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Book Review: Absolute Value, By Itamar Simonson & Emanuel Rosen

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What happens when marketers get naked?

Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, is the answer to that question.

Stripped of their exclusive access to broadcast media, stripped of their information monopoly, stripped of their banner ads, stripped of their SEO tricks, marketers in 2014 have awakened to a new reality. Consumers have access such a diverse array of data that they can (if they choose) make much more informed purchasing decisions.

This book explores how this state of affairs came to be, how consumers are dealing with their access, and how marketers might still be able to add their voice to the mix.

“In a world with improved access to high-quality information, more and more decisions will be based on absolute values, resulting in better choices overall.” Absolute Value, Simonson & Rosen

The Marketer is Being Stripped, Bit by Bit

Tools like positioning and persuasion are less effective because consumers can see behind the wizard curtain by reading blogs, talking to other consumers, and reading reviews.

The value of brand and loyalty is disappearing as consumers are able to rely on a huge amount of actual information from experts and weak-tie fellow consumers. Simonson & Rosen suggest that a consumer’s decision to buy is affected by a mix of three related sources: individual preferences, beliefs, and experiences (P); other people and information services (O); and marketers (M). Marketers need to be aware of where their audience lies on the POM continuum so that they can respond accordingly. Which information does your typical customer rely on most heavily?

The power of advertising has been undercut as well. There must be a shift away from random banner ads to get “top of mind” awareness, and toward ads that are closer to the decision point and provide actionable information to the person as they are about to buy. Top of mind ads are less effective because they get overwritten by other info that comes along in the noise stream.

Another tool in the marketing arsenal was the traditional funnel. There used to be a reliable, predictable path from awareness to action. The new consumer doesn’t care about the funnel. He/she will now often employ what Simonson & Rosen term “couch tracking,” accumulating lots of information over time, even before the need for a product is identified. Marketers need to focus more attention on the couch-trackers, who frequent online communities and forums as they have a certain product or brand “on their radar,” because they are likely to make a decision before marketers are even aware of them.

What Happens Now?

When power is taken away from the marketers, does it come at the expense of good business decisions? Will consumers use the big data available to them to support good decisions or will it lead to more irrationality as they choose the sources of data they want to use?

Will consumers with limited or no access to the additional data be more susceptible to manipulation because they don’t have access? Will marketers be hip to that and use it to their advantage?

Perhaps we will end up with “less sugar in our information diet” and “less sugarcoating” as real-world reviews and referrals take the place of rotating banner ads.

The release of this book could not be more timely. Within the conversations about big data, content shock, and influencer marketing, there must be a discussion of the absolute value proposition.

Disclosure of Material Connection: I received an advance copy of this book free from Harper Business. I was not required to write a positive review. The opinions I have expressed are my own. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

How E-Signatures Can Help You Go Paperless

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By Jared Jaureguy

In a world that is constantly putting more and more trust in the hands of smartphones, tablets and desktops, one would expect paper to become obsolete. After all, it’s easy to read the news, check your bank account, send emails to clients, and even shop all in the cyber world. However, many companies are reluctant to let go of their reliance on paper. This could be due to the necessity of physical documents in some cases or just lack of willingness to break with a habit.

There are important incentives for going paperless. Among them are faster speeds, better organization, and benefit to the environment. Recent changes in technology, one of them being the growth of the e-signature, have made it much easier for companies and organizations to make the change.

Why go paperless?

One of the biggest reasons is efficiency. Earlier this year, attention was drawn to the Department of Veterans Affairs, when it became obvious how inefficient their system was. Veterans filing claims for disability compensation and other benefits were waiting months and sometimes years for their files to be processed. Investigations into the problem revealed that part of the problem was that almost all of the veteran’s claims were made on paper (97%). Piles and piles of paperwork had built up over the years, making the department incredibly inefficient.

Another reason is organization. Some feel that the old fashioned model of folders and file cabinets is the best way to stay organized. However, papers can easily be misplaced. Stacks of paperwork can build up, making it difficult to find anything. On the contrary, online files can be retrieved immediately.

Companies should also be concerned with the environmental impact their paper hoarding can have. Going digital helps in several ways. It saves trees that provide oxygen to the environment, lessens harmful substances released in paper industry, and reduces fuel consumption in transporting paper products. The U.S. pulp and paper industry is the second largest consumer of energy in the nation. Currently the average American office worker prints close to 10,000 pages per year. Simply deciding to use digital documents when possible can save significant amounts of oil, space, trees and energy.

How e-signatures can help

All companies and organizations use signed documents in their dealings with clients and colleagues. Printing long contracts inevitably generates a lot of paper.

