conventional wisdom

Multiscreen Availability Key to Successful Subscription Content – eMarketer

source: http://www.emarketer.com/Article/Multiscreen-Availability-Key-Successful-Subscription-Content/1010068

Universal access isn’t always simple or possible, and content owners are still in a steep learning curve when it comes to monetizing their digital assets. However, the success of subscription models across a range of industries in recent months has caused many to rethink the conventional wisdom that people expect all digital content to be free.

As consumers become accustomed to accessing content on all screens, mobile is helping drive growth in digital media subscription revenues.

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Wednesday, July 24th, 2013 news No Comments

Google’s CPC Growth Slumps

Source: http://www.businessinsider.com/googles-cpc-slump-2012-4

Business Insider Intelligence is a new research and analysis service for real-time insight and intelligence about the Internet industry. The product is currently in beta. For more information, and to sign up for a free 30-day trial, click here.

Google released solid financial results last week, meeting expectations on revenue and beating street consensus on the bottom line. However, tucked away in the earnings call was a troubling statistic: cost-per-click growth slumped 12 percent year-over-year. This follows an 8 percent drop in CPC in the prior quarter.

The drop is probably the result of a surge in mobile search queries with the growth of smartphones and tablets. While Google reportedly has an ~90 percent share of the mobile search market, mobile CPC is much lower. Conventional wisdom holds that they will eventually catch up, but we argue in a new note that this is not necessarily the case.

This is because Google’s revenue is determined by advertisers’ ROI, not the number of clicks on search ads. In other words, unless consumers start purchasing more goods because of their mobile devices, CPCs won’t rise.

Click here to read our note on Google’s quarterly results →

Google CPC Growth

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Monday, April 16th, 2012 news No Comments

Doing Social Marketing in Pharma and other Heavily Regulated Industries

http://bit.ly/3XsK5j

Excerpt:

Conventional wisdom would probably say that social marketing is impossible in industries like financial services, pharmaceutical, and healthcare due to heavy regulations and requirements for disclosure. More specifically, in the pharmaceutical industry there exists a regulation that requires companies to report “adverse events” to the Federal Drug Administration within 72 hours of “hearing” it. At first glance, this single regulation could render most forms of online marketing — which are based on two-way communications — to be out of bounds; especially social media, where people talk online.


Thanks for all the RTs and Comments:

ZnaTrainerRT @AlexSchleber: Great, thoughtful post,applies to all SMM: How to Do Social Marketing in Heavily Regulated Industrieshttp://bit.ly/5wmOdz

AlexSchleberGreat, thoughtful post, applies to all SMM: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/5wmOdz

jpoloObserving: “How to Do Social Marketing in Heavily Regulated Industries – “, http://bit.ly/5W350A

TBMarketingBuzzRT @helkhoury: How to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis

ArnieKHow to Do Social Marketing in Heavily Regulated Industries – good article & discussion: http://ow.ly/IKzV

DowntownWomanRT @alevit: RT @helkhoury: How to do Social Marketing in Heavily Regulated Industries – ClickZ:http://www.clickz.com/3635397 via @addthis

alevitRT @helkhoury: How to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis

360VANTAGEHow to Do Social Marketing in Heavily Regulated Industries – http://ow.ly/JpIK

360CEOHow to Do Social Marketing in Heavily Regulated Industries – http://ow.ly/JpIp

managementsushiRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries.http://j.mp/6CVT9r #hcsmeu #fdasm

agDesignNetworkRT @HealthIntel: Pharma: Socializing in a Straightjacket-Players tiptoe into social media http://j.mp/6CVT9r #fdasm #hcsm

heldincontemptRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries.http://j.mp/6CVT9r #hcsmeu #fdasm

HealthIntelPharma: Socializing in a Straightjacket- Players tiptoe into social media http://j.mp/6CVT9r #fdasm #hcsm

jorge_acostaHow to Do Social Marketing in Heavily Regulated Industries http://ow.ly/Jh8c (via @HSM_Mexico ) #smcmx

ericgilbertsenGood article, better discussion on Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis

IdeagorasRT @DaphneLeigh: Reading: Doing social media in regulated industries. http://j.mp/6CVT9r (via @healthintel) #hcsm #fdasm #hcmktg #hcsmeu

armseligHow to Do Social #Marketing in Heavily Regulated Industries | ClickZ | #socialweb #corporate #pr http://j.mp/7okG8m

andrewspongRT @DaphneLeigh: Reading: Doing social media in regulated industries. http://j.mp/6CVT9r (via @healthintel) #hcsm #fdasm #hcmktg #hcsmeu

DaphneLeighReading: Doing social media in regulated industries. http://j.mp/6CVT9r (via @healthintel) #hcsm #fdasm #hcmktg #hcsmeu

blogaceuticsRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r

bobharrellRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r#hcsm #fdas …

NovaChelsRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r#hcsm #fdasm

lenstarnesRT @whydotpharma: Must read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r#hcsm #fdas …

whydotpharmaMust read! RT @HealthIntel: How to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r #hcsm #fdasm #hcsmeu

