Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Poisoning the well | Main | The power of a tiny picture (how to improve your social network brand) »

Sugar-coated corporate speak

There's a new class of internet companies that collect cookie data across websites and sell compiled personal data to advertisers. This means, for example, that Mazda can run banner ads on site X only to people who were looking at new cars on site Y.

In order for this to work, of course, the companies need to get site Y to secretly sell them huge bundles of personal surfing data. You can think that this is okay or not okay, that's not the point of my post.

Check out some of the language BlueKai uses on the page of their site addressed to consumers [I notice that the company has since changed the wording, which is certainly a good thing. Here's the original text]:

It's all about choice, reward, and privacy...

In return, you, the consumer, are rewarded with the 3C's: control, charity, and content...

Charity—It gets better! When marketers pay to access anonymous data from BlueKai, you will be rewarded with a credit to donate to the charity of your choice...

BlueKai's mission is to build the world's most comprehensive registry of online preferences that is dedicated to ensuring your anonymity and privacy.

Give me a break. Is this really BlueKai's mission? I doubt it. When marketers talk to consumers like this, it's no wonder consumers hate us and distrust us. Wouldn't it be refreshing if we just told consumers the truth? They could (but don't) say:

BlueKai makes money by help advertisers show you ads relevant to your behavior and interests. We harvest the information we need by paying sites for your cookie information... this money makes it more likely that the sites you visit have enough income to survive, without having to resort to even more intrusive ads. It also keeps companies from showing you totally irrelevant ads. Most people we talk to think this is a great deal all around.

If you don't want the ads you see online to be relevant, if you don't want us to keep your cookie information on file, all you have to do is click here and we'll banish you from our database. No, you shouldn't have to opt out of us using your personal data to make money, but hey, that's life.


The direct marketing industry has a long, troubled history of sneaking around, assuming permission they don't have and making it difficult for people to opt out. This has been shown again and again to be foolish and short-sighted.

It is not just an issue for direct marketers, of course. It turns out that being direct and honest is a scalable communications strategy.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e201156f5d6a81970b

Listed below are links to weblogs that reference Sugar-coated corporate speak:

« Poisoning the well | Main | The power of a tiny picture (how to improve your social network brand) »