News and Analysis
The “Say-Do Gap”: Why Marketers Can’t Simply Ask Consumers for Data
Asking consumers to relay their information in a survey is not as bullet-proof a privacy-adjusted marketing strategy as it might sound. That’s because of what consumer insights platform DISQO calls the “say-do gap”: What people say they do and what they actually do often does not line up. This forces brands to collect data on behaviors with consent — which is what DISQO aspires to enable.
How Advertisers Can Work with Local Publishers to Connect with Communities
Fun fact: Street Fight started out as a publication covering local media, less so martech and localized marketing. This interview is where the two come together: how national or even global advertisers can partner with local publishers to develop targeted, location-based messages that resonate.
Commentary
Facebook, Free Speech, and the Responsibility of Power
The many arguments adduced to spare Facebook the responsibility of monitoring its content, of removing content that leads to physical violence all the way down to false political advertising, fail because they are based on under-developed understandings of responsibility itself. To argue that Facebook should be spared almost all regulatory expectations because it is a technology like the telephone rather than a media site like the New York Times or that Facebook should not be entrusted with taking down false advertising or striking down violent speech because those are tasks best left to the government is a failure of imagination and a failure to imagine what (civic) responsibility entails. As the word suggests (respons-ibility), the responsibility of any company or person who provides the possibility of speech, who can take it away from any given user and makes billions in profits off it, is to answer for and consider the admittedly unpredictable and deeply complex ramifications of the speech spoken under the company’s or person’s auspices.
Consumerizing AI to Drive Stickiness and Usability
Organizations investing billions in enterprise software realized the obvious: that easier-to-use technology was not only more scalable internally, but that it delivered better ROI. Accessible platforms could be optimized faster and were “stickier” across teams. This gave way to the consumerization movement in IT and enterprise.
As we head into 2019, the enterprise’s consumerization is well established. Yet when it comes to AI, which will see over $235 billion in investment by 2025, this idea of consumer-like UI has largely fallen by the wayside.
That has to change.
3 Challenges Keeping Chief Growth Officers Up at Night
The role of the Chief Growth Officer is challenging enough without digital ad budgets getting upended. But that’s exactly what’s happening. Thanks to radical changes made by the three largest U.S. online ad platforms, the digital advertising ecosystem is undergoing a transformation, and it is forcing Chief Growth Officers to reconsider their marketing strategies. Here are three challenges keeping Chief Growth Officers up at night—and a straightforward solution for getting more sleep.
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Street Fight Daily: Amazon Slays Brands, Marketers Lose Track of Social Campaign Data
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Ruthlessly Undercuts Brands With Its Low, Private Label Prices… Survey: Social Advertisers Missing Critical Components in Data Ownership… Ad Tech Execs and App Marketers Doubt Apple Can Sell Ads Without Data Collection…
As Brands Look Closer, Is Local News the Tortoise and Facebook the Hare?
“An interesting thing is that Facebook has been a leader for so long [that] it’s become oversaturated on the buy side, and prices are going way up. There’s an opportunity for other vendors who can provide similarly granular audience information to seize some of that market share,” says Kitewheel CEO Mark Smith.
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