Thinks 1056

WSJ: “The 20th century belonged to the unruly minds at 3M. From its early days, the American manufacturing giant gave its researchers a long leash to chase ideas, many to dead-ends. The hits, though, were indelible: Scotch tape. Masking tape. Videotape. Post-it Notes. N95 masks. Artificial turf. Heart medication. 3M patented adhesives and abrasives, as well as proprietary coatings and films that reflect light, repel water and insulate against cold and heat—materials at the heart of highway signs, weatherproof windows and stain-resistant clothing and carpets. Its optical film brightened the screens of millions of laptops, smartphones and flat-screen TVs. A cautious air has since settled on the 3M headquarters and research campus in Maplewood, Minn., dampening the restless ambition that built the company, according to some investors and company veterans. There are fewer new products and fewer still have been blockbusters, a dry spell that couldn’t have arrived at a worse time.”

WSJ: “As AI becomes capable of taking on more work that is now done by humans, people will need to more aggressively upgrade their skills to stay productive and employable. “Reskillers,” a new type of teacher, will help people stay one step ahead of the machines. As AI evolves, companies will put growing value on specialists who can guide such critical human development. “Teachers had it bad under the industrial revolution. Look at what they are paid,” says Stephen Messer, co-founder and chairperson of Collective[i], which has developed a foundation model that produces insights around revenue forecasting and growth. “Now, I think teachers are about to go through a revolution because of AI.” Reskillers will need to understand the talents that organizations require as technology marches ahead. “This puts an onus on employees and companies to stay relevant,” says Keith Peiris, co-founder and chief executive of Tome, a startup with a generative AI-native storytelling and presentation platform. “In the ‘old world,’ pre generative AI, maybe you needed 100 people to build a company…With AI, maybe you could build that company with 30 people.””

Ilya Somin: “The popularity of political misinformation is indeed due primarily to demand, rather than supply, which is why the problem long predates the rise of modern social media, and might well have been as bad or even worse in earlier eras dominated by what we today call the “legacy” media of newspapers and radio. The lies and disinformation that promoted fascism, communism, and other enormously harmful ideologies spread without the aid of Twitter and Facebook…This demand for misinformation is the real root of the problem. If it were lower, the supply would not be much of a danger, and at the very least would not affect many voters’ political decision-making.”

Arnold Kling: “When I finish writing a book review, I will often say to myself, “There! Now nobody has to read the book. I’ve boiled it down for them.” We would be better off if authors did that work themselves…Books and magazines evolved when printing and distribution costs were high. This meant that consumers had limited amounts of material to read, so that as a writer you could take your time getting to the point. Computers and the Internet get rid of printing and distribution costs. The most important scarce resource these days is the reader’s time. You can complain about that all you want, but I recommend adapting to it instead…Your aspiration should be to condense your thoughts into a good substack essay.”

Donald Boudreaux: “The basic rules that all good parents teach their children aren’t convoluted, dense, or esoteric. Nor are they unfamiliar. They’re unassailable and obvious, and in their simplicity provide indispensable guidance for the pursuit of success and happiness in our enormously complex world: Don’t hit other people (unless they intentionally and without provocation hit you first). Don’t take other people’s stuff. Keep your promises. Be honest. Don’t envy others’ good fortune. Don’t make excuses for your mistakes and failings.Respect other people’s peaceful habits and characteristics, even when these are unfamiliar. Work hard. Mind your own business. Might does not make right. Don’t think yourself entitled to be excused from any of these rules.”

Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 2)

Crossing the Chasm

Marketing is close to fulfilling its ultimate vision – the maximisation of lifetime revenue and therefore exponential forever profitable growth, resulting in the creation of a profits monopoly (“profipoly”) for the successful implementers. Marketing’s first two three waves focused on brand building, performance marketing (adtech), and retention and growth (martech). The rise of ‘Profipoly Marketing’ is marketing’s fourth wave. Anchored in data, tech, and AI, it will enable businesses to maximise revenue and profits once they’ve built the brand, acquired customers, and retained them.

This wave will bring mutual benefits for brands and customers. Brands will be able to build deep relationships with their existing customers and thus reduce the need for continuous and costly new customer acquisition. Customers will experience omnichannel personalisation and frictionless funnels where their attention is not wasted on generic or useless product recommendations.

