. The first thing that jumps off the page when reading Cinema Speculation is the deep abiding love that Tarantino has for film. Film permeated every part of his life. His Mum took him along to films at the cinema that he probably shouldn’t have been allowed to see. In this respect he was a cinema media consumer in a time when mainstream television had already eaten Hollywood the first time around. The second thing that comes through is the way his deep knowledge allows him to build connections and linkages in non-obvious ways. Something that we lose the ability to do as we mediate knowledge seeking through Google and Perplexity instead of going through library newspaper clippings and reading magazines. I then realised that was a similar red thread in Perlstein’s Nixonland. Tarantino writes how he speaks and I was able to devour the book in two sittings despite suffering from a summer cold at the time. If you like to hear someone writing passionately about the New Hollywood movement of the early 1970s, then read Cinema Speculation.
    • It was third time lucky for me with Red Queen by Juan Gómez-Jurado. I was recommended the book by my friend Ian Wood and tried to read it a few times, but only really got into it at the third attempt. Once I got into it, I enjoyed it. There are the surface comparisons with Stig Larsson’s Millennium trilogy (The girl with the dragon tattoo and sequels). Without giving plot spoilers I found this comparison lacking. Instead I think of it as a modern-day version of the Sherlock Holmes novels of Arthur Conan-Doyle, but that view may change as I work my way through the series.

    Things I have been inspired by.

    Bad Times Disco.

    Bad Times Disco put together eclectic parties bringing out music like Japan’s 1980s ‘city pop’ sound and art to secret venues.

    Vintage Disco Sound Novelty Transistor Radio, AM Reception Only, Made In Hong Kong, Circa 1970s
    Joe Haupt – Vintage Disco Sound Novelty Transistor Radio, AM Reception Only, Made In Hong Kong, Circa 1970s

    For their closing event until autumn in Hong Kong they had developed an equitable pricing policy that allows an equally eclectic crowd.

    Come join us for our season closing party on June 21st, in a spacious and very central location, filled with BTD regulars, our loving staff, and a great lineup of vinyl-centric DJs. More than a party, BTD is truly a community and we want to see all the regulars for this one. 

    * Multi-functional space layout * 

    * Special set design, group exhibit of multidisciplinary art, and more special touches * 

    * Sober friendly party * 

    Presales: 270HKD

    Phase 1: 330HKD 

    Phase 2: 380HKD 

    Last min: 420HKD

    Solidarity ticket: 500HKD. If you are a landowner, homeowner, or have generational wealth, please consider purchasing a solidarity ticket to our party and making it possible for lower-income folks to attend the party. 

    *Limited Low Income Ticket*: 150HKD – This is *only* if you are a service worker in Hong Kong, working class, or unemployed without a safety net in Hong Kong. We will trust you to choose this option for yourself if you need it. 

    Season Closing: Bad Times Disco 21/06

    Design Discoveries: Towards a DESIGN MUSEUM JAPAN.

    Japan House London has an exhibition of industrial design that reflects on the paradox of Japan having great design, but not a museum of design. Japan has a culture of good design; it’s a living thing and expected. By comparison, the celebration of good design could ironically indicate a norm of mediocre to bad product design. The exhibition runs until September.

    Digital mortality.

    David Webb is a long time activist investor in Hong Kong. I know of him by reputation since before I first went to Hong Kong and China in the mid-2000s. He has a long-running website that is invaluable for all things Hong Kong business-related – and is likely even more valuable given the recent regulatory and legal changes in the city. In a time when Hong Kong’s retail investors are disadvantaged by the large families and opaque Chinese government, Webb-Site is one of a few assets that retail investors can use for research. The site shows its late 1990s web design roots and makes extensive use of RSS to power its content.

    David has been receiving treatment for cancer since 2020 and is now thinking about how his website might live on as a crowd-sourced online database. At the moment he is looking to bring on board volunteer editors. Part of the reason for this is that the Hong Kong Securities and Futures Commission didn’t embrace XML data output, that sites like David’s could ingest and process. More details here on how you can get involved.

    Kantar’s blueprint for brand growth.

    Kantar’s blueprint for brand growth uses a decades worth of its client’s data to refine their approach for success. It broadly meets what you would expect from the marketing science corpus built up by the likes of Ehrensberg-Bass and the IPA. They boiled down this blueprint for brand growth into three points

    • Predispose more people – which boils down to a mix of salience and fame.
    • Be more present – which equates to marketing penetration to capitalise on the increased number of people predisposed to the brand.
    • Find new spaces – this is about innovating in communications and new ways of achieving market penetration.

    This last point is particularly interesting. Much of Kantar’s clients would be mature well-known brands so breaking out into new spaces represents a blue ocean approach, designed to move beyond the fractional gains against entrenched competitors.

    Michael Page 2024 talent insights

    Michael Page have launched their annual talents insights report. It has content on a diverse set of areas including working locations (remote, hybrid and on-site), artificial intelligence and perceived job security. TL;DR – hybrid seems here to stay, AI usage is in the minority at the moment and the majority of workers feel secure in their current roles.

    Quiet pride.

    Probably not the right section in this newsletter, it would fit better in a section of ‘things I have been disappointed by’. Campaign Asia and Campaign US ran the following article: Brands plan for a quiet Pride Month. The iPA ran a similarly themed article. I guess ‘pride washing’ of brands will be less of a problem this year, but the lack of visibility is a concern.

    The Container Store Celebrates Gay Pride
    Scott Beale

    The articles imply a wider rollback from brand purpose, indicating a hollowness to the buy-in from large corporates.

    The hesitation around Pride may also be related to executives’ increasing reluctance to speak out on social issues more broadly. Wolff pointed to Edelman’s Trust Barometer, which found that 87% of executives think taking a public stance on a social issue is riskier than staying silent. “Essentially, nine out of every 10 executives believe that the return on investment for their careers is not worth the support during this turbulent time,” said (Kate) Wolff. “This is clearly problematic for both the community and the progress we have made in recent years.”

    Brands plan for a quiet Pride Month – Campaign Asia.

