One of the most dynamic areas in local has been online mapping, which has moved from a static medium to an extremely competitive and innovative area in the past two or three years. We should continue to see mapping expand as a “platform,” with more content layers and types being integrated (e.g., video) into maps online. Google Earth and Maps will continue to move closer together, Google’s StreetView will continue to expand coverage, and Microsoft should launch an expanded version of its answer to StreetView, StreetSide (which actually predated StreetView). Online mapping will also continue to develop as a user-generated content and collaboration medium (e.g., My Maps), with the net result being much richer local content for consumers. … [Read more...] about What Does 2008 Have In Store For Local?
How does matter move through an ecosystem
Believe it or not, there are about 100 other little things that come along in the course of a day, but these are the high-level basics. Every agency is different so this won’t be a cookie cutter example of how it all comes together but I think it’s a pretty good blueprint. … [Read more...] about Does Your Agency Need A “Mobile Lead”?
Suppose you wanted to target people who are searching for “Cheap Airline Tickets.” Wouldn’t it make sense that you would be willing to bid to put an ad in front of a consumer if they performed the search 2 minutes ago? Now the question is, do you feel the same way if you knew the consumer performed the search 30 days ago? … [Read more...] about Size Matters Real Time Bidding – But How You Use it Matters Most
That’s why the recent research report I published, Organizing for Content, proposes six real world organizational structures for companies grappling with the need to feed the beast from an operational perspective. These models are deliberately presented in a non-hierarchical fashion. The point is to push companies into doing something constructive and collaborative to promote content collaboration, production, workflow, and strategy. … [Read more...] about Where Does The Content Budget Come From?