Over ten years ago, the federal government passed a law giving credibility to electronic signatures, protecting them in courts of law. Over the years, the use of e-signatures has grown, as companies have adopted quick and efficient ways of transferring documents. Documents can be sent via email, read by customers (and explained over the phone if necessary), and signed by clicking boxes that show your acceptance of conditions. This method is just as safe, if not safer, than the traditional method. Most companies password protect the documents and store them in secure servers. Some even go as far as to encrypt documents when they receive them, making them virtually impossible to hack. To eliminate the possibility of tampering and fraud, the documents are made available to both parties, so no one can change them after they are signed.

The use of e-signatures is on the rise, with companies continuing to make it an easier process, and integrating them into user friendly formats on social media and personalized websites.

There are many ways that a company can go paperless, from basic email to digital record keeping. However, e-signatures are leading the way and will certainly help companies in the future become more efficient, organized and ecologically friendly.

Author’s Bio: Jared Jaureguy is an entrepreneur and freelance writer who loves all things tech. He writes for many of the top industry websites and loves to stay up-to-date on technology news. You can follow him @jaredjaureguy.

Book Review: “The Age of Context,” by Robert Scoble and Shel Israel

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The image of Robert Scoble in the shower with his Google Glasses on is seared in our collective brains by now. But we should all stop laughing because it’s about to get serious, folks.

According to Scoble and his co-author Israel, there are five key trends that are converging to create the “age of context:”

  • Mobile
  • Social Media
  • Data
  • Location-Based Technology
  • Sensors

The Age of Context

This book is a funhouse tour through technologies, apps, and jaw-dropping devices that are on our horizons, whether we’re ready for them or not.

Many of the forthcoming developments raise issues of privacy, security, or safety, and the authors take the time to address those issues. It may be years before we come to grips with the new world where you can trade in your personal information in exchange for a more convenient and catered-to experience, but Scoble and Israel are laying the groundwork.

The Future’s So Bright, I Gotta Wear Google Glasses

After cruising through this book, you will consider whether it might be nice to walk out of a store without visiting an actual cash register, or get driven to work in a driverless car, or get rescued by a firefighter wearing augmented reality glasses.

Scoble and Israel aren’t the only ones starting to bring up the big questions brought on by our new connected, contextual world. The Federal Trade Commission is holding a workshop on November 19 to discuss the privacy and security concerns surrounding the Internet of Things.

But the central premise of the book is hopeful. As much as the new technology forces us to deal with new challenges, it promises to potentially save lives, make us more productive, and revitalize our cities.

You can choose to be frightened or energized, but one way or another you’ll need to react to the changes highlighted in this exhilarating book.

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Online Jobs Every Person Must Try

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By Peter Davidson

Survival is impossible without money unless, of course, you’ve been raised in the jungle and you can hunt with your bare hands. Whether you like it or not, you will have to adapt to the universal crisis of generating an income and supporting yourself through it.

We call it a crisis because many people, regardless of how long they’ve been playing this game, cannot seem to get the hang of it. The only thing they can be accused of is not taking the opportunities that have been made available over the last couple of years. We’re not talking about shouldering another part-time job that is situated seven blocks away from your primary workplace; we’re referring to the internet and the wonderful doors it has opened for you.

The Truth about Online Jobs

It’s normal to be excited at the prospect of earning money in the comfort of your home, but you must be warned that online jobs have a complex side that you are bound to encounter soon. We might as well tell you now that it won’t be as easy or comfortable as you originally think. Stop writing your resignation letter and save it for later, when you’ve established your virtual career. Although the web is accessible to everyone, it is not friendly to all people who wish to make a living through it. Test the waters through the online jobs listed below. You have three options from then onwards: pursue a serious career online, continue participating in online jobs for another source of income, or resort to traditional means.

Blogger on the Rise

Humans are naturally curious people; we love to probe into other people’s lives. If you doubt that fact, check the number of reality shows ongoing today. Blogging has some similarities because it is how many people share their lives with the rest of the world. The glaring difference would be the details you choose to share.

Are you a lover of art? What kind of art? Your enthusiasm for thriller novels can be turned into your greatest advantage. Publishers need the help of netizens in promoting a newly published novel. Once they see that you are a credible source for book reviews, they may offer money in exchange for your endorsement. The same principle works for travel blogs, cooking blogs, fashion blogs, and so much more, as long as you are creating compelling content.

