Google verdient 96% der Einnahmen mit Werbung – Finanzbranche führt

Es erscheint unglaublich, aber 96% des Google Umsatzes waren in 2011 37.9 Milliarden US Dollar… und kamen ausschließlich von Werbung. Nun stilt man sich die Frage, welche Firmen diesen Betrag ihrer Marketingausgaben in Google investiert haben. Eine Antwort hat jetzt
Nowsourcing publiziert.

Was im Anfangszeitalter der Onlineindustrie das Banner scheint sich immer stärker in Richtung Suchmaschinen-Anzeigen zu verlagern. Und dafür scheint -mehr als jeder andere Anbieter wie BING oder Yahoo- offensichtlich Google den Markt zu beherrschen. Google hat nicht nur die Onlinewerbung revolutioniert, sondern auch dank
Google AdSense und
Google Adwords neue Jobs und eine neue Onlinemarketing-Branche mit SEM und SEO geschaffen. Die Spezialisten kennen sich hierbei vorwiegend in der Kunst Platzierung von suchaffinen Texten sowie im Bieterverfahrens auf die begehrtesten Suchwörter aus.

Die Branchen mit den größten Investments kamen aus der Finanzindustrie mit einem 4 Milliarden Investment in Marketinggeldern. Der amerikanische Finanzdienstleister Statefarm hat dabei allein 43,7 Millionen bei Google ausgegeben. Als Trend lässt sich hierbei erkennen, dass von dieser Branche vor allem auf die Kleinstunternehmen mit dem Begriff “self-employed health insurance” geboten wird – zu einem stattlichen Preis von 43 US Dollar pro Klick.

Als zweitplatzierte Industrie hat sich die Retailbranche ausgezeichnet. Amazon schlägt hier alle Rekorde mit 55,2 Millionen US Dollar, die sie Google übertragen haben. Dritter ist die Tourismusbranche, die immerhin auch 2,4 Milliarden an Google Werbung gebucht hat.

Weitere Platzierungen und Zahlen lassen sich dieser Infografik entnehmen…

Googleads_and_whobuysit

Study: Web economy expected to double in G20 by 2016

We all know that the web economy is exploding at the moment in terms of activity and users. In the next four years the value of the web is expected to achieve a valuation sum growing from 2.7 to 4,2 trillion pounds. This means that the value of the web economy in the G20 countries is nearly going to double in the next four years.

The global web user base is expected to increase foe 1,9 to 3 million users by 2016 – almost half the world’s current population. All these findings are based on a new report commissioned by the Boston Consulting Group. Still, the report also states that there is at present no standard way of measuring the parts of web economy that is ‘digital’.

Boston sees the growth in the evolution of the mobile web access as 80% are assumed to access the web via smart mobile phones. Thinking back to 2010, which is just about two years back, mobile internet access accounted for just over 4% of the G20 economies. The study makers claim that each household has an approximate valuation of 2,000 pounds worth of purchases online before buying.

Some more key conclusions from the study…



– Digital transformation is key for companies. Companies have to build their digital assets and reduce the digital liabilities that limit their ability to tap rich opportunities. People, processes, and organizational structures need to change and adapt them to the digital world.

– IBM forecasts 1 trillion devices to be connected to the Internet by 2015. This has an effect on the ways companies interact with customers and run their supply chains but also how traditional industries have to build their business.



- Companies such as Amazon, Apple, Facebook, and Google shape the Internet, in China this might be Baidu and Tencent or in Russia Yandex.

– The power of digital experience goes far more local in terms of impact on everyday life, reflecting economic, political, national characteristics and social influences specific to individual countries.

– The “Millennials” have different expectations as employees, consumers, and citizens. TheArab Spring protests and grass-roots “occupy” movements in the West are the most visible manifestations of the power of the Millennials to shape society and commerce.

Spot On!
Seeing the rapid economical and market changes, the intensity of competition will improve and increase. Companies and brands will need to plan more flexible in terms of their strategic approaches how to reach clients than in earlier years when long-term planning cycles were the common status. Today, it will be important to create an adaptive strategy planing and restructuring process.

PS. A challenge might be if evangelist entrepreneuers like this guy spread market distraction and confusion….

