Category: Social Media
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Social & Ad Opportunities in Semantic Technology
On the heels of my mini debate with Charlene Li over on her great blog about the role of targeting based on personal behavior rules vs. content rules (or the battle for the future of advertising đ this morning the venerable Stephen Arnoldâs also great blog alerted me to an interview on Yahoo! Search Blog…
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Iâm YouTube Bitch⌠and Content is a Hell of a Drug!
âVeoh or some other online video aggregator is going to be more important than NBC in 10 yearsâ - Michael Eisner, 11/22/08, New York Times âAfter Disney, Eisner Finds a Home Onlineâ Eisner is right, but it will be YouTube. In case you missed it Friday night, YouTube (again) staked its claim as the future…
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AdMonsters Keynote: Can Display Advertising Survive the Web?
This past Thursday in New York I gave the keynote address at the AdMonsters Leadership Council. If youâre not familiar with AdMonsters they are not monsters at all, but a fantastic professional organization for people in ad operations. What is Ad Operations? These are the smart people in the world of display. Ad ops traffic…
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Metallica Optimizes B(r)and for Digital
There are great content distribution lessons to be learned by watching the digital music space. Likewise, these content creators can also teach us quite a bit about brand building. A short piece in Brand Republic about Metallicaâs new album caught my attention. I was especially interested in the excerpt below. It touches on optimizing the…
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Advertising Age Quote on Video Optimization
Abbey Klaassen has a very interesting look at video analytics and optimization in a piece on YouTube Insights (and was nice enough to quote me). She also mentions Visible Measures a company I’ve mentioned in the past to closely watch in this space. I’ve written about opportunities and strategies for video optimization here and here.…
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How Semantic Ad Apps Deliver Relevance to Implicit, Explicit & Latent Intent
Every online endeavor starts with a goal. In search that goals is often explicit. In content that goal becomes much more implicit. Whatâs important to note is that just because a person is in content it doesnât mean their goal is lost or not as important as it was in search. People spend much more…
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Gary Busey Viral Video Campaign Rawks!
Congrats to my client GotVMail. The viral video campaign launched yesterday Gary Busey on Business is getting some great reviews and itâs only Day 2: Gawker Adfreak Make the Logo Bigger Here’s one of my personal favs. Rave on!
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Viral Marketing with Video Widgets
Since blogging is a key viral driver of Social Media Optimization I wanted to share our latest RAMP project. Working with GotVMail (as well as being a customer đ RAMP helped strategize, build, deploy and optimize a widget and supporting experiences for their Gary Busey on Business viral marketing campaign being launched today. Thatâs right,…
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The Psychology of Optimization
I saw this presentation from Tara Hunt on Dave Kelloggâs blog. Dave is CEO of Mark Logic where they are doing some amazing things with XML and content management. In any case, this preso is exceptional. It touches on a number of optimization factors that I feel very strongly about and incorporate whenever possible, namely…
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The Dawn of Semantic Ads
Peer39 announced Friday their release of SemanticMatch⢠ad technology. A few months ago I had an opportunity to preview SemanticMatch with Peer39âs CMO James Oppenheim. It further validated for me the value that is created using semantic technology to deliver relevant content in a context that will create consumer intent. This announcement follows on the…
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Speaking on Landing Page Optimization & Widget Ads
I have a couple of upcoming speaking engagements on landing page optimization. If youâre going to be attending shoot me an email and letâs meet-up. MediaPost Search Insider Summit May 18th-21st Captiva Island, Fl SMX Advanced June 3rd,4th Seattle, WA Also, Iâm very excited that I was just asked to speak at the WidgetWebExpo. Iâll…
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This Landing Page is a Joke
This experience hurts Toyotaâs brand in so many ways and it is a case study in poor landing page optimization. I have no problem with funny ads. Humor can create interest and attention — a very hard thing to do in this day and age. However, if you want to play a joke on consumers…
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Yes, Email is Your Social Graph
I know this has been written before but in the past few days it hit home for me as Iâve contacted my network to update them with professional information. Email is your social graph. In less than 2 years Iâve collected over 800 emails. This is just the list of people Iâve emailed not people…
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B2B Social Networks – Yes!
On Tuesday I was interviewed by The Denver Post for an piece on Social Networks in the B2B space. The very next day I saw this poll on where Social Networks have the greatest business opportunity from participants and attendees (mostly VCs & C-level execs) at this weekâs AlwaysOn conference. I was pretty shocked at…
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Platforms, Applications and the Future of Digital Marketing
REST APIs, Rules and Relevance In the user controlled medium that is digital advertising success is predicated on delivering relevance. Nowhere is this exemplified better than the success of search where there is a data input (rule 1) and multiple additional rules (geo and behavioral) that results in the delivery of content believed to be…
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Why We Need Many Metrics to Answer the Same Two Questions
One of the things that has drawn my ire recently is the shouts from agencies, media buyers and advertisers that more ad spend would come into digital if there just werenât so many metrics and tools for gathering analytics. I have news for them. The spend is coming and nothing will stop it. Digital is…
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Optimizing Viral Marketing
On the face of it, viral marketing optimization (VMO) bears little resemblance to more established digital marketing practices. In retail and lead generation the basic principle to optimizing conversion is long established as driving people into the funnel and then pushing them down it. Viral Marketing turns this funnel upside down. The viral marketing end…
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Creating Intent in Digital Media – Part 2 & 3
Part 1 focused on three types of digital media and cross-media and looked at what the future may hold for intent creation in each. Part 2 looks strategically at creating intent and Part 3 is a case study. Goals and Intentions For the most part, people are consistently in goal or intent (I use these…
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Results from Facebook Ads
On October 19th I launched my first Facebook ad campaign. The results reinforce a number of questions and concerns about the effectiveness of advertising in social media. Namely, using passive media tactics in an active media environment. Results Summary: Ok, thatâs typical banner response. Here is the ad I ran. My target keywords were âadvertising,â…
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Creating Intent in Digital Media
In Part 1 I will look at three types of digital media and cross-media and see what the future may hold for intent creation. Next week in Part 2 I will focus on using creative and technology in synergy to optimize intent creation. The idea of creating intent is one of the touchstones of marketing…
Optimize & Prophesize 