The 4 types of online advertising. Which one is best for you?

Originally posted on Our start up starts here.:

Pay Per ClickA great blog post about digital / online advertising originally in Open Global and re-edited for NowTryThat. 

The whole point of using technology in business could be argued to be to make more money by spending less money. Letting the technology do the work for you and maximising your returns. 

This is the way it was from day one. The internet is no different.

“Offline advertising is very risky. You take a risk and if the advertising works, you make money. If the advertising doesn’t work, you lose money. But the internet can take all of this risk away.

So it’s a shame that more companies are losing money advertising online than are making money, because they are advertising using offline advertising techniques instead using the technology available.

There are basically 4 ways to advertise online, going through a spectrum from most risky, to no risk at all.

If you do…

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7 Effective Tips to Consistently Come Up With Engaging Content

Originally posted on Online Marketing Hub:

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One of the tragedies of content marketing is that people think it’s easy. The truth is that it isn?t easy by any stretch of the imagination. There are plenty of  harsh and unpopular truths going around about content marketing, this is one of the more unpalatable ones.

I call it a tragedy because in thinking it’s not that a big deal, marketers end up making mistakes that can take the content marketing strategy down. Take for example the case of content creation, which is a mission critical content marketing activity. Without content, there is no content strategy. What’s more, you need to come up with engaging content all the time to make sure your strategy delivers results. Experienced content marketers will tell you that one of the most difficult aspects of content marketing is making it a habit to come up with content that target audiences will love going…

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Monday Funday: travel special!

Dan 'Great Marketing Works' Sodergren:

Interesting marketing….

Originally posted on speakthinkblog:

Good morning Monday Funday-lovers! I am speaking to you from the past. I had to write this post in advance because I’m on holiday right now – today now, not the ‘in the past’ now. Try and keep up. To mark my being away on my hols I’ve got an extra special travel-themed Monday Funday for you. Buy your tickets, buckle up and put your seatbacks in the upright position – the good ship Monday Funday is about to weigh anchor.

TravelAwks

Brita has come up with a campaign based all around the awkward scenarios that might arise on public transport. The brand has come up with some print ads that are splashed all over public transport, as well as a raft of YouTube vids fronted by feted stand-up Russell Kane. Unfortunately, Russell Kane isn’t very funny and the videos aren’t either. Here’s one:

Often awkwardness is funny, think the first series…

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Thunder and Lightning and Social Media Super Success (the #icebucketchallenge)

ligthening strikes Yesterday I was on BBC Stoke Radio for a little while answering questions about why the #icebucketchallenge has become such a viral phenomena.

I used the analogy of lightning and how it has be part of a perfect storm of technology and psychology. 

I didn’t have time to say that much and I was told is would be edited which it wasn’t but you can hear it here.

Starts around 1.08 minutes in and lasts about 5 minutes. 

BUT….anyhoo…  

My point is still valid – which is that trying to predict a viral sensation is like predicted where and when lightning will strike. And as we know for millions of hours of manpower and billions of pounds in investment in meteorology that the weather alone is hard enough to predict. 

So why are we trying to predict both? 

One reason is the amount of power in lightening (or a social media phenomena).

“A typical lightning bolt contains about 15 million volts of electricity and instantly heats up the air around it to over 60,000 degrees, with some reaching more than 100,000 degrees. That’s why the total energy of a strong thunderstorm can exceed the energy released during an atomic explosion. Power of Lightning – Department of Atmospheric Sciences

For it’s mirror the #icebucketchallenge as a phenomena has created more than £50 million in charity donations in a month. So the power of both is potentially amazing. 

The other reason we investigate it is because the onlooker wants us to.i.e. lightning is impressive, for the media the #icebucketchallenge is amazing. We all want answers. 

lighetning amazing

We look to the heavens for answers naturally.

From a scientific POV, “Thunderstorms are an amazing natural spectacle, but even more amazing is the fact that we still don’t totally understand the processes which create lightning. What we do know is that lightning is a discharge of the static electricity that builds up in clouds in certain weather conditions”

So sadly, in reality, even through it amazing.

Lightning is not God – it is scientifically produced. But it is awe inspiring like God (or the belief in God.)

Marketing wise, the #icebucketchallenge obeys certain rules as well (12 of which I blog about here.) 

Another way that this is all like a Thunderstorm.

Is that one of the rules in weather is that thunder has to come AFTER lightning. Here I think the thunder is like being on the radio or the BBC breakfast sofa talking about after the “event”.

Scientifically explained “Lightning always comes just before thunder because it is the heat of lightning that causes thunder. Lightning is seen when there is a discharge of atmospheric electricity in the clouds or between clouds and the ground. The energy from the lightning heats the air and causes a sudden expansion of the air (followed by a rapid contraction), which results in the sound called thunder.”*

Marketing wise, the traditional media is now the thunder, turning up with a bang after the event, making everyone realize what’s happened but always coming after it. Social media now makes lightening happen first. The newspapers thunder on about whether it is a good or a bad thing. Which, of course, missing the point. Lightning is neither good or bad – it just is. Unless you get stuck by it or it sets fire to something…. but again this is subjective. 

But can you harness viral? 

The reported for the BBC, didn’t seem to like my answer that you couldn’t predict virality but I truly believe you cannot. Which is why it’s so amazing when it happens like this.lightening in a bottle

What worries me in marketing is that people want to know because we think we can harness it i.e. lightening or viral sensations (or even worse capture it in a bottle.)

From a scientific POV, it might not even be that great if you COULD power homes off lightning.  