This harmonisation of the brand-customer relationship is the promise of profipoly marketing. While we have glimpsed some of its promise, tomorrow’s world of inbox commerce, digital twins, green journeys, atomic rewards, velvet rope marketing, and earned growth will herald a Generative AI-like transformation in marketing by fixing the customer journey frictions that have long plagued brands in their pursuit of sustainable growth and profitability.

Modern marketing’s journey began a century ago with brand building. It then entered the digital world with targeting based on interest (content viewed) and quest (search terms). Martech is helping brands retain and engage customers. It is now set for its next logical and revolutionary leap. Knowing more about one’s own customers, decoding their digital genome, predicting their next actions, maximising their lifetime value, and leveraging their friends and family network for referrals will slash cost of acquisition and grow revenues thus creating a surge in profitability. This is a $200 billion unlock opportunity for brands because that is the spending which is being wasted today on wrong acquisition and reacquisition. This elimination of AdWaste will bring a flywheel of innovation as brands and martech solution providers benefit – brands will be able to invest more in innovation, while martech vendors will be able to create even better platforms for smoothening the brand’s journey into an era of profitable growth.

This is the world I have described over the past three years in my writings. It is a world that can now be brought to life. Just like artificial intelligence progress happened slowly and then suddenly, marketing’s chasm between acquisition and retention is about to be crossed with a flurry of ideas and innovations. Think of this as marketing’s version of the ‘singularity’ concept – where brands can maximise revenue and profitability, and can differentiate between their customers to enable their best customers to get amazing experiences. As customers, we will welcome this world where our time and money are not wasted, where the right products are showcased at the right time on the right channel, and where our experiences match not just our current spending but also long-term potential with brands.

In this series, we will discuss marketing’s past, present, and future. We will delve into the breakthrough technologies which will bring this new world to life. It is a world of interest to all of us. While some of us are marketers and others are vendors, we are all customers.

Thinks 1055

Reason: “”The direct use of physical force is so poor a solution to the problem of limited resources that it is commonly employed only by small children and great nations.” This spicy little sentence is typical of the zingers littered throughout David Friedman’s The Machinery of Freedom. The anarcho-capitalist classic turns 50 this year, and it’s worth revisiting for both its spirit and substance…The appeal of Friedman’s anarchism is not that he has the answer, but that he has dozens of them and he’s not at all bothered by the idea that none may be the perfect one. “It is fashionable,” writes Friedman, “to measure the importance of ideas by the number and violence of their adherents. That is a fashion I shall not follow. If, when you finish this book, you have come to share many of my views, you will know the most important thing about the number of libertarians—that it is larger by one than when you started reading.””

Arnold Kling: “I think that artificial intelligence is in that same chaotic, high-potential state in which the Web found itself in 1993. Yes, the field of artificial intelligence in computers has been around a long time. By the same token, as of 1993, the Internet had been around for a quarter century. But the release of NCSA Mosaic did for the Internet what the release of ChatGPT did for AI. The newest buzzword in AI is “multimodal,” meaning combining text, images, and possibly other sensory inputs as well as data. Today’s text-only chatbots may soon look as primitive as the text-only Web of 1992. Tim B. Lee’s recent essay foresees powerful results from combining AI’s with cameras: “Until recently, computers needed human help to understand what was in an image. Now computers can glean a ton of actionable information directly from images. And that data can then become an input to other software.” My advice is to set aside time to play with AI’s now. But imagine directions that the technology might take in the future. We’re in early days.”

FT: “Studies by McKinsey, the CFA Institute and others consistently show that companies that invest less in long-term growth relative to their peers end up underperforming over the medium or long haul. The bonus is largest for companies that continue to invest during difficult periods like the one we are in now. So who is to blame for this short-sighted short-termism? Corporate executives finger sellside analysts and greedy investors. The former, who dominate on earnings calls and at conferences, ask for quarterly targets for use in their models and punish those who fall short. Activist investors are accused of seeking to profit from short-term moves in a company’s share price and demanding that earnings be spent on dividends and share buybacks. While there is some truth to these complaints, corporate leaders and chief financial officers in particular also need to take a hard look in the mirror.”

