The internet has spawned subtle forms of influence that can flip elections and manipulate everything we say, think and do. After three experiments on up to 2,000 subjects, researchers have found they can significantly change people's candidate preference by modifying search results.
An insightful interview with the Senior Vice President of Strategic Planning of Draftfcb Chicago, who has been one of the leaders in thinking about how to incorporate the discipline of behavioral economics with the practice, and business, of modern advertising and marketing.
Growth models are feedback loops that project how one cohort of users leads to the acquisition of the next cohort of users. Viewing growth with this reinforcing model simplifies a complex system with tons of moving pieces to a set of functions and assumptions.
Harvard’s cognitive psychology giant Steven Pinker has written a 21st century version of Strunk & White, a book aimed to help us understand why our writing often sucks, and how we might make it suck a little less.
Nothing new if you've read his books, but timelines nonetheless. Highlights:
Only add 1 new client every 2 years
Take immense pain in selecting your clients
Only accept a client if you can improve their existing work
Only work for clients who want you to make a profit
Fire clients at least 5 times more often than you get fired
Design isn't just about beauty; it's about market relevance and meaningful results. In this presentation John Maada, Design Partner of VC firm KPCB looks at the latest trends in design-thinking as applied to the tech industry.
Reach, immediacy, authenticity/endemic, engagement, geography, and brand recall/uniqueness matter a great deal to media. Snapchat is performing off the hook on all fronts. Also read NYX Snapchat campaign case study.
More best-practices, but still relevant:
Approach automation in terms of stacks, rather than all-encompassing solutions
Prioritise process over technology
Predictive will take over rules-based automation
Tool of the week
Google's launched their new enterprise marketing analytics suite of tools and services.