Tuesday, September 2, 2008
Monday, July 14, 2008
Tuesday, July 8, 2008
Even the titans of business are unsure of how to use the untapped potential of social networks, atleast from an advertising standpoint, to somehow turn those millions of members into millions of dollars by getting them to click and buy. I have to admit that I'm not sure exactly why lately in general a large portion of the users either: don't have disposable income right now, or are wary of buying online. Possibly all the stories of personal data theft are discouraging more people from buying online. Possibly costs are up and spending is down.
I think, along with Mr. Ratcliffe, that as these demographics change it will require a shift in strategy. It shouldn't be a surprise that when a market changes you may have to change your advertising. Will there be a shift not only in advertising techniques, but also in who we target more often than not in the ads? Will print advertising go back up? Will 'flashy' ads become less effective than those with clear, large print?
It seems a no-brainer that 'know who you're selling to' would make targeted selling easier. If Mr. Ratcliffe's observation holds true, we have a good idea of who we'll be selling to in the future. If you currently collect this kind of data, and can share it, when you started viewing this data, were you surprised when you found out that who is visting your site isn't who you thought it was?
Addition: This just popped up. Private Matters: Senate Hearing To Debate Web-Based Targeted Ads I'll be keeping an eye on that.
Wednesday, June 25, 2008
Over the past few years or so there has been a little gorilla growing in the corner and it wants out but is it 800 lbs yet. The problem with weighing wild animals is getting them on the scale. Measuring engagement has the same issues. Generally everyone is in agreement that as an industry we need to move away from the metrics we have been using standardized on and move into something more relevant to measure how visitors are using our sites.
Using that formula if Engagement is anything above zero you have some sort of engagement and obviously the higher the better. But does this formula make sense? If it does what is a good engagement score?
Once a base formula is established it can help everyone get on the same footing, so to speak. As an example take two sites with similar content. Site A has a lot of visits and page views but the has low depth and time on site ratings. Site B has a lower number of visits and page views but a jacked-up depth and time on site.
Some quick hypothetical math
Site A = 10,000 visits * 2 pages deep * 4 minutes / 20,000 page views = 4 Engagement Rating
Site B = 3,000 visits * 4 pages deep * 7 minutes / 12,000 page views = 7 Engagement Rating
Now that the math is out of the way we can see Site B has a higher engagement rating then Site A with more page views. What does that mean for the guys running the site and for the companies that advertise on your site. To me it means that if I can create content that keeps people on my site and I can grab a higher engagement rating people will be exposed to ads, internal and third party, for longer periods of time. It also means I might be able to charge a higher CPM. And if you know a site has a higher engagement rating than your own you might be able to learn from them and improve your own site and push your engagement rating up.
There are always going to be mitigating factors that will throw your stats off but if we can get it down to a formula of a few factors we may be able to eliminate some of those mitigating factors.
I hope my first post proves to be a legit one. Let me know what you think.
Sunday, June 15, 2008
Pretty images. Clever copy.
Clever copy. Pretty images.
Still more pretty images and clever copy.
What could be a powerful tool to create change in the prospect mindset is used to trumpet "Buy Me". Naturally, not too many people care to buy.
Rich-media needs to change before it can drive change.
The question is, how?
Jay, from Bangalore
Thursday, May 29, 2008
What do you think is the most critical issue facing rich media email marketers as the landscape of IT departments continue to change?
Have a great day!