Community Shopping on the street – NET-A-PORTER.COM's Window Shop

Augmented Reality shopping is definitely a new trend these days. NET-A-PORTER have launched their Augmented Reality Shopping Windows in different capitals around the world like Sidney, Munich, London, Paris and New York.

The following video demo comes from late last year’s Fashion Night Out celebrations in London and New York. It will be rolled out globally now for the new Karl by Karl Lagerfeld collection. Consumers need to download the NET-A-PORTER iPhone/iPad app, then visit the stores and can use the Augmented Reality like a new shopping experience.

When pointing the iPad camera at the window, this will publish 360 degree product models doing their best on a video catwalk. It also displays product information, the clothes price and obviously the ability to purchase immediately.

Isn’t this a cool idea to offer a 24/7 shopping life? These doors are always open in the future. Well, ok their online shop as well but it is a different kind of shopping experience right…? Community shopping on the street…

THX for sharing!

Crowdsourcing der anderen Art – Der Fall McDonalds II

Logo_mcdonalds

Von Liebe keine Spur? Oder besser: Wie aus einem Hashtag ein Burgerstorm wird…

Alles hätte so lecker sein können. Ja hätte, will man sagen… Mit einer guten Crowdsourcing-Idee lässt sich eben auch manchmal der verbale Grill-Spieß umdrehen. Das musste jetzt McDonalds leidlich auf Twitter erfahren…

Da hatte man mit dem Hashtag
#McDstories die positiven Erfahrungen der Kunden von McDonalds adressieren wollen und vergaß offensichtlich dabei komplett, dass man ja die Kontrolle über die Gespräche verlieren kann. Und genau das geschieht dann auch prompt. Aber eins nach dem anderen.

Mittels der von Twitter zur Monetarisierung des Businessmodels für Unternehmen angebotenen “Promoted Tweets” und “Promoted Accounts” hatte McDonalds zwei Werbe-Tweets in die Social Websphäre gezwitschert. Man wollte die User animieren, in 140 Zeichen positive Erlebnisse bei der Fast-Food Kette zu schildern.

Geht man nun von einer Engagement-Quote von 3-5% der adressierten Zielgruppe aus, so ist das schon ein ganz schöner “Burgerstorm” der einem da auf den Magen schlagen kann als Unternehmen.

Und das schaffte der neu aufgebaute Hashtag #McDstories auch, denn der gefiel der Twitter Community äußerst gut. Allerdings auch den Gegnern der “Pommes- und Burgerbäckerei”. Da wurde dann schnell berichtet von vergiftetem Essen mit Krankenhausbesuch als Folge, auch die Arbeitsbedingungen wurden angeprangert, oder erzählt, wie man einen Fingernägel in Big Macs gefunden hat. Und manche gaben dann nicht umsonst Burger King Kredit für die Kampagne…

Bildschirmfoto_2012-01-25_um_16

Bildschirmfoto_2012-01-25_um_16

Bildschirmfoto_2012-01-25_um_16

Ergebnis: McDonald’s gab dem Druck nach und beendete die Kampagne. Deren Social Media Boss Rick Wion in den USA zog die Notbremse und machte vom “Notfallplan” gebrauch. Und auch wenn die Zahl der Kommentare von weit über tausend auf ein paar wenige zurückging, so erfreut sich die Presse und ich nun an einem weiteren Fallbeispiel des “Crowdsourcing der anderen Art”

Siehe hierzu auch die Fälle
Sky Deutschland und
BMW USA. Und was das Thema
Kundenservice bei McDonalds betrifft, so habe ich selbst schon ein Erlebnis beschrieben – wenn auch nicht in 140 Zeichen.

Die Frage, die sich stellt… Hätte McDonalds auch anders reagieren können? Was hätte McDonalds noch tun können, als sich ins Burgerhaus zurückzuziehen? Euer Input ist gefragt…

Edelman Trust Barometer 2012: CEOs down, Social Media getting better…

Year on year, Edelman’s Trust Barometer checks the credibility and trustworthiness of politics, companies, CEOs and media from a quite generalistic point of view.

The findings for this year were published in the 2012 Edelman Trust Barometer, a global survey which came out yesterday in its 12th year. The survey offers insights from over 30,000 people in 25 countries with the main focus on “Informed Publics”. By “Informed Publics” Edelman sees college-educated people between 25-64 years of age that are among the best earners in their countries and describe themselves as heavy consumers of media information.

