integrated marketing

Digital Orchestration

digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.

search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc.  Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.

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Thursday, July 30th, 2009 digital, integrated marketing, SEM, SEO No Comments

What is Web 3.0? Characteristics of Web 3.0

2009 06 16 What Is Web 3.0

2009 06 16 What Is Web 3.0 – Presentation Transcript

  1. What is Web 3.0? Dr. Augustine Fou June 16, 2009. June 16, 2009.
  2. Evolution of the Internet microprocessor 40 yrs 10 yrs 20 yrs 5 yrs present web internet 2.5 yrs social networks e-commerce 1.5 yrs Web 1.0 Web 2.0 Web 3.0? June 16, 2009.
  3. Evolution of the “Web” content commerce search social networks social content social search social commerce As each stage reaches critical mass, the next stage is tipped into present June 16, 2009.
  4. Key Characteristics present web 1.0 web 2.0 web 3.0
    • Speedy
    • more timely information and more efficient tools to find information
    • Collaborative
    • actions of users amass, police, and prioritize content
    • Trust-worthy
    • users establish trust networks and hone trust radars
    • Content
    • content destination sites and personal portals
    • Search
    • critical mass of content drives need for search engines
    • Commerce
    • commerce goes mainstream; digital goods rise
    • Ubiquitous
    • available at any time, anywhere, through any channel or device
    • Individualized
    • filtered and shared by friends or trust networks
    • Efficient
    • relevant and contextual information findable instantly

June 16, 2009.

  1. Illustrative Examples – retail/shopping present web 1.0 web 2.0 web 3.0
    • what friends bought or want to buy
    • drag-to-share items which friends know friends are looking for
    • item collections
    • value in the aggregation

overstock.com amazon.com FB app: MyFaveThings

    • contextual reviews
    • reviews of reviews
    • what others bought
    • individualized recommendations

June 16, 2009.

  1. Illustrative Examples – social networks present web 1.0 web 2.0 web 3.0
    • aggregates all your online identities
    • syndicates all your updates to all social networks
    • social actions visible to friends
    • trust networks across geography, time, and interests
    • collection of personal homepages

geocities.com facebook.com peoplebrowsr.com June 16, 2009.

  1. Illustrative Examples – restaurant reviews present web 1.0 web 2.0 web 3.0
    • Yelp content vetted through a user’s trust network and individual recommendations made based on situation and need, in real-time
    • user submitted reviews
    • related items based on similarity of user preferences
    • infrequent publication
    • centralized editorial control

zagat‘s yelp need reco for great Italian + GPS + Yelp 5-star Babbo, been there, love it June 16, 2009.

  1. Illustrative Examples – photos present web 1.0 web 2.0 web 3.0
    • real-time, contextual “do you like this knit shirt?”
    • friends give immediate feedback
    • share photos with friends and strangers
    • enable visitors to tag and comment
    • individual albums

kodakgallery.com flickr.com ? June 16, 2009.

  1. Illustrative Examples – real estate present web 1.0 web 2.0 web 3.0
    • information vetted by fellow users, recommended directly an in context
    • listings plus relevant information like school zones, comparable sales, alerts
    • listings based on parameters

corcoran.com streeteasy.com trulia iphone app June 16, 2009.

  1. Illustrative Examples – encyclopedia present web 1.0 web 2.0 web 3.0
    • content is ubiquitous and available through any channel or device
    • trust network proactively forwards relevant info to user who needs it
    • created, updated, and edited (policed) by user actions
    • digitized version of printed encyclopedia

britannica.com wikipedia.com chacha.com June 16, 2009.

  1. Illustrative Examples – online coupons present web 1.0 web 2.0 web 3.0
    • coupons delivered contextually and proactively when user needs it (without the user even asking for it)
    • instant feedback
    • community action makes it more accurate and useful for others
    • collection of online coupons – value in the aggregation

dealcatcher.com retailmenot.com June 16, 2009.

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Reaching Half a Million Customers Daily, with NO Media Cost

Updated: April 3, 2010 – JetBlue has 1,603,926 followers as of today.

Updated: Aug 30, 2009 – JetBlue has 1,139,682 followers as of today.

In days of old, advertisers had to buy TV airtime, magazine placements, or radio spots to send their ads out to reach customers. Usually one of the largest chunks of cost is the media placement, followed by “creative” development and content creation.

