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Are we losing the art of marketing relevancy?

Are we losing the art of marketing relevancy?

As the sands shift around digital marketing, says Mike Wickham of Impression, it might be time to reconsider how we target customers online.

Good marketing should always be a win-win. The consumer should win because they’re being provided with a relevant option for whatever it is they’re in the market for. The brand should win by meeting that need and by providing its product or service to the right audience, hopefully, at the right cost.

As someone who navigates both the world of marketing and consumerism, I’m noticing a worrying trend towards fewer, less relevant options presented across paid media platforms.

The algorithm isn’t always our friend

Let me give you an example. I was recently on a quest to find the perfect pair of shoes. Versatile enough for all seasons, suitable for both smart and casual attire, and durable for years to come. Alas, I’m still searching, and not just because I’m incredibly fussy.

My customer journey began the same as most, with a broad search on Google, and I was served a range of options from boots to sandals. Not quite right, but after navigating to the shopping tab, I found a few items closer to what I was picturing in my head.

After clicking on a few options from different brands and browsing their catalogs I still hadn’t found the dream pair, but I had at least narrowed down the style I was looking for. So I returned to Google and provided a bit more detail for my next search (long-tail searches do still exist), only to receive virtually the same list of items in the carousel as before.

The results were pretty much exclusively from the three brands that I just visited. For the following days and weeks, browsing across the web provided me with limited new suggestions. I was re-served the same items time and time again. A poor use of frequency capping is partly at fault here, but the crux of it is, my behavior gave signals that I was interested in these items, and so the algorithms pushed hell for leather to get me to convert.

I sympathize with these brands, and advertisers in general, who face similar challenges. With a shift towards larger audience definitions and a heavier reliance on machine automation, they’re a little at the mercy of the algorithms to distinguish who is the right customer.

How to identify the most likely customers

So what can we do to help differentiate between a person who clicks a visual ad of a product, engages with the website and decides the product isn’t quite right for them, versus a person who clicks a visual ad of the product, engages with the website and then decides that while they most likely will buy, they first want to compare prices elsewhere and wait for payday?

It ultimately comes down to developing a better understanding of the behavior and psychology of your consumers. There are often more reasons not to buy something than there are to buy it, so we must begin to dig much deeper.

It starts with research. Understanding consumer behavior to uncover the ’why’ behind the engagement – as well as the ’why not’. Is it to do with affordability, a lack of urgency, or too much choice? Or is it down to concerns over compromise, distraction, likeability, trust, principles, ethics… and so much more? The list of conscious and subconscious reasons for not proceeding can be many and varied.

Behavioral insight often starts with old-fashioned methods, like actually talking to people. Focus groups, surveys and questionnaires are often seen as archaic to digital-first businesses, but they will provide the insights that will help you identify where to begin looking within the data.

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Don’t chase every would-be buyer

We have to measure in different ways than before. Parsing small but significant signals of consumer intent, such as attention mapping, engagement depth, dwell time, and frequency of interaction, will help to build a clearer picture between a genuinely interested buyer and a passerby.

By identifying and excluding those who have shown signals of dis-intent, we’re able to better place our energy into more qualified customers, while the same data informs how we adapt our customer journeys to capitalize on the ‘likely buyers’.

We ultimately need to be better at understanding our customers’ wants and needs. And a key part of this is knowing when to pursue them, and when to let them go. Algorithms have made it harder to do the latter, as they miss the context and the cognitive reasoning in the mind of the decision-maker.

Those are the gaps we need to fill, and it’s the combination of blending behavioral insights with your machine learning tools that will not only help the marketer become more effective with their advertising spend, but also help bring back the relevancy to the consumer.

Like I said – win, win.

5 fresh photographers exploring love and resistance

5 fresh photographers exploring love and resistance
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We get to know five emerging artists featured in the new group exhibition, You Is For Unity

14March 2024

Bringing together 36 photographers from around the globe, Thursday’s Child debut group exhibition You Is For Unity offers abundant visions of love, compassion and resilience. In doing so, they share with us something that is difficult to capture in an image: the power and joy of togetherness.