HealthIntelHow to Do Social Marketing in Heavily Regulated Industries. http://j.mp/6CVT9r #hcsm #fdasm #hcmktg

TBMarketingBuzzRT @tweetreports: Must Read: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/6rR66k #socialmedia

kristofcreativeRT @tweetreports: Must Read: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/6rR66k #socialmedia

tweetreportsMust Read: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/6rR66k #socialmedia

helkhouryHow to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis

twittinvestorReading: How to do social media in heaviliy regulated industries http://bit.ly/7fO8ew #ir #pr #finance

EvertJanKoningvery interesting dicussion on social web for complex organisations: http://www.clickz.com/3635397

SteveBurdettRT: @marketingwizdom How to Do Social Marketing in Heavily Regulated Industries like financial services – ClickZhttp://ow.ly/IP8U

achimbrueckHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD #financial #healthcare #pharmaceutical RT@ChernoJobatey

SarahWPFRT @marketingwizdom: How to Do Social Marketing in Heavily Regulated Industries – ClickZ http://ow.ly/IP8U

JeinspaennerHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD RT@ChernoJobatey

marketingwizdomHow to Do Social Marketing in Heavily Regulated Industries – ClickZ http://ow.ly/IP8U

orhanogutHow to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397

JobateyHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD

KerstinvonAppenHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD

ChernoJobateyHow to Do Social #Marketing in Heavily Regulated Industries http://bit.ly/7SRkOD

PauliASLue tämä jos et työskentele mediassa : Do Social Marketing in Heavily Regulated Industries: http://www.clickz.com/3635397 via @addthis

fredomartinRT @working_arts: Social marketing is about being a reliable source others have vetted & agree is trustworthy/accuratehttp://bit.ly/7FOjJ1

working_artsSocial marketing is about being a reliable source of information others have vetted & agree is trustworthy & accuratehttp://bit.ly/7FOjJ1

working_artsHow to Do Social Marketing in Heavily Regulated Industries – http://bit.ly/7FOjJ1

IndigoDirectHow to Do Social Marketing in Heavily Regulated Industries – http://www.clickz.com/3635397

ljlynchFinancial planners & others who think that regulations prevent their participation social media need to read this article. http://ow.ly/IKgO

JonSherman121How to do Social Media in Heavily Regulated Industries http://ow.ly/IH75 #socialmedia

TVGnetworkHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/4NkCgU

darknebrijoDo you work in a heavily regulated industry and find it hard to do social media marketing? A few tips here.http://www.clickz.com/3635397

wweidendorfHow to do Social Media Marketing in Heavily Regulated Industries – http://www.clickz.com/3635397

Activ8IncHow to do social media in heaviliy regulated industries http://www.clickz.com/3635397 http://bit.ly/4xis5A

LakeCountyEGRHow to Do Social Marketing in Heavily Regulated Industries – ClickZ http://ow.ly/IF0M

rpvegaRT @HSM_Mexico: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/7jtVaT // IS NOT ABOUT REACH ! =)

miwchriscarrionHow to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397 via @addthis

PatriotonlineRT @HSM_Mexico: How to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397

HSM_MexicoHow to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397

jellsworthFighting resistance to SM marketing in a regulated industry like pharm or financial? Social may be your ONLY option.http://ow.ly/Ahx8

Steve_GorgesAugustine Fou’s How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1gey14

xtrememarketerHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/2dAcjC

SunSweptRT @glenngabe: How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1lmtq5 via @acfou – interesting comments Augustine

glenngabeHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1lmtq5 via @acfou – some interesting comments taking on Augustine

MonetizeMyLifeHow to Do Social Marketing in Heavily Regulated Industries – http://su.pr/1m6bp4

snd7RT @domain7: Good challenge – how to to use social media for heavily regulated industries: http://bit.ly/2HznSn – JE

domain7Good challenge – how to to use social media for heavily regulated industries: http://bit.ly/2HznSn – JE

ankushagarwalHow to Do Social Marketing in Heavily Regulated Industries – http://tr.im/CNvj

crown168分享 http://www.clickz.com/3635397 (How to Do Social Marketing in Heavily Regulated Industries) http://plurk.com/p/2ddtqg

FbecerrilHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/2eNYFf

CollinsCompanySocial marketing in Heavily Regulated Industries. Good article! http://www.clickz.com/3635397

zaifmandHow to Do Social Marketing in Heavily Regulated Industries – ClickZ: http://www.clickz.com/3635397

