Two researchers Mark Graham and Stefano De Sabbata at the Oxford Internet Institute mad use of Alexa to determine the most visited websites by Internet traffic. Although the findings are quite obvious for some regions like the US and Europe where Google dominates, Facebook has already taken over Spanish-speaking parts of the America, the Middle East, and North Africa. Still, in those 50 countries where facebook “rules”, Google or YouTube appear just behind. Yandex is leading in Russia with approx. 60% of search traffic, Baidu in China (however, the researcher doubted their leading position in South Korea). Interesting for me to see that Yahoo is still powerful in Taiwan and Japan.
dmexco 2013 is over.
The growth trend of the digital marketing show is impressive and continues to write a promising history.
Visitors: 26.300 – increase by 16% compared to 2012
Exhibitors: 742 – means over 164 exhibitors more than 2012
International attendance: approx. 25% of visitors and of exhibitors
Satisfied visitors: More than 80% were happy with the event and exhibitor presentations
Future of Digital Marketing
1. “The era of digital marketing is over. It’s almost dead. It’s now just brand building.” Marc Pritchard, P&G http://bit.ly/15eHlWR (Tweet by Armando Alves) – Watch Closing Keynote Day 1
Future of the Moment
2. “Twitter is a reflection of our individual and shared moments, which is why it gives all of us, including brands, the opportunity to engage and to act. In short, it allows us to be in the moment.” (Quote by Katie Stanton) – Watch Closing Keynote Day 2
In another year as a co-moderator of the dmexco conference program, it was a great honor to moderate
the “Women Leadership Table” for the second time – this year Denise Colella (Maxifier), Noelia Fernández Arroyo (Yahoo!), Anne Frisbie (InMobi) and Ashley Swartz (Furious Minds) attended. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success.
The moderation of the panel “Realtime Branding” (Social Media) was a great pleasure for me. Here we had Sarah Wood (Unruly), Surjit Chana (IBM), Brian Goffman (LinkedIn), Holger Luedorff (Foursquare) and Markus Spiering (Flickr/Yahoo!) at the dmexco bar table. Learnings? If there was a network with a limitation of 50 words, they would be able to manage it perfectly. Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media.
The challenges for brand marketers haven’t changed massively since 2012. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them. Marketing and cloud services might become a new opportunity to analyse and measure the data for a clever strategy between going to market with long-term “content strategy” (community, monitoring, pull) and the short-term “campaign” (banner, SEO, push) approach – whether in social commerce, mobile or social. The digital future will remain exciting – stay tuned.
Looking forward to the next dmexco in Cologne, September, 10. and 11., 2014 – CU there!
These days it is easier than ever to position yourself as an expert in your field…even if you are not actually an expert. It is something that more and more people are doing and this can make it really difficult to figure out who the most trustworthy sources of information (and opinions) are. Nowhere is this truer than on the Internet. So how do you know which sources are worth trusting and which aren’t?
The first thing that you should do, when figuring out whether or not a source is trustworthy, is to check out their background. Do a Google search on the person and see what you can find. If all you can find are blog posts but no actual biographical information or records, you should probably move on to someone else. A trustworthy source will have done the work to build up that expertise. He or she will have verifiable degrees or practical experience backing them up. This doesn’t mean you can’t agree with a person’s opinion. It simply means that you shouldn’t use it as the reason to make a decision about important life matters.
For example, let’s look at Charles E Phillips former co-President, Oracle Corp.. When you put his name into Google a plethora of articles and records come up. This information goes beyond the boundaries of a simple Wikipedia entry (though Wikipedia can be a worthwhile source once in a while). There are articles in trusted publications about him and his background. The first page of the Google search brings up sources like The New York Times, the Wall Street Journal, Forbes, etc. This is what you want to see. If all you find are links to Ezine articles pieces, self published Yahoo News Network articles and a blog? You might want to treat carefully.
If you aren’t sure whether or not to trust a publication, check out its history. How long has the publication been in business? Who sits on its board? Who owns the publication? What are the backgrounds of these people? Do you trust that their opinions aren’t influencing the reporting done by the publication you want to cite?
Basically, when you want to know whether or not a source is trustworthy, you need to do a little “leg” work. You can’t assume that someone is automatically trustworthy because he has been published. Gone are the days of “well he has a book so he must know what he’s talking about.”
This is the main finding of a recent study conducted by MPP Global Solutions which tried to figure out which company has the best strategy to be successful in terms of the connected TV market. The findings of the study which was done during an online webinar showed that the respondents were undecided on where the successful future could be found.