    It offers a different angle on the broader issue that people like Nick Ashbury with his new book The Road to Hell have been driving at with regards the state of brand purpose.

    Things I have watched. 

    I am a bit of a Federico Fellini fan and finally got to watch Roma. Roma is semi-autobiographical in nature. It is a series of vignettes all based around the city of Rome which go from the 1930s to the 1970s and cover various parts of city life with some of the aspects such as Roman frescos turning to dust on first viewing in a millennium to a religious fashion show having an especially fantastical aspect to it. The deconstructed nature of the film is also interesting from a storytelling point-of-view.

    Delicatessen was part of a wave of dystopian movies that were produced during the late 1980s and early 1990s. Films like Richard Stanley’s Hardware and Dust Devil. Given that its French there is a distinct mid-century modernism sensibility to many aspects of it such as the vehicles use. In terms of the plot it is similar to a futuristic Sweeney Todd meets Brazil. The directing and writing team  Jean-Pierre Jeunet and Marc Caro went on to make more popular films including City of Children.

    THX 1138 was George Lucas’ first professional film based on his student film. It feels modern and fresh despite being shot in the early 1970s. It captures the impersonal socially isolating aspects of modern technology. The film proper opens with Robert Duvall speaking with a system about how he is feeling echoing the nascent current use of AI for therapy. While Lucas became famous from his directing of the film, a good deal of credit is due to Walter Murch’s futurist soundscape and Lala Schiffin’s tonal soundtrack which isn’t that far away from the likes of Jóhann Jóhannsson. It’s no coincidence that later on Lucas named his audio company THX.

    Murch although less well-known is a multi-Oscar award-winning film editor and sound mixer who pioneered the use of Apple’s Final Cut software in Hollywood.

    I got a good deal of my license fee’s worth of the BBC going through the 1960s Royal Shakespeare Company performances of William Shakespeare’s Henry VI, Edward IV and Richard III which together make up the telling through an English protestant lens of the War of The Roses. Peter Hall’s direction is spot on. I only wish that I had seen this while I was studying English literature in secondary school.

    Useful tools.

    Basic Excel formulas guide.

    Nicolas Boucher usually works with finance teams looking at adapting AI, but he put together a PDF with 21 Excel commands and examples. Some of them can be handy in digging your way through quantitative data. You can get your copy of the PDF here.

    Bookfinder

    The everything store Amazon, a fair few times hasn’t had what I wanted. There are also sound moral arguments to want to buy elsewhere, or you might want to buy cheaper. That’s where Bookfinder comes in. It is fast, has a front end that looked basic back when when Netscape Navigator was your tool for coasting on the information superhighway and surfing the worldwide web.

    LittleSnitch 6.

    If you’re a long time Mac user who can remember back when Adobe creative suite came in a box, then you might know Little Snitch. It was popular for people running bootleg copies of PhotoShop and InDesign by stopping the software from ‘phoning home’ to Adobe.

    In reality Little Snitch is so much more, it’s my go-to software firewall. It allows Mac users to retain a fine control on what goes in and out of your computer stopping dodgy connections in their tracks.

    Additional MagSafe 3 cables.

    I have a surplus of USB-C chargers now, but the move towards the MagSafe 3 charging connection on newer Macs is a great back to the future move. They are magnetically connected, allowing the connection to be broken before your laptop is dragged to the floor like the original MagSafe connectors that Apple had in two versions from 2006 to 2017.

    They got rid of it, and long time users like me moaned about it as USB-C, felt like a backwards move for mobile workers. Apple brought it back with MagSafe 3, which now works with USB-C chargers.

    Third-party MagSafe 3 cables are now available so you no longer need to pay the Apple tax of premium priced cables. My favourite is the BeckenBower USB C to Mag-Safe 3 Cable, which has worked out really well for me so far.

    Organiser.

    I work from home and usually have Bloomberg or Yahoo! Finance on in the background at a very low volume ambient noise if I am not listening to podcasts. I had the classic living room problem of hunting down remote controls to turn devices on and off. I was inspired to build on existing behaviours of looking around the TV first for the remote control and bought an organiser to hold them and a supply of spare AAA, AA batteries and the lightning cord for my Apple TV remote. The one I eventually settled on was Blue Gingko Multipurpose Caddy Organiser. It’s well made from plastic and thoughtfully designed which is why I was prepared a bit more to get something made in Korea, rather than made in China.

    Caddy for remote controls

    If you are using it for artwork or as a go pack for a workshop you can stack several on top of each other.

    The sales pitch.

    I am now taking bookings for strategic engagements or discussions on permanent roles. Contact me here.

    More on what I have done here.

    bit.ly_gedstrategy

    The End.

    Ok this is the end of my June 2024 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into the dog days of summer!

    Don’t forget to like, comment, share and subscribe!

    Let me know if you have any recommendations to be featured in forthcoming issues. 

  • IT director powers up + more stuff

    The IT director is seeing a return to power and its thanks to the power of hackers and AI. The smartphone, the resurgence of Apple and SaaS saw IT decisions become more organic thanks to increased access to online services that provided better features than traditional enterprise software companies and the rise of knowledge working. IT teams found management of mobile devices onerous and faced hostile users.

    TSB -  8th Chief Technology Officers (CTO) Meeting
    Michiko Fukahori of the Japanese National Institute of Information and Communications Technology at ITU TSB – 8th Chief Technology Officers (CTO) Meeting

    This meant that the IT director became less important in software marketing. A decade ago marketing had pivoted to a bottom up approach of ‘land and expand’. This drove the sales of Slack, Monday.com and MongoDB.

    Two things impacted this bottom up approach to enterprise innovation:

    • Cybercrime: ransomware and supply chain attacks. Both are not new, ransomware can be traced back to 1989, with malware known as the AIDS trojan (this had much cultural resonance back then as a name). Supply chain attacks started happening in the 2010s with the Target data breach and by 2011, US politicians were considering it a security issue. Over COVID with the rise of remote working, the attacks increased. The risk put the IT director back in the firing line.
    • AI governance: generative AI systems learn from their training models and from user inputs, this led to a wide range of concerns from company intellectual property leaving via the AI system, or AI outputs based on intellectual property theft.