Virtual Assistant on Demand

Computer technology has dominated the work scene since the onset of the 21st century. Businesspeople rely heavily on computers, the web, and other modern devices; however, they often don’t have time to focus on those areas of their business. Research, website creation, software installation, and related tech-skills are normally outsourced to lessen costs and to guarantee efficiency. The pay for virtual assistants depends on the work they manage to accomplish.

Survey-Taker

Paid surveys accept all kinds of people; you don’t have to worry whether your opinions are witty or have a scientific basis. Your main task here is to qualify yourself for the surveys and to answer as many surveys as you can. By qualify, we mean to promote your life in a way that will allow the surveyors to know whether you are credible to give your opinion about a certain refrigerator, car, or whatever product they’re handling.

The sole challenge that stands in your way is avoidance of fraudulent survey panels. Read about paid surveys for you to know which the real paid survey sites are. Study sites like SurveyPolice or iPoll to get an idea of how authentic panels present themselves and what other people have to say about its performance. Do this for every panel you plan to join.

Translate Your Way to the Top

Translating documents is gaining popularity online. You’re fortunate if you are capable of speaking fluently in two or more languages; you’ve just found the best outlet for that skill. Endorse your freelance translating endeavour through social networking sites. Tell your friends to recommend you to the people they know who may need the help of a translator. People pay substantial amounts of money for this service.

Author’s Bio: Peter is a blogger who is currently living in NYC. He loves working from home and earns money by freelance writing, finding and taking surveys on sites like Getpaidsurveys, training kids and working on some data entry jobs.

Niche Marketing: Creative or Creepy?

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By Barbara Fowler

Niche-marketing: Creative or Creepy? It depends.

Yesterday I got a package in the mail. A mysterious package from Klout. I opened it up and low and behold, it contained three new products sent to me on a complimentary basis. They were VITA-K for “age spots”, VITA-K for “crow’s feet” and VITA-K for “deep facial lines” I was selected to receive these products because of my Klout score of 56, not because of my age (I just turned 60) and hopefully not because of some new “facial recognition software” that identified me as someone in great need of these products.

I signed up for Klout over a year ago. For those of you not in marketing or not familiar with it, Klout purports to measure my “influence” on the web and in social media. It gives each of us a score between 1-100 with 1 being no influence-basically incognito on the web (like my husband Tim, without a LinkedIn, Facebook or any other social account-although he does now have e-mail) and 100 (Barack Obama is a 99)

So, I am above the middle. in fact, somewhere in the 75-90 percentile. That is really not important because this post is about niche-marketing, not about Klout.

But think about what this skincare company did to market their new product.

They went to Klout and asked for people above a certain score. Then they must have also asked for some other things-gender, age, possible income, geographic location etc to further target their offering. I don’t know the specifics. I actually have no relationship to this company or this product. But I represent a “buyer persona”. More importantly, they think, based on my score, that I am more likely to talk about receiving this product and trying it. They don’t know if I will like it or not. Or maybe, they cross-referenced their offering with some sort of other weird algorithm that says I usually only review products I really like. (My mother taught me “If you have nothing nice to say, say nothing at all.”)

In the past, to gain a market, this company would have considered magazine ads in places like, “Good Housekeeping” or “The Ladies Home Journal” or maybe “AARP “ magazine. They would have looked at TV ads for “Golden Girls” or “The Rockford Files”. How much would that have cost? That was marketing back then.

This is marketing today. It has changed. First, because there is so much information available on the web so I can do all of the research I want in advance of a purchase. And second because of the availability of data. Instead of marketing to a broad range of people-like all of those who read a magazine-companies can market to a much smaller group of people who are more likely to buy their product. The art and science of acquiring a customer base has been reinvented.

And this is not just about this product. A recent WSJ article shared how the Weather Company (formerly the Weather Channel) was helping companies pick their advertising spots. The Weather Co, supplies weather information to several smart phone apps. And now, it uses its data to help companies advertise. So, for example, if a woman is checking her weather app in Boston and it calls for rain, the advertisement shown might be for an anti-frizz product for her hair. If it calls for very hot temperatures in Atlanta, then the advertisement might be for a sale on air conditioning units. Micro-targeting then is not just based on buyer personas but also on many other variables. Effective targeting can really reduce costs and increase revenue

So, what about me? Was this effective? When I told people I had received the anti-aging product this morning, several asked if I was offended or if I though it was creepy? Not me. I was intrigued. I have already tried them and although I can’t be sure yet, I think that I might pass for no more than 59.

Please share your comments below.

Author’s Bio: Barbara Fowler is a CMO and Partner with Chief Outsiders in the Charleston, S. C. area. Follow her on twitter at @barbfow50 or contact Barbara at 908-956-4529 or email at bfowler@chiefoutsiders.com.