The research which was called ‘Redrawing the Lines in the Battle for the Living Room’ states that just 26% of senior industry managers identified Apple’s future TV service as successful in the long run. However, this findings was also mentioned by others with 22% who saw Google-TV and Netflix (17%) as creating the right effective strategy for the future. The MPP Global Solutions study analyzed the current position of the connected TV market as a whole and the major players within the industry.
“This inconclusive result reflects the content of the discussion; that the Connected-TV market is still coming out of the early adopter phase and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success”. James Eddleston, Head of Marketing, MPP Global Solutions.
Although some big companies like Google, Apple and the likes are working on their connectedTV strategy, the user is not there yet. A recent study by YouGov found out that just 35% of connected TV owners use their devices for on-demand services, with one in four (25%) having never connected it to the internet at all. It will take time until the user is following the connected TV trend as a whole. The study makers said connected TV sales is set to increase by 70% by 2016.
For companies trying to address the connected TV market, it is essential to develop an effective strategy for the right user experience. Until companies find some intelligent solution the user will probably stay with the magic combination: TV and the second screen: smartphones and tablets. At the moment, users love to do multitasking as we learned from the latest Yahoo and Razorfish study. The respondents of that study said 80% do multitasking while watching TV. More than 60% use their mobiles once or twice while watching TV. And I am quite sure this will stay for quite a while. Or is the split screen a solution? Or the one-in-one program as a time-shift solution? While you change to the internet, the TV program goes in a stand-by mode?
The world of advertising is changing and becoming more engaging…
Placing ads on mobile phone applications seems to become one of the rising stars these days – and is done in a perfect way. Adage shows the latest development from their Apps for Brand conference – Yahoo’s Adam Taggart talks about the new Subway and Toyota ads running in the company’s new Fantasy Football app for the iPhone.
Can you imagine you happen to stand in a closet and don’t know why? Canal+ created one of the funniest ads I have ever watched…
A recent study by Hitwise reveales that UK Internet users are spending more time browsing online media than ‘going’ online shopping. In March 2009 9.8% of all UK Internet visits were directed to social networking websites and 8.6% to online retail websites. Compared to 2008, the figures turned around (online retailers 9.7% – social networks 8.2%).
In the passed year, online retailers sawe a downsize in traffic from paid search like sponsored or paid for links on search engines (i.e. like Google, Yahoo!, Live and Ask) – 2009: 8.9% and 2008: 10,1% of visits to online retailers came from a paid search listing.
“The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumer’s online time in the UK has been devoted to online media,” commented Robin Goad, Hitwise’s Director of Research.
The traffic that Facebook, Twitter, MySpace, YouTube and the likes generates for online retailers increased in one year from 5.2% to 7.1%. And social networks now generate 58.3% more traffic than webmail providers (Hotmail, Yahoo! Mail and GoogleMail). The best performing categories in 2009 were Auctions, Fashion and Department Stores.
“Social networks are a relatively small but fast growing source of traffic for online retailers,” commented Goad. “At present, only a minority of retailers pick up a significant amount of traffic from social networks, but many of those that do have seen a positive impact on traffic. For example, fashion retailer ASOS has a strong presence on Facebook and in March received 13.3% of its traffic from the social network. Another example – in a very different market – is online bookseller Abebooks, which currently receives a quarter of all its UK Internet traffic from social networks, more than it gets from search engines.”
Is this showing a trend that people are willing to buy products in social networks? In the UK, it sounds possible. It could be the next step. We all know that the easy purchase process is a winner – for companies and customers. Thinking of the future of social networks, companies should consider engaging with customers much more on social networks while also integrating ‘light’ e-commerce opportunities in their Facebook Fan pages or in their company profiles at XING. Or at least indicate and lead the way for customers to some good offers or marketing activities. And re-thinking efforts on big spendings for paid search is definitely something that needs to be thought about…
First, it seemed like a nice idea to promote their own service (i.e. widgets and search), which I thought is the case. This well-placed add-on feature makes it easier to work with Twitter, especially heading towards their search site, when you are not using any of the helpful Twitter apps. And there were also some good thoughts on Twitter becoming a search engine and as how this will be a driver monetizing their business. But Overture (now controlled by Yahoo), has patented placement of text ads on a search results page. So, this was probably a difficult pitch.
