Many people I speak to still ask the familiar question, “Is this going to be the breakout year for local?” while expressing frustration or disappointment that “local hasn’t yet lived up to expectations.” But local is a marathon, not a sprint. It’s also more complex than the general search market, which features an ecosystem built around a small number of large and highly visible companies. Even though many of those same companies are focused on local, one could almost flip that equation when discussing the local internet: it’s about a very large number of mostly small companies. In the spirit of that “Is this the year?” question, I thought that for the first Locals Only column of 2008, it’s worth taking stock of where we are and what the coming year likely holds for local. Internet now a primary medium for local consumersStudy after study has confirmed that consumers research products before buying (mostly offline). However, … [Read more...] about What Does 2008 Have In Store For Local?
How does matter move through an ecosystem
Feel like you just can’t express yourself enough in 140 characters? Traditionally you would have to use a third-party service or string together a series of tweets to get that message across. However Re/code has reported that Twitter is considering to increase the character limit to 10,000 characters as soon as Q1. The impact shouldn’t have a dramatic impact on the user timeline, however. According to the report, the character expansion would display just 140 characters, and with a click/tap, users would be able to see the full tweet in its 10,000 characters of glory. Thanks to rich Twitter cards, Moments and images, Twitter has become far more than text in bite-sized 140-character updates, and this appears to be a less egregious visual change — though a massive intrinsic shift. Why 10,000 characters? That is the current maximum size of direct messages on Twitter, which likely plays a role. Other networks like Facebook are actually larger and allow for 60,000 … [Read more...] about 10,000-Character Tweets May Arrive On Twitter In A Matter Of Months
As a writer and speaker on mobile, there are a few questions I get over and over again. For instance, “Is the iPad a mobile device?” and, “Can’t I just sent tablet users to my desktop site?” Most of these questions are topics of intense debate and few have an easy answer. When it comes to mobile, there is a lot of grey and very little black and white. But there’s one question I get frequently that does have a clear answer, at least in my opinion, and that is, “Does a digital marketing agency really need a Mobile Lead?” Consumers Are Mobile, We Should Be, Too I actually enjoy this one quite a bit since it gives me the chance to explain — and justify — my job. Let me just preface this by saying that in a perfect world, we wouldn’t need a “Mobile Lead” or a “Social Media Lead” for that matter. Consumer behavior is inherently mobile – and social – and so our efforts as marketers … [Read more...] about Does Your Agency Need A “Mobile Lead”?
There are literally thousands of online publishers seeking to monetize the “unique” traffic visiting their websites. Concurrently, there is a thirsty crop of data brokers lining up to assist publishers in connecting their data with the ever-growing advertising demand online. We live in an era of increasing concern about privacy, which makes sense, given there is simply more non-personally identifiable information (non-PII) than ever before on virtually every consumer online — regardless of device, age, race or geography. This non-PII information includes where you browse, what you view, what you search, device used, operating system, browser type and more. In fact, the data used online now includes the ability to leverage the mountains of data collected over time on user behavior offline. Through the miracle of technology, the offline data elements are merged with the consumer’s known online behavior encased in a non-PII user ID. In short, more and more online … [Read more...] about Size Matters Real Time Bidding – But How You Use it Matters Most
Unless you work for a very unusual, or highly progressive, organization, it’s unlikely there’s a formal content division within the enterprise. The much-ballyhooed but rarely seen in the wild Chief Content Officer really doesn’t exist. Or when the odd one is spotted, the species is too rare and dispersed to reproduce, at least for now. 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. These organizational models matter for another very important reason: they can help create, or at least to flow, budget into content operations and initiatives. The “Free” Fallacy Content … [Read more...] about Where Does The Content Budget Come From?