Obviously interesting for me were two things… How are people trusting CEO’s after CEO’s criticized their marketers some month ago in a study by the Fournaise Marketing Group. And also, how are consumers worldwide gaining trust in social media as a source of business information.

Let’s start with the CEOs first.

When Edelman asked respondents how credible information coming from a CEO would be, 38% replied they would trust the information. Although this sounds not bad, it is a 50% dump from last year and the biggest drop since Edelman started doing the survey 12 years ago. And although government leaders were less trusted than CEOs, in more or less all the countries responding, 49% would want to see an increase of government regulation of business.

And how about consumers’ trust in Social Media?
Well, let’s put it that way… Social Media is on the rise but still lags behind corporate websites and traditional media. So, you marketers should better not rely solely on Facebook, Twitter and Google+ pages.
The 2012 survey tells us that 14% of respondents see Social Media as a trusted source of company information — an increase of 6% to one year ago. But it’s still getting the lowest trust score of the four options shown below. This comes close to the trust in company websites (16%). Traditional media still is top of “news pops” (32%).

Spot On!
So which business is trusted most? Technology companies are most trusted with 79% saying they believed tech companies do the right thing. Indian, Chinese and the United States tech companies earn most trust, UK, France and Germany rank lower. Trust in financial services companies and banks soars, and those companies are the least trusted businesses. 47% said they trusted banks to do what is right. 45% saying they trusted financial services companies.

Who do you trust? Would you agree with these Edelman findings?

At Mercedes augmented-reality lets gestures communicate

Some weeks ago, we have discussed the opportunity for car manufacturers with in-car internet access that KPMG sees as the “norm” in the near future. If this is to come true, then concepts like the Mercedes’ Dynamic and Intuitive Control Experience (DICE) is not far of, and the car windshield might get potentially more impact in terms of delivering essential contextual driving information.

The system was shown at CES for the first time and seems not to be too far away bearing in mind that we have seen smart windows from Samsung that become TV screens. Wether this is fiction or reaality soon, I definitely like the idea and the vision that Mercedes has…

The car manufacturer envisions complete new data transfer through windshields like seeing who is driving in front of you or getting relevant traffic data or restaurant tips. What sounds promising, might also become a challenge for the driver who needs to avoid being distracted by all that data. The Mercedes concept touches all new technology options that we know from smartphones and tablets in favor of gesture-based controls that communicate information while driving.

“With the DICE sculpture Mercedes-Benz provides a visionary perspective on how the vehicle becomes an intelligent mobility partner in the future. For this Mercedes-Benz uses a combination of Augmented Reality and natural gesture control to realize a completely new form of communication between people and their environment.”

Well, just have a look and decide if you like it or not..

WER BLOGGT, BLEIBT! – Folge 2: Das Gartenblog

Die Serie zu den Corporate Blogs “Wer bloggt, bleibt!” lief gut an. Das Feedback auf das
Krümelsourcing  war äußerst positiv, womit auch gleich mein Dank an die “Retweeter” und Feedbacklieferanten ergeht.

Legen wir gleich mal nach und bringen die zweite Folge live…

Das Blog
Garten2Null des
Ulmer Verlags spricht den gehobenen Gartenfreund an und wird von Steffen Meier geführt. Der Macher des Firmenblogs hat im Monat bereits beachtliche 20.000 Unique Visitor monatlich und auch bei
Twitter und
Facebook zählt das Unternehmen schon rund 1.000 treue Fans und Follower.

Fragen wir also mal den Mann mit dem “grünen Bloggerdaumen”, welche Voraussetzungen für ein erfolgreiches Corporate Blog gegeben sein müssen. 


Martin Meyer-Gossner
Der Garten ist des Menschen liebstes Kleinod, wie man sich so sagt. Wie kommunikationsfreudig ist denn der perfektionistische Gartenfreund aus eurer Erfahrung?


Steffen Meier
Eine unserer Hauptzielgruppen, der Hobby-Garten-Freund (korrekterweise müsste man sagen “Freundin”, da in der für uns relevanten Zielgruppe über 40 und weiblich im Schwerpunkt) ist sehr kommunikationsfreudig – aber auch sehr informations”bedürftig”, was uns als Verlag natürlich sehr entgegenkommt.