AIER: “[Thomas] Sowell’s insightful angle on this is that “the more other things there are, influencing outcomes, the lower the chances of all of those things being equal.” That is critical because “At the heart of the social justice vision is the assumption that, because economic and other disparities among human beings greatly exceed any differences in their innate capacities, these disparities are evidence of proof of the effects of such human vices as exploitation and discrimination,” but “we can read reams of social justice literature without encountering a single example of the proportional representation of different groups in endeavors open to competition—in any country in the world today, or at any time over thousands of years of recorded history.” In other words, given zero real world examples where other things were equal enough that proportional representation made any sense at all as a standard from which any deviation can be judged proof of malfeasance requiring coercive redress, buttressed by mountains of evidence to the contrary (much of which Sowell cites), the central assumption or premise of much of social justice discussion is false. And that faulty core premise cannot establish the truth of the conclusions so many wish to reach…In Sowell’s words, “We might agree that “equal chances for all” would be desirable. But that in no way guarantees that we have either the knowledge or the power required to make that goal attainable, without ruinous sacrifices of other goals, ranging from freedom to survival.”

Profipoly: Marketing’s Fourth Wave and Final Frontier (Part 1)

The Delta Change

Mid-September, I got an email from Delta Airlines. (Postscript: Since then, Delta has modified some aspects of their loyalty program.)

For the first time, SkyMiles Members living outside of the U.S. will now earn Medallion Status via Medallion Qualification Dollars (MQDs). Starting January 1, 2024, all you will need are MQDs to achieve Status. No need to keep track of miles (MQMs) or segments (MQSs) flown. All currencies convert to USD at the standard exchange rate at the time of ticketing and/or purchase and will then convert from $1 USD to $1 MQD.

With many more ways to earn MQDs, this is what you will need to achieve in 2024 to earn 2025 Medallion Status:

Silver Medallion: $6,000 MQDs

Gold Medallion: $12,000 MQDs

Platinum Medallion: $18,000 MQDs

Diamond Medallion: $35,000 MQDs

Wall Street Journal explained the move:

Travelers won’t need to step on a plane to earn status in frequent-flier program—if they spend enough money.

Delta had been a holdout in keeping its SkyMiles loyalty program closely tied to flying even as rivals had shifted to reward credit-card spending more richly.

Now, the carrier is shifting to a model that ties status exclusively to how much people spend, either on travel with the airline and its partners, on co-branded credit cards, or by booking hotels, rental cars and vacation packages through Delta channels.

Elite status has long been highly sought after—and hotly pursued—by frequent fliers who cherish perks like early boarding, free checked bags, seat upgrades, and bonus miles to spend on award travel. Delta is the latest carrier to decide that flying is no longer a prerequisite.

Washington Post had this:

While the airline says its revamped system has “simplified” the SkyMiles program for repeat customers, it’s actually dealing a significant blow to the middle class of travelers, inciting outrage on social media and promises from some to quit flying Delta altogether.

… It’s all part of a massive shift from years of luxury travel perks for the masses, repeated status extensions resulting from the pandemic, and credit card acquisition tactics that sold unfettered entry into airport lounges. As airlines continue to benefit from a high volume of travelers, it looks like the beginning of the end for a golden era of status hacking.

By linking rewards and status to spending, Delta is ushering in the next wave in marketing: where customer value isn’t just about loyalty, but about actual monetary contribution, a shift away from simply retention to maximising revenue and profits. Welcome to Profipoly Marketing, where brands don’t just seek to retain customers, but actively strategise to optimise and maximise their revenue streams from existing customers and their networks. Such shifts, while potentially polarising, underscore the evolving nature of brand-consumer relationships in the digital age. As brands prioritise profitability, consumers will need to recalibrate their expectations and loyalties. In this series, we’ll unpack how the transition to profipoly marketing – the fourth wave in marketing and its final frontier – will redefine industries, challenge long-held beliefs, and shape the future of eCommerce.

