Google doesn't think that it is a media company. That was reaffirmed this past weekend by Marissa Mayer, Google's head of products, at a media futures event in Scotland. According to news reports, Mayer went to great lengths to make the point, stating that "Google is a technology company, not a media company."
So you figured out search. You launched an affiliate program. You commissioned some amazing display units to run in banners, skyscrapers and L-Rec's. You built a profile page on MySpace. You did a partnership with one of the portals, and your Web site was featured in a movie. You may have even partnered with a mobile provider. So now what?
There are cold calls that have gone well for sales reps ringing my office, and ones that have been utter disasters. If you're dialing a phone looking for some ad revenue, here are some tips that might help you get a bit closer to your goal.
Remember a few years ago? A typical day-in-the-life was assembling Powerpoint decks to justify why our prospects should advertise online. Luckily, those days are over. Now I spend my time (per prospects' request) illustrating the most effective ways to advertise online.
As a researcher, I've always been aware of how big CGM is for moms. But it really hit home when my wife, Laura, became pregnant with our first child six months ago. She was kind enough to share some personal insights on what drives moms to online communities.
Everybody is wondering what role the Internet and online advertising might play in the upcoming elections. While there are certainly some good indicators, one of the things that I've learned is that we as an industry have some significant challenges if we hope to divert a significant amount of the spend into online advertising dollars.
The Internet used to be the wild, wild West. Bumperdumper.com was the hidden bomb in the network buy--and the clients went crazy. They didn't want their brand to be associated with a product that was for going on the go....
Well, our beloved Internet phenomenon, "Snakes on a Plane," earned a bit over $15 million on its opening weekend, barely edging out an equally silly movie where the guy who played Frank the Tank in that "Animal House" ripoff plays a race car driver.
Multiple times daily I see a host of news headlines. I see them through my news feeds via Google and Yahoo as well as RSS feeds I subscribe to. I also see them vertically alongside the site I use as my browser homepage, http://www.refdesk.com. Sometimes I even catch a glimpse while quickly scanning auto previews of e-mail.
Marketing and media models are broken. Well, at least they're not working the way they used to. We're leaving the broadcast age and entering the age of niches and conversations. McKinsey's recent prediction lingers in my mind: that by 2010, traditional TV advertising will be one-third as effective as it was in 1990. And there's a good possibility that prediction may someday reflect overall advertising effectiveness.