Category Archives: Thinking Aloud

Step Away From the Tower

It’s August!  When I was a kid, many of my friends’ birthdays, and mine, fell within a 10 day span in August.  We’d have a week of non-stop birthday parties and each day some unlucky mom got a bunch of boys tearing up her house and yard.

When I was 10, my mom decided it would be a good idea to take us all to the World’s Fair which was going on in NY at the time.  It took place in Flushing Meadow Park where the tennis facility is now.  That big globe – the Unisphere – you see on the tennis coverage sometimes is a relic of the Fair, one of the few that remain along with the NY State Pavilion, or as we call it in my family, the scene of the crime.

My mom doesn’t deal well with heights and of course all the little boys had to get up in the NY Pavilion RIGHT AWAY so we could see the whole fair.  We ran from the elevators as we got up there, up a flight of stairs to a higher level while my mother put a bear hug on the center support of the towers.  There she stayed while we ran around upstairs.  She was nowhere even close to the edge but the mere thought that she might get close scared her.  Eventually she sent a Boy Scout up after us because she couldn’t move.  I don’t know if she thought she was going to fall or the tower was going to fall but she was hanging on either way.

Cute, but of course it reminds me that our fears can often paralyze us.  Many executives cling to that center tower while there is a glorious view right upstairs.  Sure, the walk up may be a little scary but it’s usually safer than you think.

In digital, safe is dead, I think.  The business will be gone before you realize that there are guard rails all around you and act.  Stupid is just as dead, so the trick is to take smart risks based on the best information you have.

It’s a lot of years later and the tower is still there (so, thankfully, is Mom – here, I mean, not at the Tower – we got her down!).  The smart risks haven’t all worked out but they’ve made for a great view most of the time.

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Filed under Consulting, Thinking Aloud

Where to?

Verizon Wireless announced their earnings this morning and I found something of interest in the announcement.

Data revenues grew 45.3 percent over the prior year, contributing nearly $2.6 billion. The company had 49.6 million retail data customers in June (approximately three-quarters of its retail customer base), a 25.6 percent increase over the prior year.

The above without the benefit of the iPhone on their network.  As you may know, all the evidence is that iPhone users, while a small installed base, account for a disproportionately high percentage of data usage and it’s reasonable to assume that as other advanced devices like the iPhone come to market in the next year or so, demand for data will soar, as will networks’ revenues from them.

So the question really becomes what are you, as someone who is paying an awful lot of attention to yourself on the web, doing about it?  I know – you’ve barely figured out social media for the web – how can you worry about mobile and the integration of content, ads, and community?  How can you not?

I got up to play golf yesterday and it was pouring.  Lightning everywhere, ponding in the back yard.  I did what I always do – go look at the radar, figure out how long it will take to pass, and proceed accordingly, especially since my course has no tee times and if you show up late, you wait.  I figured it would all be gone in an hour so I dressed and drove up there.  Got right out, played in 3 hours, no rain (OK, one tiny shower on 12 but it was gone in 5 minutes).

My point is that as marketers and content providers we need to look at the radar.  A lot.  Verizon’s announcement tells us something and if we don’t act accordingly, we going to have to get in line on the tee.

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Filed under Helpful Hints, Thinking Aloud

The Toolbox

There are two studies out this morning that are interesting to me (and hopefully to you!).

The first is

a recent survey conducted on behalf of PRWeek and Manning Selvage & Lee (MS&L) by Millward Brown indicates that just may be the case: Despite weakened economic conditions, over 75% of senior marketers say they expect spending for new media and online initiatives to increase in the next year.

The second one is

a recent study by Borrell Associates, a Williamsburg, Va.-based market research firm, uncovered three major trends:

  • Spending on online display ads (web page banners, pop-ups, etc.) have been flat the past two years and are expected to top out at $12.6 billion in 2008, then decline more than 50 percent by 2012.
  • Paid search advertising will peak at $16.9 billion by 2009 and start declining.
  • Online promotions generated about $8 billion in 2007. This category will nearly triple by 2013 to $22.8 billion, exceeding all other online advertising categories, including paid search, banners, email and online audio/video advertising.

How does one reconcile these two?  I believe they’re both right – spending on digital media will continue to grow.  It should – it’s an emerging medium and consumers’ time spent and engagement with it continues to grow.  I’m not sure why there is a giant difference between good advertising and good promotion.  If I’m reading the survey right, it seems as if the difference is that the “promotional” online ads tie to a contest or some other action.  I was always taught that all advertising is supposed to have a call to action and that, it seems, is what we should be measuring.  There are lots of other factors such as the creative to consider before blaming the messenger – the medium.

It’s unfortunate that some CMO’s will read the above survey and turn it into a self-fulfilling prophecy.  There are lots of tools in the marketing toolbox.  Digital media, and display ads within digital media (hopefully with a specific, measurable, excellent call to action) are a big part.  An even bigger, more important part is using all of the tools at one’s disposal as we continue the conversations with the public.

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Filed under Thinking Aloud, What's Going On