By Paul Adams in Social Media
As I read, watch and listen to other people describe the changes in our industry, I’m consistently seeing two problems:
- Not enough people are recognizing that the web is being fundamentally rebuilt around people, and that this is going to change how all of us do business.
- Too many of the people who are thinking about social, are thinking about it as a distinct entity.
Let me show you an example of each.
I really like A List Apart. But in their reader’s review of 2011, where their readers talked about the biggest changes they saw in 2011, I think they missed the biggest change of all – that the web is being rebuilt around people. They talked about apps, mobile first, emotional design, measurement. But social design was a glaring omission. All designers should be recognizing, and should be on top of, this shift. Yes, “social” has become a buzzword, and there are many charlatans selling themselves as “social media gurus”. But this shift is very, very real.
At Le Web a couple of weeks ago, George Colony, the CEO of Forrester, gave an interesting talk where he described three social thunderstorms. The first and third thunderstorms were interesting – moving from browsers to local apps interacting with the cloud*, and the rise of social design within enterprises. But the second thunderstorm is where George missed the same shift as the readers of A List Apart.
George misunderstands the shift with the social web. He said “social” is:
- Running out of hours: people have a finite amount of time in the day and are already interacting with social applications more than many other activities such as exercising.
- Running out of people: penetration of people interacting with social applications is hitting 80 to 90% so doesn’t have much room to grow.
This analysis makes no sense. Social is not a feature. Social is not an application. Social is a deep human motivation that drives our behaviour almost every second that we’re awake. It doesn’t matter if we’re online or offline, on a browser or using an app. Humans are social creatures. George says 86% of US online consumers are social, and describes a “post-social” world. Again, this makes no sense. 100% of online consumers in every country in the world are social because it’s deep in our DNA to make connections and interact with other people.
The big shift that George is misunderstanding is that the rise of the social web is a structural change being driven by online life catching up with offline life. The winners in this world will be the ones who assume social behaviour in everything they do. It won’t be the ones thinking about social as a feature or product in isolation. The winners will be existing businesses who build on top of social platforms to rethink how their business operates. Here are three recent, and simple, examples:
- When you buy tickets on Ticketmaster you can see whether any of your Facebook friends have bought tickets, and if so, where they are sitting. Simple. Want to spend time together? Sit next to them. Want to do your own thing? Sit far away, or don’t buy a ticket.
- When you book flights on Air France, you can see if any of your Facebook friends are on the same flight and where they are sitting. Same as Ticketmaster – sit close by, or far away.
- When you browse for gifts on Etsy, you can use the things your friends have liked on Facebook to filter your results. Your friend likes Bill Murray? Here are all the products about Bill Murray. This moves the experience from a random and almost limitless set of options, to deep social personalization.
These are three dead simple integrations that substantially improve the core product/service experience. The leading businesses are recognizing that the web is moving away from being centred around content, to being centred around people. That is the biggest social thunderstorm, and all of us are going to have to understand it to succeed. So stop talking about social as a distinct entity. Assume it in everything you do.
*You should watch George’s talk to hear his pitch about the first thunderstorm. I’m not sure I buy it, but it’s a fascinating perspective.
Wednesday, December 21, 2011
Monday, December 19, 2011
Marketers Slicing from TV Budgets for Online Video in 2012
About two-thirds of marketers say they’ll increase their budgets for online video advertising in 2012, and some ofthem will be snagging that money from the TV ad budget.That’s the finding of a study conducted by Break Media, released today. Of course, the big caveat is Break has ahuge stake in the online video ad economy since Break Media Network is a large video ad network reaching more
than 120 million visitors each month, and also owns Break.com, the popular humor video site. Even so, the study’sfindings dovetail with those from marketers and research firms also expecting another robust year for online video
ads in 2012.Specifically, about 32% of advertisers who plan to up their online video ad spend in 2012 will take money from TVbudgets, 54% from non-video display budgets, and 38% from organic budget growth, Break found in its survey of
more than 300 decision makers at ad agencies and marketers. More than 90% of advertisers plan to use video adnetworks in the year ahead and expect to allocate 20% to 41% of total video dollars through ad networks.
Interestingly, marketers may shift away from the cost-per-thousand model that has been the bedrock of TV andvideo advertising in favor of a cost-per-view model. Break said that model has doubled in use in the past year. The
growth in the cost-per-view model likely comes from the increasing use of video ad networks, since that pricingmodel is most commonly offered by ad networks. Pre-roll is still the most preferred ad format, while mobile will be
second, overtaking in-banner in 2012.
