Ad Sales Blog

Hyperlocal without the hype

This video make me shudder and think. As Local Media Guru Gordon Borrell interviews BuzzMachine's Jeff Jarvis all the scary things we suspect about the future of local media check out. Local newspapers not changing fast enough to survive? Check. Local news without local newspapers? Check. But Jarvis is OK with  this. Why? Because journalism will survive. His model for how this will happen is fascinating. This video is worth your time watching:   

PS: I'm very proud that Gordon Borrell will be joining me at the Digital Magazine Symposium I'll be chairing on March 9th in New York City. I've been following him a long time. Few have the kind of insight he has.  

 

To catch a blogger...

Bloggers have more influence on the web than ever. Many see their influence being as great as paid advertising. But can bloggers be influenced? Last year's Technorati: State of the Blogosphere study shows us the way. When bloggers were asked what content or advertising moves them:

The biggest influence on bloggers is, by far,other bloggers. To catch a blogger's attention, you or your organization need to launch a credible blogor find credible presence on the blogosphere itself. This is good news for content publishers who can create targeted blogs that sponsors may want to support.  

Read the entire Technorati study  

Are blogs the new buyers guides?

In previous posts I have stated the conventional wisdom that blogs are a tough sell as ad sponsored media goes. Unless you have a celebrity blogger or are blogging against an important event, ad sponsorships are hard to sell. In those cases, it can be argued, the celebrity and the event are bringing in the value, not so much the blogging itself. 

But now comes evidence that blogging may have value in it's own right. A study from BuzzLogic and JupiterResearch that focused on the behavior of heavy blog readers finds them relying on blogs for information previously thought to be in the benefit list of search and buyers guides. From the study:       

"Blog readers do not appear to rely as heavily on search as a means to find new blogs as compared to consumers of traditional online media. According to the survey, one in five general blog readers (defined as consumers who have read a blog in the past 12 months) use blog links to discover new blogs. Further, the study suggests blogs are not consumed in isolation, but experienced as part of a connected conversation – nearly half (49 percent) of blog readers and 71 percent of frequent readers read more than one blog per session. Key findings include:
•    Links more powerful than search: For frequent readers, links beat search as a navigation tool: 38 percent said blog links were the top tool for discovering new blog content as compared to 34 percent who voted for Web search.
•    Links signal trust: For frequent readers, blog links appear to have similar impact as a trusted recommendation from a person (a response from 39 percent of survey participants). 
•    Blog search not yet mainstream: Blog search engines received the lowest ranking from respondents: 6 percent of general readers and 11 percent of frequent readers say they use these tools to discover new blogs.

Buying Behavior: The Nature of Blog Influence
•    Blogs influence purchases: One half (50 percent) of blog readers say they find blogs useful for purchase information.
•    Blogs sway more purchases among readers than social networks: More frequent blog readers say they trust relevant blog content for purchase decisions than content from social networking sites.
•    Niche focus ups influence factor: For those who have found blog content useful for product decisions, more than half (56 percent) said blogs with a niche focus and topical expertise were key sources.
•    Blogs go beyond tech: Outside of technology-related purchases, for which 31 percent of readers say blogs are useful, other key categories include media and entertainment (15 percent); games/toys and/or sporting goods (14 percent); travel (12 percent); automotive (11 percent); and health (10 percent).

It’s Buy Time: Where Blogs Sit in the Purchase Cycle
According to the study, blogs factor in to critical stages of the purchase process, weighing most heavily at the actual moment of a purchase decision. When it comes to respondents who said they have trusted blog content for purchase decisions in the past, over half (52 percent) say blogs played a role in the critical moment they decided to move forward with a purchase.
Blog readers also replied around blogs’ influence as it relates to the following steps of the purchase process:
•    Decide on a product or service: 21 percent
•    Refine choices: 19 percent
•    Get support and answers: 19 percent
•    Discover products and services: 17 percent
•    Assure: 14 percent
•    Inspire a purchase: 13 percent
•    Execute a purchase: 7 percent

This story has some traction, here is a link to a short summary of the that study ran in the New York Times: http://www.nytimes.com/2008/12/22/business/22drill.html?_r=1

Read the entire Buzz Logic press release:

 http://www.buzzlogic.com/press/news.html?postdate=1225203064

Will linkinars be your next big money maker?

  Linkinars are the poor cousin to webinars but are quicker and cheaper to put on. As result, linkinars offer the potential to do more online events at a higher profit margin.

According to linkinar.com, "A linkinar is an online presentation illustrated with a sequence of web links. Typically, audience and presenter access a live telephone line together as the presenter directs the audience to click on a series of links to illustrate points being made."