Thinks 1054

FT: “In business, bad timing can be as disastrous as a bad idea. Many will remember the first dotcom bubble. In many cases, businesses went wrong not because they did not foresee the future but because they did not understand how long it would take for that future to arrive. This was particularly true in the media. Visionary execs predicted smartphones, streaming and broadcast opportunities. And they were prescient. But what they didn’t factor in was how far off decent broadband, high-end mobiles and so on, were. So vast amounts of money was wasted. Moving too quickly was an expensive mistake. Bad timing is another way of saying that you have misread the circumstances…Moving too fast can be as catastrophic as moving in the wrong direction. It is not a forgivable frailty.”

Andy Mukherjee: “Should India double down on software services, where it has proven prowess and strong outsourcing companies? Or must it follow the successful East Asian model and bet big on factory work to generate mass employment? Maybe there is a third way…It may not lead to the 70 million new jobs the economy needs over a decade, but it could help garner much more value per employee than either assembling electronics or selling software as a remotely produced service. This third way is software products.”

strategy+business: “Change begins to scale when people are given resources to help them achieve things they already believed in. The method succeeds because it empowers people to see themselves as heroes within their own story. In the hospital example, the tally of lives saved was incentive enough. The success of the new initiatives, in turn, shifts the perceptions of those around them, opening up new possibilities, and achieving even greater impact. This approach—convincing, not coercing—can be used in all areas where companies seek to introduce new ways of working, be it new technology or simply new procedures. Though it may be tempting for managers to impose change on everyone simultaneously, a better approach is to start small and give change enthusiasts the resources they need. In the final analysis, successful transformation is about empowerment, not persuasion. By designing a resource that those who believe in change can co-opt for their own purposes, you can unlock powerful forces that enable change.”

Economist: “A radical alternative really is taking shape. Some call it “global resilience” or “economic statecraft”. We call it “homeland economics”. The crucial idea is to reduce risks to a country’s economy—those presented by the vagaries of markets, an unpredictable shock such as a pandemic, or the actions of a geopolitical opponent. Supporters say this will produce a world that is safer, fairer and greener..It will, in large part, create the opposite…Homeland economics will create billions of losers. Beneath the apparent reasonableness, there is a deep incoherence. It is based on an overly pessimistic reading of neoliberal globalisation, which in fact held great benefits for most of the world. The benefits of the new approach are at best uncertain. Meanwhile, attempts to break free economically from China are likely to be partial, at best. The benefits of green subsidies for the fight against climate change are also less clear than their proponents admit.” More: “Homeland economics will ultimately prove to be a disappointment. It misdiagnoses what has gone wrong, it overburdens the state with unmeetable responsibilities and it will botch a period of rapid social and technological change. The good news is that eventually it will bring about its own demise.”

Dynamic Engaging Footers: Email 2.0’s Silver Bullet (Part 6)

A Personal View

For the past three years, I have been writing about new ideas in the world of marketing. One of the themes I have written about has been Email 2.0, underpinned by AMP and Atomic Rewards. The prevailing notion is that email has lost its sheen, giving way to contemporary channels like WhatsApp because consumers have grown indifferent to their inboxes. I ardently contest this perspective. The ebbing popularity of email as a channel stems from neglect. Many marketers have resorted to sending generic, poster-like emails without personalization, and email service providers have stagnated in terms of innovation. Email does not have a champion – neither an individual not a corporate entity.

I am determined to alter this narrative. Email – apart from being an essential tool for Netcore – continues to hold significance for billions of consumers and global brands. It’s synonymous with our primary digital identity, rivalled only by the mobile number. It stands out as the most economical communication and engagement channel for marketers, free from intermediary influences. The void in email’s potential has been the absence of cutting-edge technology and creative vision. Google’s AMP for Email injects the technological vigour, while Atomic Rewards introduces the novelty. Collectively, they herald a paradigm shift, envisioning a redefined email future – Email 2.0 – that breaks away from its conventional past.

My essays weave in tales (like that of Arun and Jeni) to spotlight potential avenues. Coupled with the interactive demos developed in collaboration with my team, they help envision the revolutionary future of a dynamic engagement and commerce platform. The world needs push communications because other than spending big on branding there is no other way to bring customers back to the properties. In fact, Email 2.0 pushes the envelope further: it takes the conversion funnel into the inbox opening new worlds. Inbox Commerce. Inbox Banking. Inbox Trading. Inbox Insurance. Inbox Booking. Anything we can imagine.

