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It is news to no one in the advertising biz that Google and Facebook receive 60 cents of every dollar spent in online advertising. But when Facebook travels to Cannes in France for the annual awards show and spreads money like drunken sailors, everybody’s senses pick up. Why are Google and Facebook so successful? Because they own the data? Because they own time-online? Because they throw great parties for media buyers? Yeah, a little of all that. But they win in the marketplace because they’re effective advertising mediums.  When an industrial distribution company goes from an ad budget of $300,000 to $1.3 M, most all of which goes to Google AdWords, there has to be a reason. Google AdWords track to sales.

When the ad-to-sales ratio of a Google or Facebook program is calculated and kicks the ass of all other media, why would a sane advertiser not invest there. It’s about sales…it’s about results.

Until other ad mediums deliver the attributable sales of a Facebook or Google we will continue to see this growth trend. It’s not sexy but money never is.

Peace.

 

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Here’s a marketing infographic without the graphic. And without serious paragraphing. The early 1990s: computers and clunky email clients. The late 90s: laptops, infant web, networked software, and bad banner ads. The early 00s: search, ecommerce catalogs, bad leaderboard ads. Mid 00s: web communes, multimedia handhelds, entrepreneurship. Late 00s: content, thin things from Apple, cheesing the SEO system, Google Adwords. Early teens: apps, streaming, millennials, pay walls for heretofore free stuff. 2014: applications that solve real problems, meaningful use of the web, 3 mobile devices in every house. 2015 and beyond: ANALYTICS.

We are all going to be very anal about analytics; be they used to map the DNA gene sequence of cancer or Alzheimer’s, single user identifier of consumer digital behavior, or the most effective protocols and treatments for wellness and healthcare. Why? Because we can.

The data nerds are coming. It’s what’s next. Marketers and brand planners can smell it.

Peace. 

 

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I write about and consult on a new media marketing rigor called Twitch Point Planning — the ability to “understand, map and manipulate” media twitch points in ways that move consumers closer to a sale. A twitch point is a media experience where one twitches away from what they are currently consuming. Yesterday, I was looking in my blogger bookmarks and came across a link to Anil Dash, a tech entrepreneur. I visited his blog but did not read deeply, but did check out the About Me section.   Somehow I twitched over to a video presentation of his recorded at Mark Hurst’s 2011 Gel Conference, watched a couple of minutes then left.

This morning, I was reading a New York Times paper paper article on how Apple’s iPhone 5 maps have replaced Google maps on the new iPhones (brand mistake) and guess who is quoted?  Anil Dash.  Typically, were I reading the Times and saw the name of an expert with whom I wasn’t familiar, I might Google him mid-sentence. (Twitch.) Or, write a blog post about him and the subject. (Another twitch.) Either way, I might not return to my original media moment – The New York Times article. 

An example of Twitch Point Planning, in real time, would be for Mr. Dash to log on to Google AdWords and buy his name, the words Apple Maps, and make a penny a click ad. Or, he could change his website, based on his appearance in the article, and put an offer on the homepage, to build appropriate business.

Twitch Point Planning is a new tactic that adds exponential measures of value to social media. It’s active, not reactive. Twitch Point Planning is strategic. Go forth and twitch. Peace. 

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According to an article in The New York Times “The government says that today 23 percent of fish stocks are not at self-sustaining levels at current fishing pressure.”  That means we are fishing those species into negative territory and they will eventually become extinct.  I wouldn’t be at all surprised to find this same affliction occurring in the advertising business.  

For the sake of this discussion let’s just say there are a limited number of people effective at making terrific, original creative – the type of work that people talk about and that actually motives purchase. The fish.  Let’s say there are 5,000 of these fish.   They may reside at large shops, small shops, digital or be freelancers.  The problem is there are millions and millions of assignments out there. Every day. From a simple Google Adwords text ad to a Super Bowl commercial.  Who is doing that work?  Not the 5,000 fish everybody is trying to land.  Too much work for them. All the other swimmers in the water are doing the work.  Before everything became fair game for advertising messages and everything became media, there were almost enough creative minds to go around.  Today there is not. Creative is being done by anyone with fingers (and I apologize to the digit-challenged population.)   

Add to this the fact that the real fish – the 5,000 – are in such demand that they have no chance to mentor or teach. Not until they are toasted; at which point they are, well, toasted.

So what’s the answer? The web, what else?  And vision. We need to have the fish set aside some time to share what they know with all the other swimmers.  Dave Trott blogs daily and is worth a read. No toast he.  David Droga. David Angelo. Tor Myhren. Please step up. Please take some time to replenish the sea. Use the web. Help the young and those willing to learn. Or the business will slide further into a pond filled with farm raised creators and tasteless pellets.  Peace.

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