The Lack of Trust in Tech

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[dropcap]H[/dropcap]umans trust other humans more than they trust computers and technology. We see it daily as people struggle to interact with technology, from “failure to adopt” to “problems keeping up”, people trust people, not computers. Which to me is very, very telling. Consider the number of people you actually trust. I bet you that circle is small. I bet some of the people you say you trust, you are actually skeptical of, or keeping them close because you, in fact, don’t trust them. So for a human to trust another human over a computer, telling!

A self-driving car was involved in fatal crash on a Sunday evening and the Arizona governor was banning the use of self-driving cars by Monday morning. Human-driven cars were involved in 8 fatal crashes on November 8, 2016, in Arizona, but they have yet to ban human powered cars. Matter of fact, they have yet to even enact distracted driving laws, making them one of THREE states lacking such laws. Thrillist ranked them the 17th most likely state to die in a car accident, and second only to the state of Florida in yearly pedestrian deaths. But according to the State of Arizona, self-driving cars are less fit for the road than a distracted driver.

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People trust people, not computers. Which to me is very, very telling. Consider the number of people you actually trust.

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Let’s consider the recent Autonomous Uber accident; In which a woman was fatally struck by the autonomous vehicle while crossing the street with her bike. The vehicle did have a safety driver behind the wheel, who in the event of a malfunction or issue, could take control of the vehicle. Because again, humans trust humans more than technology. Except in this scenario, the human was unable to, for whatever reason, prevent this fatal accident. I could give you a million reasons why a human would not be able to take over from an autonomous vehicle in time to properly correct an oncoming accident, but I’ll just say distracted driving & leave you with this link.

According to police, the woman was crossing the street mid-block when she was struck. To which Tempe Police Sgt. Ronald Elcock reminded citizens to use crosswalks, “None of us ever want to go through this ever again, using crosswalks will definitely limit this from happening again.” To some this may come off as strange, a bit rude to the deceased, victim blaming; but to me, it simply signals he clearly believes following the laws will help save lives, and I would argue autonomous cars are better at following laws than humans. Computers are better at following the rules than humans, that is literally what they do.

So how did the accident happen? User error. You can only compute a program, and thus a self-driving car, to follow a certain (sometimes strict) set of rules. The rules of the roadways are set, and they say you should only cross the street in the crosswalk or yield the right-of-way to vehicles. Jaywalking has caught up plenty of people lately. Arizona professors & pedestrians alike.

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So maybe humans don’t want computers taking life. Valid concern. But you can’t be on the side of the human in this trust fall if you are a stickler for the rules. You can’t be against the autonomous car if you too are annoyed by the jaywalkers who don’t yield to your green light. Who knows, maybe a little rule following by some, like autonomous cars; could lead to a lot of rule-following by all pedestrians & bikers on the roadway. If nothing else it’s better than beating the jaywalking out of people!

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Facebook Took the Chance to Explore

Facebook shows us no one is to big to try and fail. If there is an idea that your company or team believes will make an impact you owe it to the company to try. Facebook has shown us just that over the last six months with the swing and miss that was the “Explore Feed”.

“The idea was to create a version of Facebook with two different News Feeds: one as a dedicated place with posts from friends and family and another as a dedicated place for posts from Pages. To understand if people might like two separate feeds, we started a test in October 2017 in six countries. You gave us our answer: People don’t want two separate feeds. In surveys, people told us they were less satisfied with the posts they were seeing, and having two separate feeds didn’t actually help them connect more with friends and family. … We concluded that Explore isn’t an effective way for people to discover new content on Facebook.” – Adam Mosseri, Head of News Feed, Facebook.

The social media platform attempt to reconstruct the way in which users digest their Facebook news; as the goal was set to create a Facebook with two different feed options. Only problem was it didn’t resonate with users; the user experience or UX was not the same and people surveyed just wanted that old thing back. Facebook knows this now because they took the chance to find out. The company was not afraid to implement a completely new engagement strategy in and attempt to continue ideation and experimentation on what they have already built. Is your company or brand prepare to take this same type of leap?

Read the full Facebook statement here.

Twitter Seeks Conversational Health Insight

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Read the full statement from Twitter here[/vc_column_text][/vc_column][vc_column width=”2/12″][/vc_column][/vc_row]

Shaping Your Marketing Budget

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The Problem

We just can’t afford marketing right now. We have a Facebook page, so we will be okay.

This may be something you’ve said or heard when it comes to marketing. Some startups are content with perpetually kicking the can of marketing further down the road, in hopes of one day having the resources to initiate a full-scale marketing strategy. It’s the classic ‘chicken or the egg’ scenario; you need sales to invest in marketing, but you need marketing to increase sales. So when and how do you start? The “when” is now. Marketing is an essential element of doing business. While the advancements in marketing technology have provided much more cost efficient and cost effective tools; there is no substitute for a full developed marketing strategy with an allocated budget. Startups usually operate under the pressure to increase growth with razor thin margins, which can lead to a hyperfocus on quick fixes.

One common misconception is that marketing begins and ends with social media feeds. While word of mouth is a great way to build buzz and garner loyal customers, most in part because it’s free, in reality, building a customer base will require some upfront investment — that includes your time and money.

The How

So how do you figure out how much money to invest and then where to put it? The perfect marketing budget for your company will be completely unique, which means at times you’ll be using the trial and error method. Properly deciding where to focus between the email marketing list, content management strategy, and the editorial calendar can be a complex maze to navigate. But you don’t have to jump in with both eyes closed. As a general rule, businesses with revenues less than $5 million annually should try to allocate 6-9 percent of their revenues to marketing. As with any portfolio it should be diverse.

