Category: marketing

Networks fret as ad dollars flow to digital media

Published by the NY Times 5/10/15 – It will be interesting to see how much advertisers are willing to spend on traditional media this year. The question isn’t how much [there will be plenty of advertising time purchased] but will the decline continue? I believe so.

Where are you putting your budget?

 

With the number of digital alternatives growing quickly, the television industry is bracing for what many expect to be an anemic upfront market.

Beginning Monday, television networks will roll out the red carpet for marketers during the annual bazaar known as the upfronts, trying to lure them into committing tens of billions of ad dollars for the coming TV season. If things go well, the networks will sell as much as 75 percent of their advertising time in the negotiations that follow a week of flashy presentations and star-studded parties.
But behind that lavish veneer, the mood at some television networks is nervous and the sales pitch urgent.
That is because broadcast and cable companies are asking marketers to open their wallets at a time of great anxiety in the industry, when TV ratings have collapsed and networks are fending off fierce competition from digital outlets.
Television viewing has plummeted 9 percent so far this season compared with the previous season, according to MoffettNathanson Research. To explain the drop, some industry executives and analysts point to the rapid increase in the amount of time people spend watching Netflix and other streaming alternatives. Netflix viewing accounted for about 43 percent of the decline in traditional TV viewing in the first quarter of this year, according to MoffettNathanson.

Rebrand, redirect and/or consolidate (?)

You might want to read  Should I Rebrand and Redirect My Site? Should I Consolidate Multiple Sites/Brands? by Mr. Fishkin over at Moz. In this most excellent and helpful post, Fishkin “…offers some guidance to marketers who are wondering whether a rebrand/redirect is right for them, and also those who are considering consolidating multiple sites under a single brand.”

Enjoy.

7 Things to Quit Doing with Social Marketing

On social marketing – this article was published on Ragan and titled: 7 ways to create better social media and content marketing campaigns. I found it to be spot on, however, they weren’t really ways to create better social media and content marketing campaigns so much as what to avoid in order to remain authentic and natural.

1. Stop chasing shiny objects. This includes social networks like Meerkat, Snapchat and Pinterest. There will always be “the next big thing,” but you don’t have to chase after it. Chase after your customers instead.

2. Stop using a content marketing calendar. Content calendars make you think about quantity, not quality. Your consumers are already overwhelmed with mediocre content. Don’t give them more.

3. Stop following case studies of organizations “doing great content. ” While those organizations may be rock stars in their markets, they don’t have the relationships with your influencers, customers and stakeholders you do. Figure out your own best practices.

4. Stop using technology to “scale.” While we might preach one-on-one engagement, technology steers us back to the “one-to-many” broadcast model we should avoid.

5. Don’t create content for views or impressions. The social media and mobile era is about sharing and action. Create content to engage with your audience.

6. Don’t assume you only have one audience. There are many types of people you need to speak to-all of whom believe they’re special. Know who they are and create content tailored to them.

7. Stop creating content for your chief marketing officer or client. Remember, there are human beings on the other side of the screen. Treat them like they’re special. It’s your job to make everyone you communicate with feel like they are the only person you want to talk to.

Also see: Business Growth Ideas: Grow Your Business

Author: Brian Solis of Altimeter Group

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