January 26, 2011 Leave a comment
This cool infographic, shared on Mashable today.
Navigate the new world of marketing: digital, mobile, experiences and in store.
December 28, 2010 Leave a comment
Some insightful research from a research report by Altimeter Group, reported on Web Strategy by Jeremiah Owyang shows a pretty dramatic trend going on in the agency business right now. It appears boutique social media and content agencies are really taking some significant chunks of client’s business away from traditional digital shops. This is really no different than the general trend in the agency business as a whole, where clients shift entire budgets away from established agency players to smaller, more specialized practices.
At some point, the big shops become too lethargic and cumbersome to meet the increasingly specialized demands of clients in emerging communications channels and practices. Their staffs a bloated with overhead and people that provide the things clients don’t want to buy anymore. They are machines of marketing service. The big guys aren’t really market makers, after all, they’re market takers.
But, the problem is, success in the marketing services industry is shifting dramatically away from how well you are at being a bulk provider big, media-centric ideas and is now more about delivering innovative and compelling experiences that transcend communications channels. Marketing services is not so much a practice that starts with the client brief anymore…rather it starts by listening and observing your customers online behavior and interests, mining this for insights then creating your ideas and content based on what your audience tells you they’re already interested in. Marketing is now less about what you have to say and more about the user experience. And, it is a new breed of social boutique agencies that is winning over significant chunks of client business, away from more traditional digital agencies.
Altimeter identified why the smaller, more nimble firms are winning:
December 28, 2010 Leave a comment
From the Wall Street Journal the top trends in mobile for the coming year. Here they are:
November 30, 2010 Leave a comment
Good reminder from David Meerman Scott, author of “The New Rules of Marketing and PR” and other social media tomes, on the lack of distinction between B2B and B2C social media and how, in many cases, asking about the ROI of social media is like asking what the ROI on your telephone system or Blackberries or IT infrastructure is. Sure, bean counters may have tried to measure this at the start of implementing these new technologies and practices but they don’t any more. Social media is really just a communications channel but one that impacts the entire organization…research and development, marketing, CRM, customer service, PR, recruiting, internal communications…so, go ahead an carp about ROI on social media, while the competition establishes their channels of communication…and leaves you in the dust.
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November 18, 2010 Leave a comment
It’s that time of year when famed Morgan Stanley analyst Mary Meeker gives her annual state of the internet presentation. During this year’s Web 2.0 Summit in San Francisco, Mary presented some eye-popping stats, including the state of mobile (Apple and Google () are winning), the most under-monetized asset in online advertising (Facebook) and even the secret sauce of Steve Jobs (he has the mind of an engineer and the heart of an artist).
Some of Meeker’s more revealing analysis:
• 46% of Internet users live in five countries: the USA, Russia, Brazil, China and India.
• There are 670 million 3G subscribers worldwide, 136.6 million in the U.S.
• iOS devices reached 120 million subscribers in 13 quarters, far faster than Netscape, AOL or NTT docomo’s growth rates.
• Nokia and Symbian used to own 62% of the smartphone market (units shipped). Now it’s only 37%, mostly due to Android () and iOS.
• The average CPM for social networking sites is at only $0.55. Meeker thinks this will increase and normalize in the next few years. She also believes that inventory on Facebook is one of the most under-monetized assets on the web.
• It took e-commerce 15 years to get to 5% of retail. Morgan Stanley predicts mobile should get to that same level in five years.
• Streaming video is up to 37% of of Internet traffic during traditional “TV hours.” Netflix is the biggest contributor to this, followed by YouTube.
• Seven of the companies that were in the top 15 publicly traded Internet companies in 2004 are not in that list in 2010.
• Interest payments and entitlement spending is projected to exceed government revenue by 2025. In other words, the U.S. government is facing a real financial crisis soon.
A pdf of the entire presentation is below: