With all the talk about Google withdrawing from China, you may not have noticed that Google’s CEO has said that he expects the next big thing in search will be the emergence of display and mobile advertising.
"Our display business will give advertisers the opportunity to reach people with visual stories and narratives that they couldn't with search-ad text," said Google CEO, Eric Schmidt.
He went on to say that one of the stories that has yet to come out is how successful Google has been at display.
He cited the recent sell-out of YouTube's home page – specifically, Fox's campaign for "Avatar" – as evidence that marketers are taking Google seriously as a display medium.
The president of global sales at Google, Nikesh Arora, said display advertising has moved from being "nice" to an "essential part of any campaign”.
Google has moved so rapidly on new initiatives over the last couple of years, it’s probably important to keep an eye on display and mobile developments.
Would you look at using Google display in your AdWords advertising?
For details about how the Action Words team can help you with all kinds of copywriting, please go to:
http://www.actionwords.com.au/home/
31 January 2010
Seven social media terms you'll be hearing more often
You will no doubt recognise some of these increasingly common buzzwords, sourced from Nielsen Online Digital Strategic Services in the US:
Mobilenecking: The alarming tendency to have our necks tilted down or shifted sideways – ever glued to our mobile device. This anywhere, anyplace epidemic is increasingly evident in cars, airplanes and city streets.
Wiki Wart: A bad piece of news or an embarrassing brand episode that just won't go away in a brand's Wikipedia description (e.g., an activist protest or a social-media campaign that backfired). PR pros often give brands false hope of removing the warts, but relentless Wikipedia editors put them right back.
Faux Post: When you are talking to someone on the phone and he/she notices an unrelated tweet or Facebook status update from you showing up in real-time. Now that’s embarrassing.
Conversational Divide: The huge gap between what marketers preach about social media "conversations" and the brand's actual customer service or call centre operations.
Buck Sucked: The condition that typically slaps you in the face when reading your credit card bill and you see dozens of "dollar" charges for music and "what the heck" iPhone or mobile apps. Expect much more of this as it gets easier and more convenient to pay for online content.
Runway Rebel: That person who keeps the "electronic device" going well past the airline warnings and prohibitions. We see them everywhere, and few of us are totally innocent.
Blog Dodger: Someone who has abandoned his or her blog for Twitter or some other lower-hassle social media substitute. This was big in 2009, and we'll likely see much more of it in 2010.
Please let us know about any other social media terms that you think all marketers should be aware of!
For details about the Action Words one-day workshop that will immediately improve your team's business writing, please go to http://www.actionwords.com.au/business-writing-course/
Mobilenecking: The alarming tendency to have our necks tilted down or shifted sideways – ever glued to our mobile device. This anywhere, anyplace epidemic is increasingly evident in cars, airplanes and city streets.
Wiki Wart: A bad piece of news or an embarrassing brand episode that just won't go away in a brand's Wikipedia description (e.g., an activist protest or a social-media campaign that backfired). PR pros often give brands false hope of removing the warts, but relentless Wikipedia editors put them right back.
Faux Post: When you are talking to someone on the phone and he/she notices an unrelated tweet or Facebook status update from you showing up in real-time. Now that’s embarrassing.
Conversational Divide: The huge gap between what marketers preach about social media "conversations" and the brand's actual customer service or call centre operations.
Buck Sucked: The condition that typically slaps you in the face when reading your credit card bill and you see dozens of "dollar" charges for music and "what the heck" iPhone or mobile apps. Expect much more of this as it gets easier and more convenient to pay for online content.
Runway Rebel: That person who keeps the "electronic device" going well past the airline warnings and prohibitions. We see them everywhere, and few of us are totally innocent.
Blog Dodger: Someone who has abandoned his or her blog for Twitter or some other lower-hassle social media substitute. This was big in 2009, and we'll likely see much more of it in 2010.
Please let us know about any other social media terms that you think all marketers should be aware of!
For details about the Action Words one-day workshop that will immediately improve your team's business writing, please go to http://www.actionwords.com.au/business-writing-course/
What marketers need to know
Sometimes you can’t help wondering what marketers are doing.
A recent US survey reported by the global customer experience specialist company Right Now (1900 global clients) found that only 46% of senior marketers have good insight into customer retention rates, lifetime value, and profitability.
