This short edition of notable stories starts with the results of a Pew Research study on people's attitudes toward search personalization and ad targeting, goes through some critical thinking about opinion pieces on publishing, and lands on conceptual creativity.
Real People Don't Want to Broadcast Where They Are
I use these trend posts as an opportunity to frame issues for action by connecting a few ideas, often accelerated or catalyzed by heavy technology adoption, with business implications.
Painting a picture for the links this week is the unequivocable feedback that although people enjoy relevant content and ads, they most definitely don't enjoy not knowing how you got there and what else you are inferring.
Which leads us to the three stories that caught my eye this week.
The Pew study finds that people are anxious about the collection of personal information by search engines and other websites and say they do not like the idea of personalized search results or targeted advertising. As Greg Sterling reports:
Real people (as opposed to tech insiders and investors) fundamentally do not want to broadcast their locations to the world.
SXSW is a unique environment where people are gathered in a temporary community around music, film and technology. College campuses and sporting events are similar in that there’s a shared identity and sense of community. In these contexts friend finder apps make more sense and can work. However outside of these and a few other contexts most people aren’t interested in telling strangers and acquaintances where they are and where they’re going.
And if you must know, I've been painting a fairly large room this weekend. Which demanded quite a bit of time offline.
Tom Slee breaks breaks down statements on publishing by Matthew Ingram and Seth Godin to flag how they paint current and future authors into a corner. There's more to the context than meets the eye:
Most authors have always been amateur in the sense of not having a regular job as an author. If Amanda Hocking is an amateur (income from her books, millions) and I'm a professional (income from my book, hundreds) then someone is looking at the world upside down.
[...] Anyone who thinks "the truly talented and persistent will make a great living" should have talked to Vincent Van Gogh. Are there still Van Gogh's in today's world? Of course - we just don't know who they are.
Agreement or disagreement are not the point. This post is about thinking critically, sorting out information, and requiring that assertions are coherent.
The team at Zeus Jones pulled together a few slides to talk about applying creativity to strategy, or conceptual creativity. From the slides:
Conceptual creativity is about thinking deliberately, creating solutions, focusing on ideas that are relevant to the situation, aim to affect, and are judged by the level of effectiveness.
Last slide on the short deck shows an evolution of the integrated marketing campaign from visual consistency, to message consistency, to strategic consistency.
The key when painting is to have enough material on hand to go through the whole room twice.
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Have a great weekend everyone.
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