Because there are only two services required to put on a linkinar and both are nearly free for most content publishers it is worth consideration. The first is a group telephone line, the second is access by the audience to a web page where the presenter can post a series of web links.

You promote and monetize a linkinar the same way you would a webinar. You still collect sales leads for sponsors by requiring attendee registration and offer "signage" for sponsors.   

For a one hour linkinar typically between 7-15 links work best. The person directing the linkinar introduces the call and directs people to click on the first link. Everyone one on the call does so. After the some discussion the linkinar leader moves to the second link and so on. In essence, the links illustrate the talk very inexpensively.

On the negative side, linkinars do not have the upscale graphical appeal of webinars, and cannot accommodate video. Linkinars are low tech.     

But you can put together a linkinar with almost no preparation time and cost. You just need an expert who has a subject to cover and knows where to find supporting content on the web.  

The best use of a linkinar comes when you use links to content on your own own website and blog(s). Doing this you can build web traffic as well as revenue.  

More information at www.linkinar.com

On selling webinar sponsorships
 

Is the Golden Age of "web as direct response" over?

The "Internet advertising as direct mail" model, with click throughs the only meaningful metric, has been dealt a blow. This is great news for content publishers, whose advertising sell is based more on relevance and engagement, and less on delivering boat loads of click troughs. 

As I have said many times on this blog, if you are staking your continued online media sales on delivering click thoughs alone you are toast. For online media buyers, there is always a cheaper way to get more click throughs. But media relevancy is making a comeback. The driver? Social media that engages more and more visitors while giving them the power to  block advertising.     

According to recent post on the Harvard Business Review:  

"Early in the Internet era, it looked as if successful online marketing would follow the model of direct marketing. Data profiling and digital media would allow for deeper targeting and more intrusion into consumers’ lives than broadcast marketing. At last, it seemed, marketing would become a branch of social engineering with the marketer firmly in control. Ten years later that view looks to have been quite wrong. What we did not anticipate was that the technology that enabled intrusion would also enable defense against intrusion. From Tivo to Caller ID to social media, consumers have found ways to keep the invaders at bay. Marketers no longer rule the market. They are invited guests. If they are provocative, pertinent and entertaining they get to stay. If they are overbearing there are ways to shut them out."

The article goes on the give a terrific example of how this approach is being used to sell soap. Yup, Dove soap! 

"But some brands are cracking the code of social media and discovering how to thrive in the disenchanted environment of Web 2.0. Consider Unilever’s Dove, which has added $1.2 billion to its brand value over the past three years...

The principle made plain by Dove’s success is that in social networks brands must seek to provoke conversation not to dominate it. The locus of control in the marketplace shifts from marketer to consumer, and success is built on a model of co-created meaning. In Web 2.0, marketers accept that it is enough to rouse, to stimulate, to stir.

Dove's strategy was to move away from functional claims and to present itself as a brand with a point of view. It advocated that the beauty industry was contributing to the destruction of self-esteem in girls and young women by propagating unrealistic standards. With its Self-Esteem Fund and The Campaign for Real Beauty, Dove placed itself at odds with its competitors. Consumers loved the conflict. They lit up the digital media, generating millions of pass-along clips for YouTube, clips like Evolution and Hates Her Freckles."

See the Dove campaign website: http://www.dove.us/#/cfrb/

Read the whole post on the Harvard Business Review, "How to Build a Brand on the Web? Ask Unilever"

Engage or die

Denise Shiffman’s new book "Age of Engage" is insightful, illuminating, and potentially terrifying for media sales people. Shiffman lays bare what the marketers we sell our ads to will be expecting in the next 10 years and sees a future requiring different skill sets and media products. In this world media consumers demand total engagement and control over the content we now dispense at our discretion.

Although she offers little specific advice on transforming our current products into Web 2.0 versions she clearly describes what expectations of all Web products and services must be. Here is a handy chart from the book describing expectations of the old vs. new Web:  

According to Denise:

"The original, static Web drew millions of companies online to offer information about their products, and to sell their wares. The second coming of the Web has transformed the online marketplace into an interactive, personal, and communal space. Consumers have been transformed from passive viewers and choosers to active and powerful beacons collectively creating winners and losers. Breaking through the clutter of voices in this new marketplace is an audacious challenge for any marketer. E-mail, viral, search, social, widgets, avatars, authenticity,and story make up the new language. New media, tools, and technologies have to be mastered to remain in the game. In this reinvention
of marketing, it is the fast, the unique, the innovative and creative, the socially connected, and most importantly, those who engage their audience that will win."

How well will your next media products engage your community? Your future could depend on it. 

Download and read the first chapter of "Age of Engage" for free

Article in Chief Marketer on the book