Are Google having a goggle at my email?

Microsoft has taken the gloves in the fight for E-Mail supremacy with Google by questioning the ethical decision-making behind the commercialization of customer email info.

http://www.marketingweek.co.uk/news/microsoft-slams-google-for-email-snooping-to-sell-ads/4008513.article

Should Google be punished for using content generated in personal email to sell advertisements? If there are a room full of people whose job it is to scour every single LOL and XOXO in your email then of course they should. However when it comes to Google’s use of targeted advertisements in email is this is the case or is there something far less sinister at play?

As the continued power of the Internet and influx of social media sites shows no signs of slowing down we are more exposed to ‘datafication’ today than ever before. With the presence of data comes the ability of companies who know how to use to their advantage. This could be through understanding the customer in more detail and/or selling building the information to sell to suppliers. One quick review of the site Microsoft has set up to explain G Mail would seem to clearly suggest Google are commercializing their data for targeting purposes.

http://www.keepyouremailprivate.com/GetTheFacts

The further and further you dig into Google’s email policy the nearer you get to the fact that Google do in fact appear to be reading content generated. In some instances Google appear to be downright unapologetic for such policy preferring to reference themselves as an assistant rather than a spy.

http://www.dailytech.com/Google+Yes+we+Read+Your+Gmail/article33184.htm

Google have made attempt to quell any long-term mistrust of the brand by ensuring customers that the process of data sourcing for targeting purposes is automated and not ready by a human. This may bring little comfort to the suspicious John Doe who was worried that Big Brother was reviewing everything he communicates over email however does this still make it right for customer data to be used in this way?

http://www.foxnews.com/tech/2013/09/05/google-seeks-to-dismiss-gmail-privacy-lawsuit-says-it-has-right-to-scan/

The Brand Avenger would ague that the right answer revolves around how secretive you want to be and how accepting you are that as we continue to produce more and more data Google will become just one of many companies looking to make money out of data this way. Having access to intimate data sources is by no means a new process. Look at the transformation and continued success Tesco have experienced in launching the Clubcard, which gives an insight into half of the UK Households buying habits. If Google can ensure the use of data is automated and steps are taken to remove identifying info such as name and address, I would rather this form of advertising than getting hit with boring, irrelevant information in other areas of my super hero existence.

A is for anxiety at Apple! Can the tech giant continue to rule the market through innovation?

If you would like a brief history of Apple and can’t be bothered to venture onto Wikpedia for the answers you seek you should check out the below article.

http://www.makeuseof.com/tag/rise-fall-rise-apple-history/

In a nutshell Apple have evolved from a small start up into the tech giant it is today.  146 million iPhones have been sold in the last 4 and half years across the world while usage in the UK is around 75%.  But it isn’t only mobile phones where Apple has built a solid competitive advantage. They have also successfully dominated the personal computer and MP3 industries. Regardless of the market Apple enters, its brand has always been traditionally built on a firm foundation of innovation, entrepreneurial spirit and disruption. 

And therein lies the issue in recent times for Apple! Whether it is right or wrong many are predicting the company has lost its spark for innovation and will continue to experience a decline in brand value as it loses its flair for disruption. One tell tale sign that this this grim commentary may have legs can be seen with the recent news that the iPad has experienced a decline in sales compared to a rise in sales of all major competitors.

http://www.benzinga.com/news/13/07/3791142/android-windows-tablets-rise-18-as-apples-ipad-declines-aapl-goog-msft

You maybe quick to draw the conclusion that decline in sales is expected when you are the market leader operating in a saturated market. And whereas many marketers are quick to jump on the bandwagon and predict that the end is nigh for Apple we shouldn’t forget this important fact. It is tough at the top and Apple may now be simply becoming a victim of its success in the areas it made such a widespread impact in. So if this is the case what could be some other potential reasons for Apples decline in brand value?

http://www.forbes.com/sites/parmyolson/2012/11/05/iphone-loyalty-is-waning-are-you-surprised/

Some believe a fall in brand loyalty has led to a decrease in sales value and market share for the company.  Apple wouldn’t be the first company to not give loyalty the proper respect it deserves. Little to no effort has been made to understand the vast array of consumer and how this data can generate measurable sales value for the company. The lack of emphasis from Apple to lock the customer into the Apple brand maybe the reason why some competitors in the android market have grown up to 67% in the same year Apple has experienced decline.

Reading the above it is clear that there are several reasons why Apple has experienced recent misfortunes. However, we can also seen in the majority of articles featured in this blog that many regard the perceived lack of innovation from the famous rebels at Apple as the main reason the brand is struggling. And you may suggest that this is a concern Apple shares when we see how this year there was a 250% increase in R and D from Apple to bring the total investment to $3.5 billion.  Apple had to do something to address these concerns, as lack of innovation is a clear concern from all major analysts who continue to twist their knives into the core of the company.

http://edition.cnn.com/2013/07/23/business/apple-earnings-iphone-technology

A is for anxiety at Apple! Can the tech giant continue to rule the market through innovation?So what does the future look like for Apple? Well the Brand Avenger would suggest regardless of what the critics say we need to give apple credit where credit is due. The company still enjoys the luxury of being the 6^th largest company in the US and is expecting a 9% increase in sales in 2013. So whereas it is clear Apple needs to launch the next big thing that will changes the world sooner rather than later let’s not be too quick to put all our apples in one basket on this subject.

Which Brands are lying to their customers by claiming to be innovative?