The expectations for 2012 stem in part from how video performed this year. Many advertisers plowed more moneythan originally planned into video this year. About 57% said they spent what they planned, 14% spent less and 29%
spent more than they expected to in online video. But online video will face obstacles in 2012, including difficultymeasuring ROI and a lack of standard metrics. The ROI issue has been cited in many studies this year as a major
hurdle, including most recently by Casale Media. – vidblog.com
than 120 million visitors each month, and also owns Break.com, the popular humor video site. Even so, the study’sfindings dovetail with those from marketers and research firms also expecting another robust year for online video
ads in 2012.Specifically, about 32% of advertisers who plan to up their online video ad spend in 2012 will take money from TVbudgets, 54% from non-video display budgets, and 38% from organic budget growth, Break found in its survey of
more than 300 decision makers at ad agencies and marketers. More than 90% of advertisers plan to use video adnetworks in the year ahead and expect to allocate 20% to 41% of total video dollars through ad networks.
Interestingly, marketers may shift away from the cost-per-thousand model that has been the bedrock of TV andvideo advertising in favor of a cost-per-view model. Break said that model has doubled in use in the past year. The
growth in the cost-per-view model likely comes from the increasing use of video ad networks, since that pricingmodel is most commonly offered by ad networks. Pre-roll is still the most preferred ad format, while mobile will be
second, overtaking in-banner in 2012.
The expectations for 2012 stem in part from how video performed this year. Many advertisers plowed more moneythan originally planned into video this year. About 57% said they spent what they planned, 14% spent less and 29%
spent more than they expected to in online video. But online video will face obstacles in 2012, including difficultymeasuring ROI and a lack of standard metrics. The ROI issue has been cited in many studies this year as a major
hurdle, including most recently by Casale Media. – vidblog.com
Thursday, December 15, 2011
Wednesday, December 14, 2011
Where do people get local business info? Pew report, plus 10 ideas for publishers
The holiday shopping season is generally a revenue-booster for ad-supported news venues—but new Pew research indicates that more people are turning to the internet than newspapers when seeking info about local businesses.
How might this insight help local news publishers update their revenue strategies for the coming year?...
By Amy Gahran
Where people get information about restaurants and other local businesses is a just-published report compiled by Pew’s Project on Excellence in Journalism and the Internet and American Life Project, with support from the John S. and James L. Knight Foundation.
A few highlights from the Pew report:
Local restaurants, bars, and clubs. 55% of U.S. adults say they get news and information about local dining and nightlife—and just over half (51%) go online to get this information. In contrast, a total of 31% turn to printed newspapers (26%) and news sites (5%) for this info—even though news venues tend to publish local event calendars, dining/nightlife guides, and annual local “best of” ratings.
“Specialty websites” (probably such as Yelp, although the report does not name any specific sites) are a more popular source of local dining and nightlife info: 38% of adults use them. Furthermore, 23% rely on word of mouth, 8% turn to on local TV, and only 3% use social networking services.
Other local businesses. According to Pew, 60% of adults say they get news and information about local businesses besides restaurants and bars. Here the internet is still the most popular resource, but not quite as popular (47%). Specialty sites (again, think Yelp) are less popular here, cited as a resource by just 16% of adults. And social media is used by only 1%.
For the local general business sector, newspapers are the next most popular resource—29% of people look to printed copies for this info, but only 2% turn to news websites. Word of mouth: 22%. Local TV: 8%. Local radio: 5%.
Demographics. The Pew report contains charts showing the demographics of people who seek each type of local business information. In general, these consumers tend to be wealthier and more upscale.
But there are some differences between the sectors. Pew notes: “The 55% of adults who get information about restaurants, bars, and clubs are more likely to be women, young adults, urban, and technology adopters. The 60% of adults who get information about other local businesses are also more likely to be tech users.”
Local news “junkies” are especially likely to want info about local businesses. According to Pew: “Heavy local news junkies are considerably more likely than others to get material about local restaurants. ...When it comes to restaurant information, 71% of those who used at least six platforms monthly got news and information about local restaurants—compared with 34% of those who relied on just one or two sources.”
Also: “72% of those who used at least six [local news/info] platforms monthly got news and information about [other] local businesses, compared with 39% of those who relied on just one or two sources.”
This kind of data could be a reason for local businesses to advertise in local news venues, compared to search advertising or other marketing.
Mobile has become a leading way for people to get local news and info. This could have profound implications for local advertising.
Pew noted that 47% of U.S. adults get local news and information on their cell phones. “These mobile consumers, who were younger and more upscale in terms of their household income and educational levels, were even more likely than others to get material about local restaurants: 62% of mobile local news consumers got information [about local bars and restaurants], compared with 48% of others.”
Also: “65% of mobile local news consumers got information about other local businesses, compared with 55% of others.”
LESSONS AND IDEAS FOR NEWS VENUES
1. Make local business information easy to find, especially to search for, on your website, in your mobile offerings (mobile site as well as apps) and through your print or broadcast offerings. The staggeringly low number of people who currently turn to news sites for local business information indicates that this info either isn’t there, or it can’t be easily or reliably accessed.
2. Search-friendly repurposing. If you publish a local business directory, “best of” ratings, or an event calendar that lists venues, explore ways to surface this information in general searches of your site. Ideally, each listing could become a basic mobile-friendly landing page. This could be a simple database, and it might be seeded by scraping data from regular search engine queries for local business info. (An upsell service might allow business owners to update or expand their own listings, at will.)