Innovation is propelled by imagination, and I harness it at three tiers: expansive writings that delve deep into concepts, demos that offer a glimpse into a futuristic vision, and pioneering products that bridge the gap between imagination and reality. I staunchly believe that email’s golden era isn’t behind us, but ahead. With Email 2.0, fortified by AMP, Atomic Rewards, and our collective ingenuity, we have the arsenal to address every conversion bottleneck hampering brand profitability. The potential is huge: a staggering $200 billion AdWaste market ripe for redirection. If this isn’t a clarion call for email entrepreneurs, what is?

Thinks 1053

Business Standard: “Nano-level 3D printing can have applications in medical science. A doctor can bioengineer a scaffolding to grow tissue cells for regenerating organs. These technological advances have a huge impact for sectors like biotechnology and material science. As companies look to create new materials that are versatile and ecofriendly, the printing will accelerate experiments to prototype cycle. Miniaturisation is another trend driving nano-level 3D printing. “The demand for smaller and more intricate components in electronics, medical devices, and other sectors drives the need for nanoscale 3D printing,” said a report by Persistence Market Research. “Nanoscale 3D printing, also known as additive nano manufacturing, is a revolutionary technology that allows the creation of three-dimensional objects with incredible precision at the nanoscale level. This groundbreaking technology has a wide range of applications across industries, including electronics, healthcare, aerospace, and materials science. The healthcare and electronics sectors are expected to be the largest and fastest-growing end-user markets for nanoscale 3D printing,” it said.”

Econlib: “The “information” you get by “asking people is often contradicted by the information you would get by observing what people actually choose – and as the old saw goes, actions speak louder than words. A deeper problem is that the information isn’t clearly available in pre-existing form even in our own heads, not even to ourselves. As James Buchanan put it in his book The Logical Foundations of Constitutional Liberty, “Individuals do not act so as to maximize utilities, described in independently-existing functions. They confront genuine choices, and the sequence of decisions taken may be conceptualized, ex post, (after the choices), in terms of ‘as if’ functions that are maximized. But those ‘as if’ functions are, themselves, generated in the choosing process, not separately from such process.” As a consequence, Buchanan goes on to explain, “The potential participants do not know until they enter the process what their own choices will be.””

WSJ: “Hundreds of companies have promised to produce large amounts of green hydrogen, but none have succeeded. Electric Hydrogen believes the secret to success is finding a better way to split a molecule. Investors believe it too. The company is the green hydrogen industry’s first unicorn…The molecule is water. Splitting it to create green hydrogen requires devices called electrolyzers. They are expensive and consume vast amounts of renewable electricity to make a small amount of hydrogen, making most projects uneconomical. Electric Hydrogen says its electrolyzer can produce much more hydrogen.”

NYTimes: “NASA is now plotting a return. This time around, the stay will be long-term. To make it happen, NASA is going to build houses on the moon — ones that can be used not just by astronauts but ordinary civilians as well. They believe that by 2040, Americans will have their first subdivision in space. Living on Mars isn’t far behind. Some in the scientific community say NASA’s timeline is overly ambitious, particularly before a proven success with a new lunar landing. But seven NASA scientists interviewed for this article all said that a 2040 goal for lunar structures is attainable if the agency can continue to hit their benchmarks. The U.S. space agency will blast a 3-D printer up to the moon and then build structures, layer by additive layer, out of a specialized lunar concrete created from the rock chips, mineral fragments and dust that sits on the top layer of the moon’s cratered surface and billows in poisonous clouds whenever disturbed — a moonshot of a plan made possible through new technology and partnerships with universities and private companies.”

Dynamic Engaging Footers: Email 2.0’s Silver Bullet (Part 5)

Arun and Jeni

Let’s imagine the future lives of Arun, a consumer, and Jeni, a marketing manager at A1 Books, in a DEF world. Here’s a short story, written in collaboration with ChatGPT.

Arun stretched his arms, waking up to the soft glow of his smart alarm clock. The date, time, and weather info slowly blurred into focus, alongside a few email notifications. He reached out and tapped the most recent one – a promotional email from the insurance company. The Mu in the Subject line told his this was one with a Dynamic Engaging Footer (DEF). He scanned the content (a reminder of a renewal payment due soon) and then scrolled further to the footer.

