Archives for posts with tag: Jack Myers

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Wired called it last year: “The Web is dead. Long life the Internet.” Sounded a bit silly at that time but facts speak louder than an attention-grabbing headline: Flurry just released a study indicating that people spend more time on mobile apps than on the web.

Mashable reports:

“Flurry compared its mobile data to stats from comScore and Alexa, and found that in June, consumers spent 81 minutes per day using mobile apps, compared to 74 minutes of web surfing. The shift comes as combined table and smartphone shipments eclipsed those of desktops and notebooks for the first time (…) Flurry found consumers spend 9% more time, on average, using mobile apps. The report found that the growth in mobile app usage came mostly from more sessions per user, rather than longer sessions overall.

Those sessions, by and large, are consumed by the use of games and social media apps, which took 47% and 32% of the total amount of time used for such apps.”

Are marketers prepared for this tidal wave?

You’re not serious are you?

Our industry is busy to predict that by 2015 display advertising will account for 28% of all U.S. ad spending, overtaking search in 4 years. (Our own Jack Myers disagrees with this view sharply.) Agencies are knee-deep into developing ad exchanges and new ways to display customers to death while Google buys a platform.

Stop it right there. The web is on the decline while the industry is focusing on the growth of a dead platform?

Radio will be around in 10 years. Just like the Web.

Both won’t ever be as influential and profitable as they used to be. Let’s face it, we helped ruining the Web. We cluttered it with billions of ads, sometimes 20 banners on one page. We treated it like a gang member tagging the house of a rival gang member: Disrespectful, loud and obnoxious. No wonder people are retreating rather quickly and want to experience the more inviting environment of an app.

This is not a fluke.

Apple releases iOS 5 with this nifty feature: “Safari Reader is a new browser feature that will strip out distractions and present the text of a webpage with no other excess content.” (aka display ads…)

Will display advertising overtake search in 4 years?

Only if you look at the present through a rearview mirror, marching backwards into the future.

Looking forward, display advertising as we know it is not the answer. It never was. It was a temporary band-aid, nothing else. Cluttering apps with more display ads is not the answer either.

Here are a few pointers how to survive while apps start to strangle the Web:

· Understand how people are engaging with and consuming content in the mobile world. Understand how your message can be valuable and NOT annoying/intrusive.

· Put the user in control, let them control the interaction with the ad. Stop holding people hostage, keeping them captive. Let them free.

· Design for the medium. Let’s not repeat the Web mistakes we made: commercials became online videos, print ads transformed into display ads. Show respect to the medium.

· Have a strong value proposition and an even more intriguing Call -to-Action. Don’t ask for email addresses or other CRM tactics. Not in apps. Give people something valuable, something tangible, make it worth their while.

This change is not about to happen. It’s happening now. You need to develop strategies NOW to succeed in the future.

Unless you want your brand to go on life support.

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This post appeared first on Jack Myers’ MediaBizBloggers site.

These writers put their heart and soul into their book. And changed the way I look at the world, how I see myself and transformed the way I work. As a thank you, please see my recommendations below. (No affiliate links)

The Great Reset: How New Ways of Living and Working Drive Post-Crash Prosperity

Richard Florida reminds us to consider the current recession as a moment of transformative upheaval (like the Great Depression) “when new technologies and technological systems arise, when the economy is recast and society remade, and when the places where we live and work change to suit new needs” While I find, Richard Florida often doesn’t go deep enough in his analysis (based also on the fact we’re in the middle of another Great Reset), it’s a great reminder that this current crisis is not just another recession. It’s a paradigm shift of global proportions.

Empowered: Unleash Your Employee, Energize Your Customer, and Transform Your Business

As a follow-up to the Social Media bible Groundswell, Empowered discusses how employees with great ideas should be encouraged to innovate and transform your business to better serve customers. Josh Bernoff bases his book on the idea that service is the new marketing and asks managers to work with employee innovators (called HEROs by the author) to spread the positive word about your business through their own channels. A great introduction for people to move their organization from using Social Media as a media channel to transforming your enterprise to a Social business.

Linchpin: Are You Indispensable?

Did you know you’re an artist? You better believe it, work like an artist and stop being a cog in an organization or you will become obsolete. Linchpin is by far Seth Godin’s most passionate and mature book, encouraging people to become emotional workers. This book will make you look at yourself and the work you are doing. And it will challenge you to finally make the leap to become a linchpin yourself. Come on, take the leap. Buy the book. Become an artist. Do the sacrifice and create emotional work. It’s your choice. It’s hard work. It can be a burden. And it will be the most rewarding thing you’ve ever done.

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Image: Courtesy of MusicPhilosophy

This post was featured a few days ago at my weekly column at Jack Myers’ MediaBizBloggers.

When people were consumers, brands lived in this exclusive universe of commerce and communication meant to sell products through emotions with one end goal: make money. Lots of it.

People are not consumers anymore. This is particularly true when people are online. We have transformed into citizen activists, journalists, lawless pirates, producers, protagonist and, more often than not, curmudgeons. People want much more from a brand than just a good offer, relieving them from the tyranny of too many choices or some fancy lines and images.

People will vote with their wallet for things they believe in rather than just buying stuff. Marketing constructs such as brand image are meaningless in a world where people expect brands to “do” rather than show, sell, spin stories nobody believes in anymore.

Successful brands will become social movements, fully committed to a cause. They will connect with people by either sharing a passion or fighting a common enemy. Brands have to come down from their Ivory Tower of branding and stand shoulder to shoulder with people sharing their passion, and helping each other to co-create and collaborate. A brand that shares my passion and is committed to a cause (We’re talking real dollars here…) will be seen as credible, committed and a real change agent.

Ultimately, we have to redefine the nature of commerce. Profits will continue to be important. Brands that define themselves solely through Wall Street results will not survive. The pursuit of a higher good than just selling stuff will become the admission fee into people’s mind.

We used to look at government programs to better the world, improve our surroundings. The stranglehold of debt will severely reduce opportunities for government institutions to be a change agent. Brands need to step up and become a cultural change agent. They have the monetary power, they have a better organizational structure than any government institution and they understand the power of democracy better than anybody else: Their constituents vote with their wallet not because of some ideology, family history or flawed loyalty.

There’s nothing wrong with making money. But making meaning is so much more powerful.