Study: Millennials don't want brands to stalk them

Credits: Gerd Altmann  /

Credits: Gerd Altmann /

The vision of social networks was to create a better exchange between people – whether near or far. But where is consumers, there’s also brands trying to reach out with advertising to them on any available platform. A recent study now shows that Millennials are not really happy with the social advertising activities.

According to the study of Harris Poll (conducted on behalf of Lithium Technologies), that addressed more than 2,300 consumers of all generations, more than half of all digital natives (56%) report to cut back or stop the use of social media platforms entirely.

Even more, 75% of the responding Millenials stated that they feel stalked by brands on social platforms. The reason: The eager way brands do target them in their news feed with the ambition to build trust and loyalty with their customers or consumers via social media platforms in the U.S.

So, what does this mean for brands? Do brands have to live according to a transformed version of the former cold call prevention: “Don’t stalk us, we follow you!”? The study suggests that direct targeting on social platforms via advertising might result in losing customers. It would be more effective to engage and to be present on the channels they use frequently. And also if brands might be tempted to leverage the huge purchasing power coming from the modern generations (Millennials and Gen Z make up 50% of the population), brands need to be careful not to waste the potential of social media and really meet their personal expectations. How challenging this might be in the end…

“The promise of social technologies has always been about connecting people, not shouting at them, and the brands that don’t do this risk their very existence.” Rob Tarkoff, President&CEO, Lithium Technologies.

But how can brands build trust, the study also asked? A question that is also raised in a bi-annual study from Nielsen and might be evaluated in comparison with those results. Obviously, online is their general source of information but their trust in online exceeds that of former generations by far.

Lithium Online Trust 2016

While in the Nielsen study, personal “recommendations from people I know” are leading, Lithium sees “online sites with product reviews” as the highest form of online trust creation. That websites are definitely not “dead” can be seen that both studies see websites kind of in the second place. And, whereas Lithium sees “communities of like-minded people” in the third place (just think about what their main product was…), Nielsen sees editorial content still a very important source.

In terms of service, the Lithium study shows that Millennials contact brands online (79%) and expect a response back within the same day – almost 10% more than Baby Boomers. So, if brands do not actively monitor and engage with the younger generations online, their brand loyalty might go down soon. The best way to interact with Millennials is described in a quote the study also delivers…

“I go on social media to see and know what my friends are doing. I don’t want to see ads clutter my news feed. If I’m interested in a product or service, I know where to look. Social media is a place for us to connect with our friends, not be attacked by advertisements.” Mallory Benham, Graduate Student (23)

So, what are your learning on targeting Millennials and Gen Z via ads on social media?

Report: IoT 2020 – Big expectations and cost savings

Credit: © sdecoret –

Credit: © sdecoret –

Just recently, we summarized the findings of Goldman Sachs’ on the Internet-of-Things (IoT) report, and what they think where IoT might lead us to in the future.

Now, another report from Schneider Electric called “IoT 2020 Business Report” delivers some new findings on how large organisations will leverage Internet of Things technologies as a serious business tool by 2020. Their study is based on feedback by 3,000 business leaders from twelve countries.

According to their global survey, 75% of respondents were optimistic about the opportunities IoT presents this year. Almost every second out of three (63%) companies use IoT to improve their customer experience and analyze customer behaviour in 2016. They hope to solve problems faster, achieve better customer service and customer satisfaction ranking.

Furthermore, cost savings in automation seem to be high on the agenda, above all building (63%) and industrial automation (62%). As results showed the improvements in automation technologies almost half of the companies (42%) say they want to implement IoT-enabled building automation systems within the next two years.

The key driver for IoT is mobile for two out of three companies (67%). Thus, they plan to implement IoT via mobile applications this year, and 32% even in the next six months. Again, cost savings of up to 59% is the major driver for IoT implementation.

The confidence is the value of knowledge gathering and sharing already exists inside most companies surveyed. 81% feel that the data and/or information generated by the IoT is being shared effectively throughout the organisation. Fears are lower than expected. Only 41% of respondents connect cybersecurity threats with IoT business challenges.