Instead of the regular static content, this email was alive. There was an ad from A1 Books which showcased a carousel of bestselling books. The footer was personalised based on Arun’s reading habits, featuring a mix of mysteries and self-help books. “Ah, this anthology of locked room stories looks interesting,” Arun muttered, noticing the title in the DEF. With a single tap, he purchased the book from within the email. No redirects, no waiting.

On the other side of the city, Jeni, the marketing manager at A1 Books, reviewed her dashboard. The DEF Actionable Ads initiative had been her brainchild, and she was eager to see the results. The metrics were impressive; revenues were up by 20% ever since they introduced DEF. Not only was she able to run targeted ads in non-competing emails, but she was now also getting more opens by gamifying content with the footers of A1 Books’ own emails. Customers were engaging more, buying directly from the emails, and even leaving reviews without ever leaving their inboxes.

A notification popped up on her screen. “Arun Malhotra has just made a purchase using DEF.” Jeni smiled, recognising the name. Arun was one of their long-time loyal customers. The DEF system allowed her to send personalised book recommendations based on his preferences, and he seemed to love it.

Throughout the day, Arun received a few more DEF-enabled emails. He received a personalised financial tip from his bank – he had not read some of their recent emails which seemed too “salesy” for him. His favourite restaurant had a new menu, and the DEF let him book a table for the weekend, complete with a special discount applied. He had played a few games in some of the other emails. Emails were cool again! And he had clocked 35 Mu during the day.

Jeni, on the other hand, had a busy day. She had meetings with various departments to discuss integrating DEF into other customer touchpoints. The team was even exploring creating a DEF for event invitations for their bookstore readings, which would let attendees RSVP, pick a seat, and order a snack, all within the footer email. She wanted to also use the A1 Books footers to collect more profiling information on what people liked – without intruding into the mail body.

By evening, Arun settled into his favourite armchair, an e-book reader in hand. He began reading the book he’d purchased that morning, lost in the world of fiction. The DEF had made his day smoother, saving him time and effort.

Jeni, wrapping up her day, looked at the final metrics. Thousands of transactions, all through DEF – some through ads served by A1 Books and others in emails sent by A1 Books. She jotted down some notes for tomorrow’s meeting. They were only scratching the surface of what DEF could do, and she was excited about the possibilities.

In this world powered by DEF, both consumers and marketers found value. The long-ignored email footer had come to life powering engagement and commerce. It was a world where technology made lives simpler, bridging the gap between intent and action, one email at a time.

Thinks 1052

Michael Munger: “Generally speaking, taxes can have only one of two broad purposes: 1. “We” want to reduce the amount of the thing being taxed. 2. “We” want to increase the revenue that “we” want to spend on good things…We tax things if we want revenue, in which case we’d prefer not affect the amount of the thing, which introduces distortions. OR we tax things we want to go away, things we hate, and we don’t care if there is any revenue at all, because we don’t like the thing being taxed.”

Platformer on the synthetic social network: “A bot that gets to know your quirks; remembers your life history; offers you coaching or tutoring or therapy; entertains you in whichever way you prefer. A synthetic companion not unlike the real people you encounter during the day, only smarter, more patient, more empathetic, more available…Between ChatGPT’s surprisingly human voice and Meta’s AI characters, our feeds may be about to change forever.”

WSJ: “Screens are supposed to be the future: more natural, more intuitive than learning a set of buttons…The problem? “Although we call them touch screens, they require sightedness,” explained Rachel Plotnick, associate professor of media studies at Indiana University Bloomington. Plotnick’s research examines the relationship between humans and machines. Because screens are typically smooth and flat, you need to look at them to know where to press, she says. “Buttons give us texture, weight, are graspable and offer many modalities for feedback that touch screens don’t,” Plotnick said. They also can make navigating devices more accessible for people who have mobility issues.  Screens, on the other hand, need our full attention, which is why using them can be frustrating when we are doing something else, like driving. Plotnick has a name for this frustration: the “rage poke.” When people rage poke, they’re exasperated by the screens’ lack of interactiveness, she said.  Voice-enabled commands were supposed to help, but using AI assistants, which don’t always understand correctly or perform the right task, can be just as maddening.”

