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September 27, 2021
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Voice-of-the-Customer Data: The Key to Human-Centered CX

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customer-dataAs more business goes digital, B2B companies are adopting B2C-style personalization strategies, and more business buyers expect consumer-style purchasing experiences. However, the requirements and strategies for B2B personalization differ from B2C personalization.

B2B personalization requires less personal information and more data about the customer’s role, business goals, and industry. B2B personalization also involves more refined segmentation than a typical B2C program, which is why many B2B marketers use account-based marketing (ABM) strategies to support their personalization programs. Read More

September 26, 2021
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How some agencies and advertisers are considering brand suitability across social platforms

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Both brand safety and suitability are essential considerations for brands and agencies  as they plan their media strategies. Because brand safety focuses on defining harmful content that no brand wants to be near and brand suitability encompasses what is aligned to a brand’s values, it’s increasingly important for brands to understand the distinction — and determine what content they are comfortable appearing beside and what they are not.  Read More

September 23, 2021
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Can innovative design get us out of the mess it helped create?

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Just because a design is effective doesn’t make it good. The 2021 Innovation by Design honorees are focused on creating a better future by enhancing equity, inclusivity, and sustainability.

One of the first winners of Fast Company’s Innovation by Design Awards, which launched in 2012, was the BioLite CampStove, a portable device for turning biomass into a heat source that cooks food, charges gadgets, and produces fewer toxic emissions. Another was Uber, which won for reinventing the user experience of hailing a ride. At the time, a juror praised Uber for “hacking the system.”

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September 22, 2021
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Purpose: The Modern Brand’s Most Essential Tool

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Passionate case studies from the guests of The Beautiful Thinkers Project.

Few facets of marketing have evolved as much as “purpose” marketing has over the past five years. What started out as a CSR checkbox from the corporate affairs department has accelerated into a demand from consumers to hear from CEOs and the founders themselves how brands embed purpose at their core and what actions they take. We used to talk about brands with purpose. Now a brand must be purpose-driven to earn the respect of consumers.

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September 21, 2021
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Targeted advertising: looking beyond the data

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Targeted-Advertising-using-Machine-LearningTargeted digital advertising is not only vital to the European economy but has a larger social and cultural value that is often overlooked and not accounted for in conventional statistics, says IAB Europe’s Daniel Knapp.

What has targeted advertising ever done for us?

In a new paper, Knapp, the organisation’s chief economist, warns against a blanket ban on targeted advertising, as suggested by the European Data Protection Supervisor earlier this year, and highlights its role in three areas: Read More

September 14, 2021
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How Work Became an Inescapable Hellhole

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Cant-Even--VideoInstead of optimizing work, technology has created a nonstop barrage of notifications and interactions. Six months into a pandemic, it’s worse than ever.

The first thing I hear in the morning is my SleepCycle app, which is supposedly monitoring my movements in order to “gently” wake me as I emerge from sleep. I swipe it off and see the first alerts from the various news apps on my phone: bad things, getting worse. I check the Covid numbers in my county, then in my mom’s county. As I lie in bed, my thumb goes to Instagram for truly unknown reasons, but I’m less interested in seeing what others have posted than how many people have liked whatever photo I posted the night before. I check my personal email. Read More