Marketing

What’s a Good Customer?

For awhile the subhead for our site was, It’s still a timely thing to say, since searches on Google for “good customer” are at an all-time high:   The year 2004 was when Google began keeping track of search trends. It was also the year “good customer” hit at an all-time high in percentage of appearances in books Google scanned*: So, What exactly is a “good customer?” The answer depends on the size of the business, and how well people…

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Just in case you feel safe with Twitter

Just got a press release by email from David Rosen (@firstpersonpol) of the Public Citizen press office. The headline says “Historic Grindr Fine Shows Need for FTC Enforcement Action.” The same release is also a post in the news section of the Public Citizen website. This is it: WASHINGTON, D.C. – The Norwegian Data Protection Agency today fined Grindr $11.7 million following a Jan. 2020 report that the dating app systematically violates users’ privacy. Public Citizen asked the Federal Trade Commission (FTC) and state attorneys general to investigate Grindr…

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The Only Way Customers Come First

— is by proffering terms of their own. That’s what will happen when sites and services click “accept” to your terms, rather than the reverse. The role you play here is what lawyers call the first party. Sites and services that agree to your terms are second parties. As a first party, you get scale across all the sites and services that agree to your terms: This the exact reverse of what we’ve had in mass markets ever since industry won the industrial revolution. But we can get…

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Time for THEM to agree to OUR terms

Try to guess how many times, in the course of your life in the digital world, have “agreed” to terms like these: Hundreds? Thousands? (Feels like) millions? Look at the number of login/password combinations remembered by your browser. That’ll be a fraction of the true total. Now think about what might happen if we could turn these things around. How about if sites and services could agree to our terms and conditions, and our privacy policies? We’d have real agreements, and real relationships, freely established, between parties of…

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Giving Customers Scale

Customers need scale. Scale is leverage. A way to get lift. Big business gets scale by aggregating resources, production methods, delivery services — and, especially, customers: you, me and billions of others without whom business would not exist. Big business is heavy by nature. That’s why we use mass as an adjective for much of what big business does: mass manufacturing, mass distribution, mass retailing, mass marketing, and mass approaches to everything, including legal agreements. For personal perspective on this, consider how…

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Privacy is an Inside Job

Start here: clothing and shelter are privacy technologies. We use them to create secluded spaces for ourselves. Spaces we control. Our ancestors have been wearing clothing for at least 170,000 years and building shelters for at least half a million years. So we’ve had some time to work out what privacy means. Yes, it differs among cultures and settings, but on the whole it is well understood and not very controversial. On the Internet we’ve had about 21 years*. That’s not enough time to…

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Personal Information Economy 2015 – London

The Personal Information Economy 2015 conference is coming up! From the event page: As a new digital age unfolds brands have a make-or-break strategic opportunity to place their customer relationships on a powerful new footing. The opportunity: to work with customers to create new ‘Me2B’ services that empower them with data and help them use this data to meet previously unmet needs, such as making better decisions and organising and managing their lives better. Brands that enable these new relationships…

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The Personal Data Eco-system

Post from 2009 reposted here to facilitate further discussion. At the VRM workshop, we discussed the need for the concept of the Personal Data Store, what it would do in practice, and what that will ultimately enable. Why we need such things – because individuals have a complex need to manage personal information over a lifetime, and the tools they have at their disposal today to do so are inadequate. Existing tools include the brain (which is good but does…

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Death to marketing clichés

Here are a few I’ve tweeted just in the last few minutes: Message to #marketing: There are no “brands I love”. There are lots I like, or respect, but none I love. Why should anybody? Really. #vrm— Doc Searls (@dsearls) September 22, 2014 Message to #marketing: Loyalty programs are coercive. If you want customers to love you, don’t force them to carry a card. Let them go. #vrm — Doc Searls (@dsearls) September 22, 2014 Message to #marketing: Having an…

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