OutOfTheBoxMXSocial Media: How to Do Social Marketing in Heavily Regulated Industries great article http://bit.ly/1gey14

emELLemjOEDoing Social Marketing in Pharma and other Heavily Regulated Industries: http://bit.ly/3XsK5j Excerpt: Conventi..http://bit.ly/Uo326

acfouSome are arguing that pharma should stay out of social marketing altogether (i.e. bury its head in the dirt?) – http://bit.ly/3XsK5j

nextdigitalInteresting discussion on the use of social media in heavily regulated industries http://bit.ly/1eMeyy ^JD
RasterMediaSocial marketing in highly regulated industries – good idea? http://bit.ly/4Bjpkw
blogaceuticsHow to Do Social Marketing in Heavily Regulated Industries [ClickZ] http://bit.ly/1lmtq5
carmenmelRT @acfou: How to Do Social Marketing in Heavily Regulated Industries (pharma, banking); shout out in comments – http://bit.ly/3XsK5j
jlucianoAWESOME article about companies in regulated industries using social media. MUST READ!!: http://su.pr/2kzcwb
travismcglassonHow to Do Social Marketing in Heavily Regulated Industries from ClickZ http://ow.ly/vV7U
digitransformerDr. Fou of HCG on “How to Do Social Marketing in Heavily Regulated Industries” http://icio.us/5vuqhq
mgarrityRT @edlee: how to apply social marketing in highly regulated industries http://tr.im/CG1e Amen, Ed.
BLRGlobalHow to Do Social Marketing in Heavily Regulated Industries: At first glance, this single regulation could rende.. http://bit.ly/Gwpa1
edleehow to apply social marketing in highly regulated industries http://tr.im/CG1e
danrevansHow to do Social Media Marketing in heavily regulated industries: http://bit.ly/CQwZv
SensataCreativeGreat article regarding heavily regulated industries and #socialmedia http://ow.ly/vXEU #marketing
NPCReviewHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/3r9UAh
KdierufRT @jjvollenweider SM is about listening, but will consumers actually talk back in heavily regulated industries? http://bit.ly/2VcRHi
Dr_ArndtHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/mafD
moonstep1969RT @onlinexpert How to Do Social Marketing in Heavily Regulated Industries http://www.clickz.com/3635397#
4wdnameHow to Do Social Marketing in Heavily Regulated Industries: At first glance, this single regulation could rende.. http://bit.ly/Gwpa1
jennywellsRT @acfou How to Do Social Marketing in Heavily Regulated Industries (pharma, banking); shout out in comments – http://bit.ly/3XsK5j
jonwchinHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1lmtq5
pjmachadoSM in regulated industries – http://bit.ly/1lmtq5
kkwiatkoIt’s easy for to listen, but reg make it hard to – How to Do Social Marketing in Heavily Regulated Industries http://bit.ly/1gey14
dkasrelIt can be done: RT @Intouchsol: How to do Social Marketing in Heavily Regulated Industries;-http://bit.ly/1lmtq5
IntouchsolGreat read- “How to do Social Marketing in Heavily Regulated Industries”-http://bit.ly/1lmtq5
jjvollenweiderSocial media is about listening, but will consumers actually talk back in heavily regulated industries? http://is.gd/4vQuE
bernhardjennyHow to Do Social Marketing in Heavily Regulated Industries http://is.gd/4vnk9 #social #marketing
mikenewhousesocial network marketing for heavily regulated industries – good article here – http://www.clickz.com/3635397
EnterSuccessHow to Do Social Marketing in Heavily Regulated Industries: As additional regulations begin to force traditiona.. http://bit.ly/Gwpa1
JDennistonHow to Do Social Marketing in Heavily Regulated Industries http://bit.ly/3ylgJm
AlexNeufeldtHow to Do Social Marketing in Heavily Regulated Industries: As additional regulations begin to force traditiona.. http://bit.ly/Gwpa1
mannscRT @RichardEByrd: Social Marketing… How to Do Social Marketing in Heavily Regulated Industries: By Augustine.. http://bit.ly/2XHmGJ
acfouHow to Do Social Marketing in Heavily Regulated Industries (pharma, banking); shout out in comments – http://bit.ly/3XsK5j

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Thursday, October 22nd, 2009 digital 1 Comment

trends in 2009 – open agency model, year of search and social

2009 is the year of the “open agency model.” Many of the largest brands have declared that they are going “open agency mode” in search of lower cost, greater efficiency, and possibly better work. But while this idea may be good in theory, it is very difficult in practice. Having run a “virtual company” since 1996, I know of the challenges, as well as the upside. And the conventional wisdom of “you get what you pay for” holds very true here. I’ve outsourced to China and India to varying degrees of success and usually it took more time to communicate and re-communicate, do and re-do to get things right. And it ended up costing more overall, despite lower unit costs. Furthermore, most clients are brand experts of their own brand, but may not have the depth of experience in managing complex, global deployments … or perhaps even experience in managing photo shoots. Although it may be fun to go on photo shoots, but that doesn’t mean clients can manage that themselves. And having an inexperienced, small agency do it may not be that much more efficient either.

Anheuser-Busch Whacks Retainers for Its Agencies

http://adage.com/agencynews/article?article_id=134630

2009 has also been declared the year of search and social marketing. Many of the biggest brands now realize they must do something in search in order to be found when users are out looking for something. Knowing that 80% of online journeys begin with search (Forrester April 2008), it is more important than ever to be “findable” — after all, if they can’t find you, you don’t exist. Companies are also looking for efficiencies in social marketing — literally having people carry forth their message or amplify it for free. This is a good move because most modern users trust their peers far more than they trust an advertiser’s ad message anyway, according to countless studies.

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Tuesday, February 17th, 2009 trends 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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