One of the fun things about having written a book about Internet marketing is getting to do interviews. Thanks to Susan Scher of the BlogTalkRadio show, “In Other Words” for the opportunity to take a full hour to discuss why I think that understanding the new dimensions of online communications is so important. Among other things, the interview (linked below) covered topics like “what’s so different about New Marketing,” authenticity, the rise of online video, the empowered consumer, social media marketing, my Attract/Engage/Relate approach to sales funnels, content marketing, and much more. Please enjoy and let me know what think.
In today’s TheTVNews “New Media / New Marketing” video report (which is embedded below at the end of this post), I talk about the tectonic shifts in the online video and TV advertising spaces. Video and TV advertising will never be the same as advertisers take advantage of new video-enabled advertising and marketing tools that are far more targeted and responsive than traditional TV could ever provide. Clearly, the old broadcast “shotgun” approach to advertising is rapidly going the way of the horse and buggy. Today’s advertisers rightly require accountability for their valuable advertising spends.
Also, unlike, traditional TV advertising which is still extremely large in scope, the upstart online video advertising market is continuing to grow rapidly. According to one study, it grew 27% in 2012 and will grow at least 20% next year as well.
For your reference, here are a few links that provide more in-depth insight into these changes in the video-related advertising marketplace, including a new research study on “native video advertising” and a New York Times perspective on “programmatic buying.”
1. ReelSEO: Native Video Advertising Drawing Much Interest from Major Brands which references this Forbes study, “Going Native, How Marketers are Reinventing the Online Video Advertising Experience,“
In the words of the Forbes/Sharethrough study, ” ‘Native advertising’ has emerged as the convergence between original brand video content and dramatically new approaches to distribution that ensure an ad matches the look and feel of a website and does not interrupt the viewing experience in the manner of a television commercial.”
My favorite native video advertisement is the Red Bull “Athlete Machine Kluge” embedded here, but click on “YouTube” in the lower right corner of this clip to view on YouTube… and turn up your volume! 🙂
2. NYTimes: The New Algorithm of Web Marketing
Not only are we living in the era of the empowered consumer, but we are also seeing advertisers take on new power as “programmatic buying” technologies allow advertisers, not media companies to set advertising rates based on the real value of the highly-targeted consumers.
This is a major new trend that I believe can be expected to accelerate rapidly. And, as with all rapid changes, there are those who are dragging their feet. The Times reports, “That shift is punishing traditional online publishers, like newspaper, broadcast and magazine sites, who are receiving a much lower percentage of ad dollars as marketers use programmatic buying across a much broader canvas. Some sites, like CNN.com, refuse to even accept advertising through programmatic buying because they do not want to cede control over what ads will appear.”
Everything old is new again, especially in the online video advertising and TV spaces. Here’s my video comments about what’s linked and discussed above:
As always, I look forward to your thoughts and feedback!
Thanks to a tweet by thought-leader, publisher, Tim O’Reilly, I was drawn to a video interview and then a TEDx talk from last summer, both by the very successful Silicon Valley venture capital investor and real life touring rock star, Roger McNamee. Both videos (and soon my concise video commentary via TheTVNews.tv) are embedded below for your viewing convenience.
Bottom line, McNamee illuminates, among other things, why HTML5 is so important and how Microsoft, social media, and I say traditional network TV, are all on the decline. In their place there will be a wave of “highly differentiated content,” and the thusly-empowered creators of this new breed of content will quite literally own their own stores—and, just to be clear, those are media “stores.”
In other words, as if we couldn’t already, HTML5, iPads and mobile distribution will enable those of us with our own “bands” (teams & other creative resources) will be able to seize the controls of our own destiny, in the web sense at least. (And, along these lines, I love McNamee’s concept of “full contact investing” where he uses his rock band’s marketing as an experiential testing ground.)
Obviously, content marketing has laid some of the ground work here, and so has blogging. But his vision is bigger than that.
Content creators with the hutzpah and the resources to develop real destination websites can include new, highly integrated forms monetization to produce extraordinary opportunities in the very near future. The time is now to act on these phenomenally potent changes. Please watch the videos below to understand more.
