Is Your Strategy Scaring Consumers? General Mills Online Legal Policy.

Posted by on May 22, 2014 in Big Data, Brand eCRM, Brand Value, Branding, Consumer Data, Consumer Privacy, CPG, Digital Strategy, iBeacon, innovation, Retail Disruption, Strategy, Technology | 0 comments

Seems to be a lot of tension in the relationship between consumers and marketers these days. As I re-read  an article from my April 17th AdAge  (General Mills Legal Policy Could Threaten Consumers’ Goodwill), I was reminded of something that happened the summer between my 4th and 5th grade year. It was my first time at sleep away summer camp.  We were all swimming and having a great time in the large camp pool, but suddenly – it seemed – every time I would come up for air this little boy named David would splash water in my face. I would duck underwater, hold my breath and swim as far away as possible – but again, he would find me, and splash water in my face and laugh. This happened three times when finally I got out of the pool, tears of frustration streaming down my face. Why was he being so mean to me? Later, around the campfire, it turned out that David has a crush on me. He “liked” me, and actually wanted me to be his girlfriend (remember, this was 4th grade, although I’m pretty sure it works the same way today). Marketers want so badly to connect with and engage consumers, yet so many of the techniques and attempts have the exact opposite effect. I don’t know, maybe it’s time we grew up a little? Susan O’Neal Gear has over 20 years of experience at the intersection of consumers, marketing and technology. Passionate about all aspects of a consumer’s relationship with brands and retailers, we’re spending the next year looking for new, groundbreaking thought leadership  – if not disruptive solutions – with the potential to redefine the parameters of consumer loyalty. If you also want to see some game changing happen -then follow Upstream Insight, contribute your voice, share this post…do something! ...

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Consumer Data Acquisition: What’s the difference between a ‘bribe’ and a ‘value proposition’?

Posted by on May 12, 2014 in Big Data, Brand Value, Consumer Data, Consumer Privacy, Digital Strategy, Learning, Online Marketing, Personalization, Retail Disruption, Technology, Vulnerability | 1 comment

Do you think this value proposition is uniquely of interest to high-end consumers? They claim that it’s their lack of affiliation with any particular brand that builds trust.  What does that say about brands, are they inherently untrustworthy because they want to market to the customer?  What other characteristics are important to building trust between consumers and the companies they do business with? Is 150,000 customers a lot? Why is paying consumers for their personal data called a “bribe”? Want Your Customer’s Personal Data? Bribe Them. (via Inc.)   Susan O’Neal Gear has over 20 years of experience at the intersection of consumers, marketing and technology. Passionate about all aspects of a consumer’s relationship with brands and retailers, we’re spending the next year looking for new, groundbreaking thought leadership  – if not disruptive solutions – with the potential to redefine the parameters of consumer loyalty. If you also want to see some game changing happen -then follow Upstream Insight, contribute your voice, share this post…do something! ...

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Upstream Insight on Bluetooth LE/iBeacon (for non-techies)

Posted by on May 3, 2014 in Amazon, Big Data, Bluetooth LE, Consumer Data, Consumer Privacy, Content Marketing, Digital Strategy, iBeacon, innovation, Learning, Loyalty, Online Grocery, Personalization, Retail Disruption, Strategy, Target, Technology, Walmart | 0 comments

There’s new technology out there creating some buzz. It’s simply the ability for a one-way communication  to occur between your smartphone and one or more radio frequency emitting device(s), called “beacon(s)”.   The capability is enabled by Bluetooth Low Energy  (aka Bluetooth LE). Common Base Use Case for Retail: If a retailer places beacon “123” in the cereal aisle, then the beacon can help a receiving device (like your smartphone) know two things: 1) How far away from the cereal you are (and, potentially, are you nearing or exiting) 2) Whether or not you are in the cereal aisle (and, potentially, how long have you been standing there) What your smartphone (or any other receiving device) then does with that information is a function of the application you have downloaded on the phone – with the most frequent ideas bandied about including the triggering additional product information, coupons or videos.  Dave Peterson, senior group manager of digital vendor marketing at Target, is looking at allowing brands to deliver promotions and messages to consumers through iBeacon while in a Target store. (source: MediaPost) What is making the functionality buzz-worthy is that it has all the hallmarks of a classic Clayton Christensen-like disruptive innovation, with the potential to revolutionize many  value propositions – from the supply-chain to health and wellness applications (are you wearing a FitBit right now? If so, you’re already using it. ) As for Retail Marketers, there are two features which make this technical capability particularly exciting:  1. Cost. Bluetooth LE makes location-based solutions, services and marketing not only more accurate, they are extremely affordable. The beacons, which essentially transmit a continuous messages that says “here I am”, cost very little, between $3 and $5  (actual cost of components) and are powered by common, inexpensive batteries. (Estimote sells a developers package, which includes 3 beacons, for $99 on their site today.) 2. Lower barriers/dependence on consumer compliance. Most exciting to retail marketers is that it removes a significant amount of dependance on consumer compliance to enable location-triggered marketing – which should, theoretically, increase the scale potential of location-based marketing solutions. The consumer no longer has to remember to open the app on their phone when they enter the store. As long as the consumer has downloaded the retailer’s app at some point prior (and are allowing notifications from the app), the app can open or trigger a notification (or video, or coupon) automatically when the consumer is near a relevant beacon. Still to be figured out… 1) Will engagement decline after initial use or will consumers love it?   How the technology is used to improve the in-store consumer value proposition will be critical. Personally, I haven’t seen or heard of very many use...

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Where’s the Consumer Story in Consumer Data?

Posted by on Apr 30, 2014 in Big Data, Brand eCRM, Brand Purpose, Consumer Data, Consumer Privacy, Content Marketing, CPG, Digital Strategy, innovation, Inspiration, Learning, Personalization, Strategy | 0 comments

Lots of pontification and advice about the need for and power of storytelling. Which makes me wonder, with all the counting and recounting of who has what consumer data, is the consumer’s story getting lost in the mix?  HBR Blog: Data Alone Won’t Get You A Standing Ovation...

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You Can Hide Your Pregnancy Online, But You’ll Feel Like A Criminal

Posted by on Apr 29, 2014 in Consumer Data, Consumer Privacy, CPG, Digital Strategy, innovation, Inspiration, Learning, Loyalty, Personalization, Retail Disruption, Strategy, Vulnerability | 0 comments

Excellent illustration of what it really takes to protect your consumer data.  But do consumers care? Why might they care? Does it bother you that companies are profiting off of your digital trails? You Can Hide Your Pregnancy Online, But You’ll Feel Like A...

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