3. Realize who your competition is: paid search ads. SearchEngineLand reported on a recent study which found that paid search drives $6 in local sales for every $1 in online sales. News publishers will have to work hard to demonstrate that their ads can compete with—or at least complement—that performance. So…
4. Create links between your content, ads, and local business info. This could be a key advantage of news publishers, and it should be multidirectional. If you maintain a database of local businesses and events, you might be able to automatically augment each listing with links to stories and upcoming events which mention that business, as well as current ads that business may be running in your site or paper. Then you may be able to adapt your content management system to link stories and ads back to your database listings, making it easier for people to get more info, context, and targeted exposure to advertising.
5. Sell USEFUL local mobile advertising units. Position mobile ads as an actionable information service that adds value, rather than just space to display a banner. Recently SearchEngineLand published a good guide mobile marketing guide for local businesses, as well as an overview of social-local-mobile marketing, and a guide to small business advertising planning for 2012. Read these, and consider how your venue could fit into this picture—from the local advertiser’s perspective.
6. Geocode local business info and ads with latitude/longitude and street address data. This can support “search nearby” functionality, which you can add to your main site search engine, and possibly even support via GPS in mobile devices.
7. Support user bookmarking, sharing, ratings, and comments/tips of local business info on your site. These features can either be a matter of personalization for registered users (visible only to individual users), or a source of additional public content or context for your site. For bookmarking, an option to forward a business name, address, and phone number to your cell phone via SMS text message might be especially useful—especially for the majority of mobile users who still use feature phones.
8. Monitor search requests for local info on your site, and user activity (such as bookmarking, sharing, link clickthroughs, click-to call phone numbers), to spot opportunities to fill in information gaps or meet emerging local market needs. This can be used as feedback to advertisers, or as selling points for prospective advertisers or upsells.
9. Regularly publicize in your print or broadcast channels all the options you offer for finding local business information, and explain how people can use them—and benefit from them. Consider this an ongoing marketing/education effort, and dedicate space and time to it. Don’t just expect people to find these services on their own.
10. If you cannot feasibly build or maintain your own database of local businesses, and connect that to your content management system and ad delivery tool, then consider partnering with (or at least linking to) relevant local business listings in places like Yelp, Google+ brand pages, public Facebook pages, and Bing.
The News Leadership 3.0 blog is made possible by a grant to USC Annenberg from the John S. and James L. Knight Foundation.
The Knight Digital Media Center at USC is a partnership with the Annenberg School for Communication & Journalism. The Center is funded by a grant from the John S. and James L. Knight Foundation.
By Amy Gahran, 12/14/11 at 11:25 am
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Tags: research, local, local news, business models, pew internet and american life project, advertising, pew project for excellence in journalism
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Tags: research, local, local news, business models, pew internet and american life project, advertising, pew project for excellence in journalism
Newspaper Digital Audience is Younger, Wealthier, Better Educated
The assumption has been that the newspaper's digital audience is younger, more affluent and better educated than print. Now, a recent Pulse Research national survey shows just how distinct and compelling newspaper's digital audience is.Demographics: The average age of a digital audience member is 44, seven years younger than the average age of 51 for a print household. In the 30 and under segment, there are 60% more digital households than print. The average household income of a digital household is $65,480, which is 21% higher than a print average household income of $53,776. Even more significant, 82% more digital households earn over $100,000 per year. Digital households are better educated; 22% more digital households have a college or post degree education. In addition, 50% more digital households have children at home; 48% compared to 32% of print households having children at home.
Purchasing plans: In the key real estate and automotive categories, the digital household has much higher planned purchases over the next 12 months. Personal home: 46% more digital households plan to purchase a personal residence in the next 12 months; 7.6% compared to 5.2% of print households.
Digital household purchasing plans for new cars in the next 12 months is 24% higher than print households; 8.4% to 6.8%. The same upward purchasing trends hold true for furniture stores. The planned purchasing by a digital household at a furniture store in the next 12 months is 51% higher than a print household; 24.4% compared to 16.2%.
The digital audience is defined as a household that has visited the local newspaper website in the last 30 days and owns a smart phone. – Pulse Research
The 20 Most Expensive Keywords on Google
Google makes a lot of money from online advertising. In the twelve months ended June 30, 2011, Google made $33.3 billion in revenues. Of that, 97 percent ($32.2 billion) was from advertising.
WordStream, a provider of software for keywords and pay-per-click marketing campaigns, has done research to discover which keywords receive the highest costs per click (CPC) in Google AdWords. WordStream compiled the data using its own Google Keyword tool to determine the top 10,000 most expensive keywords over a 90-day period. The keywords were organized into categories by theme. The largest keyword categories were determined by the number of keywords within each category, as well as monthly search volume and average cost per click of each
keyword.
