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Advertising Will Change Forever

“I believe that digital advertising is just another tool in the general media world. The economic downturn and slashed budgets have increased the need to think out of the box. One the benefits of digital media is that you can measure analytics in real time.
I also believe that advertising will become more personalized as we delve into Social Media. But as the Internet world becomes saturated with constant messages, we will have to go back to the basics: Good creative!” – WST

Advertising Will Change Forever

By Josh Bernoff

Here’s one of the things we do at Forrester Research: we interview as many marketers as we can about their plans, identify trends and project future likely conditions, and then we put together some numbers to make a projection. If you’ve ever seen a Forrester projection, it comes from a process like this.

This means that inside every projection is an idea or ten about the future. Those ideas can be powerful, and they come from research with marketers and consumers.

My colleague at Forrester, Shar Van Boskirk, just published our five-year interactive marketing forecast. The idea inside it is the real kicker.

In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement “we will increase budget for interactive by shifting money away from traditional marketing.” Only 7% said “we have no plans to increase our marketing budget.”

Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase. Read More.

Source: Advertising Will Change Forever

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Filed under: Blogging, Facebook, Google, Online Advertising and Marketing, Online Branding, Online Marketing, SEO, SEM, Keywords, Direct Response W, Social Marketing, Social Media, Social Profiling, Twitter, Video, Video Marketing, Web Analytics, Web Success, , , , , , , , , ,

Facebook or Just Face-Look? Are People 55 And Older Really Using Social Networking Websites?

It’s true, older generations are logging on to Facebook and signing up. Although, the 55 and over group isn’t  as active as the younger groups, they are starting to recognize the value of social media and marketing. When I first started online marketing, I was the old guy. Now I see my generation recognizing the value of the Internet and how effective it can be for driving traffic and sales to businesses. It starts with social media. – WST

By: Glenn Gabe

Facebook is estimated to have 70.2 million unique visitors per month in the United States according to comScore.  Social networking is booming, everyone is friending, following, tweeting, tagging, and grandma and grandpa are getting involved too.  Wait a minute, did I just say grandma and grandpa?  That’s what some recent Facebook research has shown.  It seems the fastest growing demographic on the social networking giant is women 55 and older.  That segment grew by 175% in February 2009, while men 55 and older grew by 137%.

I was definitely excited to see the data.  I’m a big believer in social networking and love to see people in that age group join a site like Facebook.  That said, reality set in a few days later.  I ended up speaking with someone 66 years old who needed my assistance with their email account.  Like many of you reading this post, I usually end up being the point person for technology-related questions for friends and family.  I had an interesting few minutes on a phone call with her.  Here’s a quick transcript:

Her: I can’t seem to find some emails I’ve written.
Me: Did you check your sent items?
Her: I’m in my email already. Where are my sent items?
Me: It’s the folder labeled “Sent Items” in Microsoft Outlook.
Her: I don’t think I’m using Outlook…
Me: What are you using to check your email?
Her: The e with a circle around it (AKA: Internet Explorer)
Me: OK, so it’s web-based mail.
Her: No, it’s on my computer.
Me: Yes, but you are accessing your email on the web.  I can help you.  What’s your email address so I can send you some instructions?
Her: I’m not sure, hold on.
Me: Jumping off roof now. 🙂

That conversation reminded me that not everyone is tech savvy.  We come with computer chips built into our brains.  Our kids instinctively know how to text and have built in wi-fi.  But, we also grew up using computers on a regular basis.  People that are 55 and older didn’t…  We were typically the ones introducing computers and explaining how to use them. Needless to say, there’s a big difference between the various age groups and how they utilize new technology.

My 3 Degrees of 55 and Older

After the phone call, I started thinking about people 55 and older and the data I saw about Facebook.  I’ll be honest, I started having doubts that many people 55 and older are jamming on Facebook, tagging photos, using apps, providing status updates, and grabbing their vanity URL’s.  So, why was I skeptical?  My parents are in that age group, and all of their friends.  My in-laws are in that age group, and all of their friends.  In addition, all of my friends’ parents are in that age group, so on and so forth.  So, I like to think I have a pretty good feel for that demographic, based on interactions I’ve had with them over the past few years.

They Are Signing Up, But Not Coming Back…

The initial data I read showed that people 55 and older was a fast growing segment for Facebook (with women over 55 being the fastest growing).  But, recent data revealed that although they were signing up, they were not returning to Facebook.  Unfortunately, that did make a lot of sense to me.  I can only imagine someone 65 years old hearing about Facebook from their children or grandchildren, signing up, and looking at their blank profile thinking, “What the heck is this??”

Getting My Own Data

Although reading all of this data about people 55 and older was great, it wasn’t sufficient for me.  I wanted to know more. So I decided to collect some of my own data!  I reached out to my network of friends and family with a quick Facebook questionnaire.  I came up with five simple questions to try and understand how people 55 and older were using Facebook.  I sent an email to my network and waited patiently for the data to come in.  It didn’t take long to start receiving responses.  Some of the emails cracked me up, others surprised me, and most reinforced what I thought.  Here are the five questions I sent out:

1. Are you currently on Facebook?
2. If yes, what do you use it for?
3. How often do you visit Facebook per day, week, and month?
4. Do you enjoy Facebook? Why or why not?
5. Do you plan to join other social networks like Facebook in the near future (over the next 6 months to year?)

