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Car and Truck Makers Need to Emphasize Their Vehicles Are Digitally Safe

Watch any NFL game on Sunday, Monday, Thursday, and you’ll see a bevy of commercials espousing that a given car or truck model is sleek, rough, tough, cool, fuel efficient, family-friendly, sporty, ad nauseum. Adjectives like these are music to a car/truck marketer’s ears.

What you don’t see or hear very often is that hackers continue to pose a threat to all sorts of vehicle models – and even smart charging stations for electronic vehicles (EV) may be vulnerable to hacking. Granted, there haven’t been any major security breakdowns and security professionals say that auto manufacturers are making inroads in improving software security. In fact, Andrew Brown, chief technologist for Delphi Automotive said recently that “quite honestly, the vehicles, systems and components today are quite robust and resistant to cyber-security threats. But that doesn’t mean it’s 100%.”

Added Ed Adams, a security expert:

“There’s an awful lot of code throughout the entire supply chain, not just with the auto manufacturers, but with the infotainment systems and applications like Sirius and Harmon. The fact of life is that software is flawed.”

Cheryl Dancey Balough and Richard C. Balough, co-founders of Chicago-based Balough Law Offices, LLC, said today’s cars have dozens...

Part V – All Native Advertising is Not Equal: Why that Matters Under the First Amendment and Why it Should Matter to the FTC

Posted by Fernando Bohorquez Jr. in Opinions on September 29th, 2014 at 8:25 am

This post is co-authored by Alan M. Pate

In this five part series, originally published in the Summer 2014 edition of the Media Law Resource Center Bulletin,1 we take an in-depth look at the native advertising phenomenon and the legal issues surrounding the practice. After canvassing the many faces of native advertising and the applicable law, the series ultimately examines the pervasive assumption that all native advertising is, and should be regulated as, “commercial speech.” This assumption presumes that all native advertising is equal under the eyes of the law, and we come to the conclusion that it probably isn’t. Native advertising that is closer to pure content than pure commercial speech may deserve greater or even full First Amendment protection, which would carry significant implications for government regulation.2

Part 1: Introduction to Native Advertising
Part 2: Early Native Advertising and the Current FTC Regulatory Landscape
Part 3: Evolution of the Commercial Speech Doctrine
Part 4: Distinguishing Commercial versus Non-Commercial Speech

Part 5 below applies the commercial speech doctrine to native advertising and asks whether certain forms of native may be protected by the First Amendment.

—PART V—

The Long View of Customer Experience: 4 Stages of Engagement

Posted by Greg Kihlström in Opinions Word of Mouth on September 29th, 2014 at 7:08 am

This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement.

When we talk about the long-view customer experience model, we are referring to a customer “pathway” that has the following steps:

  1. Awareness

  2. Perception

  3. Engagement

  4. Action

AWARENESS

The first stage and foundation of your customer’s experience with your brand , the goal of awareness is not a monetary one. The goal of this stage is to increase name and product recognition in the eyes of your target audiences.

At this point, we are not concerned about sales in the short term but instead with saturation on the channels your audience uses and ultimately name recognition, along with being top of mind with consumers.

Its Evolving Role

In traditional advertising, “awareness” was many times enough to drive product sales. With less variety and therefore less need for focus on niche marketing and audiences, in the Mad Men era of advertising it...

Building bridges: Facilitating passage between physical and digital

Posted by Nanda Sibol in Opinions on September 29th, 2014 at 7:00 am

In order to compete in today’s marketplace, it’s nearly a given that a brand must offer both digital and physical interactions for consumers. By the very nature of these two realms, the experiences in each are quite distinct. Each has its pros and cons. Marketers are doing a good job creating interactions that take advantage of the strengths of each space. However, consumers are jumping back and forth across these worlds regularly and rapidly. How easy or fluid is that transition so that they stay engaged? Let’s look at a few examples where brands and companies are extending the involvement in one dimension into the other dimension, creating tools to bridge the gap, and combining physical and digital elements into one experience—and doing so in ways that seem natural and effortless to consumers.

Lego’s newest product, Lego Fusion, offers an innovative, multi-faceted play experience. Using physical bricks, children can build cars, castles, and buildings on a special plate. Then by using an app that comes with the kit, the item is scanned and uploaded into a digital game. So after kids have put their bricks away, they can continue to interact with their creations in a highly immersive online environment....

Five things you need to research if you want a career in digital marketing

Posted by Morgan Sims in Jobs on September 26th, 2014 at 11:46 am

IT and marketing used to be separate fields. But as the internet becomes increasingly mainstream as a marketing platform, those walls are fast dissolving.

This amalgam of fields has created exciting new opportunities for young people entering the IT industry – but only for those with the proper skills. Let's review five essential areas you'll find useful when entering the workforce in digital marketing.

Website Design

It would seem this goes without saying, but websites are not what they used to be a decade ago. For many visitors, this is the first interaction a user will have with a company. A website is no longer an ancillary part of doing business in a global economy. It is often the first place a potential customer goes. It now requires the same professional look that would go into more traditional media campaigns. Beyond that, sites require differing levels of interactivity with customers from simple blogs and email to interactive shopping systems and live, online customer support.

Just as important is the Search Engine Optimization (SEO) put in place for a site. Entrepreneur magazine cites SEO as one of the most important elements of a site in regard to Conversion. You will have to understand...