    The most immediate impact of this is that the IT director is becoming a prized target on more technology marketers agendas again. This takes IT director focused marketing from back in the 1980s and the early 2000s with a top-down c-suite focus including the IT director. This implies that established brands like Microsoft and IBM will do better than buzzier startups. It also means I am less likely to see adverts for Monday.com in my YouTube feed over time.

    This doesn’t mean that the IT director won’t be disrupted in other parts of his role as machine learning facilitates process automation in ways that are continuing to evolve.

    Target data breach: Why UK business needs to pay attention | Computer Weekly

    Supply chain security – DHS finds imported software and hardware contain attack tools | Inquisitr

    Software is not dead | Kevin Xu

    The bizarre story of the inventor of ransomware | CNN Business

    Silicon Valley steps up staff screening over Chinese espionage threat

    Business

    The whole supply chain is subsidised’: inside the EU’s blockbuster Chinese EV probe | South China Morning Post

    Brands plan for a quiet Pride Month | News | Campaign AsiaThe hesitation around Pride may also be related to executives’ increasing reluctance to speak out on social issues more broadly. Wolff pointed to Edelman’s Trust Barometer, which found that 87% of executives think taking a public stance on a social issue is riskier than staying silent. “Essentially, nine out of every 10 executives believe that the return on investment for their careers is not worth the support during this turbulent time,” said (Kate) Wolff. “This is clearly problematic for both the community and the progress we have made in recent years.”

    Apple, Microsoft, SpaceX talent jumped ship after return-to-office mandates, study reveals | Fortune

    China

    The whole supply chain is subsidised’: inside the EU’s blockbuster Chinese EV probe | South China Morning Post

    Resignation Bordering on Despair – by Stephen Roach – economics of China and Hong Kong – more here: An Audacious Wake-Up Call – by Stephen Roach. Roache was the head of Morgan Stanley Asia.

    China’s Global Ambitions – Part 1: A Violent Thrust Into Modernity – Preston Stewart – quite a nice China primer.

    Consumer behaviour

    Brands have misjudged the politics of youth | WARC – STRAT7 Research on how woke has become a negative terms for some as the term takes on ambiguity and polarity in societal discussions.

    Why Companies Should Add Class to Their Diversity Discussions | HBR

    What triggers brand boycotts? | WARC | The Feed – interesting research, but I would like to have seen China and South Korea in this due to the interest boycott behaviours that happen.

    People Like Harrison Butker Are Taking Over Catholicism | The New Republic – looks like the evangelical catholics

    An uneven commute | Mastercard Services

    The death (again) of the internet as we know it | Noah Smith

    THE SILVER CULTURE PROJECT – interesting project by BBH London though the age bias in marketing and adland is strong

    Culture

    Rebecca F Kuang: ‘I like to write to my friends in the style of Joan Didion’ | The Guardian

    Design

    Pedestrians Aren’t Hearing EVs on the Road | Extremetech – engine sounds in EVs would be a solution. Imagine if your EV could sound like the dignified rumble of a 1980s vintage Mercedes 560 SEL?

    Nokia’s Classic 3210 Returns With Modern 25th-Anniversary Upgrades – DesignTAXI.com

    IKEA hosts flea markets at European stores to ‘keep good things going’ | Trendwatching – its a pity that most Ikea products are now built for margin rather than quality.

    Emoji history: the missing years  ⌘I  Get Info

    Making the Band: An Oral History of the Livestrong Bracelet | Texas Monthly – history of the early 2000s social object

    Economics

    The Foundation of American Folly – by N.S. Lyons

    Finance

    StanChart’s Iran transactions subject of fresh whistleblower claims | FT

    Chinese underground banks shaking up money laundering.

    FMCG

    CosMc’s: Brand Launch — Macaihah Broussard • Art director

    Nestlé Introduces Vital Pursuit Brand to Support GLP-1 Users, Consumers Focused on Weight Management

    Gadgets

    Oral-B Hopes You Didn’t Use Your $230 Alexa-Enabled Toothbrush | Hackaday

    Germany

    German parliament will stop using fax machines : NPR – I knew fax machines were still important in Austria and Japan. Interesting to see that they were still important in Germany as well

    Health

    Benchmarks for digital marketing in the pharmaceutical industry – phamax Digital

    Hong Kong

    This city never slept. But with China tightening its grip, is the party over? | CNN Business

    HEY YU, DREAMER: Vanity car plates in Hong Kong prove an endearing, enduring trend | The Straits Times

    China’s Economic Worries Spur a Different Kind of Shopping Spree – WSJ – sales of Hong Kong based insurance policies surge again representing middle class capital flight.

    Ideas

    Is human creativity fading away? – by Joel Stein and The age of average — Alex Murrell

    Pop Culture Has Become an Oligopoly – by Adam Mastroianni

    Tony Robbins on How to Make Tough Decisions – Real Leaders

    IPA | Top Ten Practical Stress Busters | IPA

    Is modern life bad for creativity? | LinkedIn – Contagious on Sir John Hegarty’s opinion on how modern life is making great advertising campaigns harder:

    • A lack of shared cultural references
    • Pivot towards sales due to wealth of customer data
    • Remote working preventing collaboration

    IP

    Harley-Davidson sues Next over alleged trademark infringement | FT

    Luxury

    Chinese Firms Are Investing Heavily in Whisky Market | Yicai GlobalAlthough international liquor giants have developed the local whisky consumption market for many years, the market penetration rate of overseas spirits in China, including whisky, is only about 3 percent. This means domestic whisky producers will need to develop new consumption scenarios, Yang said. Whisky consumption in China centers mainly around nightclubs, gift-giving and tasting events held by affluent consumers, Yang noted, but in these scenarios, imported whisky brands with a long history tend to be more popularly accepted,, so it will be difficult for domestic rivals to compete. According to the latest report from alcohol market analysts IWSR, China’s whisky market was worth CNY5.5 billion (USD758 million) last year, having grown more than fourfold over the past 10 years. It is expected to reach CNY50 billion (USD6.9 billion) in the next five to 10 years.

