Posted at 11:49 AM in Current Affairs, Industry Events, Marketing, News Summary, Research, Technology, Television | Permalink | Comments (0) | TrackBack (0)
On March 6th, I will be speaking at the America Marketing Association (AMA) - Tampa Bay, Digital Marketing Conference. There's a great lineup of speakers, all focused on digital media and emerging marketing strategies. Follow @AMA_Tampa_Bay on Twitter.
Specifically, I, along with Endavo Media EVP/CMO Pete Contardo, will be presenting on how to monetize video content online. We'll be providing specific use cases, including some joint discussion with one of Endavo Media's partners, Tampa Digital Studios. The session will cover ad/sponsoship, subcription and pay-per-view, as well as the technology requirements needed to support these emerging business models.
If you want to join us, please register here. A full-day pass is only $175... and worth every penny. Other speakers include Albert Chen from Google, Deana Goldasich, Peter Radizeski and many more.
The event is very participator, so bring your questions and opinions. See you there!
Posted at 02:37 PM in Industry Events, Marketing, Research | Permalink | Comments (0) | TrackBack (0)
A new study by Cone (view press release here) provides a glimpse into how social media marketing is perceived by consumers. The results bode well for those of us who've spent the last several years trying to convince brand marketers, agencies and C-level execs on the potential of social media focused initiatives.
The report revealed nearly "60 percent of Americans interact with companies on a social media Web site, and one in four interact more than once per week." When asked about specific types of interactions, Americans believe:
The Cone study went on to explain the effectiveness social media marketing programs seem to have in connecting marketers with hard to reach groups like online males and the highly sought after (18-24) youth market. Additional insight is provided on what consumers feel the role of companies should be within online communities.
It is worth noting the drop from nearly 50% to 25% when the question is "solve problems/solicit feedback" vs. "marketing to." This is important. It means marketers have to understand this is a different medium with a different set of "engagement rules." It's not a static banner ad or a passive tv spot, it's interactive. In these environments it's critical that marketers approach online communities with transparency and a commitment to building relationships beyond the sale. Otherwise you risk alienating a good portion of your potential audience from the start.
Posted at 02:00 PM in Current Affairs, Marketing, News Summary, Research, Technology, Web/Tech, Weblogs | Permalink | Comments (0) | TrackBack (0)
We all know content is king, but how do you get the greatest value for your content? What's the best way to leverage it in the growing social media environment.
The way companies think about their content, especially companies built around transactional purchase models, have to begin rethinking where content assets fit in their long-term strategy. Chris Anderson did an insightful piece on this challenge for the March issue of Wired.
One of my current clients is an established online continuing education provider with a strong niche in the building contractor, engineering and architect markets. The company makes its living selling courses to professionals seeking a hassle-free way to maintain their license requirements and build their knowledge in the process. The compnay also recently acquired another niche market provide - this time healthcare - with its own extensive library of training content.
Both brands operate a classic transactional based business model. Customers select content/courses, pay for it, then consume it. Many times these users only utilize the site once a year, and in somecases every other year. That spells low engagement. This makes content the heart of my client's business. They have spent years developing some of the best courses in the industry and have been rewarded with steady revenue growth.
But given the shifting sands created by emerging social networks, especially those in niche markets, my client and many other similar companies are in a great spot to leverage their library of content to build something greater... something social, scalable and less transactional but with potentially greater market value.
That's right, give the content away for free. Or at least some of it. A loss leader if you will; something consumers in your target audience will find valuable enough to give something of themselves to access. That something being, of course, time on your site, adoption of your network, word of mouth marketing, et al. And, yes, even transactional purchases for your most valuable and desired content.
This presents new monetization opportunties that can be scaled quicker while attracting major brands eager to reach the network you've now created.
The challenge of course is how do you migrate to this type of model and maintain revenue in the process? Well, it's tough but not impossible. With the right approach and commitment to testing new methods of engaging with customers beyond the commercial transaction, Web.1 companies can re-position themselves within the Web.2 landscape and become first movers in the niche markets they already dominate.
Posted at 04:53 PM in Marketing, Research | Permalink | Comments (0) | TrackBack (0)
Posted at 03:01 PM in Marketing, Research, Technology | Permalink | Comments (0) | TrackBack (0)
TangledMESH is all about unwinding the complexities of online customer acquisition, social media and word of mouth marketing, then working with clients to reconfigure their campaigns and get the most from Web 2.0 investments.
This report, Social Media Essentials by Shift Communications, is one of the most comprehensive overviews of the multiple methods and techniques being utilized by today's savvy marketers and public relations teams. It provides the backdrop to extend your understanding of how emerging social marketing techniques can be utilized, what essential user benefit is provided and a high-level explanation of the underlying technology.
Without a firm understanding of social media terminology and the enabling platforms that support these interactive communities, it's easy to create a total mess of your online strategy. A quick read over this material can help ensure your plan results in a strategic mesh, returning measurable and targeted communications value.
Posted at 02:32 PM in Marketing, Research, Technology | Permalink | Comments (0) | TrackBack (0)
Access report here: source Forrester Research
Posted at 12:36 PM in Marketing, Research | Permalink | Comments (0) | TrackBack (0)
Access report here: source Pew Internet & American Life Project
Posted at 12:08 PM in Ethics, Marketing, Research | Permalink | Comments (0) | TrackBack (0)
Access report here: source Pew Internet & American Life Project.
Posted at 12:05 PM in Marketing, Research | Permalink | Comments (0) | TrackBack (0)

