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The Attention Merchants by From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term "net neutrality"--a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. Feeling attention challenged? Even assaulted? American business depends on it. In nearly every moment of our waking lives, we face a barrage of messaging, advertising enticements, branding, sponsored social media, and other efforts to harvest our attention. Few moments or spaces of our day remain uncultivated by the "attention merchants," contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to the explosion of the mobile web; from AOL and the invention of email to the attention monopolies of Google and Facebook; from Ed Sullivan to celebrity power brands like Oprah Winfrey, Kim Kardashian and Donald Trump, the basic business model of "attention merchants" has never changed: free diversion in exchange for a moment of your consideration, sold in turn to the highest-bidding advertiser. Wu describes the revolts that have risen against the relentless siege of our awareness, from the remote control to the creation of public broadcasting to Apple's ad-blocking OS. But he makes clear that attention merchants are always growing new heads, even as their means of getting inside our heads are changing our very nature--cognitive, social, political and otherwise--in ways unimaginable even a generation ago. "A startling and sweeping examination of the increasingly ubiquitous commercial effort to capture and commodify our attention...We've become the consumers, the producers, and the content. We are selling ourselves to ourselves." --Tom Vanderbilt, The New Republic "An erudite, energizing, outraging, funny and thorough history...A devastating critique of ad tech as it stands today, transforming "don't be evil" into the surveillance business model in just a few short years. It connects the dots between the sale of advertising inventory in schools to the bizarre ecosystem of trackers, analyzers and machine-learning models that allow the things you look at on the web to look back at you...This stuff is my daily beat, and I learned a lot from Attention Merchants." --Cory Doctorow, BoingBoing "Illuminating." --Jacob Weisberg, The New York Review of Books
Publication Date: 2016-10-18
Contagious by New York Times bestseller. What makes things popular? If you said advertising, think again. People don't listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He's studied why New York Times articles make the papers own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread--for designing messages, advertisements, and information that people will share. Whether you're a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
Publication Date: 2013-03-05
Creativity and Data Marketing by The world is moving towards universal connectivity at a dizzying rate; underpinning this complex system of incessant transaction, connection and digital experience is an infrastructure that generates a trail of data. This trail not only tells us about human behaviour, but provides vital insights into market dynamics, consumer behaviour, as well as the relationships we value and the culture we live in. Creativity and Data Marketing helps marketers access this data, find meaning in it and leverage it creatively to gain a competitive advantage. Creativity and Data Marketing addresses the need to analyse data creatively, and in particular how balancing tangible insights with creative market influence can maximise business innovation and results. The book clarifies where businesses can improve existing infrastructure, processes and activities, as well as finding new addressable markets ready to validate or rethink market demand. By identifying how and why a consumer interacts with touch points beyond paid media, for example forums, blog content, native advertising and word-of-mouth, Becky Wang presents a creativity and data blueprint on how businesses can make lucrative steps forward to innovate their products, services and communication strategies, laying the groundwork for long-term results. Online resources include bonus content covering analytics methods, evolving research, data platforms and more, and a creative brief template.
Publication Date: 2017-01-28
Digital Marketing in the Zone by In this age of marketing complexity, some marketers have risen above the fray and are accelerating the results of their digital marketing campaigns. They have a complete view of the market and their place in it, and have developed strategies and plans that work. They are not confused at all about the types of campaigns that are available, and they have complete confidence in the ads, messages, offers, and content they are producing.Most marketers, however, don_t live life this way. They struggle with their campaigns and live in a perpetual state of confusion, wishful thinking, and risk-taking. Along with their professional frustrations, they experience negative emotions and are never totally happy with their work.Digital Marketing in the Zone breaks through the clutter and provides a clear blueprint to enable marketers to be confident and successful in Digital Marketing.
Publication Date: 2017-07-11
The Green Bundle by The market for green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases. Magali A. Delmas and David Colgan argue that many green products now offer the total package--a "green bundle" that checks the environmental box, but also offers improved performance, health benefits, savings, and status. To help consumers cut through the noise and make their best decisions, we need new strategies. The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction. Framing product benefits to motivate behavior is the key. Combining insights from sustainable business and behavioral economics, Delmas and Colgan show managers how to lead buyers from information to action. If you are looking to win over the convenient consumer or understand how companies can create the next tipping point in green consumption, this is the research-based, practical guide for you.
Publication Date: 2018-07-31
On Trend by Trends have become a commodity--an element of culture in their own right and the very currency of our cultural life. Consumer culture relies on a new class of professionals who explain trends, predict trends, and in profound ways even manufacture trends. On Trend delves into one of the most powerful forces in global consumer culture. From forecasting to cool hunting to design thinking, the work done by trend professionals influences how we live, work, play, shop, and learn. Devon Powers' provocative insights open up how the business of the future kindles exciting opportunity even as its practices raise questions about an economy increasingly built on nonstop disruption and innovation. Merging industry history with vivid portraits of today's trend visionaries, Powers reveals how trends took over, what it means for cultural change, and the price all of us pay to see--and live--the future.
Publication Date: 2019-10-16
Qualitative Consumer Research by In spite of, and because of, the attention recently paid to "big data" and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual research is in greater demand than ever. Rather than the correlational and superficial view provided from the overflow of numerical data, qualitative and conceptual data help to make sense of what is really going on among consumers. Numerical approaches are a useful first cut at detecting changes in market patterns, but they fail to help understand the underlying and deeper meanings of these data among individual consumers, families, and consumption communities. By gathering data from observation (first hand and automated), depth interviews, projective measures, netnography, videography, qualitative marketing and consumer research help put flesh on the bones of often sterile quantitative data. This volume provides a good illustration of the sorts of insights that qualitative and conceptual analysis can provide. Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices to the nature of consumer "presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.
Publication Date: 2017-08-18