    Yoox Net-a-Porter exits China to focus on more profitable markets – Multi-brand luxury clothing sales platform Yoox Net-a-Porter is closing its China operations, this against a backdrop of other brands also pulling out of Chinese e-commerce including Marc Jacobs fragrances. The corporate line from Richemont was “in the context of a global Yoox Net-a-Porter plan aimed at focusing investments and resources on its core and more profitable geographies”.

    LVMH’s unit put under court administration in Italy over labour exploitation | Reuters – shines a light on the eco-system of Chinese manufacturers inside Italy that use Chinese and immigrant staff to cut costs

    Step Into The Next Chapter Of Oakley’s Future

    Fashion Matters on the big trends from FT Business of Luxury conference and Watch live: Kering deputy CEO Francesca Bellettini in conversation with Jo Ellison

    Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads | the Journal of Advertising Research Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to communicate the properties of a scent without the physical presence of odorants. Through five experiments conducted in a perfume-advertising context, our research shows that implied explosion, whether visually (e.g., a spritz blast) or semantically created, can increase perceived scent intensity, subsequently enhancing perceived scent persistence. It also found a positive effect of perceived scent persistence on purchase intention. In conclusion, the research suggests that implied explosion can be a powerful tool for advertisers to enhance scent perception, consequently boosting purchase intention.

    The great fashion Brexit? Why UK designers are decamping to Milan | Milan fashion week | The Guardian

    Marketing

    How SEO moves forward with the Google Content Warehouse API leak | Searchengineland, original leak here: An Anonymous Source Shared Thousands of Leaked Google Search API Documents with Me; Everyone in SEO Should See Them – SparkToro and How independent websites are dealing with the end of Google traffic – The Verge

    CHARLOTTE TILBURY CELEBRATES A YEAR IN GAMING • Women in Games

    The Problem With Behavioral Nudges | WSJ

    Touchpoints and the Omnichannel Revolution | BCG

    Marketers’ Meta habit is reshaping the ad industry | WARC

    Bank on it: Financial media networks are the next big opportunity – The Media Leader

    Fan Bingbing tasked by Malaysia’s Melaka to lure in 1 million Chinese tourists | South China Morning Post

    Mat Baxter’s Huge turnaround job | Contagious – interesting perspective on his time at Huge. What I can’t square it all with is what we know about marketing science and declining effectiveness across digital media

    Celebrate the Unique Ways You Listen With ‘My Spotify’ — Spotify – a judo move on the sinister nature of algorithms in consumers lives

    On my LinkedIn, I couldn’t escape from the Cannes festival of advertising. Partly because one of the projects I had been involved in was a shortlisted entry. One of the most prominent films was Dramamine’s ‘The Last Barf Bag: A Tribute to a Cultural Icon’. It was notable because of its humour, which was part of this years theme across categories.

    Materials

    Renewcell secures a future | Vogue Business – manufacture a fibre that uses recycled cotton instead of wood pulp in viscose

    震災復興から生まれた刺し子プロジェクトをブランドに! 15人のお母さんの挑戦!  – CAMPFIRE (キャンプファイヤー) – ancient Japanese craft – KUON and Sashiko Gals are part of a new generation of designers keeping the traditional Japanese technique of sashiko alive. And together, they are bringing the decorative style of stitching to our favorite sneakers (including techy Salomons!). Sashiko is a type of simple running stitch used in Japan for over a thousand years to reinforce fabrics. It’s typically done with a thick white thread on indigo fabric and made into intricate patterns.

    Media

    The new dot com bubble is here: it’s called online advertising – The Correspondent – old article but useful in the way it calls BS on much of the cheerleading for online advertising.

    The Epoch Times faces a federal money laundering indictment : NPR

    Canon made a special lens for the Apple Vision Pro’s spatial videos – The Verge

    Pinterest ads set for 17.1% growth to reach $4.2bn next year | WARC | The Feed

    Streamers like Netflix, Max, and Peacock are raising prices — here’s why | Yahoo! Finance and The Dream of Streaming Is Dead – The Atlantic

    The Rot-Com Bubble | Ed Zitron

    CEOs Go to War Against Creatives – by Ted Gioia

    Meet AdVon, the AI-Powered Content Monster Infecting the Media Industry

    DVD special features draw fans back to physical media. | Slate – a digital roadmap for streaming services and also shows the power of physical artefacts

    Adtech vendors join forces for European Programmatic TV Initiative – The Media Leader

    The New York Times And Instacart Integrate For Shoppable Recipes | AdExchanger

    Online

    Apple set to be first Big Tech group to face charges under EU digital law | FT – interesting that they are going after Apple first. Japan moves the same way: Japan law forces third party App Stores on Apple & Google | Apple Insider

    Labour raced to outspend Tories online before spending caps kicked in | FT

    Nationalism in Online Games During War by Eren Bilen, Nino Doghonadze, Robizon Khubulashvili, David Smerdon :: SSRNWe investigate how international conflicts impact the behavior of hostile nationals in online games. Utilizing data from the largest online chess platform, where players can see their opponents’ country flags, we observed behavioral responses based on the opponents’ nationality. Specifically, there is a notable decrease in the share of games played against hostile nationals, indicating a reluctance to engage. Additionally, players show different strategic adjustments: they opt for safer opening moves and exhibit higher persistence in games, evidenced by longer game durations and fewer resignations. This study provides unique insights into the impact of geopolitical conflicts on strategic interactions in an online setting, offering contributions to further understanding human behavior during international conflicts.