Since opening in 2019, Thursday’s Child has been a platform for unsigned photographers, filmmakers and digital creators, creating new opportunities for emerging artists. Curated by Dazed’s art & photography editor-at-large Ashleigh Kane and Daphne Chouliaraki Milner, the works in the exhibition have been selected from responses to an open call they put out in January asking for artists to consider what unity means to them. “It was super important for Ashleigh and I to keep the theme relatively broad in order to encourage participating artists to reflect on what makes them feel seen, supported, and cared for – without too many preconceptions,” Milner tells Dazed. “The title is a play on words,” says Kane. “It’s about encouraging people to consider their role in acts of unity and to situate themselves in it.”

“We wanted to ensure that different stories were being told from various places around the world,” Kane elaborates. “The world can feel like a dark place, and we were looking for lights shining from different communities globally. The beauty in the selection of works is that, as a whole, it shows not just the big moments of unity but the small ones too.”

“The world can feel like a dark place, and we were looking for lights shining from different communities globally” – Ashleigh Kane

Amid the images of celebration, there exists a poignant reminder of the world’s challenges, fraught with conflict. Kane tells Dazed: “I’ve been thinking a lot about mutual care: how we can take care of those around us, and, in turn, how they can take care of us. Without sounding too cynical, it doesn’t feel like our governments are going to do that, so we need to ensure we are doing that for one another, now more than ever.”

Milner adds, “The last few years have been marked by multiple crises, yet, amid hardship and suffering, we’ve also seen inspirational calls for greater action and global solidarity… Even though each artist is making work from their own distinct perspective, I think that the show as a whole is a reminder that what we have in common is greater than what keeps us apart.”

At its core, the exhibition celebrates the tenderness in interdependence – an unwavering generational ideal, that also holds great potential in its ability to fix what has been broken. “I would love it if someone visiting the show just said hi to a stranger and made a new connection,” Kane tells us. “I hope it can be a reminder that there is still so much beauty that’s worth honouring, protecting, and ultimately, worth fighting for,” Milner concludes.

Below, we meet five of the artists featured in You Is For Unity and take a look at their wider practice beyond the exhibition.

“My name is Christopher and I’m a photographer based in Los Angeles. As someone who grew up as – and continues to be – a chronic daydreamer, I’m less interested in documenting real situations and more interested in capturing fleeting emotions and thoughts. The majority of my work deals with themes like softness and queerness and particularly being brown – things that terrified me growing up or felt impossible to reach. I think every gay brown person’s story is one of resilience. And while that’s not fair, I think there’s also something beautiful about maintaining softness and hope amidst a world that incessantly tries to strip us of that.”

“I’m a pretty sensitive person. I care deeply about the relationships in my life. Photography became a way to explore intimacy and warmth a bit deeper. I’d much rather get to have a conversation with whoever I’m shooting with and really get to know them as a person before trying to make something. A good conversation can keep me inspired for months. My work is constantly asking questions about community and where we find it. I watch a lot of movies and read a lot of books, which tend to inform the visual and deeper seeded themes that I find myself exploring.”

“I am fascinated by people and how we explore our differences, privileges, struggles, hopes and emotions. Through my work, I aim to offer a glimpse into everyday moments of joy, resilience, and solidarity. Growing up in Tamil Nadu, India, has deeply influenced my artistic vision, infusing my work with the vibrant colours, energy, and stories of my cultural background. [I believe that] fashion is not something that will only comfort white, rich, Western people. It is yours and mine. It’s everybody’s.”

“I’m a self-taught image maker from Ghana. I love to create cinematic scenes that illustrate the varying and new identities of my generation, capturing our dreams, fashions and evolutions. Masculinity is a major theme in my work. It helps me express what I and my peers navigate as young men in Ghana and the wider world. I would not be who I am without the communities to which I belong, so our unity is something I like to highlight in my work. And it would be a disservice to my mother and the other amazing and inspiring women around me, if I didn’t find ways to also explore womanhood. I’m also inspired by humanity and the ways in which people create connections in order to evolve.”

“I believe my work to be centred around beauty and aesthetics; individuals in moments of vulnerability, reflection, or self-affirmation. Each one of us has a story to tell and that fascinates me. I would say that the biggest theme is the pursuit of self-love. It’s not that I’m thinking about it constantly but it’s the result of everything I’ve done. For me, unity is both the shared human experience and also allowing others their unique individuality. It’s about not being afraid to be alone with one’s thoughts and feelings, but also about letting others in, loving and caring in this shared world we live in.”

