Archive for the ‘Strategy’ Category

Digital Advertising’s Crisis

March 24, 2014

A ‘Crisis’ in Online Ads: One-Third of Traffic Is Bogus

Suzanne Vranica with Mike Shields writing in The Wall Street Journal:

“About 36% of all Web traffic is considered fake, the product of computers hijacked by viruses and programmed to visit sites, according to estimates cited recently by the Interactive Advertising Bureau trade group.”

Bots, click fraud, fake traffic.

It’s widespread, says The WSJ.

With a catch: your company must be online.

There’s no choice, right?:

“Spending on digital advertising—which includes social media and mobile devices—is expected to rise nearly 17% to $50 billion in the U.S. this year. That would be about 28% of total U.S. ad spending. Just five years ago, digital accounted for 16%.”

So, ditching the digital marketplace is a hard sell.

After all, it’s growing by double digits.

But what do you tell your CEO when asked:

“Can you prove to me our ad dollars are not wasted due to fraud?”

Monitor and audit all you want.

Right now, however, assume some of your online ad budget is squandered.

Misspent monies.

Inform your CEO.

And demand recompense. Restitution.

Insist on proof that consumers signed up for services, products or deals advertised.

Without the evidence, here’s a current best practice:

“Few marketers say they plan to cut back on digital advertising. Instead advertisers are getting more aggressive in monitoring what they are getting and in demanding reimbursement if fraud is uncovered.”

I would also tie your media buyer’s compensation to “make goods.” Free ad space.

Digital advertising is becoming a bigger slice of the marketing pie.

But your firm’s bottom line is involved.

And is your CEO’s reputation.

Your best strategy is planning and reporting online advertising tactics and results with credibility.

Credibility demands honesty.

And, honestly, there is fraud online.

Digital domination may be in the cards.

Ignoring fake traffic need not be.


Twitter: @schwartznow

Digital Hubs:  Here or Here

Social Media Sunsets

March 20, 2014

Sunsets Light Up Social Media

Looking for quality, online content?

Look up.

Then share your view.

Sunrises, sunsets, weather, nature, the sky, clouds.

I could see the ingredients coming together.

So much so, I issued a “Sunset Watch” on Twitter:

Jeff Schwartz Sunset Watch Twitter

Believe I invented the “Sunset Watch.” Copyrighting the idea.

Sure enough, looking west:

Sunset Colorado Jeff Schwartz

Sunset lights up mountain-wave cloud. Looking west.

Looking east:

Sunset Colorado Jeff Schwartz

Orange and purple. Looking east.

As sunrises and sunsets approach, watch the online world, worldwide.

Amateur photographers start posting amazing content.

Content that is widely retweeted and favorited.

My Tweetdeck and Facebook walls light up, as people look up.

Newsrooms enjoy fresh visuals.

So do your followers.

I’ve had pics shared by journalists and meteorologists globally.

Family and friends rely on me to cover Colorado’s sky glory, too.

I know you love what I call your “selfie-content.”

Try self-taken sunrise and sunset pics, instead.

Show off the horizon facing you vs. your face.

Your social media community will thank you.

The clicks and shares provide proof.

I think TV stations need dedicated sunset web cams.

Until then, follow me on social media.

Watch for my “Sunrise Watches.”

Share your views.

Get more viewers.

 


Twitter: @schwartznow

Digital Hubs:  Here or Here

Google Gives Away Money

March 11, 2014

Send business to Google Apps; Make Money

Carolyn Said writing in The Tech Chronicles:

“Google is offering a $15 bounty for every new user of Google Apps for Business referred by a current user. But it’s not as simple as signing up mom, dad and your hamster. This offer is for new business customers. You score the $15 bounty for each of the first 100 users at a new business customer who pay for at least 120 days of Google goodness.”

But why give away money?

Think long term.

Each new customer will probably pay for that $15 many times over.

Plus, the tech-media giant can afford to dish it out.

Google has plenty of money:

$GOOG Weekly Chart: Stock near an all-time high

Google’s weekly chart is an exquisite image of a stock in a strong uptrend.

Technically, the stock is riding the 8MA.

That’s not just bullish.

It’s extremely bullish.

In fact, at $1211 a share, Google is just $18 from an all-time high.

What to do with that financial strength?

Make more cash.

By giving some to you.

Each new, business Google App user could return that initial $15 back to the company in buckets.

The firm also benefits because time spent on referrals is your time, your work.

So, how do you get in on the cash-action?

Google it for the details.

You saw that one coming, I’m sure.

