CIO Straight Talk - Issue 8 - 66

all details of a new smartphone and who
wants to learn about them even before
the phone comes out, at the moment the
information is leaked. An opposite target
for brand messaging might be the person
who just buys a phone because it looks
great and the camera is good. Those two

Digital transformation relies
a lot on the collection and
analysis of data. This raises
privacy concerns that could
slow down the shift to digitalfirst thinking.

types of people would need different
messages at different moments in time.
If you offer these types of messages,

The core of my thinking about privacy is

advertising starts to feel more personal

that a world without data is not beneficial

even if it is not personalized

to anyone. Without data, the only thing

one-on-one.

you can do is blast the same message to
everybody, which means there is very little
relevance. It's what you have on traditional

What's your favorite example
of a company that "gets it,"
that has successfully shifted to
digital-first thinking?

TV-lots of very irrelevant advertising.
That's why consumers increasingly
install ad blockers in their web browsers.
But if everybody had ad blockers, then
consumers would need to start paying for
the web services they get for free

I discuss a lot of examples in my
book. Digital-first thinking has a lot of
components. You have the smart use of
data and targeting. You have elegant
content strategies. You have creative use of
the technology of a smart phone. There are
lots of ways you can do digital-first stuff.
One of my favorite examples is L'Oreal
Makeup Genius. It's an augmented reality
app that you can download to your phone.
Look at it through your phone's camera and
it will plot makeup on your face in real-time.
You can swipe, see multiple makeup styles.
You can try makeup products and you can
click on famous women and you get their
makeup style. And you can also buy the
products in the app. What I like about that
one is that, within the app, it's more or less
a whole customer journey - inspiration to
purchase - and it's also a very creative
use of technology.

66

today-search, YouTube, etc.
I think the two key elements are
transparency and control. Consumers
should always be able to see what they
share, and have complete control if and
when they want to change what they share.
This way any company that uses data in
some kind of way is forced to be more
meaningful and relevant to the consumer.
At some point, there's going to be a
balance between what consumers want and
what companies need, where everybody's
happy. Transparency and control are the
levers that can make it happen.



CIO Straight Talk - Issue 8

Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8

Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
CIO Straight Talk - Issue 8 - 15
CIO Straight Talk - Issue 8 - 16
CIO Straight Talk - Issue 8 - 17
CIO Straight Talk - Issue 8 - 18
CIO Straight Talk - Issue 8 - 19
CIO Straight Talk - Issue 8 - 20
CIO Straight Talk - Issue 8 - 21
CIO Straight Talk - Issue 8 - 22
CIO Straight Talk - Issue 8 - 23
CIO Straight Talk - Issue 8 - 24
CIO Straight Talk - Issue 8 - 25
CIO Straight Talk - Issue 8 - 26
CIO Straight Talk - Issue 8 - 27
CIO Straight Talk - Issue 8 - 28
CIO Straight Talk - Issue 8 - 29
CIO Straight Talk - Issue 8 - 30
CIO Straight Talk - Issue 8 - 31
CIO Straight Talk - Issue 8 - 32
CIO Straight Talk - Issue 8 - 33
CIO Straight Talk - Issue 8 - 34
CIO Straight Talk - Issue 8 - 35
CIO Straight Talk - Issue 8 - 36
CIO Straight Talk - Issue 8 - 37
CIO Straight Talk - Issue 8 - 38
CIO Straight Talk - Issue 8 - 39
CIO Straight Talk - Issue 8 - 40
CIO Straight Talk - Issue 8 - 41
CIO Straight Talk - Issue 8 - 42
CIO Straight Talk - Issue 8 - 43
CIO Straight Talk - Issue 8 - 44
CIO Straight Talk - Issue 8 - 45
CIO Straight Talk - Issue 8 - 46
CIO Straight Talk - Issue 8 - 47
CIO Straight Talk - Issue 8 - 48
CIO Straight Talk - Issue 8 - 49
CIO Straight Talk - Issue 8 - 50
CIO Straight Talk - Issue 8 - 51
CIO Straight Talk - Issue 8 - 52
CIO Straight Talk - Issue 8 - 53
CIO Straight Talk - Issue 8 - 54
CIO Straight Talk - Issue 8 - 55
CIO Straight Talk - Issue 8 - 56
CIO Straight Talk - Issue 8 - 57
CIO Straight Talk - Issue 8 - 58
CIO Straight Talk - Issue 8 - 59
CIO Straight Talk - Issue 8 - 60
CIO Straight Talk - Issue 8 - 61
CIO Straight Talk - Issue 8 - 62
CIO Straight Talk - Issue 8 - 63
CIO Straight Talk - Issue 8 - 64
CIO Straight Talk - Issue 8 - 65
CIO Straight Talk - Issue 8 - 66
CIO Straight Talk - Issue 8 - 67
CIO Straight Talk - Issue 8 - 68
CIO Straight Talk - Issue 8 - 69
CIO Straight Talk - Issue 8 - 70
CIO Straight Talk - Issue 8 - 71
CIO Straight Talk - Issue 8 - 72
CIO Straight Talk - Issue 8 - 73
CIO Straight Talk - Issue 8 - 74
CIO Straight Talk - Issue 8 - 75
CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
https://magazine.straighttalkonline.com/hi_tech
https://magazine.straighttalkonline.com/issue12
https://magazine.straighttalkonline.com/assetheavy2020
https://magazine.straighttalkonline.com/lifesciencesandhealthcare2019
https://magazine.straighttalkonline.com/womenintech2
https://magazine.straighttalkonline.com/financialservices2019/
https://magazine.straighttalkonline.com/issue11
https://magazine.straighttalkonline.com/issue10
https://magazine.straighttalkonline.com/issue9
https://magazine.straighttalkonline.com/womeninit
https://magazine.straighttalkonline.com/financialservices
https://magazine.straighttalkonline.com/issue8
https://magazine.straighttalkonline.com/issue7
https://magazine.straighttalkonline.com/issue6
https://magazine.straighttalkonline.com/issue5
https://magazine.straighttalkonline.com/issue4
https://magazine.straighttalkonline.com/issue3
https://magazine.straighttalkonline.com/issue2
https://magazine.straighttalkonline.com/issue1
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