Martin Meyer-Gossner
Was erwartet die Unternehmensführung im Hinblick auf das Corporate Blogging für den Freund des grünen Daumens?


Steffen Meier
Natürlich den direkten Kontakt zur Zielgruppe, aber auch kompetente Informationsvermittlung, positives Stärken der Verlagsmarke. Natürlich spielt auch der Hinweis auf unsere Produkte eine Rolle, aber auch Feedback zu uns, unseren Produkten zur Optimierung und Themenrecherche.


Martin Meyer-Gossner
Gab es denn schon Erkenntnisse, die die Verlagswelt zur Produktion neuer Themen- oder Bücherwelten angeregt hat? Mit Erfolg?


Steffen Meier
Durch den (wenn auch ressourcenintensiven) direkten Kontakt gab es schon viele Anregungen, die einerseits zur Optimierung dienen – aber auch konkret Produktideen, etwa aus Blogbeiträgen von Usern E-Books zu generieren. Da ist inzwischen einiges in der Pipeline.


Martin Meyer-Gossner
Wieviel Zeit muss der Corporate Blogger für sein nachhaltiges Konzept investieren, oder sollte ich sagen, das Management…?


Steffen Meier
Immer mehr als man zuerst denkt. Dies hängt auch damit zusammen, dass man als Unternehmen in der digitalen Informationsfülle Präsenz und Konstanz zeigen muss, ein Blogpost im Monat, plakativ ausgedrückt, funktioniert schlicht nicht. Natürlich immer mit Fingerspitzengefühl im Umgang mit der Zielgruppe, zuviel des Guten ist dann kontraproduktiv.


Martin Meyer-Gossner
Gibt es Erfolge, die mit dem Garten Blog verzeichnet wurden und welche Ziele wurden -Hand aufs Herz- noch nicht erfüllt?


Steffen Meier
Reichweitenziele wurden recht schnell erreicht, auch Kommunikationsziele. Beim Produktabsatz, konkret Buchverkauf, haben wir die ersten, ins Blaue hinein formulierten Ziele nicht erreicht.


Martin Meyer-Gossner
Was rätst du anderen Firmen, die ähnliche Community-Aktivitäten wie Corporate Blogging anfangen?


Steffen Meier
Erst schauen, dann tun. Heißt: erst umfangreich recherchieren, was es an Angeboten für und aus der Zielgruppe schon gibt, welche Interessen und Bedürfnisse die Zielgruppe hat, die man als Unternehmen befriedigen kann. Dann Ziele setzen (auch wenn diese erst einmal ohne Erfahrungswerte erstmal vage sind, aber ohne Zielsetzung funktioniert das Ganze Konzept nicht. Klingt banal, wird aber oft vernachlässigt. Und dann ein gutes Blogger-Team zusammenstellen, das auch nachhaltig die nötige Zeit investieren kann und die inhaltliche Kompetenz hat.


Steffen Meier war nach einer Ausbildung zum Verlagsbuchhändler bei den Ernst Klett Verlagen, Studium der Geschichtswissenschaft in Stuttgart. Danach Chefredakteur einer Stadzeitung, freier Journalist, tätig in diversen Werbeagenturen und Systemhäusern. Über diverse hausinterne Stationen im Stuttgarter Fachverlag Eugen Ulmer seit der Jahrtausendwende Aufbau des Verlagsbereichs Online, dessen Leitung er innehat. Schwerpunkte sind dabei neue digitale Geschäfstfelder, E-Publishing, Mobile und Apps sowie SocialMedia.

The App for the "24/7/365-Connected-Mobile-Geek"

Just realized it’s Friday, and yes my head has been down on my mobile, tablet and laptop all week. Even in my meetings, the clients and me spend much time on these devices without even taking our heads up. And this will continue probably next week, and the week after, and…

For all of us who are “24/7/365-Connected-Mobile-Geeks” the Saturday Night Live season 37 gave advice in their episode 12 to use a great app that will leave our heads on our mobiles without distraction like clever and important suggestions “texting and driving is a NoGo” and so on.

Or should we better take our “Headz up”? You decide. Enjoy your weekends!

THX @boweryboogie for sharing!