Now, back to what is happening, see the black box on the right hand side on ‘Widget’…
It is obviously really a ‘simple’ test for some solid revenue stream generating business, we all are familiar with via Google text ads. But can this be an appropriate test to recall on revenue models?
The two test objects, Twitter search and the above mentioned Twitter widget link, belong directly to the Twitter concept. It offers some immediate navigation benefit to the user. This is what users are after for a long time. Thus, ‘Twitterati’ will click on the links and appreciate the easy way accessing their search service. So, the results Twitter sees with the test don’t reflect in any way potential click rates on text ads as these are dependent on results.
Isn’t there a difference if you promote some internal service or feature, or if you run a promotion from some external party or company? In my experience, in terms of text ads, and those generating results, we can definitely say, there is a huge difference on the click rates. Hence, on the conversion rate clients will find the difference as well. Editorial focus is not comparable to advertising, reaching out for awareness, right? And as clicks is the interactive currency ‘No. 1’ for marketers and convergence their need, according to yesterdays CMO report, the test sounds like comparing apples and oranges.
Nevertheless, the test is worth some thought. And just imagine Amazon and Twitter are getting engaged, the business model becomes clear based on some semantic web thoughts: connecting Amazon’s product catalog by connecting tweets and related products. Someone talks about a film and gets an offer from Amazon in the text ad. Or maybe Yahoo could be the new ‘Who is buying Twitter at last’ as they could compete in the long-tail market. In general, Google could finally face a competitor here…
Let’s hope this was kind of a historical day, yesterday… The day against ‘Cyber-Mobbing’ was called the Safer Internet Day. One reason why 18 companies signed a new kind of declaration of a self-imposed obligation named the Safer Social Networking Principles for the EU contract.
In order to prevent the misuse of new technologies companies go hand-in-hand on their social networking future. Probably, much appreciated from parents is that big social networks have signed the agreement, i.e. MySpace, Facebook, Habbo or Bebo – but also Google and Yahoo belong to the group of signatories.
Children and young people face many risks with new technologies: i.e. cyber-bullying, grooming, privacy violation or exposure to harmful content (pornography, racism, etc). The contract is like a company-grouped agreement to protect young people online more than European legislation already does. As a dad of two kids I definitely appreciate the effort and will keep an eye on it.
The discussion about the best advertising currency is long-lasting. It may never be ending. Still the discussion needs to be continued. The web publishing space had all the options on the table: cpm, cpi, cpc, cpl, cps and so on. And each and everyone of those failed in a way that makes all sides of the publishing and web value chain happy. The only currency that did not seriously come up as a currency ratio in media is cost per user (cpu) although every company follows this metric to evaluate their website costs.
Advertisers love to purchase ‘cheap’ quality space of extraordinary target groups. Platform owners need premium-price compensation models in order to provide high-quality content to their users. The users don’t care. Although they are the stumbling block, the center of attention, in this issue between platform providers and advertising clients. Now that web 2.0 and social media comes into the ‘cpx-game’, everyone gets a chance to rethink digital currency models. What is missing in this discussion is the cost per user model.
A Retrospect on Controlled Circulation
If we go way back to the beginning of this century, there was an interesting discussion about controlled circulation going on in the publishing industry. This discussion indicated that the best value of a medium is the registered or qualified user. Someone who gives away a lot of personal data in order to receive a medium for free. And there were numerous print magazines in the market that do and did controlled circulation. And today? There are hundreds of community-based business models on the web – all of these are to a huge degree controlled circulation orientated. Only a few of these businesses know about it, or see the premium value of controlled circulation media in this advertising space.
Now, what exactly is controlled circulation?
In a lot of meetings with clients, the question came up a thousand times when we explained our old community model. Controlled circulation is a distribution model, usually free of charge, for newspapers and magazines that wanted to have a deeper control of their target group. Thus, controlled circulation magazines offered the ideal targeting of the best quality audience for their advertisers. The benefit was quite obvious if we read the articles here and there. Advertisers spend more money for an ad in the controlled circulation arena than for the classical news-stand magazine. In booking controlled circulation media advertisers know in details what target group get for their money. This premium model could have been applicable to business models on the web. But only a few saw this option and took advantage of the ‘closed’ access door idea.
Why is controlled circulation a winner?