Ajay Shah: “[The biggest Indian forms] have developed the teams and capabilities to operate in the Indian policy environment. But these are just a few firms and add up to a small part of the Indian economy. The beating heart of the Indian economy lies in thousands of firms, and particularly small firms all over the hinterland, which are not tooled up for this environment. It is possible to operate on pure market economy principles: The firms that cannot handle this policy environment should just close down. This requires a bankruptcy process, for rapid firm exit. It requires the strong firms to buy out the weak firms or their assets. It requires shifting labour from the weak firms to the strong firms. It requires shifting production from low-productivity locations to high-productivity locations. Under good conditions, this can be done in about one generation. However, the Indian institutional environment is not well suited to factor market reallocation. As an example, while bankruptcy reform was well begun, it ran into myriad difficulties and is at present a flawed system. The wise middle road, then, lies in easing up the pressure of the state so that firms of middle India do not lose heart. This involves low tax rates, less central planning, less regulation, reduced staffing and budgets for agencies and regulators, reduced levels of punishment, the removal of imprisonment for economic offences, and better functioning courts.”

Dynamic Engaging Footers: Email 2.0’s Silver Bullet (Part 4)

Innovations

There are many innovations which are coming together to bring DEF to life. Individually, the enabling tech has existed for some time, but no one has yet imagined this new future and put it all together.

AMP in Email: AMP makes emails interactive. It has been around for a few years. A recent essay by Dmitry Kudrenko discussed its pros and cons: Among the pros mentioned:

  1. Increased conversion

The primary goal of most marketing emails is to prompt recipients to take a specific action. This could include making a purchase, visiting the company’s blog for more information, filling out forms, etc. With AMP, subscribers can perform all these actions directly within the email, even engaging in games.

  1. AMP opens new horizons

Thanks to AMP, newsletters have transformed, becoming more dynamic and interactive. Marketers can now gamify their email campaigns, allow users to complete event bookings (from selecting time slots to receiving confirmation notifications), load additional product items, and even collect feedback directly within the emails. In short, features that were once exclusive to web pages can now be integrated into emails. This enhanced functionality gives businesses a competitive edge by making emails significantly more effective.

  1. Real-time content

AMP enables real-time content in emails. This means the content updates in our inboxes each time we open the email, ensuring that brands share only the most current information with their subscribers.

[See AMP’s Magic: Coming Soon to Your Email Inbox.]

Magic Carts: This is an innovation being pioneered by Netcore as part of its Inbox Commerce platform. Magic carts can be used for items abandoned by shoppers and for sending new merchandising triggers. [See Email Shops can Transform eCommerce.]

Atomic Rewards: These are micro-incentives for the upstream and downstream actions in a conversion funnel. Brands can reward attention, data, ratings, reviews, referrals, and much more. This pan-brand currency can gamify in-mail actions and enable marketers to shift consumer behaviour. [See Atomic Rewards: The Solution to Attention Recession and Loyalty 2.0: How Brands can Tokenise Customer Attention and Data.]

Action Ads: Ads are the economic engine of consumer Internet. About $400 billion is spent by brands on new customer acquisition and retargeting of existing customers. Half of this money is wasted because of wrong acquisition and reacquisition (instead of reactivation). Ads in email footers open up a trillion monthly touchpoints for brands to engage better with customers. Because these ads can come to life with user interaction, much more can be done in-place without the need for a clickthrough to a landing page. Also, for the first time, ads can be served to individuals where the PII (email ID) is known thus leading to interactions valuable for both advertisers and consumers.

Pay for RoI: DEF’s next innovation is to price everything for performance rather than opens, impressions or interactions. This is possible because actions can be completed within the email itself. This can lead to open-ended budgets because brands can pay for clearly defined outcomes.

Number@MyMobile: This is an idea which can expand the scope of DEF by powering emails redirected by consumers to an intermediate email ID linked with their mobile number. Together with the B2B push from brands, DEF can become a reality sooner than later. [See Number@MyMobile: An Email 2.0 Mailbox for every Mobile.]