    The Internet: Now you see it, now you don’t

    Bumble buys community building app Geneva to expand further into friendships | TechCrunch

    TikTok ‘law violations’ complaint referred to US justice department | FT

    Gambling addiction’s growing grip on the frontlines – ripping through Ukrainian armed forces and causing havoc at home

    Retailing

    Sellers Call Amazon’s Buy Box ‘Abusive.’ Now They’re Suing | WIRED

    eBay will no longer accept American Express cards over ‘unacceptably high’ fees – The Verge

    McDonalds removes AI drive-throughs after order errors – BBC News

    Security

    Huawei exec concerned over China’s inability to obtain 3.5nm chips, bemoans lack of advanced chipmaking tools | Tom’s Hardware – this is rather different to the picture that The Economist portrays of an all-conquering Huawei: America’s assassination attempt on Huawei is backfiring | The Economist

    The Stanford Internet Observatory is being dismantled | Platformer

    The West Coast’s Fanciest Stolen Bikes Are Getting Trafficked by One Mastermind in Jalisco, Mexico | WIRED“Not so long ago, bike theft was a crime of opportunity—a snatch-and-grab, or someone applying a screwdriver to a flimsy lock. Those quaint days are over. Thieves now are more talented and brazen and prolific. They wield portable angle grinders and high-powered cordless screwdrivers. They scope neighborhoods in trucks equipped with ladders, to pluck fine bikes from second-story balconies. They’ll use your Strava feed to shadow you and your nice bike back to your home.” – not terribly surprising, you’ve seen the professionalisation and industrialisation in theft across sectors from shoplifting, car theft and watch thefts so this is continuing the trend.

    Fortinet Acquires Lacework | Forrester Research – looks like its a move to prevent supply chain hacks.

    China’s Nvidia Loophole: How ByteDance Got the Best AI Chips Despite U.S. Restrictions — The Information – interesting that Oracle have been caught sanction busting and Chinese firms building US data centres that Nvidia can shop to.

    West grapples with response to Russian sabotage attempts | FT

    “Everyone is absolutely terrified”: Inside a US ally‘s secret war on its American critics – Vox – Indian black ops in the US and Canada

    NVIDIA technology found in Russian military drones | Defence Blog

    Armed gangs stage bank heists in Gaza | FT

    Software

    What’s going on with AI in Sequoia? – The Eclectic Light Company

    Google AI Gemini parrots China’s propaganda – by Wenhao Ma

    Apple Intelligence for iOS 18 is here. But can Apple beat AI rivals? | Quartz

    Anthropic course on Claude generative AI · GitHub

    Consumer Trends unveils the AI-Powered Future – Ericsson – god this is dark.

    Aptoide’s iOS game store launches on Thursday – The Verge

    The Top 100 Gen AI Consumer Apps | Andreessen Horowitz

    Which media companies have made deals with OpenAI? and Media Companies Are Making a Huge Mistake With AI – The Atlantic – sold themselves cheap.

    Microsoft can remember it for you wholesale – net.wars and Windows 11 Recall AI feature will record everything you do on your PC | BleepingComputer

    Apple plots creating AI ‘black box’ for iCloud | AppleInsider

    Future of Software development/SDLC with AI and Gen AI | Forrester Research

    OpenAI Just Gave Away the Entire Game – The Atlantic – The Scarlett Johansson debacle is a microcosm of AI’s raw deal: It’s happening, and you can’t stop it. This is important not from a technology point of view, but from the mindset of systemic sociopathy that now pervades Silicon Valley.

    Goldilocks Agents | Sequoia Capital – the quickening evolution of more capable and reliable AI agents.

    Apple Intelligence is Right On Time – Stratechery by Ben Thompson Apple’s orientation towards prioritizing users over developers aligns nicely with its brand promise of privacy and security: Apple would prefer to deliver new features in an integrated fashion as a matter of course; making AI not just compelling but societally acceptable may require exactly that, which means that Apple is arriving on the AI scene just in time.

    Style

    Can the runaway Hoka boom last? FT

    ‘Rare, vintage, Y2K’: Online thrifters are flipping fast fashion. How long can it last? | Vogue Businessas secondhand shopping becomes increasingly commonplace, this latest outburst brings to light the subjectivity of resale. What determines an item’s worth, especially in an age of viral micro-trends and heavy nostalgia? Is it ethically moral to set an item that’s the product of fast fashion — long criticised for not paying workers fairly — at such a steep upcharge, and making profit from it? If someone is willing to pay, does any of it matter?

    Tools

    YouTube Channel Statistics – ViewStats

    Web of no web

    HyperCinema | Hyper-personalized AI experiences for global attractions – although this is aimed at shopping mall events and theme parks, I could also see it being used in B2B contexts at trade shows and conferences.

    Congress unconvinced by Space Force GPS resiliency plan • The Register

  • Advertising awards

    I got a chance to judge the UK Young Lions advertising awards and Adforum’s PHNX awards. The Young Lions responded to a common brief with the solution viewed through their specialism:

    • A communications activation plan.
    • A creative concept.

    The standard of thinking was high, but I could also see the benefit of more agencies and brand teams tasking younger members of staff to enter the campaign. I was expected to having to wade through dozens and dozens of entries; there wasn’t that many.

    Adforum’s PHNX advertising awards attracted global entries and took a long time to go through the entries that I saw. I got to see a lot of good work and wanted to showcase some examples later.

    PHNX were more complex in nature compared to the UK Young Lions, with many more categories.

    Advertising awards mistakes.

    I saw a few unforced errors:

    • Category -spamming – award entries were submitted for categories that they weren’t appropriate for. You would see the same work turning up category-after-category with no relevance. You could see other judges becoming frustrated in the electronic chat function that ran alongside the entries.
    • Link the work tightly to the challenge that the client faces. You would be surprised how many entries failed to do this.
    • Have your entry in a language that the judges are likely to understand. You can only get so far with Google Lens when trying to tease out winning nuance of advertising awards.

    Advertising awards entries that caught my eye.

    There were a number of Adforum PHNX advertising awards entries that caught my eye and some entries that inspired me.

    Advertising for advertising

    A few years ago, LONDON Advertising (who I have freelanced for previously) ran an advertising campaign to demonstrate the power of advertising.

    LONDON Advertising campaign

    This was possible due to the cheaper media rates available early on during COVID-19 as brands paused spending.

