jump to navigation

Advertsing Brands and Social Media September 18, 2008

Posted by simarprit in : Uncategorized , add a comment

Micahel Lazerow begins with a statement…. Social is here

  1. Brands now have cost effective access to 500 million engaged users
  2. Social sites get less than 1% of the online advertising budgets
  3. Social media advertising is not scalable as on date
  4. Social media advertising is also not very measurable and reliable as of now
  5. Where are the results and how billing is tied to results
  6. Social content is about communication, conversation, CRM, People and not only about advertising, it s a complete marketing suite.
  7. Impressions are like air, which air do you want to breathe and where your air is matters
  8. Buying impressions only in social media is not working and not likely to work
  9. Social Brand Loyalty, interaction with brand is critical and integration of all of the elements
  10. You can;t shout at customers any longer, it has become more about listening
  11. Are you where your user wants you
  12. Million different versions are beamed to million different users… database integration across media is critical, Apps are very important in social media space
  13. Emotion, Engagement, Efficiency, Social Intelligence are the key elements of social media, is your ad catering to it….
  14. Apps are not campaigns, they are not perishable, they have a life a long life
  15. Tie your act together, it is the key to ad apps or engagement ads
  16. Pay on Success model is going to stay on, pay for results
  17. Social media advertising and presence helps in others talking about you
  18. Co-creation of apps is a great concept
  19. FedEx app on Facebook has retained 250,000 active users
  20. Profile targeted advertising can be very successful on social media networks
  21. Laughter maybe the best medicine for a social app
  22. Advertising these apps is very important, self propagation may not be adequate
  23. Coll Apps would have cool success
  24. Some of the measurements are: impressions, installs, time spent, re-visits, recommendations, un-install rate
  25. Make goals and track them
  26. Think big. Start small
  27. Go fast. Iterate
  28. Socialize everything
  29. You have to “Buy Engagement”

This session has been very engaging. Thank you, Michael.

Advertising in Web 2.0 September 18, 2008

Posted by simarprit in : Advertising, Live Blogging, Marketing, Marketing Strategies, Online Advertsing, Web 2.0, Web 2.0 Expo, websites , add a comment

David Kidder is talking about Challenges on Advertising 2.0

  1. Automating of advertsing has to be multistage
  2. Analytic Vs. Creative Challenge
  3. Cost Optimization challenge has moved over to simplicity challenge and time optimization holds the key
  4. Decision making speed is rewarding
  5. Semantics hold the key to success
  6. Execution enabled but strategy focused approach is working
  7. Unified accounting measurements is mission critical

Panel Discussion Max Kalehoff, Jim Barnett, Mike Kelly and Tim Hanlon

  1. Forecasting accurately in digital world is a challenge
  2. Last 10 years have made things complex in advertising space, talking about simplicity is it real….
  3. Fundamentally machines just cant solve problems’, it is the quality of human resource which would continue making the difference, complex marketing needs would require complex marketing solutions and complex advertising solutions… so there is no easy way out Brands is a billion dollar issue and is bound to be complex, machines or no machines
  4. Objective of automation is and should be measurement of every single impression, strategic success rests with computing down to each and every impression released in the digital space.
  5. User experience needs to be measured to add value to any campaign
  6. Automation of cource leads to transparency, what is working and what is not, you can’t bull any longer. Transparency is what is creating to complexity and data overload
  7. Inventory is increasing every minute and new options are emerging simultaneously, which is adding to the complexity, at no point you have clue to the whole offering market has to offer
  8. Performance of fresh inventory available is very unpredictable, transparency is fine but what to do about the performance.
  9. Business models need simplicity too, complex advertising options for media buyers can create its own challenge
  10. Driving leads versus driving revenue, driving global traffic versus driving local traffic and linking them together is also a challenge
  11. Marketers dream is to make automation give a great flexibility, to ease moving around geographies and medias, and mediums
  12. Creativity can’t be automated, but at the same time the audience complexity and commonality pushes creative team to try it harder
  13. Advertisers have a choice and they know it, advertising agencies have a challenge in delivering to their expectations
  14. Interactivity and measurement would also strongly influence success
  15. Personal relationships have always driven advertising industry and automation doesn’t change that.
  16. Relationships are not replaceable but restructuring of relationships is bound to happen, better persons and better processes can be the differentiators
  17. Non premium inventory is growing and piling up, that is something which doesn’t require personal relationships that can be handled by automation very well
  18. Most of the automation are aimed at publishers making more money out of what they think is required, which maynot mean much to advertiser and marketer and the advertising company.
  19. There is a big talent gap which has emerged due to the digital challenge, new products in the market need new marketing approach
  20. Feature obsession may not be helpful, being choosy in mastering features for your own use is important
  21. Lot of inventory which has no buyers goes in for house ads, ad networks are not yet working to expectations, it may take some more time for action to happen.

