In a playful acknowledgement of all things wonderful about Sesame Street, today’s SIgnal is brought to you by the word “new”: Managing relationship interactions is the new fundamental task of marketing; say hello to a new and fast-growing social surfing service; Samsung’s new Galaxy S III is poised to give Apple a headache; a new study highlights what teens are really doing online and how they do it behind the backs of their parents; a look at the new new Web; and more. (All we’re missing is a story about cookies…no wait…)
The Social Life of Brands (Strategy+Business) Every form of interaction between companies and consumers — taking place online and offline — is now understood to be shaped by the social nature of brands. This is a long but extremely thoughtful and provocative piece on how the value of a brand is linked to the relationship interactions it fosters, and how managing these relationships is the fundamental task of marketing today.
Flipora Is the Fastest-Growing Social Surfing Service You’ve Never Heard Of (Interview) (VentureBeat) Flipora, a new service for discovering and sharing online content, is growing by 150,000 users each week. Living inside users’ browsers, Flipora shares an aggregated view of all users surfing habits. In short, the service uses where you’ve been to help you decide where you want to go next.
Samsung Expects Sales of the Galaxy S3 to Pass 10 Million During July (TheNextWeb) If the Galaxy S III breaks 10 million sales just two months after hitting stores, it would certainly be significant and demonstrate that it lives up to the hype. Looks like Apple has some competition.
Study: Most Parents Have No Clue What Their Teens Are Doing On Facebook, Online (All Facebook) A new study highlights the discrepancies between what parents think their teens are doing online, and what’s really happening, as well as the methods teens use to throw parents off their trail. Because teens have grown up in an online world, they’re often more online-savvy than their parents, making it difficult for parents to provide the necessary guidance.
The New New Web: Ask Not Who Needs It, Ask Who Wants It (AllThingsD) Keval Desai, a Partner at investment company InterWest, believes that “the Internet has evolved from being a need-driven utility medium with only a handful of winners to a discovery-driven entertainment medium with room for multiple winners.” This Web of want is not a replacement for the Web of need, in his eyes; it’s an addition.
Building the Data-Driven Brand (Digiday) Data is the lifeblood of marketing, but are you doing a good job of sifting through it all, refining it, and using what’s left to help build better campaigns? Seven marketers share their thoughts with Digiday.
Social-Mobile-LOCAL: “Local” Will Be The Biggest of the Three (Above The Crowd) Small business owners who once denied or ignored the power of the Internet are now rushing to it in droves, realizing the value brought to them by online companies that have gone “local,” such as Yelp, OpenTable and Zillow.
How Google Became a $2 Billion Advertiser (AdAge) Not only did Google double its global ad and promotion spending last year, taking it to $1.5 billion, but when factoring in 2011 ad spending for just-acquired Motorola Mobility Holdings, the tech giant is now a $2.1 billion global advertiser.
Why Publishers Need to Help Brands Create Content (Digiday) This just in: Content provides more meaningful engagement. Gee what a novel idea! And, in other news, sarcasm is on the rise.
Yes, Please Meet the Chief Executive Customer (Doc Searls) Searls has a few issues with IBM’s attempt to build a meaningful relationship with its customer base, known henceforth as its “Chief Executive Customer”: “What customers don’t want, most of the time, is to be told constantly what they want. Or to be told that their Chief Executive status with a company derives from a ‘predictive picture’ derived from ‘harnessed data’ about one’s individual self — least of all ‘on a massive scale’ in which desire is not only ‘shaped’ but ‘predicted.’”
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