Here are the top 20 keyword categories that fetched the highest costs per click:
1. Insurance - $54.91 per click
2. Loans - $44.28 per click
3. Mortgage - $47.12 per click
4. Attorney - $47.07 per click
5. Credit - $36.06 per click
6. Lawyer - $42.51 per click
7. Donate - $42.02 per click
8. Degree - $40.61 per click
9. Hosting - $31.91 per click
10. Claim - $45.51 per click
11. Conference Call - $42.05 per click
12. Trading - $33.19 per click
13. Software - $35.29 per click
14. Recovery - $42.03 per click
15. Transfer - $29.86 per click
16. Gas/Electricity - $54.62 per click
17. Classes - $35.04 per click
Mobile Alerts - Reminders/SMS Text Messages Now Available in Video Ads!
NEW! Mobile Alerts This month Mixpo launched a new video ad feature called Mobile Alerts. With Mobile Alerts, viewers can easily set a reminder for an event directly within the video ad. The alert can be customized with event name, time, date and time zone, as well as the subject and content of the text message. Currently, all mobile alerts are sent 30 minutes in advance of the event start time. Advocacy + Policy: Remind voters they have a week left to sign a petition or 1 day left to vote. Entertainment: Remind viewers when a new movie has been released in theatres. TV Tune-In: Encourage viewers to set reminders for upcoming shows and broadcasts. Retail: Remind shoppers they have 2 days left until the Annual Clearance Sale. CPG: Provide a way for shoppers to send themselves reminders of items needed at the grocery store. |
Experience the mobile alert feature within the FOX NFL video ad by clicking the "Set Pregame Reminder" button below the Twitter feed
Monday, December 12, 2011
Wednesday, December 7, 2011
Wednesday, November 30, 2011
Tuesday, November 22, 2011
How to Create Great Calls To Action On Your Website
With the world only a click away, people's attention spans are getting shorter and shorter. Cutting through the clutter and getting people to stop and take notice of your businesses services and products is more challenging today than even a few years ago. In the crowded online world it takes a lot of work and/or money to get people to come to your site. Getting your site traffic engaged enough to want to sign up for emails, become a facebook fan and twitter follower or take advantage of an incredible marketing offer can be challenging but not if you practice the guidelines below.
What is a call-to-action?
A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar, or request a product demo. These can be actual descriptive buttons or QR Codes strategically placed on different pages. CTA's should direct people to landing pages, where you can collect visitors' contact information in exchange for a valuable marketing offer. The more calls-to-action you have across the internet the more you increase your chances of generating leads and increasing visitor-to-lead conversion opportunities.
Calls-to-action can be found all across the internet. Think about when you go to Twitter and are prompted to "join today", go to Amazon, iTunes - the list goes on and on of sites that prompt you to "sign up" or "join" sometimes before you can even access their content.
1. Your Website - Probably the most visited page on your website is your homepage. Take advantage of the traffic and CTA's for perhaps your newsletter, facebook and twitter pages and introductory offer.
2. In Presentations
3. Email Marketing - A great place to have people click through to find out about you and/or your company.
4. Blog
5. Videos - Give a compelling reason to get more information and list your web address in the video.
6. Facebook - Set up a photo gallery of your work with CTA's to get more information.
7. LinkedIn
8. Twitter - People like to click through from links with valuable information relevant to them.
9. Paid Media - Include CTA's in your Google AdWords and display banner advertising.
How to Optimize a Call to Action
- Keep it simple to understand.
- Keep it above the fold.
- Make it relevant to the landing page.
- Make it stand out.
What makes a great call-to-action?
Value - Think about what's most important to your visitor and put that in a few short words.
Create Urgency - You need to capture people's attention and get them to engage instantly. Using words such as "now", "today" "for a limited time" create action.
Keep it Personal - If they are on your "about us" page you could say something like "Like our company? "Become part of it!"
Testimonials - People are more apt to click through on a call-to-action when they see other people have succeeded or benefited from what you are offering.
Bonus Offers- Perhaps a visitor signed up for your newsletter, you can send them a thank you page with a special bonus offer exclusive to members.
Use Confident Persuasive Language - "Everything You Need to Know About ... "
Use a compelling question - "Are you overweight and feeling tired?"
Include Numbers and Statistics - "5 Ways to Save on Your Business Credit Card Fees", "10 Ways to Tell if Your Job Applicant can Handle Pressure".
Compare these to CTA's that don't work any more such as "Contact Us"and "Click Here".
At its core, a call-to-action should convey value and prompt visitors to take an action. A good call-to-action should lead to a more enhanced engagement with your company and a meaningful experience to the visitor.
For more information contact us at advertising@signonsandiego.com
Friday, November 11, 2011
5 Google Paid Search Products You Need to Know
Posted: 10 Nov 2011 05:31 PM PST
For many digital marketers, the fall of 2011 might be remembered for bringing dynamic advertising to paid search. Google’s newest offering, said to flip “the search engine on its head,” does away with the traditional keyword advertising approach in lieu of matching landing pages with the right user search.
