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There is Internet access at work, and Internet access at home. And thanks to WiFi, it seems like the Web is now available in an ever-increasing list of locations. However, there is one place many people spend a great deal of time where Web access is severely limited: a person’s vehicle. This is a big deal because according to an Arbitron study a few years ago, the average American spends 14 percent of waking hours in a car (see pdf of Arbitron study here).
Now a company called ATX (news release) would like to change all that by bringing Web access to your car’s dashboard. They are even proposing a new top-level domain (.car) to facilitate that process. Yikes, I see one more huge distraction looming for already distracted drivers.
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Brian Haven, a Senior Analyst at Forrester, had a short (4 minutes), but enlightening interview about brand engagement with Marketing Voices at the Forrester Marketing Forum in Los Angeles this week. Brian says Forrester defines brand engagement as the level of involvement, interaction, intimacy and influence that a person has with a brand over time.
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Following the enormous growth of Ajax powered rich internet applications like Google Maps there has been much concern about accessibility and the need–in many cases–to ensure fully accessible content for users with assistive technologies such as screen readers and screen magnifiers. A solution to these inaccessibility problems called ARIA (Accessible Rich Internet Applications) is currently being developed and standardized.
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Noah Brier has come up with an interesting way to explore word associations for several popular brands. He calls them brand tags. You can contribute to the brand cloud by adding your own input.
Since celebrities, in essence, are strong personal brands, he is using the same concept in that category, too. Check out celeb tags.
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Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
– Peter Drucker
The quote above is from Peter Drucker’s book, Innovation and Entrepreneurship. The book was first published in the 1980s, and it was re-released a couple of years ago. It is still sound advice. If you want to improve business, marketing and innovation had better lead the way. Considered by many as the preeminent business consultant and author for decades, Drucker is the person who coined the term knowledge worker.
Considerable effort should be spent on measuring the success (or failure) of marketing and innovation. Why? Another famous Drucker quote answers that question: “What’s measured improves.”
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