The session concluded with couple of unexciting questions…

Reinvention of Marketing the Web 2.0 Way September 17, 2008

Posted by simarprit in : Blogging, Business, Education, Internet, Marketing, Marketing Strategies, Web 2.0, Web 2.0 Expo, websites , add a comment

Brian Solis on Web 2.0 and its role in PR and Marketing, my 2 cents are all over (Brian may or may not agree)

  1. Customers are moving online, PR and Marketing needs to move beyond 1.0 which it looks like it is stuck in’
  2. Are you an influencer, or do you know influencers, bloggers are influencers and they are at it
  3. Perception is important and social web has a role in how you are looked at
  4. Defining and measuring influence can help in decision making
  5. Are you everywhere… Traditional media, Events online and offline, New Influencers, Social Networks, Blogs and Comments, Forums, Content Creation & Curation
  6. Composite strategy can work for you, all encompassing approach to PR and Marketing would help
  7. Engagement is important in PR now, not just a look or a hit.
  8. You need to be hybrid PR professional in today’s world
  9. A PR professional needs to be all it takes he has to be octopus
  10. PR today all about Public
  11. A PR professional needs to be participative a good Press Release may not lead to anything
  12. Common Sense rules the day
  13. Rules of PR are influenced by rules of Blogging, which has no rules
  14. Relationship of trust with a lot of guys
  15. Be incremental in approach, keep sharing and communicating as you go on, let the story build up fast enough
  16. WOMM (Word of Mouth Marketing) is what every thing leads to.
  17. PR today has to be organization wide
  18. Are you everywhere, exclude none
  19. Do you know where-ever you are, you just have to be everywhere.  Look at all of the key networks and measure your performance on all active networks
  20. Become a resource for people
  21. Participation is the key and not initiation
  22. Web Analytics holds the key to how you are doing
  23. Creating special landing pages for your various activities can help
  24. Quantification and tying the activity to sales helps
  25. WEB 2.0 is not frozen, there is a lot more to come so keep learning
  26. You are the brand you project
  27. Some resources – Future-works,  SocialMediaClub, sncr.org, nowisgone 

SES 2008 – Landing Pages August 20, 2008

Posted by simarprit in : Blogging, Internet, Search Engines, websites , add a comment

Landing Pages and Science of Online Business

This write-up is inspired by the two sessions I attended on Landing Pages at SES 2008, San Jose. I must add a disclaimer that this write-up includes certain parts of my own “random gyan” beyond the framework of the sessions attended by me:

Sage Lewis is good at introducing and setting pace for the speaker, Tim Ash did a good job of not ony talking candidly but also did a good job of letting people know that he is an accomplished expert by encouraging them to buy his book “Landing Page Optimization – The Definitive Guide to Testing and Tuning for Conversion”.

The second session – Landing Page Utopia: Expert Roundtable – was a half ‘n half session. Half knowledge and half sales pitch. Moderator was Ron Belnager from Yahoo ad speakers were Scott Brinker from Ion Interactive, Frans Keylard from Widemile, Alissa Ruehl from Apogge Search and Jonathan Mendez from RAMP digital.