Dynamic Search Ads is just one of dozens of innovations Google has made to its AdWords product over the past few years. Google paid search has evolved to include everything from video to coupons and a call feature, all in the name of improving advertiser results. Not every Google product is a good fit for every advertiser – in fact, some of its offerings aren’t even available to the masses yet. But Google is nothing if not progressive, and for this reason many of them warrant a closer look.
1. Google Image Search. Instead of advertising exclusively on Google’s web results page, this product allows brands to place their listings next to Google Images. Typically, this approach is best suited to those who’ve noted a distinct benefit to presenting consumers with a product image up front. The campaign is set up through AdWords, except that instead of uploading ad copy alone, the advertiser also submits an image that will precede the organic image search results on the page.
2. Google Media Ads. Previously known as Google Video Plus Box, this program was initially tested in beta with advertisers ranging from automotive to CPG. A box beneath a standard search ad would display a web-only video such as an instructional product clip, and advertisers would pay the equivalent of their cost-per-click text ad bid when the video hit the 10-second mark. The unit has since morphed into Google Media Ads and is open only to the entertainment vertical (at least, so far).
3. Google Product Ads/Extensions. Similar to the video extension, this unit allows brands to include additional promotional material in their text ads. The ad pulls information from an advertiser’s existing Google Merchant Center account and can include anything from images to business center maps, product titles, detailed descriptions, and prices. Brands can promote their entire product inventory through paid search and, in theory, generate more qualified clicks because they’re providing the user with more product information up front.
4. Google Redemption Ads/Offer Extensions. Through this program, brands can deliver a coupon directly to search engine users from their paid search ads. Several user options exist, including having the coupon emailed to a desktop or texted to a mobile phone – they can even be saved to a user’s Google Wallet. Redemption options, too, are varied: depending on what the brand is looking for, consumers can redeem in store, online, or by mail.
5. Google Call Extensions/Metrics. When generating phone calls is a campaign priority, Google’s call feature can help. Advertisers include in their paid search ad a unique toll-free number provided by Google that links to the marketing client’s existing phone number. Advertisers can then track which AdWords campaigns their calls are coming from, along with the duration of the calls and the caller’s area code, through their existing Google account.
6. Google Sitelinks. One of the most useful of Google’s newer products, Sitelinks affords the ability to include up to six additional links in your AdWords text ad. This gives brands complete and immediate control over the pages, products, and messaging they wish to promote.
Considering the length of time it can take for Google to re-index a site, and the urgency of updating ad copy and Sitelinks for such events as new product line launches, this can be a critical advantage. “You’re giving the user seven links to choose from and letting them select exactly where they want to go,” says Nathan Lewalski, one of Enlighten’s senior interactive media planners, “but you’re also gaining a competitive advantage by owning more real estate on the results page.” Click-through rates on these ads tend to be higher because users instantly know what to expect from a site. “Without paid search,” Nathan says, “it’s unlikely the user would see a brand’s newest messaging or get sent directly to new pages in time.”
Google is infamous for experimenting with its AdWords products (not to mention giving them countless different names). The advantage for advertisers is a glut of program options and a fresh take on how to supercharge those two little lines of text. Take some time to learn what’s new in Google Ad Innovations. The company’s next unit could be the one you’ve been waiting for.
Thursday, November 10, 2011
Wednesday, November 9, 2011
Google Instant Major Change for SEO
Google Instant: Major Change for SEO
View more presentations from HubSpot Internet Marketing
5 Steps of Social Media Lead Generation
5 Steps of Social Media Lead Generation
View more presentations from HubSpot Internet Marketing
Monday, November 7, 2011
Tuesday, November 1, 2011
Friday, October 28, 2011
National Academy of Television Sciences
Pacific Southwest Chapter
Wednesday, November 2nd from 6 – 7:30 pm: Basics of Social Media as a Marketing Tool.
Speakers to include Dr. Joan Van Tassel and Dr. Mary Beth McCabe, professors at National University and Karin Doty, Director of Digital Sales, Sign On San Diego:
Joan Van Tassel, PhD is an Associate Professor of communication at National University. She is an educator, author, and journalist in new media, broadcast and print. Van Tassel has written six research-based books about key business issues in the information, telecommunication, and entertainment industries brought about by digital technologies and networks. Her most recent book is Managing Media: Making, Marketing, & Moving Digital Content, published by Focal Press in April, 2010. She is currently under contract to write a book for Focal Press on digital journalism, The New News, to be published in the fall of 2012.
As an educator, she teaches media management, strategic communication (using traditional and new media), and content creation for multiple media platforms. Before coming to National University, she taught at Pepperdine University and the UCLA Extension School. Her doctoral degree is in Communication Theory and Research, from the Annenberg School for Communications, Los Angeles (USC). She has won numerous awards, including the Cable Industry Book Award for Contributions to the cable industry, an Emmy nomination, the Kenny Rogers/UN Prize for a TV Program (documentary) about Hunger, and a 2009 San Diego Press Club Award for best magazine article on politics and government.
