Offline Advertising is Necessary for Online Growth
If you are pure B-to-B or consumer marketer with extremely limited goals, then this article may not be for you. But if you need to drive growth in large markets, then read on. And start by considering Angie’s List, Eharmony, and GoToMeeting. All are perceived to be pure “online plays”. Yet each surprisingly uses massive [...]
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New Media Noise: Living in a Third World Airport?
I generally enjoy reading Bob Garfield’s work. So I read his recent AdAge blog post about new media with interest. In this post he recounts being bombarded in a foreign airport by loudly shouted commercial offers. I know what he’s talking about — offers for time share presentations, people who want to be your “friend” [...]
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“Most Consumers Don’t Want to Be Your Friend”: Six Axioms of Social Media.
We’ve been sold the grand myth of social media marketing based on some rather flakey ideas. In particular, the ad biz has somehow convinced itself that the vast majority of consumers have a driving desire to be a company’s friend. Now a study by the Harvard Business Review and the Corporate Executive Board suggests there [...]
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Five Reasons Consumers will “Friend” Your Company.
In my last post, I noted six hard truths or axioms I’ve developed about social media. And while these are sobering thoughts, it’s only by facing a medium’s weaknesses that you can truly leverage its power. So let’s look at another sobering set of thoughts today. If we’re going to look at the people who [...]
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“Free Internet TV” Will Hurt Consumers
Claims of “FREE!” drive purchases of cheesy TV products from Shamwow’s to those (supposedly) Amish heaters. But somehow, it escapes notice of the tech press that equally cheesy claims of “free” run deep amid marketing of the internet. Free music, free newspaper articles, free magazines, and now supposedly free television. Everybody offers free. And it’s [...]
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Smart Choices Make Online Videos that Drive Web (and Retail) Sales
Marketers are encouraged to fill websites with exotic videos made with the most expensive production value. But too often those videos aren’t useful to consumers. And most manufacturers can’t afford them if they have extensive lines of products. So how can you create online videos for your product line with today’s tight margins? . . . → Read More: Smart Choices Make Online Videos that Drive Web (and Retail) Sales
People Ignore New Media – Much More Than They Ignore Traditional Media
Media Daily News recently published an article by Wayne Friedman covering key statistics about viewing of advertisements. It shows a striking truth: 63% of people say they ignore all internet ads while only 14% say they ignore all TV ads. And even more interesting: young consumers (18 to 34) ignore banner ads much more than [...]
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The Key Truths About Social Media Are Already Known by Direct Marketers
Social media experts have spent the last few years telling us how hard it is to calculate the value of social media connections to monetize their efforts. I’ve read their posts and articles with high interest – because we all want to learn where social media has the most substantive value. But it’s time to [...]
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How Segmentation Becomes Fragmentation: Online Advertising’s Incredible Blind Spot
In the late 1990′s, the tech industry hype machine went into over-drive telling us that the web would replace retail and become the biggest sales channel for every product on earth. Of course, it didn’t happen. Today, brick & mortar retail dominates purchases – and does so while using the web as one of many [...]
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Reject Bah Humbug; Embrace the Physical Holiday Card
It’s holiday time – when good cheer arrives from people you’ve worked with all year. When old friends get back in touch with you. When it’s great to be reminded of the relationships you’ve built and to touch base with people you haven’t had reason to contact in the past bit of time. And so, [...]
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