I’ll certainly be doing my best to do so as well as to educate you how to take advantage of these changes via NewMarU.com. So please STAY TUNED! 😉
If you prefer to read a text summary of some of McNamee’s key points, check out Facebook Investor Roger McNamee Explains Why Social Is Over
Here are the videos:
Roger McNamee on the New Web: “Everything That Mattered Over the Last Eight Years Won’t Matter Anymore”
entitled, “Disruption and Engagement”
CES, the Consumer Electronics Show, happening this week in Vegas, is a sure bet for the inside track on the latest innovations in social TV and the convergence of traditional television and the exploding world of online video. As I explain in TheTVNews video commentary below, three CES news stories stand out for me as big-picture trend indicators. This blog post also provides links to the stories themselves so you can get more details.
Bottom line, the difference between being online and watching TV is blurring as a hybrid experience of the multi-screen experience and social TV comes to the forefront. Contextualized advertising, watching TV with friends who aren’t actually in the room and integrated TV/web browsing are just a few of the changes I expect to shake up the way we think about watching television as well as the TV industry itself.
1. Google TV Isn’t Going Away
Despite its slow start, Google TV is re-emerging as its Android platform is being integrated into more and more Internet-enabled TV sets. Thus, Google is re-entering the TV market via at least four TV manufacturers: Sony, Samsung, LG and Visio. All four will be including Google TV into their internet-enabled televisions.
2. Social TV is Already Attracting Significant Investments
The social media and mobile Internet revolutions (and I don’t use the term “revolution” lightly) have led to the rapid growth of people using mobile devices to interact while watching TV. This has resulted in an assortment of “second-screen,” social TV solutions, which allows users to hang out on the “virtual couch” with their friends while watching TV. The fact that one of these apps, Zeebox, has just received at eight-figure investment from the News Corp-controlled pay-TV firm BSkyB shows how serious this new media playground is becoming. Neat Zeebox promo video and more details here. (Meanwhile, Forbes magazine thinks GetGlue has taken the social TV lead.)
3. TV Advertising Gains New Power
I think this is great news for small businesses. Google AdWords has already fueled Google’s approach to becoming a $40 billion/year company. Now its TV Ads product is expanding its reach through a new deal with a major cable system operator (MSO). Google TV Ads has signed a new deal with Cox Media, the ad sales extension of the big cable operator Cox Communications.
We can only hope that our ever-splintering attention level will serve as motivation for content-creators to offer deeper meaning, connection and context, within whatever social platform we happen to be sharing, at any particular moment.
If you’d rather watch than read, my video report starts at about 20 seconds into this clip:
I continue to be amazed by how many professional people still resist social media marketing. In fact, this seems to be one of the main reasons that participants find so much value in my workshop, “Mastering the Social Media Marketing Mix.”
The US “premiere” of this workshop will be in San Francisco, next Wednesday, October 12th. The producer, Linda Kosut just sent out an email announcement to her list with the headline, “Social Media IS Our Future” including a commentary about how she personally resisted this idea for a long time.
When I was in New Zealand, Mark Lowndes of the law firm Lowndes Associates described his experience this way:
“A year ago I was certain social media had no relevance to our commercial law firm. Today I am convinced I was wrong. Social media will be an increasingly important part of our interaction with our clients and the business community at large. As with many businesses, I now believe there is no option but to learn how to engage effectively using social media.”
— Mark Lowndes, Lowndes Associates
When I speak about how important I think it is for companies and professionals of every variety to engage in social media marketing, I compare it to the ’80’s when I used to tell business audiences that email was as important as their toll free phone line. (Yes, amazing but true, not everyone recognized email at that point as an important customer service and/or sales communications channel.) I told these business people that they have to respond to their customers, and your customers have the right to communicate via any communication “channel” they want to use.
Now, your customers are “calling” you via social media. Of course, I think you should be pro-active in this new arena. But, for openers, if your toll free phone line was ringing, or you were getting email from a prospective customer, you would answer, wouldn’t you? Of course you would. Well, if you’re not engaged in social media marketing yet, please consider this your social media marketing “call.”
And, here’s a real invitation: If you are in the SF Bay Area, please do not miss the chance to experience the whole 3-hour presentation of “Mastering the Social Media Marketing Mix” at Ft. Mason, Wednesday, October 12th, 6:30 to 9:30pm. Frankly, the $99 registration fee is a remarkable value. My four-week online version of this workshop which will be announced shortly is expected to cost $397.