More information about Joan Van Tassel is available at http://www.visualcv.com/joanvt
Mary Beth McCabe has 30 years of radio, TV, and digital media experience. She has consulted with more than 3000 San Diego and National business owners, and worked as a sales executive at KUSI-TV, San Diego and Univision, Chicago. Dr. McCabe has taught marketing and advertising at five regional universities and currently is Lead Faculty, Marketing at National University. Mary Beth’s clients include Gerber Products and the California Center for Renewable Energy (CCSE). She received her Doctorate in Marketing from Alliant International University in 1987. She is married to Allen Shubat and they have four children, Catherine, Christina, Patrick & Brian.
Karin Doty, Director of Digital Sales at the San Diego Union-Tribune and SignOnSanDiego.com, holds multiple Google certifications and is a Yahoo! Search Marketing Ambassador. She excels in breaking down the vast array of new media opportunities used by Fortune 500 companies into specific strategies that work to the benefit of businesses targeting a local market. Karin has extensive knowledge of the digital marketing world, and comes to the U-T from Freedom Interactive and DexOne/RH Donnelley where she worked as the Director of Interactive Sales Development and Internet Training Manager.
Bring your laptop for hands-on instruction and to get specific questions answered by our experts! Limited to first 50 people to RSVP at admin@nataspsw.org. Use subject line: Social Media 11/2.
Thursday, November 3rd from 6 – 7:30 pm: Advanced Techniques of Social Media.
Speakers to include Dr. Joan Van Tassel and Dr. Mary Beth McCabe, professors at National University; Brent Altomare, Executive Producer, Groovy Like a Movie; and Melodie Tao, Digital Marketing and Social Media Marketing Consultant, Educator and Professional Speaker.
Melodie Tao is a Marketing Consultant, Educator and Professional Speaker who specializes in Digital Marketing and Social Media. Her mission is to teach and inspire others how to grow their business and optimize their online presence through digital technology. As an International Public Speaker on marketing and social media, Melodie is passionate about sharing her expertise to empower her audience with tools and knowledge to be digitally proficient. Combining her experience in traditional media with digital
technology, Melodie has successfully launched interactive campaigns and promotions for national brands, including Ralphs/Kroger, Westfield Malls, Colgate Palmolive, AMC Theaters, Red Bull, The Online Marketing Summit and Credit.com.
Connect with Melodie to learn how you can grow your business in a digital age. www.marketingmelodie.com
Bring your laptop for hands-on instruction and to get specific questions answered by our experts! Limited to first 50 people to RSVP at admin@nataspsw.org. Use subject line: Social Media 11/3.
Location for both workshops:
Groovy Like a Movie
5205 Kearny Villa Way
San Diego, CA 92123
for diections call: 877 347 6689
Speakers to include Dr. Joan Van Tassel and Dr. Mary Beth McCabe, professors at National University and Karin Doty, Director of Digital Sales, Sign On San Diego:
Joan Van Tassel, PhD is an Associate Professor of communication at National University. She is an educator, author, and journalist in new media, broadcast and print. Van Tassel has written six research-based books about key business issues in the information, telecommunication, and entertainment industries brought about by digital technologies and networks. Her most recent book is Managing Media: Making, Marketing, & Moving Digital Content, published by Focal Press in April, 2010. She is currently under contract to write a book for Focal Press on digital journalism, The New News, to be published in the fall of 2012.
As an educator, she teaches media management, strategic communication (using traditional and new media), and content creation for multiple media platforms. Before coming to National University, she taught at Pepperdine University and the UCLA Extension School. Her doctoral degree is in Communication Theory and Research, from the Annenberg School for Communications, Los Angeles (USC). She has won numerous awards, including the Cable Industry Book Award for Contributions to the cable industry, an Emmy nomination, the Kenny Rogers/UN Prize for a TV Program (documentary) about Hunger, and a 2009 San Diego Press Club Award for best magazine article on politics and government.
More information about Joan Van Tassel is available at http://www.visualcv.com/joanvt
Mary Beth McCabe has 30 years of radio, TV, and digital media experience. She has consulted with more than 3000 San Diego and National business owners, and worked as a sales executive at KUSI-TV, San Diego and Univision, Chicago. Dr. McCabe has taught marketing and advertising at five regional universities and currently is Lead Faculty, Marketing at National University. Mary Beth’s clients include Gerber Products and the California Center for Renewable Energy (CCSE). She received her Doctorate in Marketing from Alliant International University in 1987. She is married to Allen Shubat and they have four children, Catherine, Christina, Patrick & Brian.
