Directors of Empathy

This, per Advertising Age, exists:

Scott Madden is senior partner-director of empathy and evolution at Boston-based Connelly Partners.

It gets even better. Here’s the promise from said agency:

At Connelly Partners, we believe in the undeniable power of empathy. So we weave it into every piece of communications we create. We call it Empathy Engineering. It’s what helps our work resonate with your target in a more powerful and memorable fashion. It’s not rocket science. It’s marketing science.

Empathy engineering. Nuff said.

Pokemon Go and the Frontiers of Corporate Spying

pokemon logo Advertising Age today includes a typically comico-chilling observation from an ad industry worker. Speaking about big business marketers’ growing ability to gather data about cell phone users’ movements, locations, and behaviors, here’s what “Kirsten McMullen, chief privacy officer at mobile ad firm 4Info” tells AdAge:

Marketers and consumers have both become “way more comfortable with location data being used,” Ms. McMullen said.

The punchline and payload?:

[S]he also added, “Consumers remain largely unaware of it.

Of course they do, but it doesn’t stop the professional DoubeThink required for Ms. McMullen to keep doing her job.

Meanwhile, as its design ensures, corporate capitalism continues its bold march toward stronger and better market-totalitarian behavioral engineering:

While 4Info argues that using store visit data to gauge ad effectiveness is less relevant than measuring actual purchase transactions, which the company does for most of its packaged-goods advertiser clients, Mr. Moxley acknowledged the value of mobile location data for measuring mobile ad campaigns.

“The key to the mobile device is it goes everywhere,” he said. “Nobody carries their TV into the store.”

Quite so, and, as TCT always says, history’s state totalitarians must be looking up from Hades purple-faced, jealous over this deniable system’s ability to keep on rolling. Soviet citizens in 1982 would never have blithely walked around with little Brezhnev boxes in their pockets, or would at least have known who they were serving by doing so. Here, it’s “freedom.”

Historical Necessity

fascism-capitalism In the TCT book, we observed that big business marketing follows the most solid of iron laws. Due to the systemic pressures of corporate capitalism, the scale and detail of overclass management of personal, off-the-job life (a.k.a. big business marketing) must always grow.

If ever a thesis has been copiously and easily proved, this is it. To wit, the report of the Marketing2020 panel, overseers of “by far the most global and comprehensive CMO research program ever conducted.” According to this panel of experts, here is where current trends will soon take us:

Total experience.

Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”

State-based totalitarians could never dream of getting this far. People wouldn’t tolerate it. But “the market” provides the ultimate cover for the oldest and deepest ill of “civilization,” doesn’t it?

The Future is Now

eyeball For decades, corporate marketers have been working toward real-time linking of purchase and media-use data in the planning of their behavior-engineering campaigns.

The future is now arriving, friends:

Twitter ad targeting just got more broad … and specific. Today the company announced that it’s giving advertisers the ability to take aim at more than 1,000 audiences defined by big data partners Acxiom and Datalogix.

Called “partner audiences,” the new ad feature means advertisers can now serve Promoted Tweets to Twitter users who have signaled purchase intent in specific categories off Twitter. Acxiom and Datalogix are dominant players in the big data industry, tracking and analyzing consumer behavior across brick and mortar and online businesses. [Source]

In honest usage, “signaled,” of course, means an intended communication. What it means in marketing-speak, however, has nothing to do with any respect for the intentions of the target populations, whose “signals” in this case are merely their ordinary procurements of life’s necessities, a.k.a. naive purchases of goods and services.

The fact that overclass agents arrogate unto their masters the right to treat such acts as “signals” from their victims speaks volumes about how illegitimate the planet-wrecking reign of corporate investors really is, even as it remains so deniable and seemingly benign.