Hand picked articles, resources, tools, and conversation from around the world of marketing technology. #martech
We all know the story. Whenever we go online or use a digital platform for free, Google or another business is tracking all of our clicks and our personal information is for sale. All that data is great for marketers because we can more effectively target ads. What if we did that in the analog world? A coffee shop at Brown University is giving students free coffee in exchange for their personal information. The data is used to show them ads for products they may be interested in and potential employers host recruiting events at the cafe. I’m used to digitizing processes but I didn’t expect the opposite. NPR did a great job of covering the process.
That’s just one of the articles we curated in this latest edition. You can also keep up to date on the new marketing funnel, the latest trends in AR and VR and the geek out with marketing analytics team at Airbnb.
To get the free coffee, university students must give away their names, phone numbers, email addresses and majors, or in Brown’s lingo, concentrations. Students also provide dates of birth and professional interests, entering all of the information in an online form.
We found that no two journeys are exactly alike, and in fact, most journeys don’t resemble a funnel at all. They look like pyramids, diamonds, hourglasses, and more.
According to YouTube, Vodafone, an early tester of the new extensions, saw a 2.3x incremental lift in ad recall and 3.5 percent lift in click through rate — a 785 percent increase over their regional benchmarks.
The litmus test or decision framework for what to share will be different for every company, but in general, look to answer the question: “Who should care, and why?
Consumers could launch the AR capability launched directly from a banner ad with no need to install an app to explore the vehicle, interact with hotspots, and see the view from the driving seat through transparent windows.
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