You Is For Unity opens March 14 free of charge at the Photobook Cafe and continues until March 17. RSVP here to attend the opening night on March 14, 6-9pm. 

The Steinbeck of Photography: Matt Black Shows American Reality

The Steinbeck of Photography: Matt Black Shows American Reality
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“The photography of Matt Black lays down a portrait of two Americas, but it doesn’t necessarily focus on the America you and I…know,” says educator Tatiana Hopper in her video exploring the work of Matt Black. He’s a documentary photographer who goes after the stories that aren’t really being told. Specifically, he makes tons of photographs around the working class and poverty-striken in America. But his stories are sometimes obfuscated by social media algorithms around trends or more sensationalized stories in the news. In the media, you can call his work a human interest story. But if this is the type of stuff that gets you depressed, you should be very well aware that the people in Matt’s photos could be you one day.

Lead image is a Screenshot from the video by Tatiana Hopper. Please visit her channel for more about real photography and less about gear. You can see more of Matt Black’s work on his Instagram and website. Magnum Photos also has a course with him.

I listened to a podcast the other day that talks about how wellness is a booming industry. In fact, the idea of feeling okay is being sold to us. It preys on the idea that we have to be okay and that for a little bit of money, it can happen. Don’t get me wrong, having money is at the root of Maslow’s Hierarchy of needs. You need it to feel secure and so that you can have all the other things you need. But many people are nowhere as well off as someone reading this article.

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“Matt Black’s Photography…captures the beauty in adversity and in hardship.”

Tatiana Hopper

Tatiana Hopper states that Matt Black focuses on people who are facing the adversities of life. In fact, she quotes a study that states that the bottom half of America have been completely shut off from economic growth since the 1970s. The pandemic hasn’t made it any easier. In France, the workers rise up, strike, and cause chaos. But here in America, we’re often too tired, busy, or hypnotized by our phones.

Matt’s images have a black and white photo style that is used creatively in so many different ways. By removing the color from the scenes, they have a classic look that makes us believe that any of these photos could’ve been from any time in history. It also makes us pay close to attention to the details in-between the tones and based on compositions. He uses pretty specific strategies to also make his work not feel like documentary porn:

  • Matt’s work is often wide and not just focusing on someone begging. Instead, he’s showing their lifestyle and clearly gaining their trust to document their life.
  • By using wide angles, he’s showing us the environment. The point of the photo then isn’t just the person, but the entire scene and situation that they’re in.
  • He isn’t always very close to people physically — or at least his images present that way. But it’s also very clear that he has permission and access to do the work that he does.
  • Matt consistently keeps all factors at the center of his work.

Tatiana’s video can be seen above, and we really recommend that you take a look at it.

For more work like this, you should check out some of our previous features on photographers. Mario Cruz has done exceptional work in this genre. Owen Kahn tried making a book about it. And years ago, we partnered with Fujifilm to tell stories just like this.

Popular ‘companion photography’ trend sparks legal concerns

Popular ‘companion photography’ trend sparks legal concerns

Forget expensive studios and elaborate setups. A novel trend sweeping social media platforms offers budget-conscious millennials a unique service: companion photography.

This combines companionship during outings with professional-looking photos, all at a fraction of the usual cost, as little as 20 yuan. While the concept has garnered significant online buzz, concern is mounting regarding potential risks and the lack of established consumer protection measures.

This “combo” approach has garnered significant online attention, with discussions exceeding 210 million views.

Popular 'companion photography' trend sparks legal concerns

The number of views of the tag “companion photography” shows there is a huge demand for such services.

Netizens share experiences of obtaining “lifetime photos” at popular landmarks like the Bund for minimal cost. University students and photography enthusiasts often offer these services, leveraging their skills and equipment.

Popular 'companion photography' trend sparks legal concerns

Posts with descriptions such as “lifetime photos” using such services on lifestyle platform Red.

Prices typically range from 20-80 yuan per hour, with optional add-ons like makeup and photo editing.

Popular 'companion photography' trend sparks legal concerns

Companion photographers’ posts on their service detail.