So this San Francisco live presentation, to a small interactive group offers great value. It will also deliver great inspiration that will motivate real productivity. And there will be tons of great information. I promise all of this, and I hope to see you there. Please click here to register and/or for more information. Thanks!
I come across so much useful information in any given week that I’ve taken to these “Luscious Links” blog posts to try to share with you some of the best of the best that I find. Does this format work for you? Please let me know.
Google’s Focus on Quality and the PostRank Acquisition
This is an excellent & useful post from SitePoint clarifies the changing state of SEO & social media marketing. My take aways: 1. quality content rules 2. social media really does matter. 3. It’s the conversations, connections & relationships that matter most. Are you listening?
Why is Authenticity a Crucial Component of Internet Marketing?
As I’m re-grouping for the “next generation” re-invention of NewMarU.com, I was discussing with a friend, this ten-minute edited video conversation (linked above) with Robert Rabbin that came out of NewMarU’s first “guest” webinar. I LOVE what we said here and would really like more people to hear it. I sincerely believe that this is important information/perspective re marketing in the age of social media.
3 Smart Strategies for Book Promotion
Here are just a few smart ways that authors can promote their books with social media and PR. Practical steps any author can use for book marketing via SlideShare.
The “Talk Radio” Approach to Effective Email Marketing
I like the way that this CopyBlogger article underscores my core value that “it’s got to be fun.” Yes! In content marketing et al, FUN makes all the difference. Don’t you agree?
12 Awesome Facebook Stats, Charts & Graphs
Are you taking Facebook seriously as a marketing channel? If not, maybe you should check out these 12 stats via a nifty little Hubspot SlideShare presentation…
Learn How Your Website Can Be The Center Of Social Network Attention
My recent video comments on TheTVNews re social media marketing and a new solution that lets more active brands aggregate various social media conversations onto their website so it’s more of a “home base.”
How to Combine SEO and Social Media for Maximum Impact with Lee Odden
This is a good overview video interview that covers something I’ve been talking about a lot lately. It’s very important to understand the relationship between social media, SEO and content creation in order to produce effective marketing in today’s online environment. This is a valuable 5 minutes, IMHO.
Your feedback is encouraged. I’d love to hear any comments you may have.
I thoroughly enjoy mining the Web for useful articles that I hope provide you with insights that can help you build your business success. The most immediate way for me to refer you to these articles is my Twitter account and our ComBridges Facebook page. Please “Follow” and/or “Like” respectively if you’d like more of this kind of stuff more quickly. These “Luscious Links” blog posts are another way for me to share these tips and insights with you. If you are so moved, please let me know which you find the most useful and share some of your favorites in the comments.
6 Steps to Uploading Pro Quality Videos to the Web
As a long time video pro, I get lots of how-to questions about best practices for producing video clips for marketing. This post has a concise list of key must-do steps. A well done post.
At YouTube Boot Camp, Future Stars Polish Their Acts
And, yes, there is a business “there” there. As this NYTimes article illuminates, even YouTube itself is offering bootcamps to help small businesses succeed.
For Some, Blogs Also Pay the Bills
A passion and sustainable focus are key components of a successful online business. OK, they are a critical component of ANY business. Without a significant time commitment and determination—let’s tell the truth—you are doomed. This is another insightful NYTimes article that includes some modest (and some not so modest) success stories.
Five minutes with Steven Pressfield, author of ‘The War of Art’, ‘Do The Work’ and ‘Gates of Fire’
And, speaking of a sustainable commitment, Steven Pressfield is one of my absolutely favorite authors because of the clarity of his inspiration. His latest book, “Do the Work” is a must read, in my opinion. Amazon affiliate link is below. Enjoy!
No, I did not go. But, I launched a CES-related website in 5 days, just for the occasion of CES 2011 (Consumer Electronics Show). And, I watched the media pretty closely.
Here are some of the video-related stories that I found to be most of interest and also mentioned in my video report on the Tuesday, January 11th, 2011 edition of TheTVNews.tv… (along with some related stories):
CBS Makes Exclusive TV Program Sales Deal with Internet-Connected TV Platform,
Boxee (via GigaOm) In fact, Boxee made a bunch of announcements. More in this Beet.tv interview
Intel Enters the Movie Distribution Game (Intel blog) This announcement lays the foundation for a bigger event which will be WiDi. This will enable movies streaming to your PC to be player on your HD TV.