“We’re past the point of questioning whether IoT will deliver value. Businesses now need to make informed decisions to position themselves to maximise IoT’s value in their organisation.” Dr. Prith Banerjee, Chief Technology Officer, Schneider Electric

However, Schneider Electric does not only publish numbers of their study but also provides the following predictions that business leaders might take into consideration.

1. The next wave of digital transformation.
IoT will bring operational technology (OT) and IT together while fueling a mobile and digitally enabled workforce: As more companies both expand and deepen their digitisation programmes enterprise-wide, IoT will increasingly take centre stage. This new wave of transformation will be enabled by more affordable “connected” sensors, embedded intelligence and control, faster and more ubiquitous communications networks, cloud infrastructure, and advanced data-analytics capabilities.

2. Insightful data.
IoT will translate previously untapped data into insights that enable enterprises to take the customer experience to the next level: When thinking about the value proposition of IoT, most businesses point to efficiency and cost savings as the key benefits. Yet access to data – including previously untapped data – and the ability to translate it into actionable insights, the hallmark of IoT, will deliver greater customer-service transformation and new opportunities to build brand/service loyalty and satisfaction.

3. Premise-to-cloud confidence.
The IoT will promote an open, interoperable and hybrid computing approach, and it will foster industry and government collaboration on global architecture standards that address cybersecurity concerns: While cloud-based IoT solutions will grow in popularity, no single computing architecture will monopolise their delivery. IoT instead will flourish across systems, both at the edge and on premise, as part of private cloud or public cloud offerings. Making IoT available across heterogeneous computing environments will help end users adopt IoT solutions in the way that best suits their security and mission-critical needs while also offering entities with legacy technology infrastructures a logical and manageable path forward, allowing them to transform over time.

4. Innovations that leapfrog existing infrastructure.
IoT will function as a source of innovation, business model disruption and economic growth for businesses, governments and emerging economies: Just as the Industrial Revolution, birth of the Internet and mobile revolution have driven advancement, innovation and prosperity, so will IoT. Businesses and cities alike will deliver new IoT-enabled services; new business models will emerge; and, in particular emerging economies will have a significant opportunity to quickly leverage IoT without the constraint of legacy infrastructure, essentially leapfrogging old ways. In fact, McKinsey forecasts that 40 percent of the worldwide market for IoT solutions will be generated by developing countries.

5. A better planet.
IoT solutions will be leveraged to address major societal and environmental issues: IoT will help countries and their economies respond to the biggest challenges facing our planet, including global warming, water scarcity and pollution. In fact, survey respondents identified improved resource utilisation as the number one benefit of IoT to society as a whole. In concert with the private sector, local and national governments will embrace IoT to accelerate and optimise current initiatives to curtail greenhouse gas emissions in accord with the breakthrough COP21 climate agreement, whereby 196 countries pledged to keep global warming under the threshold of two degrees celsius.

Spot On!
The Internet of Things has been seen as the main revolution from a technology perspective. The hype seems to be at an all-time high. Real business value is not only saving money though. Customer service improvements, better process optimization and smarter work and life opportunities will have big potential to bring IoT business value to enterprises in the future.

What is your experience on the value of IoT for your business?

Nein zu Flattr Plus

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Spenden statt Werbung. Flatter Plus will mit Spenden Content-Creators bezahlen.

Auf einem bezahlten* re:publica Panel stellte der einst so sympathische Dienst Flattr sein neues Modell Flattr Plus vor, ein Art Spendenkonto für bedürftige Content-Creators. Flattr Plus wurde in Zusammenarbeit mit Adblock Plus entwickelt und soll Ende des Jahres nach einer Beta-Phase mit eingeschränkter Nutzerzahl, europaweit ausgerollt werden. Über das neue Spendenmodell sollen bis zu 500 Millionen US-Dollar eingesammelt werden, die dann an die Publisher in einem noch zu bestimmenden Verhältnis ausbezahlt werden soll. Der Anteil soll sich laut Macher auf die Seiten verteilen, die durch den Einsatz von Adblock Plus keine Erlöse mehr durch Werbung sichern können, zudem zählt die Verweildauer, also wie lange sich ein Leser mit einem Inhalt beschäftigt. Anders als bei Clickbait-Schlagzeilen und Slide-Shows aufgepimpten Reichweitenmodellberechnungen sollen nun endlich Inhalte honoriert werden, die eine Interaktion und ein echtes Interesse beim Leser hervorgerufen haben.