    It’s a very unusual tactic outside of advertising festivals and trade publications. So it was interesting to see a Spanish agency submit a couple of films into the Adforum awards that purely showcased their craft capabilities for use on different aspects of advertising.

    It’s not Studio Ghibli, but still really well done by La Caseta. It was still surprising for me to see it entered for advertising awards.

    Inspiring content

    Grab Thailand

    Uber analogue Grab ran this advert in Thailand to promote its version of Uber Eats, showing how the app is on the side of the consumer in terms of pricing, choice and speed of delivery. It uses thai boxing as a metaphor and features Bella as the main protagonist. Bella is a much loved soap actress beloved in Thailand. Her coach in the corner is a highly regarded former thai boxer.

    Lux

    For me Lux beauty soap was a brand that I associated with my Granny in Ireland, who used to alternate using it alongside Oil of Olay soap.

    I was pleasantly surprised to find that Lux is still alive and well as a brand half-way around the world in Asia and Africa. Lux’s ‘change the angle’ campaign was a collaboration with female athletes to try and change the way they are portrayed in live sports coverage.

    Mistine

    Mistine is a Thai beauty brand founded in 1988. It became the go-to beauty brand in Thailand. The company sold its products via direct sales, wholesale, online, retail, and the export market. In recent years it had focused on expansion into China, but had lost touch with younger generations of Thai women. It was seen as a low-class, outdated brand. The brand team started with a campaign with a film of young generation focus group discussing on societal judgmental issues while having a make-up session. None of them chose Mistine as they were all judgmental to the brand name.The film signed off with an apologetic message to Mistine users and have been insulted by negative associations with the brand name “Sorry that my name is Mistine.”

    It’s a brave move to take that raw insight and build a campaign around it.

    That then drove a six-fold uptake in search volume and media impressions.

    Similar posts can be found here.

  • 2024 iPad Pro

    In my take on the 2024 iPad Pro I am going to look at things through three lenses and after the initial hot takes have cooled down. These three lenses are:

    • Hardware
    • Semiconductors
    • Advertisement

    Apple and Microsoft both push their most powerful tablets like the 2024 iPad Proas creator tools. However, at the time of writing I have been working alongside creative teams in a prominent ad agency and both the creative and strategic elements of the work we were doing were pulled together using different software, but the same hardware. Apple MacBook Pro computers and large secondary monitors. An illustrator attached a ‘graphics tablet‘ alongside their laptop to provide additional tactile control, just in the same way I am known to use an outboard Kensington trackball for additional fine control in creating presentation charts.

    Where I have seen iPads used:

    • Senior (older executives) replying to emails – I suspect its because the screen is bigger than a smartphone.
    • As a media player device. The iPad is the travel and bedside equivalent of the book and the portable DVD player.
    • As a presentation device. Friends that give a lot of public presentations at conferences and one who works as a university lecturer both use the iPad as device to present from in place of lugging around a laptop.

    In all of these use cases, there isn’t that much to differentiate iPad models and the main limitations are user intent or software-related.

    My parents use an iPad I’ve bought them to keep in touch with me. We started using an iPad as a Skype client over a decade ago. Then iMessage and FaceTime started to make more sense, particularly has they started getting Skype spam. It’s the computing equivalent of a kitchen appliance: largely intuitive and very little can go really wrong – that’s both the iPad’s strength and its weakness.

    Secondly, there is the confusion of the Apple iPad product line-up, which is at odds with the way Apple got its second wind. In Walter Isaacson’s flawed autobiography of Steve Jobs, one of the standout things that the returning CEO did was ruthlessly prune the product line-up.

    He made it into a 2 x 2 grid: professional and consumer, portable and desktop. For most of past number of years, the iPhone has gone down this ‘pro and consumer’ split.

    The iPad line-up is less clear cut to the casual observer:

    • iPad Mini
    • iPad
    • iPad Air
    • iPad Pro

    In addition, there are Apple pencils – a smarter version of the stylus that used to be used prior to capacitive touchscreens became commonplace. Some of these pencils work with some devices, but not others. It’s a similar case, with other Apple accessories like keyboards that double as device covers. All of which means that your hardware accessories need an upgrade too. This is more than just getting a new phone case. It’s more analogous to having to buy a new second monitor or mouse every time you change your computer.

    With all of that out of the way, let’s get into hardware.

    Hardware

    The 2024 iPad Pro launched before the Apple Worldwide Developer Conference, so we had no idea how the device will work together in conjunction with iPadOS 18. Addressing long term criticism of using the iPad is as much about software as it is about hardware.

    The 2024 iPad Pro still doesn’t have a definitive user case, but Apple decided to focus on creativity in their marketing.

    Presumably this is because the main thing to celebrate about the 2024 iPad Pro is increased computing power and creative apps are the most likely to make use of that power. For many ‘non-creative’ use cases, the previous generation of iPad Pro is very over-powered for what it does.

    Some of the choices Apple made with the hardware are interesting. The existing iPad Pro is a thin, lightweight computing device. The 2024 iPad Pro is Apple’s thinnest device ever. This thinness is a clever feat of engineering, but so would be an iPad of the same size, but with more battery capacity. Instead Apple made the device made things a bit thinner device with exactly the same battery life as previous models.

    The iPad Pro uses two screens one behind the other to provide deeper and brighter colours at a resolution that’s extremely high. This provides additional benefits such as avoiding screen burn-in which OLED screens were considered to be vulnerable to.

    The camera has moved from the side to the top of the 2024 iPad Pro in landscape mode. This has necessitated a new arrangement of magnets for attachments, which then drove the need for new accessories including the new Apple pencil pro.

    Semiconductors

    The M4 processor is Apple’s latest silicon design and represents a move on from the current processors in Apple’s Mac range.

    It is made by TSMC on a leading edge 3 nanometre process. This is TSMC’s second-generation process. Having it as the processor in the 2024 iPad Pro, allows Apple and partners to slowly ramp up production and usage of the new processor to match gains in semiconductor chip yields. This will give them the time to iron out any production challenges and resolve any quality issues. Relatively low production volumes would be a good thing, prior to the processor being rolled out more widely.

