In this week’s Brain Boost, a big change is in store for pixel tracking and the new model that old corporate giants are adopting.
The post pixel tracking world
The former CEO of Mozilla, who created Firefox (the very popular browser), has started developing a new browser called Brave. They are building Brave because they feel that advertising and pixel tracking technologies have “polluted the internet and eroded user control over the browsing experience”.
Just recently, MIT Technology Review ran an article about how powerful Adblock Plus has become. It’s the most popular ad blocking software on the planet and it’s used by nearly one hundred million users worldwide. If you think about this, most likely,these hundred million users are among the most sophisticated on the internet and, thus, the most valuable users to advertisers.
What you need to be thinking about is that, ultimately, user experience and privacy is going to win this battle over advertisers. So, you can expect to see all the major browsers introducing new privacy features that will eliminate many of the “growth hacking” technologies that marketers rely on today. Especially things like pixel tracking because, if these users move away from the browsers then the browsers themselves aren’t valuable at all because there won’t be any ad revenue from those browsers.
That’s why, in the next paradigm of internet marketing, real relationships will still win out. I’m talking about personalized service at scale. Brands that people want to invite into their lives. So, I encourage all of the digital marketers and people who are in touch with digital marketers watching this update to encourage focusing on building relationships with your customers and community at scale.
New innovation mindset
Now, let’s talk about myopic product launches. Big, traditional companies are fueling innovation with something new. The concept for myopic marketing started in the 1960s at Harvard and the idea is that you’re marketing the solution, not the product or service itself.
What this means, particularly, is that Ford and GM have stopped seeing themselves as car companies. Instead, they are seeing themselves as mobility companies. You might see that a wave of startups will start focusing on researching a type of need -for example, mobility or education- in an extensive and deep way with no product or service in mind at the beginning.
Then, they are going to find the problems and then build a company around solutions for that problem. So, you start with the need and then develop the product; not start with the product and then find your marketing mix.
You can see evidence of this, for example, through Y Combinator, which is arguably the most successful incubator on the planet.Y Combinator has started a new branch called YC research. Essentially, what they’re doing is funding nonprofit research to tackle the “big problems” and, once these problems are identified, they use the Y Combinator incubator to develop companies that solve the problems that they have been researching.
You can see, here, that the myopic focus on the need and then the focus on the product or solution is probably the wave of the future.
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