Karin Doty, Director of Digital Sales at the San Diego Union-Tribune and SignOnSanDiego.com, holds multiple Google certifications and is a Yahoo! Search Marketing Ambassador. She excels in breaking down the vast array of new media opportunities used by Fortune 500 companies into specific strategies that work to the benefit of businesses targeting a local market. Karin has extensive knowledge of the digital marketing world, and comes to the U-T from Freedom Interactive and DexOne/RH Donnelley where she worked as the Director of Interactive Sales Development and Internet Training Manager.Bring your laptop for hands-on instruction and to get specific questions answered by our experts! Limited to first 50 people to RSVP at admin@nataspsw.org. Use subject line: Social Media 11/2.
Thursday, November 3rd from 6 – 7:30 pm: Advanced Techniques of Social Media.
Speakers to include Dr. Joan Van Tassel and Dr. Mary Beth McCabe, professors at National University; Brent Altomare, Executive Producer, Groovy Like a Movie; and Melodie Tao, Digital Marketing and Social Media Marketing Consultant, Educator and Professional Speaker.
Melodie Tao is a Marketing Consultant, Educator and Professional Speaker who specializes in Digital Marketing and Social Media. Her mission is to teach and inspire others how to grow their business and optimize their online presence through digital technology. As an International Public Speaker on marketing and social media, Melodie is passionate about sharing her expertise to empower her audience with tools and knowledge to be digitally proficient. Combining her experience in traditional media with digitaltechnology, Melodie has successfully launched interactive campaigns and promotions for national brands, including Ralphs/Kroger, Westfield Malls, Colgate Palmolive, AMC Theaters, Red Bull, The Online Marketing Summit and Credit.com.
Connect with Melodie to learn how you can grow your business in a digital age. www.marketingmelodie.com
Bring your laptop for hands-on instruction and to get specific questions answered by our experts! Limited to first 50 people to RSVP at admin@nataspsw.org. Use subject line: Social Media 11/3.
Location for both workshops:
Groovy Like a Movie
5205 Kearny Villa Way
San Diego, CA 92123
for diections call: 877 347 6689
Friday, October 21, 2011
Thursday, October 20, 2011
Monday, September 19, 2011
Internet Radio Ad Revenue Up 21%
Advertising revenue for Internet radio was up 21% when compared to last year, according to data cited by the Ineractive Advertising Bureau in its new platform status report released today.
By Staff
NetNewsCheck,
The growth of digital audio usage has sparked a nearly 20% in ad revenue in the sector, according to the Interactive Advertising Bureau’s new platform report released today.
The report cited Arbitron and Edison Research data from January 2011 that found about 34% of U.S. Web users -- about 89 million people -- had listened to online radio in the previous month. Music was the most popular draw, pulling in some 71% of the audience. Talk was a distant second at 13%, followed by news and sports with 8% of the audience.
The report also cited Radio Advertising Bureau data that reported digital radio revenue for the first quarter of 2011 was up 21%, compared to the same period a year earlier. The IAB added that segment pulled in a significant number of major marketers, including nine of the top 10 automakers, nine of the top 10 restaurants, as well as nine of the top 10 retailers.
Internet radio users were also more likely to act on advertising than the general Web population: 18% of listeners visited an advertiser’s Web site, compared to only 11% of all Web users, based on TargetSpot data.
Mobile is also a tremendous growth opportunity for radio, the report found that 45% of Internet radio users are listening on a mobile device -- with 84% of them listening to 1-3 hours per day, according to TargetSpot.
IAB’s report covered online streams from terrestrial radio stations, purely online radio stations, personalized streaming audio services (such as Pandora and Spotify), and music or other content delivered within a different site or application (for example, in-game music services).
The report cited Arbitron and Edison Research data from January 2011 that found about 34% of U.S. Web users -- about 89 million people -- had listened to online radio in the previous month. Music was the most popular draw, pulling in some 71% of the audience. Talk was a distant second at 13%, followed by news and sports with 8% of the audience.
Story continues after the ad
Internet radio users were also more likely to act on advertising than the general Web population: 18% of listeners visited an advertiser’s Web site, compared to only 11% of all Web users, based on TargetSpot data.
Mobile is also a tremendous growth opportunity for radio, the report found that 45% of Internet radio users are listening on a mobile device -- with 84% of them listening to 1-3 hours per day, according to TargetSpot.
IAB’s report covered online streams from terrestrial radio stations, purely online radio stations, personalized streaming audio services (such as Pandora and Spotify), and music or other content delivered within a different site or application (for example, in-game music services).
Monday, August 29, 2011
Online Ad Spend to Overtake TV by 2016
Online Ad Spend to Overtake TV by 2016
Television advertising may be doing just fine despite the slumping economy. But within the next five years, it’s going to be eclipsed by online ads, according to a new report from market watcher Forrester Research. By 2016, Forrester says, advertisers will spend almost $77 billion online, comprising 35% of overall ad spending.
Within online advertising, however, lots of changes are ahead. According to Forrester:
* Mobile ads will overtake social ads and email marketing already this year: They’ll hit $8.2 billion in revenues by 2016 as advertisers will want to reach people while they’re on mobile phones and tablets, not just searching at their desk.
