Draft
Advertising Outlook 2012 – 2016
1. the overall advertising “pie” will shrink because the new efficiencies enabled by “digital” will allow advertisers to spend less (e.g. media placement dollars) and still drive the same or greater business impact
2. there will be a continued shift to digital, especially for companies that have products that benefit from more consumers coming online to do more research — e.g. bigger ticket items or items that require more consideration and research
3. because of the massive reach of Facebook, it will siphon branding dollars that used to be allocated to traditional one-way mass media such as TV; but in the short term magazines and newspapers will “hurt” the most, since they can’t even offer competitive mass reach any more – relative to Facebook.
Mitt Romney Twitter Fraud – 117k Followers On A Weekend Day
Digital Forensic Analysis by Augustine Fou
The first graph shows search interest in “mitt romney” over the period of June 25 – July 24, 2012. There is no discernible lift in interest around July 21, according to Google Insights for Search
The second chart below was generated by Twitter Counter and shows a dramatic increase of nearly 117,000 followers in 1 day, when the average number of adds per day over the same period was usually a steady 7,800 per day.
Something is not kosher. The spike happened on a Saturday, July 21. Saturdays and Sundays are usually the worst days to tweet according to a study by FastCompany.
Many of the followers listed on Romney’s twitter page have ZERO tweets, ZERO followers, etc. (see screen shot)
See at the bottom an example of the proliferation of “service” which help users buy thousands of followers at a time.
Most people click on organic results and they have highest CTR
Methodology of organic CTR vs paid CTR
- reviewing dozens of Google Analytics sites has shown that traffic from organic results is far greater than traffic from paid ads on search engines; roughly 75 – 85% of the traffic is from the organic side while 15 – 25% come from the paid side
Click through rate of organic results
- click through rates on the organic side were derived from analyzing dozens of client sites via webmaster tools. The click through rate of organic results is defined as number of clicks divided by number of impressions in organic search result pages.
- average click through rates from paid search are well published and well known from dozens of sources published online over the years.
Organic and Paid Search Can Reinforce Each Other
If you don’t already own a good position in organic, it is useful to use paid search to get a position on page 1 of google search results.
Notice that organic and paid search work hand in hand and in some cases can reinforce each other in terms of total clicks obtained.
Source: http://research.google.com/
OMMA Social Panel – Going Beyond the “Like” Social Media Marketing
OMMA Social Panel Moderated by Augustine Fou, Chief Digital Strategist, Marketing Science Consulting Group, Inc. @acfou
Tim Fogarty, Senior Strategist, M80, a GroupM Company @n0her0es
Tom Gerace, Founder & CEO, Skyword @tomgerace
Matt Goddard, CEO, R2i @R2iMatt
Sandra Lopez, Global Marketing Strategy Director for New Business, Intel @nycsf
Samantha Skey, Chief Revenue Officer, RecycleBank @samskey7
Source: Recorded Video of Panel Discussion - http://www.ustream.tv/recorded/22604393
Samsung Official TV Ad for Galaxy SIII is …. Officially useless
Unfortunately, Samsung … not memorable, full of cliche’d cliche’s and doesn’t tell me ANYTHING about the product and why I would want to buy it…
Officially useless … why’d you have to go out and spoil a perfectly AWESOME device?
Saatchi Where’s The Creativity?
T-Mobile Royal Wedding, created by Saatchi & Saatchi
Launched April 15, 2011
JK Wedding Dance, Original
Posted July 19, 2009.
Creepy – Dynamically Targeting Display Ads Based on Items and Pages Viewed
The 3 business projectors I viewed yesterday on NewEgg.com and the one I added to my shopping cart to check the “special” price now appear in a display ad on news site The Guardian.
Where’s “the line?” When will consumers rise up and say enough is enough and stop allowing advertisers to buy and sell their personal information without their permission for the sake of “targeting” them with more ads.
Digital Consigliere
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.
http://twitter.com/acfou
Send Tips: tips@go-digital.net
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Published Articles by Dr. Augustine Fou
- #SESNY: Toward a Performance Mindset for All Advertising
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- Digital + Traditional = Unified Marketing
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Prototype Web Services
- drag2share – quickly share news items by drag and drop on email addresses
- LivePhotoFrame – upload and remotely manage a digital photo frame via unique URL
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- WebTeleprompter – just what it says it is
