I’d first like to say thank you to Brian for taking the time out of his schedule to come and visit class on Tuesday. I may have felt mildly overwhelmed afterwards, but I’m glad that I heard everything he had to say. He offered a very realistic idea of what we need to prepare for and gave us the appropriate tools for us to do so. His presentation didn’t consist of him rattling off what he does at his job and then hoping that we would ask a lot of questions to take up time, which I liked. It was incredibly enlightening with it’s lists of life lessons, but also made my head spin due to the amount of information.
Before Mr. Swansick’s presentation, I had never heard of funnels. Now I can impress a future boss with my new found knowledge of funnels.
Oh yeah, and I really appreciated the meme’s. It made the presentation not so serious.
The tools and apps he recommended were great! I really like Rapportive and that Mr. Ritter didn’t even know he was on it. I think it will come in handy in the future. Buffer was cool, but I didn’t really see me using it in the future. It’s still good to know about though. Open Site Explorer was really awesome too. I had no idea that you can actually find that much information about a website for free. Code Academy and all the other coding tutorial websites were the coolest. I got really excited and wanted to go home right then and start learning as much as I could. I think I was relieved when Brian said that he wasn’t very good at coding, but learned enough with these tools to be successful. It was encouraging, for sure.
I’m not really sure what I was expecting from guest speaker, Brian Swanick, on Tuesday night, but needless to say it was a great way to spend class time and I think it was highly beneficial for all of us. And I can’t wait to get some awesome business cards from Moo.
This week I found some articles on Emarketer dealing with real-time. They seemed to read together well. The first talked about the significance of real-time marketing, but weighed in on the factors that are holding companies/clients and agencies back from using this exciting new outlet of marketing. The second emphasized more of the positives of real-time and focused more on location data in regards to mobile targeting.
Advertising and marketing professionals understand the importance of real-time social data, but what I got from this article is that the manner of interpreting it is not as advanced, yet. It’s obvious how big of an impact it makes (need I cite the super bowl, again?) And according to a survey by Emarketer, 53% of marketers worldwide plan to make greater use of it this year. The plan though isn’t to just send a tweet at the right time, it’s to create more engaging, relevant content that yields high responses. “Some marketers are also using real-time social data for product development.”
So what’s stopping them? Apparently, more than I realized.
According to another study done by Emarketer, about 40% of companies and agencies alike said that a lack of tracking capabilities and analytics is what is holding them back.
The same amount of agencies said the lack of budget/buy-in from organization heads and the lack of joined-up thinking was holding them back. I can see where the lack of buy-in can hold clients and agencies back, but I feel like if they don’t start using it they will rapidly fall behind the pack.
The second article talked about how marketers are integrating geofencing and geoaware targeting into their mobile campaigns. According to the article, geoaware uses real-time location data to send specific messages to the user based on their distance from the nearest retail location while geofencing targets users based on a set distance from a location of interest.
Geofencing and geoaware are still a smaller part of mobile location-based targeting types than DMA or audience. The article suggests that this is due to their ease of use, or lack there of. But there are some industries that are taking advantage of this new mobile targeting such as retail, consumer goods, travel and restaurant. The restaurant industry utilizing this kind of targeting makes sense because you can target someone while they are out and about looking for some place to go and eat.
It sounds like everyone is going to start adapting to these new targeting opportunities and that everyone is looking to find new ways to capture and interpret the data these campaigns provide.
I just finished watching this health food documentary called “Hungry For Change”. It was really great and enlightening. I learned a lot of new things. I did hear this term being thrown around though, “eat clean”. I’ve actually seen it a lot lately on Tumblr and Instagram as #eatclean.
Well, as most of us these days, I was on my computer while I was watching the documentary and decided to go ahead and tap into the biggest resource online to help you answer any question you may have: Google.
I searched the phrase “eating clean.” The first thing I noticed was that there were no sponsored ads. Zero. Zilch. Nada. So no one has paid for the phrase “eating clean” to trigger a website for the next fad diet/rip-off to show up in the results? I don’t know if it could be anything else.
Guess not because the first result was a link to a website titled, “The Eat-Clean Diet.” It’s probably ranked number one because it has almost my exact search query in the name, the domain name, and the description. It also had the shortcut links beneath the description. The website itself is a pretty nice setup. Very clean, easy on the eyes, and navigable. There are share/connect links for Facebook, Twitter, Pinterest, and any other way to share right on the front page. It’s not a responsive website, but that’s still relatively new.
The second result was an article from Eatingwell.com. The article is specifically dealing with eating clean, and has “eat clean” is in the article’s title. It also has “clean” in the description.
The third result was more along the lines of what I was looking for; a true definition of what it means to “eat clean”. The search query was in the title of the results link and the description. The link took you to a specific page on a website called the Gracious Pantry, which is probably why it was ranked third. The site is very basic and not very advanced, a little novice really. However, its packed full of information about what eating clean means, how to do it, how to start, and a plethora of resources to help you in your lifestyle change.
I can understand why the first site was ranked number one, but looking at the search query process from this kind of perspective, I feel that the third link should have been first.
So, I’ve lately been really interested in this new social media application, Vine. Maybe it’s because I can’t use it yet since I’m a droid-user. Maybe it’s because of all this buzz online.. Regardless, I wanted to look into it more and see if this really could be a smart move for Twitter (since they bought Vine).
January 24, Twitter introduced Vine as an IPhone application and it hit the number one app in the Apple social app store the very next day. However, Emarketer reports that about 14% of internet users have either heard of it, seen Vine videos, or actually signed up. The other 86% of internet users haven’t even heard of it. But hey, it’s only been a month..
Looking at a measure of the methods used to share mobile videos, Twitter only contributes 12% to that while Facebook is on top with 56%. So Vine could definitely be Twitter’s video-sharing extension in the online world.
How will advertisers adapt to this new application? Will they even bother?
I think they should. I think that in some sense it can be very similar to how brands adapted to YouTube, in terms of branded content. Although six seconds may be the hardest part.
The downside of Vine? Other than the length, Vine needs to work on it’s adult content restrictions.. A lot of marketers aren’t comfortable. I’m sure they don’t want to become known for the same reasons that we know chat roulette.
In another article from NPR, Vine tried to address this problem by adding a 17+ rating due to “age-restricted material”.
Okay, cool. But does that really solve anything? No. According to the article Apple says it requires a new user to enter their birth date to help verify identity, but there’s nothing to confirm the user’s age. Kids aren’t stupid, they’ll lie.
So other measures were taken by Vine. #porn and other searches have been disabled so users can’t straight up search for adult content, but that doesn’t mean they still can’t find it. Maybe Vine should get some tips from YouTube.