While both parties acknowledge potential risks, issues such as an unsatisfactory service, difficulty asserting rights, and portrait right infringements are becoming increasingly prevalent.

Lifestyle platform user Xiaoyan shared her experience. She paid a companion photographer to take her photos, however, the photos delivered didn’t meet her expectations. They were not as good as her selfies. The efforts she had put into her make-up and outfit were wasted, she said.

Little Cat encountered a companion photography scam involving mutual aid, where services are provided free of charge in exchange for mutual practice. A netizen claiming to be a novice photographer invited her for mutual practice in a dimly lit private cinema. After persistent questioning, the individual admitted to being male and offered to pay her for modeling. Little Cat found this inappropriate.

Popular 'companion photography' trend sparks legal concerns

Posts of unpleasant experience of such services are abundant.

A post-2000s companion photographer, Xiao Gu, experienced clients not showing up for appointments. After one such incident, he began asking for a 10-yuan deposit in advance.

Ms Yang, a professional photographer based in Beijing, noted instances where unsatisfied clients exposed photographers on platforms for public judgment. Due to the informal nature of these services, photographers have no legal recourse in such situations.

Many photographers interviewed said details such as shooting locations and fees are agreed upon via WeChat or phone calls, without written contracts or defined penalties for breaches. It was also noted that many consumers of companion photography services are minors, yet photographers often do not consider their age or seek consent from their guardians. Although companion photography may resemble friends taking photos together, disputes can make it difficult for both parties to protect their rights.

How to assert rights in companion photography pitfalls?

Currently, most agreements between companion photographers and consumers are verbal, making it challenging to assert rights in case of disputes. A lawyer from the 12348 public legal service hotline advised preserving evidence such as social media and WeChat conversations, which can prove the existence of an agreement.

Having legally valid evidence allows consumers to file complaints with relevant authorities for refunds if they are dissatisfied with the services or encounter disputes with photographers.

For cases where photographers post client photos on social media without consent, the lawyer said that this violates consumer portrait rights. Consumers have the right to demand the removal of their photos, and can sue if the photographer refuses.

This is the camera that most photographers want to get rid of

This is the camera that most photographers want to get rid of

The business of photography is still going strong, which means there are a lot of cameras, lenses and other photography gear to try out – and in my job, it feels like I am talking about a new camera being around the corner almost every day.

Luckily, for anyone who wants the latest and greatest, an ample way to upgrade to new gear is trading in something old against the cost of something new. UK photography retailer Wex has just such a trade-in program, offering to buy your old kit and use that value against any new purchases (or get cold hard cash). And Wex has a handy tool enabling you to check the value of your old kit before making any sort of trade.

But what are other people selling? Well, Wex has given me a list of the most requested trade-ins over the last month, and this month’s winner (or perhaps loser) is the Fujifilm X100V.

A very unsurprising entry in the top spot; considering the furor already around this camera, combined with the Fujifilm X100VI launch which also happened this month, it has driven secondhand prices sky-high. Considering the nonsensical prices that people have chosen to pay for second-hand copies on eBay, it makes a lot of sense that people are trying to make a quick buck while interest is through the roof.

The Fujifilm X100VI next to the Fujifilm X100V  (Image credit: Gareth Bevan / Digital Camera World)

Just missing out on the top spot is the Sony A7 III. At almost six years old, the A7 III has certainly been surpassed in technology by newer cameras – although with 24MP images, in-body image stabilization, autofocus tracking and 4K video it can still hold its own. And when the list reveals just how many photographers are still working with DSLR cameras from over a decade ago, it also sheds some perspective on how long a camera can last.

You might assume that many people are trading up to the latest Sony A7 IV, but this camera actually features as the sixth most requested trade-in – so it perhaps isn’t striking a chord with people who have actually bought it. What the data doesn’t reveal is if these photographers are buying a different Sony camera instead, or are in fact switching systems!

Sony A7 IV (Image credit: Future)

The first Canon mirrorless entry is the Canon EOS R5, which is the tenth most requested trade-in, but with not much sitting above that camera in Canon’s lineup, I can only assume it is people looking to either downgrade and make some quick cash or switch brands. Luckily for Canon, though, its other mirrorless cameras don’t feature heavily on the rest of the list. The story is the same for Nikon, with quite a few people looking to get rid of their Nikon Z6 II (twelfth place), but its other cameras are faring much better for satisfaction.

