Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports…so that you don’t have to. Call it a weekly attempt to earn our “” in the marketing and advertising community. Check out the following links to stay ahead of the curve:
1. You’re Still Being Tracked on the Internet, Just in a Different Way [:06]
Privacy changes pushed by Apple and Google have made first-party data all the more important. But one side effect of this shift is that it tilts the playing field towards large digital ecosystems like Google, TikTok, Amazon, and Pinterest, who can easily gather information on their millions of users.
Meet Sky Glass: a TV with a built-in 4K camera. Developed by UK and European media giant Sky, this new streaming tool could transform fitness, gaming, and video calls, while serving highly targeted ads. But in the age of consumer privacy, will people want to buy a TV that watches them?
Hype and elitism are defining the early stages of web3, but what comes next? Brian Solis writes that, “Like every iteration of the web, the promise of web3 lies in what we decide we’re going to do differently together moving forward.”
To combat elitism, some web3 projects are designing for multiculturalism and diversity in the metaverse and beyond. Nowhere, a browser-based 3D meetup platform, is accessible for everyone—with or without a crypto wallet or NFT.
The multicultural marketing of the future will champion brands that start doing something rather than just marketing something. As Sergio Alcocer writes in this op-ed, “To invest in improving the quality of life of minority communities in the U.S. is to invest in the future of the country.”
6. SXSW Reflections: Brands Can’t Afford Inauthenticity [:03]
Consumers notice when brands try to ride trend waves with minimal thoughtfulness, especially those focused on social issues like diversity. At this year’s SXSW, numerous speakers emphasized how brands must cultivate authenticity to gain memorability and loyalty in the marketplace—or suffer the consequences.
Check the next Thursday for another edition of Scout!
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