It’s time for another bunch of small yet perfectly formed glimpses into marcomms, customer service and the world wide web.
What’s going on in the wonderful world of marcomms?
Want long term loyalty? Make it easy for people to dump you
Host 1 lets you cancel the service in a few clicks. They even migrate your website files to a new host for you, also in one click. Host 2 makes leaving very difficult. Assuming you can find the ‘cancellations’ button in the first place, you have to jump through hoops – it takes ages to untangle yourself.
Host 1 knows their marketing onions. They understand that delivering great service throughout a customer’s lifetime, even when someone defects, means people are more likely to come back. Host 2 has its head up its arse. They make it so hard to cut the ties that the user ends up feeling they’d rather eat worms than return.
Which kind of service would you prefer? Which approach do you think works best to retain long term loyalty?
USA’s loony legal system scores a disgraceful goal
We love our Red Bull. We enjoy the cartoon TV adverts, silly as they might be, which claim the product ‘gives you wings’. But unlike the USA we are not daft enough to believe the product confers actual wings on the consumer. Thankfully, we are blessed with common sense.
Not so in America, where their loony legal system has allowed a class action case against the drink’s manufacturer which, worse still, they won. It leaves Red Bull putting aside a spectacular $13 million to pay out to amoral US consumers who are nasty enough to claim their share of the booty.
The only winners? The USA’s out-of-control legal sector. What a disgusting waste of time, money and legal expertise.
Massive data overload
IBM estimates 90% of all the data ever generated has been generated in the past two years. Processing it will require a vast increase in computer resources. And half the planet isn’t even online yet. Crikey.
Your credit card record is NOT anonymous
It looks like it only takes four bits of metadata to give away your identity and match your name to a so-called ‘anonymised’ credit card record. It means we need much tougher measures to stay safe, private and protected.
A new study by MIT has revealed how using just a few bits of extra information, including basic stuff like Tweets and Instagram snaps, can identify 90% of people accurately, even when identifiers like name and account number were deleted from the data set.
As New Scientist magazine says:
“The results show how hard it is to anonymise large sets of data like credit cards, mobile phones and browsing information. We really need to think about what it means to make data truly anonymous and whether it’s even possible.”