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Thank you to all my readers.

Message for 2016

Computer related technologies have progressed in multiple ways through 2015 as has the reach of the internet. But its easy to forget that these technologies are tools - and are a means to an objective. But as tools they are relevantly complex to use - more so when flexibility is required. For an artist, for example,in comparison to a 'pencil' and 'pad' it is far more expensive in terms of time (training) and money (hardware / software). So this complexity adds to , what I call, an objective latency - where multiple compromise (usually creative) needs to be made to achieve a goal. The greater the complexity the greater the latency. So reducing that objective latency is still a challenge for 2016 in order to finally focus on objectives and away from managing configuration  complexity.

Interesting video

http://bradfrost.com/blog/post/death-to-bullshit-at-creative-mornings/

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Ad sequencing and Customer Journeys

A very interesting article on Facebook on ad-sequencing . This sequenced approached is similar to work I am currently doing on customer journeys using NBA decisioning.  This approach also provides a quality signal between organisations which deploy this approach due to the higher creative and technical resources required.

Dangers of targeting

Great article found here examining the weakness of targeting and internet advertising in general

Decisioning and Marketing

In the next series of posts I will look at decision management and how it can be used to improve relevance in the digital ads/messages presented to people (banner ads, videos etc). Relevancy, in my opinion - and based on my experience,  could be greatly improved - but I suspect that technology alone will not improve relevancy. I will also examine service communication which is a neglected area in digital marketing - but potentially its most effective from a retention perspective.