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The State of Corporate Social Media: Auf zum Höhenflug!

People Social Networking and SEO Concepts
Im Vorfeld des Corporate Social Media Summit in New York wird jährlich eine aktuelle Analyse zum Stand von Social Media in Unternehmen veröffentlicht, in der einige Aussagen zum Einsatz von Social Media-Netzwerke zu finden sind. In der bereits fünften Ausgabe wird aber auch der aktuelle Stand von Social Media in Unternehmen abgefragt  und ob Social Media denn nun endlich der Durchbruch als anerkannter Kommunikations- / Marketingkanal in den Unternehmen gelingen wird. Laut der Studie bezweifeln dies immer noch die Hälfte der befragten Unternehmen. 50 Prozent aber meinen, dass in Social Media die Marketing-Zukunft liegt und Social Media sich in diesem Jahr zum Höhenflug aufmacht.

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Die Reichweite von Social Media 2016 (Infografik)

Die richtige Social Media Strategie zu finden, ist die Herausforderung vor der wir mit jedem Kunden stehen. Es gilt die richtige Taktik zu finden, einen ordentlichen Prozess zu definieren und vor allem die richtige Plattformwahl zu treffen. Sonst dürfte es mit dem Social ROI nichts werden.

Eine der häufigsten Fragen ist grundsätzlich die nach der Reichweite und der Zielgruppe, die sich auf den einzelnen Social Media Plattformen tummelt. Eine Infografik von
Pixel Road Designs hat inzwischen die bereits dritte Version veröffentlicht, die sehr schön die generelle Größe von den einzelnen Social Media Plattformen aufzeigt und ein paar wichtige weitere Media-Werte beleuchtet.

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LinkedIn, der exklusive Golfclub

Das Thema Social Selling ist im B2B-Bereich angekommen, das zeigt das große Interesse an LinkedIn’s Social Selling Roadshow, die letzte Woche in München Station machte. Bei der Veranstaltung wurde aber auch deutlich, dass vielen Unternehmen noch nicht klar ist, wie sie damit umgehen oder gar einen Wettbewerbsvorteil daraus ziehen sollen.

“Ein guter Vertriebler gehört auf die Straße”

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CloudFlexibilität – unter eigener Kontrolle

Cisco HyperFlex Systems - Vertical PhotoIT-Verantwortliche für die Infrastruktur in Unternehmen stehen heute im direkten Wettbewerb mit externen Dienstleistern. Fachabteilungen wollen neue Produkte und Projekte möglichst schnell und möglichst ohne Widerstand umsetzen. Das setzt die IT zunehmend unter Druck. Als interner Dienstleister kommen immer wieder neue Anforderungen aus den Fachabteilungen auf die IT zu.

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Mobil, nativ, erfolgreich – Ergebnisse der aktuellen Facebook-Studie

Erfolgreiche mobile Werbung ist nativ – zu diesem Ergebnis kommt eine von Facebook beauftragte
Studie des US-Instituts IHS Technology. Auch wenn es nicht völlig neu ist, dass native Werbeformate auf mobilen Geräten aussichtsreicher sind als die aus dem Display-Bereich übernommenen klassischen Banner, fallen die Zahlen der aktuellen Studie doch überraschend deutlich aus: Laut IHS werden in den kommenden vier Jahren rund zwei Drittel aller mobilen Werbeausgaben für native Ads eingesetzt, das entspricht allein in EMEA einem Volumen von fast zehn Milliarden US-Dollar.

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State of the Market Report: Internet of Things 2016

IoT Coffee MachineThe Internet of Things is said to have a major impact on the business world according to Jared Newman. Goldman Sachs even thinks that IoT opportunity for industrials could amount to $2 trillion by 2020. Connected cars, connected utility, connected houses, connected vineyards, connected streets, connected everything – the opportunities seem incredable bearing in mind that with IoT everyting can be addressed in the future.

