Sometimes I feel that I use this space to relay only bad news. I rage about lousy customer service and vent about idiocy in marketing. Well, not today. Nope. I have some good news, at least from a consumer perspective. Frankly, from a marketer and application developer perspective, it sucks, but that’s life, I guess.
Apple released the details about the latest version of iOS yesterday. I’m not an Apple fanboy and I don’t own an iPhone. However, I think this announcement is a big step forward in many ways. You see, this new version of iOS will offer new privacy features, including one that could make it harder for ad-tech companies to track users.
When an app that’s installed on the phone wants to track them for ad purposes, the phone will let the user know and will ask people to either allow or prohibit tracking by that app. If you choose not to have an app track you, the system won’t let the app grab the identifier for advertising (IDFA) — an alphanumeric string that allows developers to track mobile users across different apps. My Android phone has something similar but it’s really a binary yes/no choice for all apps and not set at the app level. What Apple is doing is a step forward in improving our privacy.
Needless to say, the Network Advertising Initiative criticized Apple’s move. They say that it will make life harder for app developers since it will be harder to make money via ads. They say this could lead to developers having to charge for apps or for in-app content. I realize I might not be typical, but I do pay for apps that I find useful, especially if that removes the advertising. A few bucks a year for something I regularly use is, in my way of thinking, a fair exchange of value. Tracking me without my permission and selling the data is not.
Apple did something similar to this in their Safari browser a year ago. You would expect Apple to lead the change on privacy with respect to ads because unlike Google or Microsoft, their business isn’t based in the advertising world. Their hardware isn’t a secondary line as it is with others. Is this going to have others doing the same? Maybe not, but since third-party cookies have disappeared and now tracking is more difficult on a significant portion of the installed mobile base, other changes in how privacy in the ad business works are sure to follow. Stay tuned!
This Foodie Friday, I want to write about one of my favorite summer dishes, vitello tonnato. When I first had it at some fancy lunch many years ago, I thought it was something thought up by a clever chef. As it turns out, it isn’t a new dish at all. One can find it in the 130-year-old Italian cookbook Science In The Kitchen and the Art Of Eating by Pellegrino Artusi (it’s on page 271 of my edition).
The dish is veal, generally a shoulder or rump portion, that’s been boiled and thinly sliced. It’s topped by a sauce that’s basically a tuna and caper-infused mayonnaise. Trust me – it tastes a lot better than it sounds. The veal is really just a canvas for the sauce in my book.
I was pleasantly surprised when one of my friends emailed my a recipe for a vegetable plate of crudites that was served with a sauce that wasn’t called tonnato sauce but absolutely was the same as what one would put on the veal down to the capers and anchovies in the sauce. The chef described it as a “garlicky aioli bolstered with oil-packed tuna.” Uh, yes, please.
It got me thinking about special sauces since the tonnato sauce is clearly special to me. Every business needs a special sauce if it’s not going to be a commodity. If you’ve not done a competitive set analysis, that’s a great place to start to see how you’re different. Then ask yourself why you exist. What’s the problem you’re solving and why is your solution unique/better? Check your assumptions against what your customers and employees think.
Is your sauce really yours? Can it be duplicated or is it unique and defensible? Back in the day, we used to call something that you marketed around a USP – Unique Selling Proposition but I think your secret sauce is more than that. It gets to the heart of what your business is, including the culture. It’s what makes you you!
You can put tonnato on sliced pork tenderloin, vegetables, and of course veal. I suspect it’s great on grilled foods – veggies and proteins. As I’m thinking about it, it’s not far from a Caesar Salad dressing but with tuna. You see? Once you have a secret sauce, you can’t really tell how far it will take you!
Filed under Consulting, food
Last week I wrote about my feeling that companies should quit selling as we all deal with the fallout from the Corona Virus. This morning I received an email from Vivid Seats, a ticket reseller. They apparently purchased another reseller from which I’d bought tickets. Here is part of the text:
As a welcome to Vivid Seats, we are giving you $30 off your next purchase!* Grab tickets to your next heart-racing concert or edge-of-your-seat game. Either way, here’s $30 to get you started — let’s get you cheering again!
Notice the asterisk. The offer expires next Tuesday. So where to begin?
First, can any of you say with any certainty when, or if, concerts, shows, or sporting events will resume? Why in the world would you go out and buy tickets to anything at this point? Vivid has a full refund policy if the show or event is canceled, but with this much uncertainty, are you seriously going to lock up your money until that happens? And what if the date changes and you can’t go? Of course, they’ll help you sell your seats, but is that without the 10% fee normally charged to sell? That’s not stated anywhere.
Second, it’s highly unlikely the situation will have changed a heck of a lot by next Tuesday. If you really want my business, why not make it open-ended?
Third, how freaking tone-deaf. We’re all being urged to stay home. Tours are being canceled. I’ve already had two shows for which I have tickets postponed and I’ve got more shows coming up in May that I’m thinking won’t happen. This is a reminder that our lives are different now. Hopefully, not for long, but there are no sports or shows or concerts happening. Why rub it in?
Ok, I believe in giving people hope and this WILL end. That said, it has just as much a chance to crush spirits if the events don’t happen and you bought tickets. This is why these different times call for different approaches, don’t you think?