Innovation is a dirty word especially when it comes to its relationships with brands.  Many multi-million pound corporations like to claim they are investing in innovation to give the perception that in the future there will be anticipated gains in brand share and exposure. Investment in innovation is particularly a great phrase to use when current brand returns have not met expectations or brand share diminishes. It provides an easy link into a utopian world of tomorrow where their corporate brand will be king and will within the realm they will enjoy unparalleled market dominance, maintained through a steady stream of investment in incremental innovations.

This all sounds great and all but as we all know saying is one thing and doing is another. The Brand Avenger wonders how many big brands over the last few months have actually embraced the art of true innovation and how many are using the idea as a get out of jail free card. Let’s look at some of the companies who are claiming future brand innovations

Morrisons have unquestionably taken a beating recently when it comes to brand share and positioning in the UK retail market. Morrisons food website is so far behind the times that…. well…. It doesn’t even exist!  As one of the big 5 supermarket chains in the UK you may very well question how, what and why Morrisons has allowed this to happen for so long. Not having a website where customers can order food in this day in age is unthinkable. The fact that Morrisons are looking to invest in its online presence over the next year cannot be classified as true innovation. Ronan Shields explores the UK high streets lack of innovation in further detail in a great article at the below link.

http://www.marketingweek.co.uk/news/audi-to-transform-all-logos-into-ar-triggers/4006668.article

Had Morrisons had any foresight they would have already built an online presence and would be moving onto other phases of app and online technology to truly embrace innovative strategies. Here is where we begin to see why the use of the word innovation becomes all too convenient for some brands. In Morrisons case innovation is just a word that has been used to hide incompetence.

Only last week I praised HP for truly empowering its loyal customers to deliver support across all of HP’s products and services. However, it also seems that the company could do with a little support when it comes to embracing an innovative strategy for the future stability of the brand.

http://www.telegraph.co.uk/finance/newsbysector/industry/engineering/9928066/Mike-Lynch-attacks-Hewlett-Packard-for-a-lack-of-innovation.html

HP needs to learn a valuable lesson and learn it quickly. If they cannot begin to truly embrace brand innovation they will continue to lose its most ambitious and precious talent to companies who will. Over the recent years there have been little to no noticeable innovations from HP that elevated or communicated anything about the brand in a meaningful way. And history has already shown what happens to companies who continue to fail in truly embracing innovation.

Channel 4 has rolled out the red carpet for innovation in 2013 following a decline in return of ad revenues for 2013.

http://www.marketingweek.co.uk/news/channel-4-banks-on-innovation-to-boost-2013-revenue/4006665.article

£844 million in ad revenue for 2012 isn’t a small amount however through the strong emphasis placed on innovation in the article Channel 4 is admitting that more could have been done to embrace true innovation. In order for Channel 4 to sustain and/or improve its performance moving forward they have outlined a strategy focusing on second screen and app technology.

There is also a difference here when comparing Channel 4 to Morrisons or HP in that Channel 4 is fully aware and deeply concerned of their brand perception when it comes to innovation. Despite not leading the curve in innovation in 2012 Channel 4 did take some initiatives to set the future framework for strategy set around innovation. The investment in the Paralympics alone did wonders for both the disabled community and brand perception.

Then there are those companies whose whole success has been built around a sustained policy of ensuring consistent and incremental brand innovations. Some may have been quick to view P&G’s announcement this week that profits had taken a hit as a sign that investments in brand innovations are risky and don’t pay off.

http://www.marketingweek.co.uk/news/pg-commits-to-marketing-despite-profit-hit/4006473.article

While at the same time it might be fair to say that brand innovation is risky the pure fact that P&G have $1 billion to cut from a marketing budget demonstrates exactly why this sort of investment can also lead to massive returns. Through carefully reevaluating brand perception, product performance and tracking the changing behavior of consumers P&G enjoy dominant market share in mostly every category they operate in worldwide. This allows them to have dozens of $1 billion plus brands in their varied product portfolio.

http://www.brandchannel.com/home/category/brand-innovation.aspx

Then there are examples of brands that are beginning to truly embrace the concept of brand innovation through ambitious augmented reality or visual merchandising campaigns. I couldn’t help but be impressed with how well Carte Noire have embraced both social media and visual merchandising to communicate a clear and clever brand message for their coffee range. A clear demonstration of how even a small campaign innovative campaign can go along way to building brand recognition.

http://www.youtube.com/user/CarteNoireCoffeeUK?v=RGpEi1U-UDk

Audi have more ambitious plans when it comes to their planned investment in brand innovation.

http://www.marketingweek.co.uk/news/audi-to-transform-all-logos-into-ar-triggers/4006668.article

Welcome to the beginning of a augmented and most importantly controlled brand experience. By 2020 it is reported that t least 80% of the UK population will have access to a smartphone. Audi is investing in its future by looking to become a pioneer in innovation and creating an all encompassing brand experience. Kudos for making the claim that they will invest in innovation and for sticking by it with such a long-term strategy.

Audi, Carte Noire and P&G should pose as shining examples for the rest of those companies who continue to promise their loyal audience that innovation is coming. Companies should be using these examples as inspiration for making some changes to truly embrace a strategy which is innovative and works… Don’t talk about it, be about it.

http://www.brandrepublic.com/news/1180588/

Take some marketing innovation inspiration from the above article which details Barack Obama’s marketing campaign for Presidential reelection There is no reason why everyone shouldn’t look to find ways to truly embrace the Facebook mentality ‘move fast and break things’.