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The Why

Few businesses, big or small, fully trust their marketing efforts enough to properly allocate enough of this budget to create effective campaigns. Deciding how much money to devote to marketing is a major step, but a more complicated issue — and one that has a much bigger impact on the success of your business — is when, where, and how to spend your marketing budget. Smart planning is key to discovering the perfect marketing budget for your company. Examine your current marketing efforts, determine what channels are bringing high-value traffic, and cut back on what isn’t. One way to cast out some doubt is to use the tools available to properly track, analyze, and optimize your marketing efforts to lift your business. Courses like Google Analytics for beginners are free of charge; the only thing it’ll cost you is your time. Google analytics allows you to determine several factors, like the top sources of the traffic to your site and where your visitors are clicking. By checking specific parameters, you can adjust and allocate your budget accordingly to make sure you are taking advantage of each visitor to your site and increase your ROI.

The Plan

Examine your current processes to see where you can streamline, determine which marketing efforts are generating a positive ROI, and cut back on what’s not working as well. Scaling back before you scale up mitigates the chance of unexpected growing pains and keeps your marketing strategy running smoothly. Its very important to remember to set aside a portion of your marketing budget for experimental endeavors. You must be open to trying new avenues and methods to reach new prospects. Examine all aspect of your marketing strategy and develop a complete marketing plan that targets your customers. Once you have, your marketing budget will almost allocate itself because you will know where to focus rather than just throwing ideas at a wall. As you work through the process, you’ll be able to form a lucrative funnel to your site with a marketing plan that is well within your budget.

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Shaping Your Marketing Budget

Finding Your Marketing Budget

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Shaping Your Marketing Budget: The Problem

We just can’t afford marketing right now. We have a Facebook page, so we will be okay.

This may be something you’ve said or heard when it comes to marketing. Some startups are content with perpetually kicking the can of marketing further down the road, in hopes of one day having the resources to initiate a full-scale marketing strategy. It’s the classic ‘chicken or the egg’ scenario; you need sales to invest in marketing, but you need marketing to increase sales. So when and how do you start? The “when” is now. Marketing is an essential element of doing business. While the advancements in marketing technology have provided much more cost efficient and cost effective tools; there is no substitute for a full developed marketing strategy with an allocated budget. Startups usually operate under the pressure to increase growth with razor thin margins, which can lead to a hyperfocus on quick fixes.

[/vc_column_text][vc_separator icon=”fa fa-arrow-down3″ css_animation=”bottom-t-top” el_width=”25%” el_height=”5px” link=”url:%23the-how|||”][/vc_column][vc_column column_width_percent=”100″ overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1/3″][/vc_column][/vc_row][vc_row row_height_percent=”100″ back_image=”72531″ overlay_alpha=”50″ equal_height=”yes” gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ sticky=”yes” row_name=”The How”][vc_column column_width_percent=”100″ overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”1/3″][/vc_column][vc_column column_width_percent=”100″ back_color=”color-xsdn” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ width=”2/3″][vc_column_text]

One common misconception is that marketing begins and ends with social media feeds. While word of mouth is a great way to build buzz and garner loyal customers, most in part because it’s free, in reality, building a customer base will require some upfront investment — that includes your time and money.

Shaping Your Marketing Budget: The How

So how do you figure out how much money to invest and then where to put it? The perfect marketing budget for your company will be completely unique, which means at times you’ll be using the trial and error method. Properly deciding where to focus between the email marketing list, content management strategy, and the editorial calendar can be a complex maze to navigate. But you don’t have to jump in with both eyes closed. As a general rule, businesses with revenues less than $5 million annually should try to allocate 6-9 percent of their revenues to marketing. As with any portfolio it should be diverse.

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Shaping Your Marketing Budget : The why

Few businesses, big or small, fully trust their marketing efforts enough to properly allocate enough of this budget to create effective campaigns. Deciding how much money to devote to marketing is a major step, but a more complicated issue — and one that has a much bigger impact on the success of your business — is when, where, and how to spend your marketing budget. Smart planning is key to discovering the perfect marketing budget for your company. Examine your current marketing efforts, determine what channels are bringing high-value traffic, and cut back on what isn’t. One way to cast out some doubt is to use the tools available to properly track, analyze, and optimize your marketing efforts to lift your business. Courses like Google Analytics for beginners are free of charge; the only thing it’ll cost you is your time. Google analytics allows you to determine several factors, like the top sources of the traffic to your site and where your visitors are clicking. By checking specific parameters, you can adjust and allocate your budget accordingly to make sure you are taking advantage of each visitor to your site and increase your ROI.

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Shaping Your Marketing Budget : The Plan

Examine your current processes to see where you can streamline, determine which marketing efforts are generating a positive ROI, and cut back on what’s not working as well. Scaling back before you scale up mitigates the chance of unexpected growing pains and keeps your marketing strategy running smoothly. Its very important to remember to set aside a portion of your marketing budget for experimental endeavors. You must be open to trying new avenues and methods to reach new prospects. Examine all aspect of your marketing strategy and develop a complete marketing plan that targets your customers. Once you have, your marketing budget will almost allocate itself because you will know where to focus rather than just throwing ideas at a wall. As you work through the process, you’ll be able to form a lucrative funnel to your site with a marketing plan that is well within your budget.

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