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Archive for March, 2010
In an interview with Zazoo published this week on the HotHouse blog, Econsultancy vice president Rebecca Lieb observed that the Internet is bringing about a fundamental shift in power within companies from advertising to marketing.
She says that “not only has online search technology made it simple for customers to connect with businesses, the evidence shows that most searchers are going straight to a company’s website for more information about their products. In other words, it’s not advertising driving people to your business online, it’s search.”
Companies, she says, need to shift their thinking from an emphasis on advertising to an emphasis on marketing and content creation. That means there’s “lots more media to play with. And it’s free – but that doesn’t mean you can mess with it.”
In the digital age, she says, you need a long-term perpetual strategy. To be able to successfully develop and execute a perpetual strategy, according to Rebecca, “You need to think like an editor.”
“Brands are not just businesses,” Rebecca says, they’re now media companies.”
An excerpt from the story:
“…traditional media based their business model on a (mostly) clear separation between advertising and content. What happens when the ‘advertiser’ is also the content provider?
“In the digital context, according to Rebecca Lieb, ‘Being authoritative is more important than being objective – though transparency and disclosure are incredibly important.
“’If, for example, you’re a sporting goods company and you publish information on your site about mountain climbing. That information can be entertaining. The information is not invalid, as long as you know where it’s coming from.’
“Rebecca concludes: ‘The rules aren’t different; it’s the channels that are shifting.’”
Are you ready to act like a publisher with your website and social media program?
Zazoo was asked to put together a workshop article for NETT magazine on how to promote your business online using video. The article has been published in this month’s issue (see a PDF version here).
Here are a couple of excerpts:
“Online video is no longer a nice-to-have addition to your marketing mix: it’s becoming an essential tool for small businesses trying to stand out in a crowded market. Yet, often the biggest challenge for SMEs interested in creating online video is taking that first step. Your dream may be to create something that goes viral, but where do you start? How do you make it interesting enough to get people to watch – and then spread the message? The good news is, creating online video is getting cheaper and easier to do.
“….The biggest challenge for businesses, especially SMEs, is taking the first step. Video can confound people who are only familiar with traditional marketing. Developing an interesting concept is the next challenge. Viewers have been conditioned by years of television watching to expect video to be entertaining as well as informational, so that talking head presentation from your MD is an online video no-no.
“….Each video and each campaign is different, so work out ways you candetermine the success of your video in meeting your goals.How can you tell whether increased sales are due to your video? You do things like link from the video to a particular landing page on your site instead of the home page. Measure hits to this page and add a call-to-action…. As you produce more videos, you can see what type of content gives you the most business impact.”
Keep on the lookout for future articles in NETT and other publications.
Ray Welling, Content Guy, Zazoo
Last week I interviewed Rebecca Lieb, US vice-president for the digital marketing research and publishing company Econsultancy, for a HotHouse podcast on the topics of search engine optimisation and content strategy. Her main message: Like it or not, the evolution of search on the Internet now means that every company is a publisher - people are going to come straight to your website for information about your products/services and about your category in general. As a result, you need to “think like an editor” and create fresh, engaging content for your website - constantly.
The podcast has now been published on the HotHouse blog - you can listen to it/download it here. I’ll also provide links to related articles that will be published on the HoHouse blog as soon as they’re published later this month.
Ray Welling, Content Guy, Zazoo
Hindsight’s a wonderful thing… a couple of blogs have picked up a copy of an article printed in Newsweek back in 1995 that dismissed the Internet as a fad. I love the title: “The Internet? Bah!” Writer Clifford Stoll dropped a number of clangers in his original article. Here are a couple of examples:
- “Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms. They speak of electronic town meetings and virtual communities. Commerce and business will shift from offices and malls to networks and modems. And the freedom of digital networks will make government more democratic. Baloney.”
- “…no online database will replace your daily newspaper, no CD-ROM can take the place of a competent teacher and no computer network will change the way government works.”
- “…Nicholas Negroponte, director of the MIT Media Lab, predicts that we’ll soon buy books and newspapers straight over the Intenet. Uh, sure.”
- “…the Internet is one big ocean of unedited data, without any pretense of completeness. Lacking editors, reviewers or critics, the Internet has become a wasteland of unfiltered data. You don’t know what to ignore and what’s worth reading.”
- “Computers and networks isolate us from one another. A network chat line is a limp substitute for meeting friends over coffee. No interactive multimedia display comes close to the excitement of a live concert. And who’d prefer cybersex to the real thing?”
In one report on this article, Clifford Stoll himself commented on his article, saying, “Wrong? Yep.
“At the time, I was trying to speak against the tide of futuristic commentary on how The Internet Will Solve Our Problems.
“Gives me pause. Most of my screwups have had limited publicity: Forgetting my lines in my 4th grade play. Misidentifying a Gilbert and Sullivan song while suddenly drafted to fill in as announcer on a classical radio station. Wasting a week hunting for planets interior to Mercury’s orbit using an infrared system with a noise level so high that it couldn’t possibly detect ‘em. Heck – trying to dry my sneakers in a microwave oven (a quarter century later, there’s still a smudge on the kitchen ceiling)
“And, as I’ve laughed at others’ foibles, I think back to some of my own cringeworthy contributions. Now, whenever I think I know what’s happening, I temper my thoughts: Might be wrong, Cliff…”
At least he’s man enough to admit he got it wrong…
(Reprinted with permission from the Welling Digital blog)
Here’s a quick one - check out this video on the latest statistics on the growth of the Internet. A couple of notable facts:
- YouTube is now serving up 1 billion videos every day
- It’s predicted that people will upload at least 30 billion photos onto Facebook this year
- The vast majority of all email is spam (grrrrrr!)
- The average Internet user (in the US) watches 182 videos per month - that’s about 6 every day
Ray Welling, Content Guy, Zazoo