Yahoo is Buying … Yahoo

November 20, 2013

Yahoo Boosts Share Buyback by $5 Billion

Bloomberg’s Sarah Frier and Aaron Ricadela:

“Yahoo has repurchased $5.3 billion in stock since January 2012, including $1.7 billion in the third quarter, the company said on its earnings conference call on Oct. 15.”

So, another $5 billion stock buyback.

Because financial engineering is a key Yahoo strategy.

Notably, CEO +Marissa Mayer also declares:

“You shouldn’t design for the expert user.”

To recap, Yahoo is buying more … Yahoo.

And Yahoo’s CEO Mayer says avoid targeting experts.

Inspired?

Elon Musk Goes Around Media … to You

November 19, 2013

The Mission of Tesla

CEO Elon Musk blogs:

“The media coverage of Model S fires vs. gasoline car fires is disproportionate by several orders of magnitude, despite the latter actually being far more deadly.”

Musk takes on the headlines:

“Reading the headlines, it is therefore easy to assume that the Tesla Model S and perhaps electric cars in general have a greater propensity to catch fire than gasoline cars when nothing could be further from the truth.”

He asks for fact-based reporting:

“Journalists with a deep knowledge of the car industry, such as the news editor of Automotive News, understand and attempt to rebut this notion, but they have been drowned out by an onslaught of popular and financial media seeking to make a sensation out of something that a simple Google search would reveal to be false.”

Musk is spot on:

“Since the Model S went into production mid last year, there have been over 400 deaths and 1,200 serious injuries in the United States alone due to gasoline car fires, compared to zero deaths and zero injuries due to Tesla fires anywhere in the world.”

Why do business and financial media stray so far from the data?

Ratings?

Journalists chasing more “clicks”?

Whatever the case, this CEO just went around the media.

Straight to you.

That’s leadership.

Refreshing.

UPDATE  No. 1: Elon Musk took the facts to twitter, too.

Exactly.

UPDATE No. 2: Investors find +Elon Musk a credible source:

Tesla Elon Musk $TSLA

$TSLA up 3.71%

Tesla’s stock popped more than 3 percent.

Credible leadership. Facts. Data.

Straight from the CEO.

More valuable to you on this day…

…than traditional media.

Ratings: 5 Questions for TV News Directors

April 30, 2013

Local News is not just TV, Anymore

May starts another ratings month in TV news.

Top-rated news teams approach the entire year as rating’s season.

The best don’t sprint.

They iterate forward, building on each day, every decade.

In the past week on social media, I’ve seen members of your news team:

  • Dancing and acting goofy in the newsroom via @vineapp clips
  • Arguing climate policy in Twitter spats with other TV stations
  • Posting on Facebook, but not interacting with viewers who “join the conversation” you started
  • Putting bloopers on YouTube

News directors, I’m not judging. I do have five questions for you:

  1. Do you have a social media plan?
  2. Does the social media content of your entire news team support your business objectives?
  3. Taken together, do posts from your team represent your desired brand?
  4. Are you constantly measuring your social media results?
  5. How do you know what’s working?

My advice, do more of what’s working.

Represent a cohesive brand.

Taken together, content should be on-message, conveying the true story of your market reputation.

So, survey the social media landscape.

Look for best practices from within your own market.

And from other markets.

Learn. Let your plan grow. One size does not fit all.

Engage both on-air and behind-the-scenes talent in your social media strategy.

Include anchors, reporters, producers and photographers. Know that all are posting.

Manage their desire for personal branding with your boss’s need for company branding.

Create content, but engage and listen to us, too.

Review results of your social media plan regularly with your team.

Local news is not just TV, anymore. Social media are many channels.

Make sure your team knows how critical it is to stay on-plan.

If dancing is part of the plan, okay. Track the results.

News directors, one more question.

You have a plan, right?

If so, news team: assemble.

Bordeaux Breakup: Château Latour 2012 Not for Sale

April 13, 2013

Revered French Winery Breaks With a Bordeaux Tradition

Eric Pfanner, The New York Times:

In some other wine regions, like Champagne … producers keep the wine in their cellars until it is mature — so why not Bordeaux.

So, just like French bubbly, 2012 Château Latour is playing hard-to-get:

Latour, one of the five so-called first growths of Bordeaux — the top wines in an official classification that dates back to 1855 — is coveted like few other wines.

These are more than just wines. They are big business investments, too.

Don’t want to wait for Latour? Go for a Napa, Calif., cabernet.

World class. Without international waiting games.

How to Enjoy Your Spring

March 29, 2013

http://www.youtube.com/watch?v=08o7uAjBtGk

Just going in circles … can be uplifting.

It’s all about perspective.

And teamwork.


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