Navigating the Legal Pitfalls of Augmented Reality

Navigating the Legal Pitfalls of Augmented Reality.

Mashable.com has published an interesting article on the legal implications of Augmented Reality as a marketing and advertising tool.

In the past year, AR has increasingly moved out of the “gee-whiz” phase of just being a technological marvel into becoming a legitimate and increasingly adopted tool in the marketing arsenal of a significant number of companies. (The Mashable article cites Ikea and Philips electronics as two examples, but there are many more, with new-comers jumping on board each day.)

There are, however, a number of significant legal implications that companies need to factor into their decision of whether or not AR is an appropriate tool to use and, if so, how to implement it.

These legal concerns include general privacy and data security issues, truth in advertising regulations, child protection (COPPA) issues, just to name a few.

The takeaway here is: if you are using AR in your marketing and product delivery process OR if you are thinking of adding AR to the mix, make sure that you have thought through and implemented policies and procedures that will keep you on the right side of the applicable laws and regulations that apply. Failing to do so can lead you into a ugly (and expensive) virtual dead-end.

Amazon and the Non-Level Retail Playing Field – Richard Harris – Voices – AllThingsD

Amazon and the Non-Level Retail Playing Field – Richard Harris – Voices – AllThingsD.

This is an interesting opinion piece regarding why Amazon has such significant competitive advantage over traditional retailers.

It comes down to several related issues, but can be boiled down to the fact that Amazon, in addition to its economies of scale, has multiple revenue streams. It has revenue from its computing services. It has revenue from ad sales.

These additional revenue streams are something that Amazon’s competitors are starting to sit up an notice. Walmart, for one, is signaling its intent to become an “experience platform” much in the vein of Amazon, where brands not only sell to customers but also market to them.

Marketing Meets Big Data

This is a nice overview of the evolution of the role of marketing in social media era. Increasingly, Big Data will play a role in effective strategies and understanding the marketplace. This may not be new, but it is certainly an accelerating trend.

Gigaom

Depending on what research you believe, chief marketing officers are either more powerful than they’ve ever been — or they’re on their way out.

Early this year,a Gartner(s it) analyst predicted that CMOs will have bigger IT budget power than CIOs by 2017. Naturally, that analysis was quickly bandied about by CMOs.

But last week, in a blog post unambiguously titled “Marketing is Dead,” Bill Lee wrote that CMOs, as a species, are under fire.

Lee, president of the Lee Consulting Group which focuses on “customer engagement,” cited data from a 2011 Fournaise Marketing Group study suggesting that CEOs don’t see ROI on marketing efforts and are sick of being asked for marketing money with no discernible payoff. On top of that,  Lee posits that shoppers don’t pay attention to traditional marketing anymore. Ouch.

Cloud and big data reshape the marketing role

Underlying this seeming contradiction is that marketing is…

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How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did – Forbes

How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did – Forbes.

Here is an interesting article by Kashmir Hill on Forbes.com regarding the type of the unanticipated landmines that can result from data-mining customer purchasing habits for marketing purposes.

It also points up the need to consider where the line between “helpful” and “creepy” lies in interactions with customers!