Month: April 2018

Preserving our shared heritage

Google has partnered with 3D laser scanning nonprofit CyArk to help preserve historical sites around the world that are at risk of irreversible damage or total erasure due to human conflict and natural disasters. The joint effort, called the Open Heritage project, will use CyArk’s laser-scanning technology to capture all the relevant data at a historical site needed to re-create it virtually, so it can be preserved and explored online either on a computer, through a mobile device, or while wearing a virtual reality headset. Les mer...

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Should You Invest in Banner Advertising for Offline Products?

What? New research investigates whether firms whose sales occur mostly offline should invest in online advertising. So What? The authors show that online banner ads can significantly affect offline sales indirectly by providing information for nonrecent consumers and by building the brand for recent consumers. Now What? In particular, firms that promote changing assortments with distinct campaigns, such as “fast fashion” retailers and hard discounters, can benefit from banner advertisement, even if most sales are offline. Les mer...

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Who Owns the Customer Journey?

B-to-B CMOs needs to develop and own the strategic capability of mapping, auditing and optimizing the customer journey. A strategic capability is a set of capacities, resources and skills that create a long-term competitive advantage for an organization. These capabilities are created as a response to new strategic directions or big changes in the market. One such market-breaking change and new strategic direction is today’s digital customer — not the customer who buys online, but rather how customers behave in a digital and mobile world. Digital customers are in firm control of their own journeys with your company. Les mer...

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What’s the Value of a Like? How to Use Facebook and Other Social Media Effectively

What? Most companies use Facebook to share and engage with their customers. To this point, it’s been unknown if and how a customer following a brand matters. So What? A field experiment showed that getting customers to like a Facebook page can positively impact offline behavior. This impact is driven by reaching customers with promotional messages, but not due to online conversations customers have on the page. Now What? Brands should actively request customers to like or follow them on social media platforms. They should use these platforms as tools to promote messages that are likely to spur desired...

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YouTube and Facebook Are Losing Creators to Blockchain-Powered Rivals

Creators can expect to retain significant control with blockchain sites because there are few barriers if they decide to leave, says LBRY Chief Executive Officer Jeremy Kauffman. Like email, he says, it’s relatively easy to switch to a similar site if you don’t like his. And because of the decentralized nature of blockchain networks, tech-savvy users can find ways to post controversial material, even if he tries to block or ban it. Les mer...

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