Posts Taged businesses

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Where does “organic” stop and “sponsored” come in – a short Canvy Team review

As you may already be aware, Mozilla switched back to Google as the default search engine for Firefox in in the U.S., Canada, Hong Kong and Taiwan. The news implies that Google paid quite a considerable amount of money for this move, but it does not mention the exact value, since the “Google spokeswoman… declined to comment further”.

This is an example of how the things we take for granted when using digital tools are in fact mere results of deals, negotiations and big investments. So, what else is new, right? Not new, but rather the result of dwelling on the same idea: our satisfaction or annoyance related to all things tech-related is in fact attributable to such large scale moves. Of course, customers have their own options to make, but we only choose from the available “spread” – and what makes some variants available or not is in the hands of leading-edge tech companies, based on analytics and market considerations.

 

Organic versus sponsored/paid

The digital data we are exposed to is organic, unless labeled otherwise. However, even this commonly considered organic data may in fact have had to go through various funnels and the selection or boosting systems before reaching the average user, which makes it only partially organic.

To come back to the above news, when we employ a certain search engine, we take on all its predetermined terms and conditions. True, we get a lot of valuable free access to information, as well as other perks, in exchange for this. But those who are trying to reach us as users have to abide by the rules and conditions of the search engine – and sometimes their information fails to reach us. We don’t choose from a pool of infinite data, we only select from a bunch of preselected one. With all the AI algorithms, the selection itself got modified, to an extend that in fact it is not us who makes the choice, but an average individual located roughly in the same area as us, having approximately the same age, gender, preoccupations and so on.

Organic search results therefore are a myth. At the opposite end of the spectrum, we have the data labeled as promoted, paid for, sponsored etc. It’s the upfront marketing data, placed in an area where the smaller players in various fields compete for the attention of the oh-so-powerful-yet-many-times-unaware-of-its-importance-and-value, the (potential) customer.

 

Getting more comfortable in our role

As a formerly living in a rural area person who moved to the city becomes used to the point of being dependent to the modern urban commodities, the mighty world wide web users become more and more attached to great visuals, efficient services, fast query results and brand relevance. We have stopped questioning the “results” long ago – are they organic or are they paid for? The degree of gullibility just showed its amplitude in the fake news issue.

Is this a good or bad thing? Perhaps it isn’t even a duality question. However, it is a common sense principle that one shouldn’t completely rely on something barely understood. Right, but we do need everything digital every day, more and more – it’s a mass thing.

Even though we keep on using all the wonderful digital tools, both software and hardware included, being inquisitive and aware is a must. Let’s not get so comfortable, lest it will act against our own good.

Consider this: you go out and have a great meal with your friends, somewhere locally. You come back home and you search for the place online, eager to recommend it to someone. You forgot the name. It’s not the type of place that’s word of the mouth. You type, let’s say “pub great ribs wide variety beer”. And the results don’t point to the exact place you’re having in mind. Yet they do have a web page, and they have presented their offer properly on that page. What is going on? The entire labyrinth of moderated search is put in motion, but this specific business cannot reach you – it got lost somewhere in its entrails.

 

The bottom line

As a business, learn how to master the mechanisms that allow you to be visible to your audience and reach out to them.

As a customer/user never forget that often the digital environment serves you the most optimized results, not the organic results per se, nor necessarily what you really had in mind when you hit enter, or what is best suited for you, as a unique individual. Keep searching – combine offline with online and whenever needed, make your voice heard. Customer feedback matters even in cold, mathematical algorithms, and will count in decision making. We are still shaping the world as humans, we just have to be more on the ball as before.

Canvy, Canvy Team, technology, Android contact manager,

Missing the old-school vibe? You can still spice up your life with it

Missing the old-school vibe? You can still spice up your life with it

A big hello this week from the Canvy Team! Do you have a Canvy contact that chose a black-and-white pic for his account? If you have, then think of him/her for the old-school vibe, and if you haven’t, just imagine it.

This guided our weekly net surfing session – amidst the great digital disruption, there are businesses that thrive in their own way, keeping their services behind the times. Or, if you like, outside the mainstream times, as we know them.

 

Retro companies – cool by default

While many products and offers fade into a mass of resemblance, due to competing for similar USPs, this is definitely not true in what the following selection of brands is concerned. Courtesy of Oddee.com, we browsed through a list of a list of “companies that time forgot”.

How about playing a cassette tape? With what, you may ask. Considering that the National Audio Company (NAC) from Springfield, MO annually produces and sells around… a few million items (10 million in 2014, to be more precise), there are people who definitely still possess the necessary gadgets to play cassettes. You may check the NAC website here, because yeah, they also have a digital presence. Did you think they only advertised via flyers and megaphone!?

Another company sells “pre-assembled DeLoreans starting at $57,500”. If intrigued, their online history is available for all those interested. The company has over five locations all over the US.

Now, if you feel nostalgic, all you have to do is move to the Boston area and have your fresh milk delivered at home by the vintage brand Thatcher Farm, or even become one of their employees. This company, much like the previous two, features a simple website, with all the essential data crammed in a few simple static pages.

What makes these companies cool is that they are indeed one of a kind, and they either survive comfortably or even thrive.

 

From companies to clients – some out-of-timely products

Again, we are not considering products that are ahead of their time, but those who are out of time. Of course, they were branded “hipster-tech”, due to the fact these products are also pointless. However, they are endearing and make you think “wow”. They risk of making you want to own one exemplary, too. Therefore – case closed. These are viable products, and the companies that manufacture & sell them probably do not risk much competition, either.

What are some of these products? The laser keyboard – OK, OK, that is a bit progressive. (But we also have the wooden keyboard in another online selection, so you can back off). A device that “turns your iPhone 6 into an old-school 4K shooter”, and a pocket-size coffee brewer top off this rather short list.

Jumping right into the other selection we found, what do you think of a contemporaneous instant photo printer? The guys from Fujifilm estimated they will have enough appreciative customers for its production to be worth it. How about a levitating speaker? Now, this is progressive. If you think it’s scary at some point, just smack it with your bamboo keyboard and you are all set – back into the present!

 

The right products & the right strategy for the right customers

What the above companies did, voluntarily or by chance (sorry to all the strategists out there, but the “by chance” eventuality is one we must take into account), is finding their niche. There are an increasing number of people who simply don’t enjoy the mainstream clichés. (Don’t be too optimistic now, it probably is considerably lower than the number of people who enjoy them, but hey – it’s enough to provide the customer base for these businesses.)

The secret is to find this “right place” on the market – and add passion into serving your customers. Tech can be fun, and beautiful, and cherish nostalgia at the same time.