As even in the best location on earth, the east of the Democratic Republic of the Congo, near Kifuka, where every year about 158 strikes take place per square kilometre.

Even if all of the energy from these strikes was captured with 100 per cent efficiency over an area of 5 square kilometres, it would supply only 236 average UK homes. 

As they report “If ALL its energy could be captured, an average lightning bolt would provide about 5 billion joules, equivalent to 0.85 barrels of oil. But there are problems capturing all of this, not least that the electrical energy arrives sporadically in time and place. It also delivers extremely high power, which makes capturing the energy problematic as any conductors must be able to carry high power without suffering damage – melting at high temperatures.”

micehal fishSo in the end you cannot harness lightning that easily, just like social it has a mind of it’s own, just like social, lightening strikes and often the most during hot days and lazy nights.

Whilst those who try to predict it – can end up looking foolish – and those who tried to contain it do so at their peril. 

The biggest thing perhaps is that we can learn more and more when these storms and strikes happen and just marvel at how amazing it all is.

Plus, remind ourselves that this is probably why we invented electricity, as something we could manage and turn on and off, a little like PPC marketing in the end.

Here’s why Apple bought Beats: By 2019, streaming will account for 70 percent of digital music revenue

Originally posted on Gigaom:

Here’s another reminder why companies like Apple and Amazon are betting on streaming services: Streaming is quickly taking over as the major money-maker for the music industry, with 70 percent of all digital music revenue coming from streaming by 2019, according to an estimate from U.K.-based digital music analyst Mark Mulligan.

Mulligan’s MIDia Research took a closer look at the evolving role streaming is playing for the music industry in a new report titled The Streaming Effect, which also shows that streaming services are clearly eating into digital download sales. 23 percent of consumers who use music streaming services used to buy one album or more a month from digital download platforms like iTunes, but no longer do so. All told, digital download revenue is going to decline by 39 percent over the next five years, according to Mulligan.

However, most consumers still prefer free music streaming services to paid…

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The Ice Bucket challenge goes viral in Asia with the help of Weibo, China’s Twitter

Originally posted on Gigaom:

The Ice Bucket Challenge has officially gone international. Since Twitter and Facebook are blocked by the Chinese government, the stunt is going viral on Weibo, China’s version of Twitter.

More than 1.5 million users Weibo users have used the #IceBucketChallenge hashtag and 1.43 billion people have viewed the topic. In case you want to check it out yourself, the Chinese version is #冰桶挑战#.  In contrast, on Twitter #IceBucketChallenge has been mentioned roughly 2.2 million times. With roughly 156.5 million monthly active users, Weibo is catching up.

Much like in the United States, the Ice Bucket Challenge took off in China when a bunch of national celebrities started sharing their own videos. Singer/actor Andy Lau, actress Ziyi Zhang, musician Jay Chou, and boy band TFBOYS were among the ranks dumping ice on their heads.

Ice bucket challengeI couldn’t figure out how to embed videos from Weibo, but for…

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Pro Video with Hyperlapse from Instagram

Dan 'Great Marketing Works' Sodergren:

Amazing what can now be done and so quickly

Originally posted on Rule 5:

Two days ago Instagram launched a new app for iPhone called Hyperlapse. It’s a free application that opens up new frontiers in creating professional standard video content with just a phone.

With the huge growth in content marketing and an exploding demand for short engaging videos, apps like this will play a vital role. The app instantly topped the download charts and with good reason.

Hyperlapse is a video format similar to time-lapse photography but the position of the camera moves. In the past it has mainly been achieved with painstaking use of still images. It’s a very time consuming process requiring expensive equipment – 10 seconds of film requiring 300 separate precisely planned camera positions.  The alternative would be to use a Steadicam or a £10,000 tracking rig.

Hyperlapse from Instagram let’s you shoot in real time and uses stabilization technology to process the images into a professional looking timelapse video…

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Amazon Launches Local Register, A Square Competitor With Lower Transaction Rates

Originally posted on TechCrunch:

Amazon has launched a Square and PayPal Here competitor called Local Register, which provides users with a free app and a $10 card reader, and charges merchants and anyone selling services who use it just 1.75 percent per swipe on both credit and debit transactions, so long as users sign up before October 31. That’s a special rate, and is a full percentage point lower than Square’s 2.75 percent per swiped transaction (3.5 percent plus 15 cents for manual entry), and will last until January 1, 2016, at which point it will return to the standard 2.5 percent per transaction Amazon is charging (or 2.75 percent for manually entered transactions).

The $10 fee Amazon is charging for people to buy its reader is also essentially erased since Amazon grants users of its payment system $10 in transaction credit right off the bat. Amazon is clearly hoping it can lure…

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Privacy Policy & Data Protection Policy for Great Marketing Works

Privacy Policy & Data Protection Policy

This privacy policy outlines the procedures http://www.greatmarketingworks.co.uk (Great Marketing Works) has in place regarding the collection and use of any personal information (i.e. information from which you can be identified) that you give to us, or that we collect when you use this website or SMS feedback service. We respect your privacy and take care in the storage and use of your personal information.

Privacy & Data Protection Policy

This privacy policy sets out how we collect and use personal and other data that you provide to us when you use our web site & related booking service (“our Services”).

We respect your privacy and so we collect and process all data in accordance with UK data protection legislation currently in force.

This policy is effective from 23rd June 2010 but may be changed from time to time by updates to this page. Please review this policy on a regular basis to ensure that you are happy with it.

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