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In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Trusting Hands

Trusting Hands

My first encounter with marketing data malpractice came at a young age. I wasn’t old enough to understand what was going on at the time, but my dad loves to tell the story. As I’ve gotten older, the humor and timeless relevance of this anecdote have struck me more and more.

It was the mid-90s. We received a piece of mail at our house addressed to Lucy Nelson. It was a credit card offer from one of the industry’s heavy hitters. Nothing out of the norm so far, right?

Here’s the problem: Lucy was no longer alive.

And the bigger problem: Lucy was not a human. She was our dog.

As it turns out, my older brother had been cited by an officer at a nearby park many years earlier for walking Lucy without a leash. When asked to give a name, he stuttered out the Golden Retriever’s, along with our family surname. Somehow “Lucy Nelson” ended up in a city database and the credit card company had plucked it out to add to its mailing list. Ultimately, this resulted in our dearly departed dog being pitched a deluxe platinum card.

Woof.

Flash-forward 20-some years. It’s a different world now. The rudimentary practice of collecting names and addresses from public databases seems so quaint in the Age of Big Data. Businesses and institutions now have the ability to gather comprehensive insights about people, both in aggregate and at an individual level.

For the general populace, this can feel unnerving. And unfortunately, almost everyone reading this has experienced some breach of trust when it comes to corporations or government and personal data.

But for marketers, the sheer volume of information now readily available presents a significant opportunity to take our profession to all new heights. By getting it right, we can help stem the tide of rising consumer wariness.

A World of Distrust

In 2017, for the first time since being introduced almost two decades ago, the Edelman Trust Barometer found a decline in consumer trust toward business, media, government, and NGOs to “do what is right.” That’s bad. And even worse: the organization’s Trust Index didn’t rebound in the 2018 study, released in January.

2018 Edelman Trust Barometer

“A World of Distrust,” Edelman has dubbed it in 2018. And who can blame folks for losing faith? These days it can feel like the only major news story that isn’t shrouded in doubt is when Equifax leaks the personal information of 150 million people.

In such an environment, it’s hard to not to squirm when learning that your Amazon Alexa, and even your smartphone, is listening to you pretty much at all times.

While apprehension is understandable, these aren’t people spying on us; they are robotic algorithms collecting data in efforts to understand us and better serve us.

As marketers, we can play a major role in showing people the benefits of a data-focused marketplace. Customers rightfully have high expectations of our ability to offer high-quality tailored experiences, and we need to follow through. It’s an historic opportunity.

[bctt tweet=”As marketers, we can play a major role in showing people the benefits of a data-focused marketplace. – @NickNelsonMN #CX #DataDrivenMarketing” username=”toprank”]

Connecting the Dots

Our CEO Lee Odden recently wrote this in a blog about data creating better customer experiences: “One of the universal truths that we’ve operated under at TopRank Marketing,” he explained. “Is about the power of information specific to customers that are actively searching for solutions.”

In that post, Lee wrote about his experience searching online for a portable battery charger and then being served ads for purple mattresses. That’s the kind of thing that drives me crazy. As Lee notes: “The data is there. Customers are telling you what they want. The question is, how to connect those dots of data to understand and optimize customer experiences?”

The consequences of missing the mark are very real. A few years ago LoyaltyOne conducted a survey of 2,000 U.S. and Canadian customers on the subjects of data collection and privacy. Among the findings: only 35% were accepting of retailers using cookies to track their online behavior and just 27% were cool with location-based offers.

How much less widespread resistance might we be seeing against these tactics if they were being utilized more effectively?  

[bctt tweet=”The data is there. Customers are telling you what they want. The question is, how to connect those dots of data to understand & optimize customer experiences? – @leeodden #CX #DataDrivenMarketing” username=”toprank”]

The Data-Driven Marketer’s Imperative

The stakes are high. We need to piece the puzzle together correctly. If marketers and advertisers can start consistently delivering the sort of customized content and recommendations that data empower us to provide, it’ll go a long way toward restoring customer faith.

We should be using this information to optimize, not traumatize!

Among the biggest areas for improvement I can see, from the perspective of both a marketer and customer:

  • Cut down on data fragmentation and organizational silos. This issue is abundantly common and extremely damaging. The “garbage in, garbage out” adage will never cease to be true. Make the necessary investments to unify your data and enhance the customer journey from attract to engage to convert and every step in between.
  • Be more transparent. Location-based tracking and other oft-used practices would be much less irksome if they didn’t feel so sneaky. Inform customers when you’re gathering info and why. Commit to opt-in policies wherever possible.
  • Follow the principles of the “virtuous cycle.” LoyaltyOne CEO Bryan Pearson suggests that building trust is tantamount to developing face-to-face relationships. “In the beginning, we share a little. Then, once we show that we can be responsible with what the customer has shared, he or she will reveal a little more. And gradually the relationship deepens. This crawl-walk-run approach to sharing information is a sensible way for us to proceed in data collection and use. After all, as long as customer information is used to enhance the customer experience, taking small steps along the way can lead to big things.”

