We love awards in advertising and awards motivate agency behavior and recommendations. Perhaps it is time for Cannes to have a new award. An award for the most accurate, careful and ethical use of advertising. Not PSA's, but an award for consumer brands that have decided to take into consideration all the potential effects of their marketing and have built a plan that carefully avoids abusing the power of advertising.

Alex Bogusky is a Founding Partner of Crispin Porter + Bogusky, and Chief Creative Insurgent of MDC Partners.
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Our philosophy is to take most of the money we would have spent on paid marketing or paid advertising and instead invest it into the customer experience, and let our customers do the marketing for us through word of mouth. We view the free shipping both ways and surprise upgrades to overnight shipping as our marketing costs.

Tony Hsieh is the CEO of Zappos. He recently published a book called Delivering Happiness: A Path to Profits, Passion, and Purpose.

NEW YORK  -- Starting this week, AT&T, American Express, Microsoft and dozens of other major marketers will pull the veil off their web ads and show consumers what's inside.

It's the first trial of what some hope will become the online ad industry's long-promised self-policing system designed to stave off the growing forces for regulation in Washington, as well as give consumers more control over how they are targeted by advertisers.

The system, deployed by a start-up called Better Advertising, will place an icon in the upper right-hand corner of the ads that looks like a cross between an eye and power button called the "power eye." Consumers who mouse over the icon will get a view of all the data that was used to target the ad, as well as the option to opt-out of future targeting by those companies.

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Second, determine the specific goals of your mobile strategy and lay out a set of digital services that the mobile apps will help deliver to achieve those goals. Incorporate mobile metrics and an analytics package into the app to make informed decisions around app improvements and future releases. Don’t run product management blind.

And third, apps can utilise device hardware components that enable a phone to do far more than just serve as mobile brochureware. This may include using the device’s camera/video capture, location-detection capabilities, accelerometer, or mobile screen itself. Use the app as an engagement channel with social media tools, location-based search, and commerce, if appropriate, to expand the market and build a digital dialogue with consumers.

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Menschen mögen Menschen, Menschen mögen auch Produkte, aber plumpe Werbung mögen sie nicht. Das Trojanische Pferd ist tot, gestorben weil durchschaut.

Trendtag Gastautor Marc Schwieger über die nach wie vor geltenden Gesetze von Tupper in der heutigen Netzwerkökonomie

There's a crucial difference in the way we make decisions about material and experiential purchases, as revealed by the second study.

When people choose material purchases they tend to use a strategy psychologists call 'maximising'. This means comparing all possible options. But because we live in a world of endless choices, maximising takes a long time and is hard work; so people often end up irritated and unsatisfied even when they chose the best possible option.

However, when people choose experiential purchases they tend to use a strategy psychologists call 'satisficing'. This means setting a minimum standard for a purchase then choosing the first option that fits the bill. Studies show that this leads to greater satisfaction with purchases and people are relatively untroubled by the existence of slightly better options.

Why material purchases are unsatisfying and what to do about it.

Warum bestellen wir bei Amazon Bücher, die wir nicht brauchen? Weshalb verfolgen wir ständig, was unsere Freunde auf Facebook treiben? Der US-Forscher B.J. Fogg kennt die Antwort.