What if there was a way to cut out most or all of the media cost?  And what if we could also substantially reduce the cost of “creative development” and “content creation?”  Look at the JetBlue example below.  On Twitter, JetBlue has nearly 600,000 followers.  Each of these followers has basically “opted in” to receive their updates, often multiple times a day (“costless media”). There is no “media cost” for getting these messages out. Compare this to what it would cost to air a TV ad that reaches 600,000 viewers (assuming all the viewers wanted to receive the ad, and were sitting there in front of the TV watching the ad when it was aired).

Also, the cost of content is nearly zero too. JetBlue has their customer service people (and fans) help create content by tweeting. These tweets range from customer service (“twitter customer service”) , to service notices (e.g. dense fog in NYC area airports causing delays, etc.), to tips from frequent travelers. This type of content is more “real,” valuable, and trusted than an advertisement. And there is no cost of “creative development” because the content does not need to be dressed up into a glossy ad for TV or print — it’s just 140 characters of text at a time. It’s more effective AND lower cost?!  Imagine that!

Finally, notice in the “bio” area on the upper right of the screen shot that it reports who is currently on duty — “Morgan and Lindsey” — this gives the normally faceless customer service system a name and a face and perhaps even a personality.  JetBlue’s twitter is a great example of social marketing done awesome!

jetblue-twitter

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Thursday, May 28th, 2009 integrated marketing, marketing No Comments

Microsoft Kumo vs Wolfram Alpha – FIGHT!

Microsoft should take a page from the launch of Wolfram’s Alpha using social channels.

Wolfram Alpha – 1.6 million google search results

Microsoft Kumo – 624k google search results

wolfram-alpha-search-resultskumo-search-results

www.WolframAlpha.com is launched, but Microsoft Kumo.com is not even launched. So there is NO benefit from all the news coverage.

wolfram-compete

wolfram-referrals

wolfram-links

Search intensity and volume indicates interest of users — Wolfram Alpha is kicking Microsoft butt.

search-intensity

http://bits.blogs.nytimes.com/2009/04/28/wolfram-alpha-veil-lifted/

http://gizmodo.com/5240514/wolfram-alpha-and-google-tested-head+to+head

http://gizmodo.com/5236115/wolfram-alpha-search-engine-on-video

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trends – coupon sites, network TV sites

coupon sites: definitely headed upward with a spike in Dec 08.

coupon-sites

network TV sites are seeing healthy increases, likely due to “view full episodes” on their websites – but even this increase in traffic will not replace the advertising revenues lost on network television

tv-network-sites

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The ROI of Social Media is ZERO

What is the ROI (define) for social media? It’s zero. That’s because there’s no such thing as “social media.”

People’s conversations are not media; they can’t be purchased as such by advertisers. In other words, people don’t talk whenever advertisers want them to and they won’t say whatever advertisers tell them to — so it isn’t “media” like TV, print, and radio.

If you treat people’s conversations as media, you’d be doing it wrong. Social marketing done right means asking for and respecting people’s conversations and giving them a public place to talk so others can hear. If the advertiser’s product is already great, much of the conversation will be positive. But even if it isn’t the advertiser will have the benefit of free “product research” because people will give them ideas for improvement.

twitturly1

Untargetables are hard to reach. Unreachables are not reachable by traditional advertising media or channels.

read more about the ROI of social media on ClickZ … http://www.clickz.com/3633341

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Friday, April 10th, 2009 integrated marketing No Comments

Padma Lakshmi makes sweet-and-savory love (pics) to …

My colleagues know I have argued against advertising’s ability to do “demand generation” — create need where there was none before. Instead I have always argued that advertising solves an awareness “missing link” for demand that was already there. In other words, a user has a need. Advertising puts a new product or a product that a particular user was simply not aware of before on his radar screen. And after further research, if the product fulfills that need he buys. Advertising rarely creates NEW demand. For example, we buy 4 quarts of milk per week because we have 2 kids. No amount of milk advertising will make us buy 5 quarts, because we simply don’t need it. Or, we’ve just bought a minivan. No amount of advertising, no matter how cool the family or the kids in the ad, will make us buy another mini van. If we just locked in health insurance this year, we are likely not to buy more or to switch, just because it is such a hassle. Make up more of your own examples.

But, I have to say, Carl Jr’s ad with Padma is really really making me want their bacon, barbecue sauce burger.  Or is it just ANY bacon, barbecue sauce burger? Or wait, is there even a Carl Jr around here? hmm ….. I guess I’ll just look at the picture some more…   🙂

Source: AdFreak

Padma devours fast food, Lindsay Lohan goes retro for Fornarina and vampire ads raise the stakes

March 30, 2009

-By Tim Nudd

padma-carls-jrfast-food-xxxx-padma-carls-jr

Carl’s Jr. serves it piping hot.