I ended up receiving 57 responses from people 55 and older.

A quick disclaimer before I reveal the data. This is obviously not a scientific study, nor was it meant to be.  I just wanted to receive feedback from a trusted group of people that were 55 and older to see if and how they use Facebook.  Let’s see what they had to say.

Lots of No’s, But There is Hope

As I started receiving responses, I saw a quick trend.  NO.  That’s the overwhelming response I received to question one (Are you currently on Facebook?)  It ends up that 80% of the respondents were not on Facebook.  When someone did choose to elaborate, I received some funny responses.  For example, I found out about one man who isn’t on Facebook and also refuses to upgrade to broadband.  I think the exact quote was, “Dial-up is fast enough!”  I laughed out loud and couldn’t help but think that his response was something right out of an episode of Seinfeld. 🙂  Another comment that cracked me up was, “I think I was there once.”  Wow, Facebook made such a big impression on her that she didn’t even know if she was on the site!  Although I was hoping to see more people from this group on Facebook, I had a feeling this would be the case.  Then I opened a few emails that gave me hope…

Wait, Facebook Can Be Helpful!

Sprinkled in with the no’s were some great responses supporting Facebook.  These enthusiastic responses made me think there is hope.  The first one that struck me was from a friend’s mother-in-law.  Her enthusiasm about Facebook jumped off the page. Literally, if she could friend me, tag my photo, challenge me to a trivia game, and become a fan of my Facebook page, I think she would.   She explained how much she loves Facebook, how she keeps up with her children and grandchildren, and loves seeing everyone’s status updates, photos, video, etc.  She logs in a few times per day.  Yes, she was the exception, but she got it (big time).

After reading her story, I received a few more no’s and then another great response came in.  This time from a friend’s father, who logs in a few times per week to see what his kids are doing, he searches for people he went to college with, connected with some of them online and offline, etc.  It was another great example of someone using Facebook in smart ways.  He seemed to really like it.

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The Web Success TeanSPECIAL: Solopreneur Package – Jump Start Your Business
The Web Success Team’s Solopreneur Package includes a 5-page custom direct response website fully branded and optimized for Search Engines with 6-months of online marketing, social networking, blogging, article marketing and much more. Lock in your special pricing now before the rate goes up! Contact the Web Success Team at 818-222-5643 or email bob@websuccessteam.com. To your web success!

Filed under: Business Networking, Facebook, Social Marketing, Social Media, Social Profiling, , , , , , , , , , , ,

The Slingshot Effect! Web Success Team Launches New Client W

Find out how to brand and market a direct response website. Kathleen Wood Partners LLC is a growth strategist firm for leaders and businesses. As a leader in her field, Kathleen Wood, founder and CEO, commissioned the Web Success Team to build and market her new corporate website as a launching pad for her firm’s consultancy practice.

Branded for the Right Result
Branding was central to the marketing process. First by determining the firm’s unique selling proposition (USP) — developing and implementing a strategic planning process to accelerate growth and profits – measured in months not years, the Web Success Team was able to create the foundation of the site. An important part of the branding mix was to utilize Kathleen and her well-deserved reputation as an anchor on the home page. Therefore, we designed a logo to reinforce the growth concept.

Divide and Conquer
The site is also subdivided into portals to assist the visitor with instant recognition of the scope and breadth of the firm’s services. Again with the USP front and center along with benefits oriented content, the visitor can make informed choices when navigating the site. There is also a direct response opt-in feature that offers a newsletter and a sure-fire downloadable free report in return for each email capture, as well as access to an interactive Ask Kathleen feature and a viral link to recommend the site to colleagues.

Because there are multiple components of the practice, the best view was to create two navigation bars – one across the top, below the header and a vertical nav bar on the right column under Kathleen’s image. This second navigation component underscores the value of directly connecting Kathleen with her firm’s range of services. While the reader is viewing the site, they should feel that Kathleen is making a connection with the visitor — in essence a two-way mirror.

The Home Page Says it All

Planning a website, particularly the home page is a key element in the success of a site. If visitors don’t connect with the site in the first few seconds, they become passersby, not potential customers. Moreover, if the site promotes clarity of purpose to help companies move to the next level, it better deliver on its promise. The interior pages should augment the home page and again promote the firm’s services in greater detail — all with the ultimate goal of having the visitor be motivated to action — give up their email (for future marketing outreach), Ask a pressing strategic question, and/or directly contact the firm to secure a consultation — leading to a productive business relationship.

The TEAM will also be marketing the site and the firm both online and offline. Please stay tuned for our next article on the “Marketing of KWoodPartners” throughout the Internet to generate site traffic.

TeamWorks!
The TEAM is available to discuss your web development and marketing needs. Simply contact the TEAM at (818) 222-5643 or email bob@websuccessteam.com. To Your Web Success!

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Filed under: Online Marketing, SEO, SEM, Keywords, Direct Response W, , , , , , , , , , , , , , , , , , , ,

Is Referral Marketing the Only Way?

Very well put. This is a great article.
Does it make sense to use online and/or direct response marketing techniques as a building contractor?
The truth is, every business is different. And only you can answer that question for your business. But here are my thoughts on the subject: Referral marketing is obviously the cream…

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Filed under: Direct Response Online, Online Advertising and Marketing, Online Marketing, SEO, SEM, Keywords, Direct Response W, , ,

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