Now you see me, now you don't.


This excerpt from a recent G+M article on the subject of deindexing is in, my judgment, the next big (untapped) online advertising opportunity because deindexing enables individuals and companies to do two things:

  1. “grant citizens the right to force search engines to remove (deindex) websites with incorrect information about themselves from search results”
  2. affect the website’s ranking (reindexing).

 

Read it and think about it a while.

 

Privacy czar rules on right to dispute search results.

'Draft policy position' says Canadians can ask for information about themselves to be taken out of search results.

By JOSH O'KANE

Saturday, January 27, 2018 Page B3, THE GLOBE AND MAIL

Canada's privacy watchdog says the country's digital-privacy laws can grant citizens the right to force search engines to remove websites with incorrect information about themselves from search results, but it's also calling on Ottawa to further study the rights Canadians have to manage their online reputations.

Such a removal is called "deindexing." There is no such explicit right to it in the Personal Information Protection and Electronic Documents Act (PIPEDA), the Office of the Privacy Commissioner of Canada says.

But in what it calls a "draft policy position" released on Friday, the office said that when combined, two provisions of the act - the obligation of companies to use accurate information and the ability of Canadians to challenge that accuracy - can be interpreted as a right to request information about oneself to be de-indexed.

This interpretation means search engines such as Google "must meet their obligations under the Act" and allow Canadians to challenge the results of searches of their name if they believe it turns up inaccurate, incomplete or out of date information - for instance, if they found defamatory content in a blog post.

For the full article, search for: Sat. Jan. 27. ROB Privacy czar rules on right to dispute search results.


 

 

CMDC Digest 2016 / 2017


Long before I became an Account Director and a Creative Director, I was a Media Estimator, Buyer, Planner, Manager and finally a Media Director.

Being a Creative Director is fun because I’m the one responsible for coming up with the “big idea” that the client’s advertising campaign is built around.

Being an Account Director was also a lot of fun because the Account Director is really the one who drives the client conversation and is the one that determines if the client’s campaign is going to be very innovative, repetitive + boring, serious, insightful, wicked, funny, effective or benign.

But being a Media Director was the most challenging role and in hindsight the most interesting line of work. The Media Director determines where the stories will be told. Great media planning, buying + deployment are an amazing process of research driven information orchestrations.

Great media plans put great creative in a position to sell. (A great story at the right time + place presented to the right audience.)

A great media plan + poor creative works, but not as well. (An O.K. story at the right time + place presented to the right audience.)

A bad media plan + great creative is a waste of time + money. (A great story that the right target group never gets to see or hear.)

 

This, my friends is the 2016 / 2017 edition of the CMDC Digest.

It’s an executive summary of the kind of data today’s Media Directors use to assemble smart, insightful + effective media plans and recommendations.

  • It’s an amazing assembly of facts and figures.
  • It’s all about Canada (not the U.S.)
  • It’s available for free at cmcd.ca
  • And a quick search will turn up guides from previous years.

Enjoy!

CMDC-2017 

 

CMDC-2017-2

 

 

 

Aristotle


Aristotle

 

 

Einstein


Einstein

 

 

Garbage in - garbage out


Think-with-Google 

 

When I was in college (40 years ago) and computers we being programed with punch-cards all the teachers drilled this simple truth onto all of our heads on a regular basis.

I’ve read this research insight about ten times now – wondering what it is that I am missing, or is it that Google has data that demonstrates that people are really this stupid?

199 / 677 (29%) reported that their marketing significantly exceeded top business goal in 2016. What does that really mean?

478 / 677 (71%) did not exceed their top business goal. Looking at the same numbers we can also conclude that . . .  (drum roll please):

71% of marketers agree that Adwords failed them because they did not achieve their "top business goal".

Google’s observation is as upbeat as mine is depressing. But most importantly, both observations should be ignored because there is NO CONTEXT and no insight to help you do a better job with your marketing campaign.

THE INSIGHT:

1.  Ignore all data that does not help you improve your business marketing plan for your trading area + business category. Even if it's from a "respected" source like Google. 

2.  When it comes to FREE online research, ask yourself; who does this information really serve? Me or the author.  

 

 

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