Staying under mainstream radar while releasing meaningful and original contents is a good way to attract people actually interested in your activity, thus making easier – as Seth Godin said – turning strangers into friends and friends into customers.
An empirical look at the way people and companies use profiling and stats suggest that to get more traffic (i.e. pay-for-click ads) contents are shaped just to attract people rather than to provide actual information.
Think of the usual effects of looking at your analytics: you take note of the queries made by users and you shape your content accordingly, to be sure to attract people who use these words. The price you pay for being that “smart” is that you’re not the one who controls the content of your website because you let the users (or, better, Google) do it on your behalf.The result is that all websites are made equal and turned into some sort of digital brochure. In other words, is the tail that is wagging the dog.
Personally, I’m more at ease with Henry Ford’s quote
If I had asked people what they wanted, they would have said ‘faster horses.’
If you book the Alitalia’s cheapest fare on a flight it might happens (twice in two weeks, to me) that you aren’t entitled to get a decent quantity of miles for the Mille Miglia frequent flyer programme and mandatory given an (often) uncomfortable seat.
This Ryanair-like attitude (everything is an optional) might make sense for long hauls or mid-distance travels, where the passengers are available to pay a surcharge to board first or get some other goodie. But is completely useless for one-hour, taxi-like flights, were people go for the cheapest fare, and either don’t actually care about being good seated or earning a few miles.
Of course, Alitalia must justify the different fares for exactly the same thing (moving people from A to B), but this should be done by adding something more to the standard, and not by lowering the quality of the service first, and ask for more money to get something that was always been taken for granted until yesterday.
To put it short, letting a few “privileges” for the short-distance travelers wouldn’t have done any harm to Alitalia’s pocket, while it would have made people’s day better. Instead, the company chose to worsen its customers’ travel experience, without getting an actual benefit. This affects the passengers’ loyalty to such a company, and as soon as people is offered alternatives, they will surely catch it.
A classical application of Carlo Cipolla’s Third Law of Human Stupidity.
Yesterday I’ve stumbled upon the first Volkswagen’s TV commercial of the after-Dieselgate scandal.
At first sight, there is nothing different from the previous campaign: a car, its technical specification, the unique selling proposition and, final, a company full-screen logo. But, as they say, the devil is in the details.
The commercial only mentioned the car model’s name without any reference to the word “Volkswagen” during the whole duration and, when the logo-moment came, neither the name of the car-maker nor the claim “Das Auto” went on screen.
Volkswagen’s strategy to limit the lose of its market share, thus, seems to be oblivion-inducing based. Let people forget about the cursed name for a long enough time, to come back when Dieselgate would have been buried in the past and the brand name can shine again.
Lexis-Nexis Italian partner, GiuffrÃ¨ Editore, is active in both the editorial and software business. One of its tool is a java application to handle the electronic document filing to the Court’s dock.
As the screenshot shows, the OSX version of this software requires on outdated java version because GiuffrÃ¨ didn’t update its code. As they write on the website: “last java versions have problem. Download from here the recommended version”.
In other words: we don’t want to fix the software you paid, so stay stick with an older java version.
SoÂ a lawyer wanting to continue using this software faces these alternatives:
- downgrade the Java version installed on his computer, thus risking incompatibilities with up-to-date application and having his computer possible stability issues,
- buy a computer (or virtualize one) “just” to use GiuffrÃ¨ softwares,
- move to another software and start using it for scratch.
Whatever the option, the customer is the losing part.
This is what happens when you leave to a machine the handling of a sensitive task.
The advertising engine used by Repubblica.it coupled fashion photos with a dramatic picture of a Syrian kid scared by a camera that she thought was a weapon.
While whenever you click the link to the picture the ads change (more fashion brands, mobile companies and so on), the final effect remains rather disturbing because of the feeling of misery exploitation transmitted by the whole image. So, putting aside ethical consideration, the outcome is that Fay.com got its brand associated to the wrong message.
The lesson to learn (or to remember) is that to deliver an effective advertising campaign, automatics doesn’t work.