Let’s just tease this out a little. What this survey result seems to say is that more than half of the marketers questioned:
> did not know the retention rate for their customers – in other words, when they won 10 new customers, they did not know how many on average would still be with them in 12 months;
> did not know how much profit they obtained from a typical customer over the lifetime that the customer stayed with them; and
> did not have a clear handle on how much profit an average transaction provided for the company.
All this obviously relates to fundamental data that marketers must have, to do their job properly.
If you plan to run a campaign, you have to know about profitability in order to gauge whether your proposed initiative is worthwhile.
If you launch a blog or an e-newsletter for nurturing clients in order to keep them, you have to know about lifetime value. What’s the point of spending to keep them if their profitability does not justify such expenditure?
If you acquire customers by, say, advertising, you have to know the retention rate. You might think the advertising is effective, but if the customers walk out the door as quickly as they walk in, then it may well be that the advertising is only marginally profitable – or not profitable at all. You may be attracting the wrong people, or promising too much, or causing brand confusion, or whatever.
As a marketer, do you have access to the information you need? What is the information that you find most valuable for your decision making?
For details about how the Action Words team can help you with all kinds of copywriting, please go to: http://www.actionwords.com.au/home/
A recent US survey reported by the global customer experience specialist company Right Now (1900 global clients) found that only 46% of senior marketers have good insight into customer retention rates, lifetime value, and profitability.
Let’s just tease this out a little. What this survey result seems to say is that more than half of the marketers questioned:
> did not know the retention rate for their customers – in other words, when they won 10 new customers, they did not know how many on average would still be with them in 12 months;
> did not know how much profit they obtained from a typical customer over the lifetime that the customer stayed with them; and
> did not have a clear handle on how much profit an average transaction provided for the company.
All this obviously relates to fundamental data that marketers must have, to do their job properly.
If you plan to run a campaign, you have to know about profitability in order to gauge whether your proposed initiative is worthwhile.
If you launch a blog or an e-newsletter for nurturing clients in order to keep them, you have to know about lifetime value. What’s the point of spending to keep them if their profitability does not justify such expenditure?
If you acquire customers by, say, advertising, you have to know the retention rate. You might think the advertising is effective, but if the customers walk out the door as quickly as they walk in, then it may well be that the advertising is only marginally profitable – or not profitable at all. You may be attracting the wrong people, or promising too much, or causing brand confusion, or whatever.
As a marketer, do you have access to the information you need? What is the information that you find most valuable for your decision making?
For details about how the Action Words team can help you with all kinds of copywriting, please go to: http://www.actionwords.com.au/home/
Update on Sorrento
Some readers of The Scoop may remember my comments around this time last year about the traders in the Victorian holiday town of Sorrento and their extraordinary lack of customer service. Well, I can give you an update: nothing has changed.
Around 6pm on Monday 28 December, we went to a place called “The Baths” to order take away fish and chips for four. And what were we told? “There’s a wait of 90 minutes on fish and chips.”
While the town is packed with holiday makers, most of the shops still close at 5pm! I went to the main street supermarket “Stringers” on one occasion, and stood in a queue of 17 people waiting to buy milk and a newspaper.
People put up with a main street of traders who are mostly living in a different century because everyone is there to take it easy. The traders in Sorrento have their way of doing things. If you want to buy from them, you do business their way, and when it suits them.
Did you have an interesting marketing or customer service experience from your time away over the holiday period?
For details about the Action Words one-day workshop that will immediately improve your team's business writing, please go to: http://www.actionwords.com.au/business-writing-course/
Around 6pm on Monday 28 December, we went to a place called “The Baths” to order take away fish and chips for four. And what were we told? “There’s a wait of 90 minutes on fish and chips.”
While the town is packed with holiday makers, most of the shops still close at 5pm! I went to the main street supermarket “Stringers” on one occasion, and stood in a queue of 17 people waiting to buy milk and a newspaper.
People put up with a main street of traders who are mostly living in a different century because everyone is there to take it easy. The traders in Sorrento have their way of doing things. If you want to buy from them, you do business their way, and when it suits them.
Did you have an interesting marketing or customer service experience from your time away over the holiday period?
For details about the Action Words one-day workshop that will immediately improve your team's business writing, please go to: http://www.actionwords.com.au/business-writing-course/
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