This is the week that was in B2B: from customer objectification to invisible payments


04-Dec-2016 17:50:43
Back Paul Hewerdine

In the week that Castro smoked his last cuban cigar, Apple revealed it is investing in self-drive cars and we had our first viral VR injury, there was much to talk about in the world of B2B and beyond...

Food for thought of the week...

Goes to Brian Carroll on his B2B Lead Blog. According to a recent Forrester study: “65% of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.” Brian cautions that we risk treating customers like objects rather than human beings in our bid to automate. He pleads us to remember: “Marketing isn’t something you do to people. It’s something you do for people.” Well worth a read here.

Content marketing advice of the week...

Goes to the folk at Hive9 – and the big word is: data. For any content marketer who is still relying on gut feel to guide their content strategy in terms of what they’re creating to how it’s performing, this post is a great wake up call. In essence, how you use data can make a massive difference to your CM success. But you knew that, didn’t you? Check out their post here.

Thing we should be most worried about of the week...

...is fake news. Yes but that was so last week you say. No, but this is something even more alarming. Earnest Labs uncovered the technologies that exist today that could essentially allow people to create fake video footage of your CEO saying what they damn well want them to say. Try this for size for starters then be sure to read the full post here.

 

 

Thing we should be most worried about of the week 2...

...Goes to the Internet – which has apparently made advertising redundant. Alex Smith writing for Campaign argues that the wealth of information about brands available online means we no longer need advertising. He cites the fact that according to 18 to 35 year olds, ad messages that brands control are viewed as the least influential. His advice, make interesting businesses not interesting advertising. Anyway, read his missive here and make your own mind up.

Invisible super power of the week...

...Goes to the credit card – formerly your flexible friend, which could soon become your invisible friend. Amer Sajed, Chief Exec of Barclaycard spoke to the BBC about the death of the till and the plastic card. So not long from now you’ll be able to walk into a store, grab your shopping and walk out, with payment being taken invisibly. Can’t wait to find out how the retailers will determine who is a paying punter and who is a shoplifter mind. Please return to the bagging area – and then check out the story here.

Frivolous A.I. fun of the week...

...Goes to Georgio Cam. So what happens if your device could turn what it saw into lyrics of a song, make it rhyme and mix it with a Giorgio Moroder track? Everything a discerning B2B marketing exec has ever needed - well maybe not...

 

 

This is the week that was. We hope you had a good one.

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