Now, a recent report called “State of the Market: Internet of Things 2016,” shows that the Internet of Things (IoT) is already mainstream.

The motivation behind the high adoption rate is quite obvious: The opportunity for revenue growth drives many managers towards IoT adoption with data being the monetization engine behind it. Still, just 8% of the respondents make use of more than 25% of their IoT data these days.

Not suprisingly, the report also highlights that enterprises are turning to startups to help accelerate their IoT growth. In 2015, enterprise IoT startup companies outpaced funding for consumer startup companies by 75%.

Verizon’s experts think that IoT will continue to be a revenue driver for businesses both large and small due to the confluence of five macrotrends:

1. Consumer usage of smartphones.
High expectations to automation possibilities as of simplified interface. 81% of IoT adopters in the public sector believe that their citizens increasingly expect them to offer enhanced services from data and IoT.

2. Data monetization is wanted.
By 2018, almost 50% of businesses expect to be using more than 25%of their data. Descriptive data collection will become predictive and prescriptive data analytics. Paradigm shift from “big data” to domain experts expected.

3. Regulatory landscape will bring right ecosystem partners together to drive industry standards.
In the US, with the Drug Supply Chain Act manufacturers until late 2017 will implement systems to electronically transfer and store transaction histories for their prescription drugs including shipment information across their distribution and supply chain. Result: Thwart counterfeiting drugs and savings of $75 billion annually according to the World Health Organization.

4. Democratization of innovation by network connectivity, low power devices and IoT platforms.
Businesses can scale their IoT deployments from millions to billions of connections more cost-efficiently. With the new 5G, autonomous solutions such as cars and robotics will become a reality and new categories of uses cases will evolve, such as virtual and augmented reality for IoT deployments.

5. Security experts keep up with the development of technology by looking to arising threat vectors
Some old, some new – that will impact IoT deployments and ongoing operations. Data privacy, protection and processing will remain the biggest challenge for security experts.

Spot On!
Sometimes reports do not look at the data challenge of the IoT development in my eyes. The interesting aspect is that IoT offers some incredible opportunities to improve our lives, simplify our ways of health tracking and be informed about the status of our cars and houses. However, most of the use cases are often based on some cloud services that people do not trust in as the generated data is stored in some unknown data center somewhere in the world. I sometimes wonder, why companies don’t start to save the data in a personal private cloud that can be added as an add-on service to the IoT business.

But hey, maybe I am asking for too much at this stage of the IoT status. Thoughts?

Studie: Keine Strategie? Keine digitale Transformation!

Picture Credits: Syda Productions -

Picture Credits: Syda Productions –

Alle Unternehmen streben derzeit nach digitaler Transformation. Aber nur die wenigsten scheinen mit einem klaren Plan ans Werk zu gehen. Dies macht jetzt die aktuelle Studie „Prepare Your Business for the Digital Future“ von
Salmon und
Rackspace (durchgeführt von
Forrester Consulting) deutlich. In zahlreichen Unternehmen ist das Thema digitale Transformation immer noch ein Wunschgedanke. Warum? Nun, den meisten Unternehmen mangelt es schlichtweg an einer sauber durch deklinierten digitalen Strategie.

Dabei zeigen die Ergebnisse der Studie sehr klar, dass das Thema Digital in den Unternehmen mit der notwendigen Ernsthaftigkeit wahrgenommen wird. Zwar sagen mehr als vier von fünf der befragten Business-Entscheider und IT-Verantwortlichen (81%), dass es in ihrem Unternehmen eine digitale Strategie gibt. Auch meinen fast drei von vier (74%) Teilnehmern, dass es definierte Prozesse, ordentliche Strukturen und die Möglichkeiten gibt, digitale Produkte ins Leben zu rufen. Dennoch gibt dann mehr als jeder Dritte zu (36%), dass man den Business Impact und das wirtschaftliche Investment nicht mit Zahlen belegen könne.

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