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Tag Archives: marketing
How Much “Privacy First”?
While extremes resonate, they may not be practical.
Take “privacy first.”
Our intuition tells us that a lack of privacy is bad, so companies give us what we want. Privacy.
The privacy first extreme is exemplified by World, formerly WorldCoin. World can theoretically build a database of the irises of millions of people…but by design it does not know who any of them are. Am I eligible to vote in California? No idea.
Another extreme is exemplified by how we respond to ad-related queries. Our responses are understandable.
- When I see an ad that reads, “John, MBAs in Ontario, California are drinking this smoothie,” I wonder what else “they” know about me. (And yes, they know my age.)
- So I go to the extreme and decide that I don’t want “them” to know anything about me.
- Seems like a good idea until I start seeing ads for pink miniskirts…and the ads are in Chinese.
- I prepare to complain and ask why I’m seeing these ads, but then I remember that by design, the advertisers don’t know me from Adam…or, apparently, Eve.
So the privacy debate is not Boolean but is more nuanced.
- What types of personally identifiable information or protected health information will a system store?
- Who can access it?
- What happens when (not if) the system is breached?
For Inland Empire West Locals
I was challenged by a private AI group to create a joke restaurant ad.
Locals will get it.
(Guasti and Filippi were wineries.)
Putting the Tires Before the Purpose of Your Drive
So I had to fulfill a medical appointment and got into my car WITH TIRES, started it, and positioned THE TIRES so that I would head north, then west, toward the medical facility. Once I got to the parking lot I parked my car WITH TIRES and went inside. Less than a half hour later I exited, walked to my car WITH TIRES, and drove home. (Did I mention that my car has TIRES?)
The “Open to Work” Effect
Jobseekers, including myself, have endured endless debates about the pros and cons of LinkedIn’s “Open to Work” green banner. While these debates seem to have died down, there are still arguments about whether the green banner does more harm than good.
- The good? Legitimate employers know that you are open to work.
- The harm? Scammers, AI-powered resume writers, and other ne’er-do-wells also know that you are open to work.
Customers won’t find you unless you buy this shady service
But this is not confined to jobseekers.
- Bredemarket receives an uncounted number of telephone calls, from multiple numbers, all of which begin with the same question: “Am I speaking to the business owner?”
- The caller then offers a free consultation regarding your Google Business listing and your Google voice search results.
- And when I bother to take the calls, they are disappointed to hear that Google yanked my Google Business listing (Google never told me why, but I assume it relates to the fact that I do not physically conduct business at my UPS Store mailing address).
- And that it was the best thing for me when Google did that.
You don’t walk up to my office and request a retainer or hourly services or small projects. You contact me by various means and we talk, you in your office and me in mine. Even the local customers aren’t going to drop by, especially since my City of Ontario business license prohibits me from meeting customers at my home.
Anyway, all these cold callers are NOT part of Bredemarket’s target audience.
And the myriad of Google Business Listing advisors are just one of the types of people who have no interest in buying my services.
How to attract real prospects
So I create Bredemarket’s content to attract identity, biometric, and technology marketing professionals. Two recent examples:
Oh, and I also create content for wildebeest fans.
Ideal Bot Profile?
While I’m currently concentrating on HUMAN identities (book on the way), the world is moving in a different direction.
“Everyone (I think?) agrees that defining your ICP (Ideal Customer Profile) is important….
“But there’s an assumption baked into all of this: Your user is human. I think that assumption is breaking.
“As agents begin to interact with products on our behalf – often via protocols like Model Context Protocol (MCP) – your ‘user’ may never actually touch your product.
“Which changes pretty much everything.”
Verna highlights how to market when your ideal “customer” is a bot, and what the bots look for.
“[Other products] will become almost entirely invisible. They exist as infrastructure. As a codified set of rules that is hard to reproduce. They are never opened directly, never explored, never ‘used’ in the traditional sense. They are just… there, powering outcomes. And you know what, I think most of the B2B will fall here.”
So I’m definitely concentrating on people for the next few days, but I haven’t forgotten my bot buddies.
Silence is Golden…For Your Competitors
When we refuse to share our good news…
…and when we refuse to share our bad news…
…we allow our competitors to drive the conversation.
Don’t surrender your message…and your prospects…to the competition.
Let Bredemarket help you create customer-focused, benefit-oriented content.
Why Identity/Biometric Prospects of Marketing and Writing Firms Benefit from Specificity
Bredemarket markets to identity/biometric firms that market to their own prospects.
And this quote from Aja Frost at HubSpot is relevant to anyone who markets to anyone, and wants to attract attention from people using Google Gemini, ChatGPT, and other large language models to answer questions. You need to practice answer engine optimization (AEO).
“In the old world, you’d be publishing ‘The Ultimate Guide to Content Marketing.’ And in the AEO world, you are publishing ‘The Ultimate Guide to Content Marketing If You Work at a Logistics Company in New Jersey’ because answer engines surface highly relevant, contextualized, tailored information to every person who is using them.“
HubSpot preaches something very similar to Never Search Alone: when you cast a wide net, there are too many holes.
This reminded me that I need to narrow my focus whenever possible and address the issues important to marketing leaders at identity and biometric firms.
What types of “highly relevant, contextualized, tailored information” do identity/biometric prospects need?
What types of customer-focused benefits resonate with them?
How can a biometric product marketing expert help identity/biometric firms?
Why don’t you ask me, and we can work together to create that highly relevant content?
Organ
Some services Bredemarket does not provide.
I Heartily Agree
Here’s a quote from Runar Bjorhovde, senior analyst for smartphones and connected devices at Omdia.
“I think the biggest step many biometrics players can take to prove their importance is within marketing — in addition to maintaining their current innovation. Actually explaining why these sensors are so important and what they enable can massively help to simplify them to users, consequently making the value easier to understand.”
I heartily agree that the “why” is important.
Bredemarket 