6 Advantages “BYOD” Brings to a Business

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By Miles Young

One major trend in business now is BYOD, or “bring your own device.” This basically means that employees are responsible for buying and choosing their mobile device. It allows businesses to save money, while keeping employees happy at the same time.

There are also several other business advantages, such as fewer headaches for the IT department, more employee choice and freedom in their devices and a better connection with today’s consumers. Businesses that are newly introducing BYOD do face some roadblocks, but it is worth the effort once the transition is complete. Take a closer look at the advantages to BYOD and what it could mean for your business.

#1: Your Business Saves Money with BYOD

Successful businesses always look for ways to save money. Reducing monthly spend on employee mobile devices is one of the best and easiest ways to do this. In a true BYOD business environment, employees cover the full cost of their devices, including minutes and data usage. This saves businesses thousands of dollars each year. However, most companies offer incentives to employees through discounts or usage stipends, especially at the beginning of the transition.

Only a few short years ago, employees would have complained a lot about BYOD. However, a recent Good Technology State Report shows that 50% of employees are more than happy to cover the costs. This is for several reasons, but the biggest is that it gives them more freedom to choose their own device and upgrade as desired. Many people are dedicated fans to specific platforms, so this allows them to remain loyal to their favorite brand of device. As more businesses turn to BYOD environments for its cost savings, employees will get more used to the idea.

#2: Employees Can Choose the Device They Like

People get very attached to their mobile phones. As a matter of fact, one Mobile Mindset study showed that 73% of mobile phone users admit they would go into a panic if their phone went missing. This obsession is one reason most employees prefer to choose their own mobile device — they have an intimate relationship with it. Everyone has a different preference over the brand of phone they like and what features are must-haves. Businesses can keep their employees happy by allowing them to choose their own mobile device with a BYOD policy.

#3: Businesses Stay on the Cutting-Edge of Technology

Typical smartphone users want to have the latest and greatest technology. This is a major advantage to businesses because employees usually upgrade to the newest phone as soon as they are eligible for an upgrade. This is especially true if you have a younger workforce. Having technology-savvy employees translates to more efficiency for your business, which is why giving your employees more freedom with BYOD is such a good idea.

Additionally, many businesses have spent a lot of money on creating a mobile infrastructure, such as putting business information in the Cloud so it’s easier for employees to get access to. By allowing employees to choose their own mobile device and other gadgets, it encourages them to use the infrastructure your business has spent so much money to create.

#4: Employees Only Have to Manage One Device

With BYOD initiatives, employees no longer have to worry about carrying separate phones for business and personal use. This was a major hassle for employees in the past, and it often meant missed calls because employees only carried their business phones during business hours. With a BYOD environment, your business will have fewer missed calls because your employees will have fewer gadgets to juggle. Plus, the phone will be with them whether they are working or not.

Managing only one device also increases employee productivity, because they only have to get used to one phone. Every mobile phone works a little differently and there is a learning curve, even for technology savvy employees. If your employees are allowed to choose their own device, they will be more motivated to learn how to use it effectively, which has all sorts of advantages to your business. Increased productivity means more profits for your business.

#5: Your IT Department Has Fewer Headaches

If you don’t have a BYOD policy, your IT department probably spends a lot of time fixing mobile phones and plan issues. With BYOD, employees have to seek help about their phones from their cell phone carriers. This means fewer headaches for your IT department and less wasted time. Of course, your IT department still has to find a way to make sure everyone has good security to protect your business information.

All smartphones today have the basic features businesses need, such as access to the Internet and email alerts. So, there’s no reason a business should have to require all of their employees to use the same device, except for security purposes. Your business can make BYOD recommendations about security, such as requiring all employees to use the RIM platform, but there are also other ways to make sure employees have the proper security on their phones. This includes things like requiring two layers of passwords and encrypting all business information. Security is a major issue for IT departments, but policies can be put in place to protect your business.

#6: Employees Care More for Their Device

Another advantage to BYOD is that employees will take better care of their devices if they are responsible for the costs. Your business won’t have to worry about replacing phones or paying for insurance policies related to gadget use and ownership. This saves money and it also means that your business information will be protected with more care.

According to an ARCchart report, 65% of business owners have already transitioned to a BYOD environment or have a plan to transition in the near future, while only 11% have no plans. There are obvious advantages to BYOD if you can successfully get your employees on board with the idea.

Has your business already made the BYOD transition? Do you have any advice for others that want to follow suit? Leave a comment below.

Author’s Bio: Miles Young is a tech geek, business blogger and all around cool person. Follow him on Twitter @mrmilesyoung.