When we learned in February that Padma Lakshmi was filming a commercial for Hardee’s/Carl’s Jr., it didn’t seem likely that the Top Chef host would make as big a splash as Paris Hilton did with her infamous car-wash spot for the fast-fo.od company in 2005. But Lakshmi has actually put her own impressively suggestive mark on burger advertising with the new ad, in which she makes sweet-and-savory love to a Western-bacon deluxe on the front steps of a city apartment building. Paris Hilton, please pack your knives and go.

read more….

http://www.adweek.com/aw/content_display/news/agency/e3ie96e4a3e8c042db21628ca3995645a52

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the overall advertising pie will shrink

the greater efficiencies of “digital” mean that the same amount of “advertising” can be achieved with fewer dollars because more waste can be eliminated. The decreases in ad spending in traditional media channels like newspapers will only be partially replaced by ad spending online.

For example, the dollars that used to fund newspaper classified advertising has been replaced by free online classifieds through Craigslist. While newspapers had incremental costs due to materials, printing, labor, and distribution, online classifieds have virtually no incremental cost.

Similarly print advertising, which was based on targeting ads to specific demographics of readerships are being replaced by online ads which can be more finely targeted to even more niche readerships — e.g. contextual advertising. And the revenue models based around cost per click are inherently more efficient (and thus lower cost) than the impression-based revenue models of magazines. Again for every dollar taken out of print advertising, only a few cents are needed to replace it in “digital.”

100544-ad-spending-by-media

Agree with me or tell me I’m stupid @acfou

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lift in search due to paid TV advertising

List of 2009 Superbowl spots on AdAge.com

http://adage.com/superbowl09/article?article_id=134136

Lift in search is a great indicator of interest. Modern consumers may be inspired by TV ads, but they usually go online to do more research for themselves, to inform their own purchase decision. The following examples show the lift in search after Superbowl commercials or for launch of products like Subway Footlongs. The use of unique, made-up words makes it easier to detect lift in search (see related post: made up words are great for tracking buzz and search volume ). There is now a correlation between offline paid advertising and online behaviors of modern consumers that can be tracked and ultimately related to sales.

What is harder to do is track lift in search from smaller TV media buys or from terms which are generic — e.g. American Express OPEN, Proctor & Gamble’s TAG (men’s deoorant), etc. And furthermore, people may or may not remember the brand name itself and may type in a more general search query — e.g. “talking baby” instead of” e-Trade” or “dancing lizards” instead of “SoBe LifeWater.” And most people usually forget to type in special URLs specified in the ads. So the opportunity is to 1) use made-up words which can be used to detect lift in search and 2) search-optimize around other more generic terms that people may search for if they remembered the ad, but did not remember the brand name itself.

key learnings include:

1. only the superbowl TV ads generates enough awareness to drive lift in search volume detectable above the noise or normal levels

2. made up words are useful in correlating paid advertising and subsequent online actions (e.g. search) because most users forget or are too lazy to type special URLs

3. is is always better to have real analytics from the site to see when paid campaigns hit; site analytics will also reveal more information about users including demographic information, what they are looking for, and even whether they “convert” to a sale or a desired action — like print off a coupon, etc.

Notice the January spikes for several of the examples below — these are their Superbowl ads in action. But also notice how sharp the spikes are — most of them go back to prior levels within 1 – 3 days (see related post: the ephemerality of the Superbowl halo )

Source: Google Insights for Search

footlongs

jackinthebox

dennys

ecoimagination

godaddy1

lifewater

drinkability

etrade

cash4gold

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small company kicking big brands’ butt with SEO and SEM

almost 10X the search keywords driving traffic; 52,200 pages indexed by Google, and nearly 13X the monthly unique visitors.  And they started in Mar 2007. 

Top Keywords Driving Traffic to:
• dailymakeover.com
 
see all 1,335 keywords
• covergirl.com
 
see all 230 keywords
• maybelline.com
 
see all 189 keywords

 

Use This Data: Embed Graph | Export CSV | Show Permalink
Date: 01/2009 People Month Δ   Year Δ   What is this?
 dailymakeover.com 3,888,546 1.9% N/A The number of people visiting a site.
See Full Description
 covergirl.com 303,846 27.2% 34.2%
 maybelline.com 70,669 -27.1% -37.8%
 makeoversolutions.com 9,717 -49.7% -99.3%

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Tuesday, February 24th, 2009 integrated marketing, marketing, SEM, SEO No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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