ComScore study: 31% of banner ads get lost for viewers

© carlos castilla - Fotolia.com

Companies and brands love to book page impressions with publishers, shopping and trading sites. Users find themselves being bombarded with banner ads all over the web – and not often do these ads add any value on customer journeys and the digital shopping experience. Often they bore us (dresses and dishes), annoy us (gay ads for married people) or make us hate companies brands (you love a and get b beer brands). Real Time bidding (RTB), (Behavioral) Retargeting technology and demand side platforms (DSP) will become game changers in the ad space in the future.

Sounds good but do advertisers get what publishers promise today, just on the basis of ad impression buying? Well, not really…

Yesterday, ComScore announced their “Validated Campaign Essentials (vCE)” which is said to be a Holistic Measurement tool for verifying the effectiveness of advertising campaigns and their subsequent targeting tactics. Thus, ComScore can double-check of where the ads are being delivered, where they are positioned within a page and who’s eyeballs they meet with the optimization add-on to know where they can be better positioned and at what time. The new technology or tool (vCE) will allow ComScore check campaigns effectiveness on a demographics basis.

ComScore definitely recognizes clients need for a world of better performance with campaigns for a reasonable future of advertisements. However the good news, when you worried about the effectiveness of your last campaign, there is much worse stuff to think about…

ComScore has found, in a recent comprehensive study, that over 31% of online display ads get lost for eyeballs of potential viewers, and for some websites it is even a scary number of 91%. Reasons are obvious: Some of these ads are below the fold. User might not scroll down far enough to view them, and vice versa. Some people just scroll too quick and thus get passed them before they have been loading.

The findings also state that as many as 15% of campaign ads were delivered to viewers outside of the targeted media plan places. An average of 4% of ad impressions found viewers in locations that weren’t on the plan, or where products weren’t available. Do you still wonder why the above mentioned banner campaigns reach us? But ComScore works on the issue…

“One big issue with internet advertising is that not all ads that are served end up being seen. This is a core issue raised by the Making Measurement Make Sense (3MS) initiative. In order for marketers to have the same confidence in the digital channel as they do in TV, we need measurement around the visibility of ads.” Mike Donahue, EVP, Strategic Partnerships, ComScore

Spot On!
Google will penalize companies and platforms that have too many ads above the fold in the future: 3 ads per page is sufficient and strategically clever, Google advices in this video. Just imagine your banners are being delivered to platforms that are damaging for your brand. It happens. Impressions appear beside content that were defined as “not brand safe” by the advertiser. Of all tested campaigns, 72% showed up on pages that had objectionable content, as defined by the brand. Now, that ComScore and advertisers like Chrysler, Discover, E*TRADE Financial, Ford, Kellogg’s, Kimberly Clark and Kraft among others push the development of the third-party tracking, there might be hope that consumers and clients get banners delivered that are targeted the right way. Nevertheless, companies need to start thinking about the right call-to-action in order to get the right conversation figures…

How a campaign brings multiscreen couples together

Many families, and especially couples, experience new formats of evening togetherness. Couples are not leaning back any longer and simply watching TV, or having relaxed chats next to it. With most couples, both partners are using their smartphones, tablets or notebooks to chat with friends, to update their status for their fans and keep in touch with their digital fellows while the TV sceen is fighting for viewing figures.

Did you realize that TV gets the former status of the radio in our digital world? People listen to TV but are actively engaged in something else, in another screen conversation, in a multiscreen reality. Mobile becomes the new prime time. Radio always was the number two from a user attention perspective. So is singlescreen attention today, it is out, digital leads. Multichannel is the big future, and the looser is… the personal relationship. We all know how relaxing it is to lean back, and how TV reduces our “most emotional relationship activities” to a minimum, multiscreen usage could become a limitation catalyst.

But there is hope…

CP+B has thought about this development, maybe not… Still, they tell us in a new campaign how couples most commonly book trips. They have created a 2 for 1 campaign for Scandinavian Airlines. The campaign called “Couple Up to Buckle Up” was launched in banners, emails, facebook app, or print ads, and used two unique QR codes to bring people closer together again, i.e. to book a flight to Paris together.

In the campaign approach, couples need to scan the QR code assigned to them. Then, they would sync their half of a video based offer and reveal the discount code split across both screens. Bit of a challenge to scan/play at the same time but still a nice idea on a critical relationship topic.

And maybe this will help to… Well, you decide!

Couple Up to Buckle Up from Tobias Carlson on Vimeo.