Data has come a long way since the days of sending credit card offers to dead dogs. Marketers, let’s make sure every campaign we create is reflecting this progress.

[bctt tweet=”We should be using the data & information we have to optimize, not traumatize. – @NickNelsonMN #DataDrivenMarketing #CX” username=”toprank”]

How can you build more trust with your audience? A more thoughtful approach to content marketing can help. Learn several ways to build credibility and trust with content.

The post In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide appeared first on Online Marketing Blog – TopRank®.

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Making printable polymers in midair

Surface tension helps researchers develop new bioprinting technique

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Enormous Insect Swarms Are Sometimes Found On Weather Radars

Enormous Insect Swarms Are Sometimes Found On Weather Radars25332397_s

We have all seen weather radars while watching the weather channel or local TV news stations. Obviously, weather radars are designed to locate and track large areas of meteorological activity. Enormous masses of humid air that produce rainfall are tracked with modern weather radar technology in order to predict which regions will experience rainfall. The movement of snow, hail, tornadoes and hurricanes can all be tracked with weather radar. Of course weather radar can pick up other moving masses as well, but they must be exceptionally large in area in order to be spotted by radar. Every once in a while an expert will find a large mass of activity on radar that is not weather-related. In most of these cases large formations of certain airborne animals are being picked up by radar. Sometimes these animals are birds, but most of the time the unusual formations turn out to be huge swarms of insects.

It is rare for an insect swarm to become large enough to be picked up by weather radar, but it happens. In many cases, experts cannot always agree on what is causing certain formations to appear on weather radar. It is not uncommon for mysterious formations to appear and eventually disappear from radar while never being conclusively determined to be insect swarms. For example, back in 2013 the entire northern half of New Zealand was covered by some form of mass. A few experts thought that the formation could have been a dust storm, but most experts thought the formation was an insect swarm. However, experts could not agree on which type of insects were swarming to create the large mass.

Sometimes massive formations found on weather radar are conclusively found to be caused by massive insect swarms. In 2015 weather radar in Texas picked up formations that were around fifty miles in area. Not long afterward experts found that the radar formations were actually massive beetle and grasshopper swarms that were flying twenty five hundred feet above the ground. In 2014 a swarm of mayflies appeared on weather radar in Wisconsin. According to meteorologists in Wisconsin at the time, there is always at least one insect swarm that shows up on weather radar every year. Butterflies are also captured frequently on weather radars in Colorado. A seventy mile wide butterfly swarm was located on radar in Colorado as recently as October of 2017.

Do you think that butterflies would show up more easily than most other insects on weather radar due to their relatively long wingspan?

The post Enormous Insect Swarms Are Sometimes Found On Weather Radars appeared first on Arizona Pest Control.

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Which Types Of Mammals Consume Termites?

Which Types Of Mammals Consume Termites?

It goes without saying that humans in many parts of the world consume termites. Termites are considered one of the healthiest, tastiest and most prized types of edible insect. In addition to humans, there are obviously several types of animals that hunt and consume termites. When considering different types of termite predators, other insects and birds quickly come to mind. It is also well known that many types of snakes and lizards consume termites, but what about mammals? Other than humans, the only mammal that may come to mind as a predator of termites is the anteater. However, there are several mammals that occasionally feed on termites as termites are rich in phosphates, fats and proteins. Some mammals receive a bulk of their nutritional needs from termites. The most common mammalian predator of termites are bats.

Insect-eating bats (Chiroptera) are highly skilled termite-hunters. These bats feed on termites that swarm at dusk and during the nighttime hours. Bats have been found darting toward groups of swarming termites with unique precision. In addition to bats, both foxes and bears have also been found consuming termites. The Indian fox will wait for flying termite alates to emerge from their underground nests through holes in the ground. Termites are a preferred source of food among Himalayan black bears, but it is the sloth bear (Melursus ursinus) that seems to hunt down termite meals with the greatest degree of enthusiasm. Sloth bears will put forth a substantial amount of effort in order to locate and consume a multitude of termites. The sloth bear finds termite-meals by locating termite mounds. Once a mound is located, this bear will use its sharp claws to pull the mound apart, resulting in the complete destruction of a mound. The mound-dwelling termites are then “sucked up from their galleries” in order to satisfy the bear’s craving for termites.

Have you ever encountered an abandoned termite mound that looked to have been attacked by a larger mammalian animal?

 

The post Which Types Of Mammals Consume Termites? appeared first on Arizona Pest Control.

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