Cece Forrester

Articles by Cece All articles by Cece

• A New Balance of Power in Future of Media on 10/01/2012
  

• What TiVo People Know: Part III -- A Modest Proposal in MediaDailyNews on 05/13/2005
  

  The term "ad-skipping" is frequently bandied about in discussions of TiVo's effect on advertising. It is important to understand that the TiVo DVR does not let you skip commercials altogether. What it can do is fast-forward at any of three speeds through both program content and regular embedded commercials. The system, as currently configured, doesn't distinguish between program and commercials.

• What TiVo People Know: Part II in MediaDailyNews on 05/12/2005
  

  People who are not familiar with TiVo tend to assume that it is simply another recording device, perhaps an improved type of VCR. But this is a fundamental misunderstanding of the TiVo user's experience. Originally, viewers had only two choices: Make yourself available to watch TV when a program was on, or miss it. Home videotaping was supposed to change all that.

• What TiVo People Know: Part I in MediaDailyNews on 05/11/2005
  

  DVR technology has been on the market for several years, yet current estimates put overall penetration in the United States at just 5 to 10 percent. Rapid growth is expected in the next year or two, as word of mouth finally reaches critical mass among consumers, and segments of the TV industry start to figure it out. Some have attributed the initial slow growth of TiVo to a failure to go beyond generalities in marketing the experience. And going by much of what's been said in the advertising trade press about how people use it and what to do about it, it seems there is a similar gap in understanding on the part of reporters, network heads, and agency media executives.

Comments by Cece All comments by Cece

• Beacons and Smart Homes: It's All About the Value by Chuck Martin (Connected Thinking on 12/04/2015)
  

  "It’s about what value does a consumer receive from the connected technology. And what kind of a deal they can get on it."Actually, maybe it should be about the permission. Evaluation of the value enters into it. But if you really want to change people's uncomfortable feelings, change their minds about being harassed--try asking permission first, and meaning what you say. That would go a long way to reassuring people that your intent is about helpfulness, if in fact it is, and not some other, hidden agenda. (This is why I always resisted getting those store cards. The ostensible reason "so we can give you a discount" wasn't the real reason. And that left a bad taste the "deal" could not overcome. Plus, tracking individual behavior proved not to be the marketing holy grail, didn't it?)And by permission, I don't mean sneaky, hidden permission, imputed permission, transferred permission. I mean genuinely asking and explaining. And then accepting the decision, respecting it even if it's not the outcome you wanted. The upside is that for those who do give permission, you've really got permission and all that follows from it.

• Targeted Advertising in the Shower by Chuck Martin (Connected Thinking on 10/01/2015)
  

  Chuck, apparently I can't reply to your reply.  "Not sure of the opt-out need, since it starts with only water information."I want complete privacy in the shower on general principle, and I don't want anyone bothering me with unwanted communications either. I certainly don't want this in my home. Maybe it starts with only water information. Where will it end?

• Targeted Advertising in the Shower by Chuck Martin (Connected Thinking on 10/01/2015)
  

  Two questions: Are people going to be allowed to opt out of this? And when do they intend to roll this out to private homes?

• Israeli Startup Develops Foolproof Ad Addressability, Uses Your Actual Address by Joe Mandese (MediaDailyNews on 05/26/2015)
  

  So, that's why I rarely opt in to anything. Because some marketers will stretch an "opt" so far it snaps, and don't care. And they assume we don't care, either, or can't do anything about it.

• Mobile Blamed For Demise Of... Whistling? by Erik Sass (MoBlog on 04/14/2015)
  

  Random whistling wasn't a feature, it was a bug. Good riddance.

• Stan Freberg, Poker Of Hysterical Holes In The Hard Sell, Dies At 88 by Thom Forbes (Marketing Daily - Top of the News on 04/08/2015)
  

  And now we may never know all the lyrics to "Wide-Screen Mama Blues" or what they meant.The ad business could stand to have a lot more people like Stan Freberg in charge of things, if you ask me.

• An Impression Is Anything But ... by Michael Baer (Marketing Daily on 04/09/2015)
  

  I'll tell you why. Because the conceit has always been that if you deliver an "impression" the consumer must be affected in some way leading to a sale. What you say is true, but it is not openly acknowledged as part of the media transaction. And that is not only because of the pricing/value claims, but more importantly because it cannot be admitted that a consumer might not want to be impressed upon at every time and place you are trying to do it, and might actively evade or ignore the impression. They have no right of avoidance, therefore it can't happen. And that is because consumers are viewed as machines that do as told when a button is pushed, or as prey to be stalked and killed, not potential friends for the brand who have choices and ought to be cultivated respectfully.Aren't you glad you asked?

• What Mobile Shoppers Want vs. What They're Going to Get by Chuck Martin (MobileShopTalk on 04/03/2015)
  

  Thanks, Chuck. Does it seem to you that stores might do better to find ways to engage with mobile shoppers in the store to try to close a sale there, rather than shying away from it on the assumption that it can't be integrated into the customer experience?

• What Mobile Shoppers Want vs. What They're Going to Get by Chuck Martin (MobileShopTalk on 04/03/2015)
  

  Could you please clarify and expand on what the mobile shoppers want? Is it price, or accessibility of price from phones? And are they interested in ways to use the smartphone in the store to access information and help with their shopping?

• Organizational Engagement - It's For The Customer by Emilie Kroner (Marketing Daily on 03/24/2015)
  

  Thanks for the explanation, Emilie. If you are talking about general insights to give sales floor associates about possible customer interest based on general trends that have been noted in the data, that makes more sense and wouldn't result in over-intrusiveness. Also, if associates could simply be encouraged to ask open-ended questions about what the customer's needs might be today, and place less emphasis on rote phrases that sound like a half-hearted attempt to be your pal (sorry, I'm busy thinking about what I want to buy and didn't come prepared to discuss how I am today) they could stay focused on genuinely helpful suggestions and that might be a win-win. Cece

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