Monday, March 13, 2017

The Full Monty — March 13, 2017

Two major surveys worth digesting this week: the CMO Survey and the Infinite Dial - one deals with ongoing changes in the marketing industry, the other with the latest data on digital audio, mobile social, etc.; IBM's harsh move; the Wikileaks' CIA dump and what you need to know; how to succeed as a chief digital officer; Twitter's algorithm, explained; Facebook's commitment to social good; Google splits Hangouts; Anchor is Snapchat for audio; Uber is terrified of unions; Lyft for anyone; self-driving car testing without humans coming to California; sometimes text beats bots; SoundCloud needs help; the challenge of personal branding and why thought leadership is as essential as ever; getting people to read your Terms of Service; understanding time; and more in the SXSW edition of The Full Monty. And don't forget to subscribe to The Full Monty podcast, and check out where Brain+Trust is speaking this week (final section below).

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  • There's lots to unpack from the latest CMO Survey from Duke University's Fuqua School of Business, the American Marketing Association and Deloitte. Some of the findings include:
    • Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years.
    • Over the next 12 months, CMOs expect to increase their brand building spending by almost double digits (9.7%).
  • Netflix is making choose-your-own-adventure shows. New interactive storylines will give viewers control over how plots unfold. Is this more work that it's worth? Does it violate how people like to experience shows?
  • Fans of Fawlty Towers and the Jeremy Brett Sherlock Holmes series rejoice! ITV and the BBC are joining forces with BritBox, which brings British TV shows to the U.S via a streaming service. Don't worry; you'll still be able to use IP-masking VPNs to view the current shows that aren't included.
  • Walmart is introducing in-store screens that will allow you to buy products online. Brain+Trust saw the "endless aisle" during a recent visit to Walmart in Bentonville (client). It was impressive.


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      • In a talk at SXSW, Facebook policy chief Monika Bickert called for social networks to create ways to be proactive to counter extremism and hate speech with broad opposition rather than by simply deleting hateful posts. This continues on the theme in recent weeks of Facebook stepping up as a social force for good, due to its size and reach.
      • Facebook announced the launch of Messenger Day, the chat app’s version of Snapchat Stories and Instagram Stories. Oh, snap.
        • Although it would seem that not everyone is a fan. To wit: intrusive preview tiles, bad content, and annoying pop-ups have ruined Facebook Messenger.
      • BBC journalists identified child porn on the site and promptly reported it to Facebook. Facebook's response? They reported the BBC to the police, because the Beeb transmitted them to Facebook. Question: shouldn't Facebook be reporting itself to the police?
      • Instagram launched geostickers in Instagram Stories, which allow users to put stickers on their images, based on location. Attack of the Clones continues...
      • A report indicates that WhatsApp is testing chat tools to let businesses talk to customers as a source of revenue, conducting an early trial with a group of Y Combinator companies.


      • Google's new machine learning API will recognize objects in videos. Video is about to become the new search engine.
      • Google split Hangouts into Chat, a Slack-like service available via Google's early access program, and Meet, for audio and video conferencing, available now. They're getting serious about enterprise chat and conferencing competition. Given Google's history and identity criss with a multitude of messaging apps, we'll wait to see how this works out.


      Collaborative / Autonomous / AI


      "Before accepting rides on his Uber app each day, Seattle driver Fasil Teka must first choose whether to listen to company-run podcasts on voting rights, collective bargaining and city council hearings." — WSJ
      • Every day that negative issues continue to affect Uber, they don't just affect the company; the crisis affects all stakeholders. An important thought process to understand for any company dealing with crisis management.
      • You might think that Uber's PR stumbles are a benefit to Lyft; you would be wrong. The boosts are temporary, thanks in large part to brand awareness.
      • It's really hard to become an Uber driver.



      Virtual Reality / Audio



      • Anchor has launched a major update, making it like Snapchat Stories for audio. In addition to the "stories" feature, there are new audio creation tools, including the ability to pull in music tracks from Apple Music or Spotify, external audio clips, and pre-made musical fillers. And distribution over voice-first platforms like Amazon Alexa and Google Home, in addition to the usual places like iOS, Android and the web.
      • Spotify announced it has acquired audio detection and music discovery startup Sonalytic, that can identify songs, mixed content and audio clips, as well as track copyright-protected material, and aid in music discovery. As you'll see below, music discovery is an important aspect of streaming audio.
      • Someone needs to discover SoundCloud quickly: the music hosting site is in need of a fire sale, as it struggles to raise more money amid a dropping valuation.
      • Brain+Trust Partners' own Tim Hayden presented with Edison Research's Tom Webster at the Country Radio Seminar on the importance of reaching listeners through their mobile devices and suggested doing so through the apps and mobile websites they are already using.
      • Edison Research and Triton Digital presented the 2017 Infinite Dial Study, containing the latest research around digital audio, social media, mobile, smart speakers, and podcast consumption. It is the definitive source in this space. We captured some of the highlights in a Twitter Moment, and here are some of the major takeaways:
        • 81% of Americans 12+ own a smartphone
        • 50% of Americans have access to a Netflix account
        • Online radio reaches new high of 61% of Americans 12+, an estimated 170 million
        • Spotify more than doubled its presence as a source of music discovery over last year
        • Social media use is beginning to consolidate around a few platforms

      Content / Customer Experience / Influencer Marketing

      • The last click someone clicks before they buy something isn't the moment they made up their mind. Focus your efforts on the trail of breadcrumbs as well as the prize at the end.
      • Please, don't call it a newsletter. Why not? Because people have negative associations with newsletters. Except this one, right? RIGHT??
      • We've been hearing about "personal branding" for years, and it seems to have reached a fever pitch again. 
        • With all of this focus on personal branding, some may be forgetting something: just do the work. It's one of the premises of Mark Schaefer's new book Known.
        • Jason Falls outlines some of the pitfalls and challenges for those who are doing the work and who also happen to have a personal brand. Some of it comes down to defining thought leadership vs. personal brand.
        • So Gini Dietrich asked the question: Is Thought Leadership Dead? No, but it might need an extreme makeover.
        • Satire: "It’s only by locking arms and defending the values of inclusivity, respect, and tolerance that we can get back to posting gym selfies and embarrassing #TBT pics." That's right, Donald Trump is Ruining My Personal Brand. His remains consistent, though.


        Privacy / Security / Legal

        Originally on Tumblr

        Measurement / Metrics / Data


        Essential Watching / Listening / Reading

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        Top photo credit: Shwen Gwee



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