The overall top ten requested trade-ins are relatively unsurprising. There are a good number of people looking to trade in their Canon EOS 5D Mark III and Canon EOS 5D Mark IV, as well as the Nikon D850 and Nikon D750, which all take top spots, as you can logically assume photographers look to upgrade to their first mirrorless camera now that manufacturers have signaled the DLSR era is very much over.

The full top 10 results are below:

Swipe to scroll horizontally
Header Cell – Column 0 Top trade in requests: Cameras Top trade in requests: Lenses
1 Fujifilm X100V Fujifilm XF 18-55mm f2.8-4 R LM OIS
2 Sony A7 III Canon EF 24-105mm f4 L IS USM
3 OM SYSTEM OM-1 Canon EF 70-200mm f2.8 L IS II USM
4 Canon EOS 5D Mark IV Nikon 35mm f1.8 G AF-S DX
5 Canon EOS 5D Mark III Sony E 16-50mm f3.5-5.6 OSS
6 Sony A7 IV Fujifilm XF 16-80mm f4 R OIS WR
7 Nikon D850 Canon EF 50mm f1.8 STM
8 Nikon D750 Fujifilm XF 23mm f2 R WR
9 Fujifilm X-T3 Canon EF 50mm f1.8 II
10 Canon EOS R5 Fujifilm XF 35mm f2 R WR

If you are thinking of getting some new photography gear then why not check out our guides to the best mirrorless camera or the best camera for beginners.

Harry and Meghan’s photo not altered, photographer says

Harry and Meghan’s photo not altered, photographer says

Amid the recent controversy surrounding Kate Middleton’s edited Mother’s Day photograph, another royal portrait has come under scrutiny for alleged alterations. The Valentines’ Day photo of Prince Harry and Meghan Markle, which was shared in 2021 to announce their second pregnancy, has been criticized by the UK media for the addition of a willow tree in the background.
However, the photographer who captured the portrait has strongly refuted these claims and demanded an apology. Artist Misan Harriman, in a post on Instagram, shared the original colored version of the photo and stated, ‘The original JPEG without the black and white grade, I expect a full apology and retraction from @dailymail @telegraph. No trees or meadows were moved or swapped, this is the image straight out of camera. Also, that is a Jacaranda Tree, not a willow tree.’
The black-and-white photograph depicted the Sussexes under a tree, with a pregnant Meghan resting her head in Harry’s lap, and the couple wearing joyful smiles.”The Daily Mail says I have admitted to doctoring the pregnancy announcement portrait of Harry and Meghan. Apparently, I was switching out trees and meadows. And I admitted to this in an episode of a podcast called Private Passions. This is crazy,” Harriman expressed.
The photographer explained that during a podcast interview, he was asked about capturing the portrait virtually during the lockdown and was asked a few leading questions.
Harriman tried to evade those questions and when asked if the couple were under a willow tree, he responded that they were lying outside in a meadow.”How that exchange could amount to me admitting to doctoring an image is insidious,” he said, adding that the claim was “dangerous and unacceptable”.Harriman clarified that the only alteration made to the photo was the change from black and white to color.

Kate Middleton Photographer Shares Details Behind Car Outing With Prince William

Kate Middleton Photographer Shares Details Behind Car Outing With Prince William
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The photographer behind Kate Middleton‘s newest car photo is slamming the brakes on conspiracy theories

Amid online speculation that the March 11 image—which showed Prince William and the Princess of Wales riding in the backseat of a Range Rover leaving Windsor Castle—had been digitally doctored to include Kate, photog Jim Bennett shared further details on how he managed to capture the buzzy moment.

“Car shots are unpredictable at the best of times,” he told People March 13, “and with some reflection on the glass it can be difficult.”

Bennett was expecting to photograph William, 41, on his way to London for Commonwealth Day service. However, after snapping a few pictures of the passing car, Bennett said it “wasn’t until I checked on the back of the camera to make sure I had a frame of Prince William that I realized there was someone sitting next to him.”

He added, “It turned out to be Catherine!”