    Apple seems to be designing the M-series processors in parallel to the A-series processors used in iPhones and iPads in the past. They seem to have them in mind for a wider range of devices.

    Advertisement

    Apple previewed an advertisement to promote the 2024 iPad Pro.

    Crush has been executed with a high degree of craft in the production. It had a lot of negative reactions from celebrities and current Apple customers who saw it in terms of:

    • It being a wider metaphor of what technology was perceived to be doing to creativity. For instance, Hollywood actors and screen-writers are concerned about streaming and the effects of large language models.
    • Destroying real-life artefacts that consumers have attached meaning to. For instance, I use digital music, but also have a physical music collection that not only reflects my taste, but much more. Real-world experiences now provide respite from the digital world.

    With product launches like the iPhone 3, Apple created adverts which were less of a literal metaphor for everything that could be crammed into the device by using show-and-tell.

    Reversing the Crush! ad makes a similar point, but in a less oppressive way.

    And as with everything else in life, there is seldom a time when an idea is truly new. There was an ad done by BBH London which used a crush metaphor to demonstrate all the features in LG’s Renoir phone circa 2008. As this circulated around Apple was perceived as being a copycat.

    Presentation

    Given that Apple events are now largely virtual post-COVID we didn’t have a positive live audience reaction amongst those who ‘got it’ to guide public opinion. Instead it was left on social media ‘contextless’.

    The Apple exhibition centre at the new ‘space ship’ campus, doesn’t seem to be used in the same way that Apple did live events prior to 2020. Apple held small event screenings for journalists in New York and London.

    But was Crush! bad?

    When I first saw it, I thought that it was good from a craft point of view. I was a bit surprised at how dark the lighting was, it felt a little off-key.

    My personal opinion about the concept was that it felt a bit heavy-handed because it was so literal. The creative brief done by a strategist is usually the jumping off point, not the literal creative concept.

    But that doesn’t make it bad advert, it just felt not particularly clever for someone who is probably more media-literate than the average person. I would go as far as to say, it would have been unlikely to win creative advertising awards.

    But I was also aware that my opinion didn’t mean that the ad wouldn’t be effective. Given the 2024 iPad Pro’s role as M4 guinea pig, Apple probably weren’t hoping for barn-storming sales figures and in the grand scheme of things the advert just wasn’t extremely important.

    I was probably as blindsided as Apple was by the depth of feeling expressed in the online reaction.

    TL;DR I don’t know if Crush! really is ‘bad’. Let’s ask some specific questions about different aspects of the ad.

    Am I, or the negative responders the target market?

    Maybe, or maybe not. I don’t have a place in it in my current workflow. I still find that a Mac works as my primary creative technology device. What about if Apple were aiming at college kids and first jobbers? These people wouldn’t come to buying the 2024 iPad Pro with the same brand ‘baggage’ that me and many of the commentators have.

    Working in marketing, the 1984 ad and the Think Different ads were campaigns were classics. Hell, I can remember being a bit of an oddball at college as a Mac user. I helped friends get their secondhand Mac purchases up and running.

    Going to coffee shops or working in the library and seeing a see of laptop lids emblazoned with the Dell, Gateway, Toshiba and H-P logos. If people were a bit quirky they may have a Sony Vaio instead.

    I remember the booes and the hisses in the audience at MacWorld Boston in 1997, when Apple announced its partnership with Microsoft.

    Even when I worked at Yahoo! during the web 2.0 renaissance, Mac users were second-class citizens internally and externally in terms of our product offering.

    In the eyes of young people today Apple was always there, front and centre. The early iPad or iPhone experience as pacifier. The iPhone has must-have teenage smartphone. The Mac at home and maybe an Apple TV box.

    Finally many high performing adverts of the past aimed at young adults have left the mainstream media and tastemakers non-plussed.

    How did the ad test?

    According to anecdotal evidence I have heard from people at IPSOS; in a survey they found that about half the respondents surveyed said they would be interested in finding out more about the 2024 iPad Pro. The younger the respondent, the more likely they were to be interested in the device.

    System 1, tested the ad and found that it performed 1.9 out of a possible maximum score of 5. In System 1 parlance this indicates somewhere between low and modest long term brand growth derived from the advertisement. The average score for US advertisements is 2.3. But over half of ads that were run in the Super Bowl this year scored between 1 and 2. Which would imply that the ad could be improved; but the devil might be in the details as implied by the IPSOS research.

    Is Crush! just a copy cat?

    You can have the best creative director in the world who has seen a lot of advertising, but they might not know all advertising. Secondly, the advertising industry is getting rid of long term professionals. According to the Institute of Practitioners in Advertising no one retired from the industry in 2023, as staff were ‘phased out‘ of the industry way before retirement age. All of which means that there isn’t the historical memory to know if a campaign is sailing close to plagiarism.

    And it isn’t just advertising. Earlier in my career, I got to see former business journalist and newspaper editor Damian McCrystal speak at a breakfast event. One thing stayed with me about his presentation, in which he talked about the financial industry:

    The reasons why we make the same mistakes over-and-over again is because ‘the city’ has a collective institutional memory of about eight years.

    Damien McCrystal

    So we had Northern Rock, Bear Stearns and Lehman Brothers, despite the fact that pretty much every financier I have ever met had read Liar’s Poker by Michael Lewis. This was based on his experiences as a banker navigating the Savings and Loans scandal of the 1980s and 1990s.

    So no, despite the similarity of the LG Renoir advertisement, I don’t think that Crush! was an intentional copy.

    More related content can be found here.