The big benefit of controlled circulation is that non-profit organizations audit the reader database of magazines or web platforms in terms of database quality and quality reach: for print BPA and for web platforms ABC Electronic. Both independent ‘controllers’ double-check in the means of the advertisers what kind of target group quality content providers ‘pretend’ to offer to the advertisers. Advertisers love the audits as there is some reliable data that marketers could show to their bosses or the management team after the sales people had captured the marketing-office for their sales pitches. It needs to be said that the audits were based on projections – only 10-20% of the total database really was tested, but still the quality check was much appreciated by the advertisers.
Controlled circulation and the modern web communities
The question is: Why did the controlled circulation discussion ‘die’? Why was it not carried on as an idea for a premium-priced advertising currency in the web world? Why did the focus on the high-profile individual user registration get lost when there was such a huge benefit for the advertising industry? Did it get killed alongside the top-valued personalization idea which got stepped down by the advertising cpm valuation? Maybe…
Nevertheless, in days where social media, social networking and community-building is exploding, is it not the right time to focus on the value of the registered user in terms of digital currency and critically scrutinize the ‘odd’ cpm valuation? Does not the individual need to be in the center of attention of the modern web 2.0 world? The modern web individual that communicates with companies. The one that reads, comments, blogs, publishes, networks, rates or reviews?
Just imagine there was a kind of database that all magazines and platform owner have to use who want to earn advertisign dollars. That database is held by a non-profit organization or the government. A system where all users unite, active and inactive web users. Every user could define their most interesting platforms and status of activity which would lead to a cost per user index for each online magazine or web platform, based on consumption intensity of the average user, social networking value of the active user and staying-time frequency of each individual. In the end, the combined data of the website generates a platform coefficient which leads to a cost per user. This is the cost that advertisers want to book, right?
In the modern social media world registration processes become daily business for users. If it was one database as described above, the users would be held responsible. They would be more careful on how to define access and care about their data. From day to day, users get more open minded about showing their data on other media including registering their preferences, interests and hobbies. And platform owners benefit from that. In the future, it will become a state of the art for publishing houses and digital platform owners to have their own web community visible on the side-bar for new visitors. This is a huge success for web platform owners. What could be a better reference if you can show your audience, visual and accessible for everyone with avatar picture that the users upload themselves? Bloggers already use this option to attract more interest. The single user will become the reference for each platform.
So, what if the best targeting measurement of a platform becomes the cost per user (cpu)? If we think about how connected (via Google, Facebook or Yahoo) these platforms are becoming and see all the website and social media metrics we could monitor, the question rises: Is there an option to standardize registration on web platforms and communities plus integrating all the generated data of these platforms into one non-profit system or organization which calculates a cost per user index based on targeting criteria like b2b or b2c and different demographic data? Is Cost per User the next digital currency? The discussion is yours…
– Im Online Werbemarkt wird das Thema Effizienz das Jahr 2009 prägen und wurde nun zum entscheidenenden Schlagwort von Werbeentscheidern in einer Umfrage von ‘Kontakter’ gekürt. Auf dem Social Web Breakfast habe ich bereits davon gesprochen, dass die Unternehmen die Relevanz und die Effizienz von einer Corporate Online und Social Media Strategie erkennen müssen. Was aber nicht heißt, daß das Internet als reines ‘Effizienzmedium’ kategorisiert werden muss. Höchstens wenn Effizienz mehr als Zahlen meint, aber wenn man so manche News ließt, muß man diese Weitsicht so mancher Webexperten in Frage stellen.
– Ein Business und ein Brand aufzubauen, ist ein kleiner aber feiner Unterschied. Al Ries geht auf große Marken ein (Chevrolet, Dell, big FMCG brands, etc.), die versucht haben, verschiedene Marktpositionen einzunehmen. Ries veranschaulicht, dass die Focussierung auf ein Segment (Category) essentiell for die Markenbildung ist. Eine Marke muss für etwas Werthaltiges stehen, sonst verliert man gerne die Orientierung als und das Ansehen beim Kunde/n.
– Was boo.com nicht schaffte, ist inzwischen Shopping-Standard geworden: Modekauf im Internet. Das Trendsetting bereits via Blogs wunderbar funktioniert, haben bereits einige verstanden und ihr Business darauf abgestimmt. Yahoo hat nun eine Studie herausgebracht mit dem Titel ‘Mode – Informationsprozess und Kaufverhalten im Web’, bei der über 1.500 Testpersonen über Meinungsplatz.de befragt wurden. Ergebnis: Über ein Drittel der Internetuser shoppen ihre Mode online. Die ‘Preismotivation’ gibt immernoch den Ausschlag für das Onlineshopping.
Die Studie gibt es hier.