MSNBC.com Finding New Audiences for Video News via Mobile (Beet.tv interview) The president of MSNBC Digital Networks has a lot to say about the benefits of distributing their TV cable network’s content via mobile devices. This is perhaps the fastest growing form of video distribution; and, as he says, mobile video is more engaging and reaching new audiences that the cable network frequently misses. (Video clip is embedded below.)
RingGuides’ New Website (new ComBridges design & production) This is a start-up with an innovative interface for accessing the new worlds of streaming video—both TV & online video—with a strong social component for distribution. The ComBridges team crafted this website, including a strong writing contribution, including complete design and production of the website in less than five days!
Stay tuned. The worlds of online video delivery across every type of screen imaginable will, no doubt, continue to grow, evolve and morph faster than most of us can imagine.
Next Wednesday, I’ll be blogging and tweeting from GigaOM’s Net:Work 2010 conference. And while browsing their site, I noticed an honorable mention of TokBox and started exploring. Their online video platform supports group video chat and much more.
This afternoon I was able to have an instant video chat hooking up to a friend via Facebook (whose API along with Twitter’s and others has apparently been integrated). We also easily and seamlessly shared a YouTube video. Pretty cool right out of the freebie level “box.”
I also watched a video message from a member of the TokBox team and will be investigating their Video Conferencing platform for NewMarU, our New Marketing University project about which you’ll be hearing more soon.
Meanwhile, here’s an embedded Tokbox window (I thought I was going to leave you a Holiday Greeting, but that didn’t work out). I’d love to hear your feedback and you can even send me a video message at – jon -at- combridges -dot- com-. If any of you have any experience with TokBox or comparable platforms that support multiple video presenters et. al. for webinars I’d be especially interested. Thanks!
As many of you know, I’ve been writing and producing videos about “The Video Web” and the digital video revolution for many years. But, it’s another day; and, I’ve taken another step.
The video embedded below, “Why Online Video is a ‘Must Have’ for Internet Marketing” describes what I believe is the next mission critical level of Internet communications as the importance of video has emerged in broad new ways.
And while you’re while you’re visiting this blog post, please don’t miss the second video embedded below from TED’s curator, Chris Anderson about the global implications of this trend (scroll down).
By way of text summary, the five reasons why video is a “must have” that are illuminated in the short four-minute video above are:
- The Medium of the Web is Morphing Dramatically and Rapidly
- Video is Now the Web’s Leading Media Type
(even though in some ways “The Web is Dead”)
- Video Has Become a Viable & Powerful SEO Strategy
- Business is Basically About Relationship Building and
What Better Way to Build Relationships Online Than Via Video?
- Video is the Web’s Future. (“Be in it to win it.”)
In addition, if I had my way, I would love to make this second video, from TED conference curator Chris Anderson, “How Web Video Powers Global Innovation” required viewing for anyone who wants to make a difference in the world.
That’s how important I think video is becoming as a communication medium. Anderson explains dramatic increases in the power, reach and accessibility of online video from a higher level perspective, even comparing online video to the paradigm shift in communications that happened when Gutenberg invented the printing press!
Yes, Chris and I agree, The Coming of The Video Web is THAT important. 😉
Bottom line, there has never been a more powerful or mobile way to communicate either your ideas or the benefits of your products or services. This is combined, of course, with the convergence of broadband internet connection speeds and the proliferation of digital cameras and mobile phones with video capabilities. The cost of doing video has become radically more affordable and accessible.
Call it “The Age of YouTube” if you like. But, more importantly in my opinion, it is time for everybody to recognize that video is now a ‘must have.’ It is no longer an option.
Mission Critical Data Points
If you’re not convinced, you may also want to consider the following:
- One-Third of US Adults Skip Live TV: Report
56 million Americans have begun skipping live TV in favor of time-shifted viewing and online content. Traditional TV advertising is rapidly losing any remaining effectiveness, thus undermining whatever financial stability still exists in everything but the biggest ticket broadcasts. Much more to come!
- Netflix CEO: We’re a Streaming Company
66% of Netflix subscribers are using their streaming services vs only 41% a year ago. Even premium entertainment is finding massive acceptance via non-cable, non-broadcast, non-satellite distribution. This ‘toothpaste’ is out of the tube. There’s no putting it back. This trend will only accelerate. Broadcasters beware. Online video producers rev your engines… Stay tuned.
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