* Search ads’ market share will fall: Although search advertising will remain the largest segment, growing to $33 billion, its share of online ads will fall from today’s 55% to 44%. No wonder Google is rushing headlong into display and mobile advertising, not to mention social media.
* Display ads will rise anew: Mostly thanks to rich media ads such as video, these mainstays of most Web sites will see a resurgence, hitting nearly $28 billion and 37% market share of online ads by 2016 as brand advertisers hike spending online. Display ads offer more image-oriented messaging than the mostly direct-response search advertising. What’s more, advertisers will want to reach people wherever they are online, in particular on social media sites such as Facebook, not just while they’re searching on Google. Should be good news for Yahoo–maybe.
* Daily deals will decline: “Consumers will grow so conditioned to micro-impulse offers that they’ll lose practice at considered decisions — in all walks of life, not just when buying spa treatments,” writes study author Shar VanBoskirk. “Facing a cultural descent into maladroit judgment, employers (and spouses) will blacklist impulse deals to keep people intentional.” Look out, Groupon, LivingSocial et. al.–consumers may soon grow weary of your come-ons, if they’re not already.
* Social media will grow relatively slowly: In another surprise forecast, Forrester says spending on social media by marketers will hit only $4.4 billion, or 7% of online ad spend, by 2016. That’s partly because they can set up Facebook pages one time with relatively little ongoing cost, and partly because Facebook, Twitter and other social sites don’t offer much in the way of ad formats yet. Hmm, maybe Facebook’s right not to rush into an IPO yet?
Within online advertising, however, lots of changes are ahead. According to Forrester:
* Mobile ads will overtake social ads and email marketing already this year: They’ll hit $8.2 billion in revenues by 2016 as advertisers will want to reach people while they’re on mobile phones and tablets, not just searching at their desk.
* Search ads’ market share will fall: Although search advertising will remain the largest segment, growing to $33 billion, its share of online ads will fall from today’s 55% to 44%. No wonder Google is rushing headlong into display and mobile advertising, not to mention social media.
* Display ads will rise anew: Mostly thanks to rich media ads such as video, these mainstays of most Web sites will see a resurgence, hitting nearly $28 billion and 37% market share of online ads by 2016 as brand advertisers hike spending online. Display ads offer more image-oriented messaging than the mostly direct-response search advertising. What’s more, advertisers will want to reach people wherever they are online, in particular on social media sites such as Facebook, not just while they’re searching on Google. Should be good news for Yahoo–maybe.
* Daily deals will decline: “Consumers will grow so conditioned to micro-impulse offers that they’ll lose practice at considered decisions — in all walks of life, not just when buying spa treatments,” writes study author Shar VanBoskirk. “Facing a cultural descent into maladroit judgment, employers (and spouses) will blacklist impulse deals to keep people intentional.” Look out, Groupon, LivingSocial et. al.–consumers may soon grow weary of your come-ons, if they’re not already.
* Social media will grow relatively slowly: In another surprise forecast, Forrester says spending on social media by marketers will hit only $4.4 billion, or 7% of online ad spend, by 2016. That’s partly because they can set up Facebook pages one time with relatively little ongoing cost, and partly because Facebook, Twitter and other social sites don’t offer much in the way of ad formats yet. Hmm, maybe Facebook’s right not to rush into an IPO yet?
Friday, August 26, 2011
Tuesday, August 23, 2011
Affluent Americans More Reachable via Internet
August 15, 2011 | |
Affluent Americans (those with a household income of $100,000 or more) use the internet and more frequently than the general population and are more likely to be aware of new products, companies and sites after viewing online ads, according to an August 2011 study from the Internet Advertising Bureau (IAB). For example, data from “Affluent Consumers in a Digital World” indicates 98% of affluent consumers use the internet, 24% more than the 79% of the general population that goes online.In addition, affluent consumers spend 26.2 hours online weekly, 21% more time than the 21.7 hours the overall population spends online in an average week. The general population, on the other hand, spends about twice as much time weekly with TV and radio, 34 hours and 16 hours, compared to 17.6 hours watching TV and 7.5 hours listening to the radio among afffluents, respectively.
Digital Ads Produce Higher Awareness in Affluents
Compared with non-affluent consumers, affluent consumers are also somewhat more likely to be aware of new products (55% compared to 49%), new companies (51% compared to 49%), and new websites (46% compared to 44%) after viewing digital ads. In addition, 59% of affluent consumers reported taking action based on a digital ad during the preceding six months.Furthermore, 37% of affluent consumers say they are most likely to pay attention to an online ad that relates to whatever website they are on (such as a car ad on a car site), almost 16% more than the 32% of overall consumers who say this.
According to the survey, affluent consumers overall currently comprise 21% of US households, have 70% of all consumer wealth, and spend 3.2 times more than other Americans on purchases.
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