  1. Landing Page – The page where your visitor arrives/ lands. It can be any page and in today’s world of deep diving every page is a landing page. However in this context, landing page(s) is a term referred to those pages which have to run the kitchen and pay for the  mortgage, and pay for the gas, and pay for the fee of attending conferences and seminars like this one 8)
  2. Landing Page Testing – The act of experimenting (real life/ live) on a large data set to reach to the most suitable, appropriate and optimized landing page, tweaking and tuning on the way
  3. Define your Landing Pages
  4. Define the goals and expectations from he landing pages
  5. Set measurable targets
  6. Let the visitor determine and have the final say on how your landing page should look like
  7. Keep it above the fold/ envelope to the extent possible
  8. Your visitor is a smart customer/ don’t waste his time
  9. Define the size of your test
  10. Business expectations and your PPC or other spending should point to the test size and techniques you would like to implement/ deploy
  11. Focus on test Data Collection and detail methodologies to be adopted for the same
  12. Plan quick and precise Data Analysis
  13. Use optimization tools effectively including Google Optimizer
  14. Always challenge between the wireframes, which is better
  15. Being minimalist is good
  16. Don’t confuse when closing
  17. Basics of conventional sale apply to your landing page
  18. Give the same respect to your unknown visitor as you give to the potential standing across you
  19. You’ve got him, now convert -eliminate choices, unclutter what remains and focus on on your goal
  20. Be at your best and cut the chase at this stage
  21. Always tell yourself and anyone who matters “Less is Better” when it comes to landing pages
  22. No shortchanging, give him what you promised him on the “click to me” page
  23. Deploy as many confidence building measures (CBMs) in a discreete manner but above the envelope as you can to break the ice. Use risk reducers or CBMS across your pages, don’t create doubt
  24. Customer recommendations on landing pages help, customer references, logos and recommendations on Landing Pages push the envelope little more
  25. Smart transaction interaction could help, avoid re-entry at all stages, avoid useless or unnecessary entry, every data entry beyond stage one pains and pains a lot
  26. No surprises should be your motto with the customers
  27. Measure, maintain and monitor your conversion rate (CR)
  28. Be normal with your error messages, error messages as and when they come should be non intrusive
  29. Having a consistent landing page for a customer helps, use cookies if required.
  30. Plan effective follow-up. Put your phone number at all convenient positions
  31. Make measurement easy, plan micro-sites for your landing pages (where ever possible)
  32. Net is going local, local is critical to your game plan
  33. Search engines can do their job only if you have the data
  34. Make lead generation forms simple, simple, simple.
  35. Seek opinion on your cruical landing pages from all quarters
  36. Design your landing page to meet the goal of the individual even if it doesn;t meet the prefernces of the individual
  37. Testing is continual, just keep testing

SES 2008 – Beyond Google August 20, 2008

Posted by simarprit in : Bay Area, Blogging, Search Engines , add a comment

If you don’t do SEO on Google and you don’t buy clicks on Google, what do you do to increase your traffic? This session said a lot can be done and at presumably significantly lower costs. The session excluded Yahoo and Microsoft too, and essentially became a session on “Beyond top 3 Search Engines”

So here we go…

  1. Pay bloggers to post (PPP – Pay Per Post)
  2. Try to ignite social spark
  3. Remember pay per post may fail if what you are looking at is a niche
  4. Ask.com – Ask claims to be number 4 and promises to deliver higher yields ad relevancy
  5. Superpages.com
  6. Facebook Business Solutions
  7. Looksmart.com
  8. Quigo services
  9. Yellowpages.com
  10. Local.com
  11. Travel Ad Network (TAN)
  12. Tribal Fusion

While buying alterantive advertising to the top three

  1. Define clear goal of the campaign
  2. Allocate 10% to 25% of your budget to testing
  3. Keep your focus, just work with “what works for you”
  4. Content Networks get 95% of surfer time, search engines get 5% – important actionable point to remember
  5. Allocate your budget between content and search
  6. Remember homepage maybe yet another page, we all do deep diving and reach anywhere on the site
  7. If you can build your own ad network, build it now
  8. Online advertising spend is growing, it has already overtaken Television in UK, US is few years away
  9. Dynamic titling of insertion codes can help
  10. Make keyword prospecting reports
  11. Don’t club networks, each has their independent life, treat them differently
  12. Do category targeting where possible
  13. Use targeting and optimizations tools effectively. Lots of tools are available
  14. Create your own Document on Best Practices, and follow it in letter and spirit
  15. Always keep your eyes open for cheap and quality clicks, a click is a click
  16. Audience profiling and its continuous updating can help
  17. Never ignore social traffic and social notworks
  18. Be watchful on negative blogging
  19. Tags and synopsis can help
  20. Prefer plug and play solutions for all your needs