    More information

    Some thoughts about Apple’s new iPads | Ian Betteridge

    The M4 iPad Pros | Daring Fireball

    Brief Thoughts and Observations on Yesterday’s ‘Let Loose’ iPad Keynote | Daring Fireball

    How Apple’s ‘tone deaf’ iPad ad signals a turning point | FT

    Apple’s New iPad Ad Leaves Its Creative Audience Feeling … Flat – The New York Times

    Apple’s new iPad ad has struck a nerve online. Here’s why | AP News

    Commentary: Apple’s tone-deaf iPad ad triggers our darkest AI fears – CNA

    The Fat iPhone, 11 years on: The iPad’s over a decade old and we’re still not sure what it’s for • The Register

    12 things I learned by switching from the 13-inch MacBook Pro to the 12.9-inch iPad Pro | Macworld

  • Collapsing the funnel

    I was prompted to write about collapsing the funnel as a trope that marketers and adtech salespeople tell each other after listening to Jon Evans Uncensored CMO podcast. Jon was interviewing Josh Feldman.

    NBC Universal TV set (3D)

    Josh Feldman

    Feldman is CMO at NBCUniversal’s advertising and partnerships business. He has been a long-time NBCUniversal marketer. Prior NBCUniversal, Feldman started at Turner Broadcasting, where he took on various roles including national and regional advertising sales roles. He managed client relationships for a range of TV channels including Adult Swim, Cartoon Network, TBS, TNT and TruTV. Feldman’s sales orientation partly explains his collapsing the funnel perspective.

    NBCUniversal

    Mr Feldman is no longer just selling 30 second TV spots at NBCUniversal. NBCUniversal is a plethora of media properties:

    • Live events such as BravoCon
    • Five theme parks
    • 1 billion reach across more than 150 countries
    • 200 networks
    • 350 digital properties

    Here’s the way the podcast broke down:

    1. 00:35 – Josh’s Career Story
    2. 02:50 – How does being creative help with sales
    3. 04:17 – B2B strategies that make NBCU successful
    4. 09:41 – NBCU’s iconic programming
    5. 11:05 – The secret to building strong client relationships
    6. 14:21 – Funnel marketing and the importance of end of funnel <—–
    7. 16:34 – The popularity of Bravo
    8. 17:46 – BravoCon
    9. 21:00 – The best brand activations at BravoCon
    10. 22:51 – How brands can work with talent
    11. 24:49 – Being a media partner for the Olympics
    12. 27:59 – Josh’s advice on creativity and landing your message
    13. 31:39 – Helping smaller brands

    Two aspects to collapsing the funnel

    Josh’s comment about collapsing the funnel was emblematic of two separate trends going on that he encapsulated in this one segment of the show.

    • The first is that performance marketers are waking up to the fact that brand matters.
    • The second trend is the fusion of sales and marketing functions in the business-to-business through account-based marketing or what used to be a sales support function now being lionised as a ‘strategic approach’.

    Brand matters

    A classic example of what happens if one focuses exclusively on performance marketing is the plateauing of growth that occurred in ASOS. The ASOS story is now often cited by marketing media mix experts as an example of what happens when brand building isn’t used to support performance marketing.

    In the noughties and 2010s ASOS was a purveyor of trendy clothing for young people. It started as a copycat brand over time became a competitor to Urban Outfitters and an Etsy-type platform for small vintage clothing and design boutiques.

    ASOS review

    ASOS took a performance marketing approach to growing its business. Over time it expanded to eventually ship to 197 countries, but 40 percent of its customer base was still in the UK.

    ASOS customers and orders over time

    Performance marketing drove the customer base, but didn’t drive a significant increase in the number of orders per customer over time.

    ASOS basket size

    When we look at the inflation adjusted average basket value, we see a steady decline each year, with a sharper drop from 2021 onwards.

    Performance marketing failed to increase basket size, and each customer added was less valuable than the last. Especially when one factors in the complexity of global logistics required for customer deliveries.

    This next bit is speculative, but the geographic expansion drove growth as performance marketing based growth in its established markets plateaued.

    The business went into reverse after 2020. The reasons for this reversal are likely to be multi-variant including:

    • Performance marketing plateau.
    • The bifurcation of the market. At the bottom end, Shein, Temu and TikTok commerce. At the top end luxury brand websites and secondary market platforms like StockX.
    • Culture. Like other online properties including Buzzfeed and Vice News, ASOS had a millennial user base that has been somewhat aged out.
    • The cost of living crisis due to post-COVID inflation.

    Let’s next think about advertising, in particular Les Binet’s explanation of how advertising really works. In this explanation summarises the conclusions of decades of Ehrensberg-Bass Institute research, alongside marketing science work by the likes of the IPA into a six line explanation.

    Advertising increases / maintains sales and / or margins

    By

    Slightly increasing the chance that people will choose your brand

    By

    Making the brand easy to think of and easy-to-buy

    And

    Creating positive feelings and associations

    Via

    Broad reaching ads that people find interesting and enjoyable

    And

    Targeted activations that they find relevant and useful

    Les Binet – How advertising REALLY works | YouTube

    ASOS failed to maintain sales and margins because they focused on targeted activations – that consumers found useful. But the utility seems to have changed over time.

    This happened despite ASOS using data science to optimise their marketing with a particular focus on geo-experimentation in performance marketing rather like trialing TV ads in different TV company regions, which marketers have done for the past 70+ years.

    This isn’t because Lilia and Clara are bad data scientists, indeed I think they are good marketers using data to inform their decisions. The problem was that the focus was nearly exclusively on performance marketing.

    ASOS are an example that has started to persuade performance marketers that brand advertising helps performance too.

    ABM

    Account based marketing is a strategic approach to business sales. It depends on account intelligence and analysis. This insight is used when an organisation considers and communicates with each prospect or customer account as markets of one.

    Target selection becomes important and the criteria is usually focused on the most profitable business.

    In existing accounts it is focused on upselling or cross-selling products and services to the customer. The main focus is alignment of marketing tactics with sales management. This moves the focus from individuals as targets to groups of people within an organisation.

    ABM isn’t about collapsing the funnel per se but about melding it and reshaping it in the service of the salesforce rather than short term and long term brand with sales.

    More marketing-related content here.

    More information

    The Josh Feldman podcast episode.

    ASOS Revenue and Usage Statistics (2024)

    ASOS-related coverage on Financial Times