Asking good questions was seared into my mental consciousness by several mentors early in my career. This notion was further influenced by prodigious reading of Peter Drucker. The premise being that good questions help you to focus and to get to the heart of what matters most. Here’s what I’ve learned over the years: it is hard to do and it takes practice! As I think about the future for B2B Marketers, these questions ring the loudest:
Who Are Our Customers?
We are undergoing the most significant changes in buyer behaviors in several decades as well as seeing the rise of connected social buyers, albeit younger, who behave much differently than traditional buyers. As simple as the question sounds, it is still the hardest question for businesses to answer. With existing buyers, new buyers, and expanding markets constantly in transition - getting insight into answering this question will need to be on top of the list.
Where Did Our Customers Go?
If we randomly picked a ten page year-end report, it would be a good bet that somewhere on page eight or nine in the third paragraph there is mention of it. You know what I am... Read more
Archive for January, 2012
Top Ten: Entertainment brand MTV shows the power of "Facebook Exclusive" content
Brands have offered Facebook exclusives prior to this week's MTV "Facebook Exclusive". But MTV is both a content production and broadcast company. More than most brands, they like to have the content experience take place on their own site, where they can most readily monetize it.
So it certainly wasn't a light decision for them to offer "Facebook Exclusive" content. And they're certainly looking at the results to see how well the offer worked. MTV posted 30 times last week -- more than double the next closest brand in our Top Ten. And this was their most popular post of the week.
Below is the image they offered. You can click through to view the post, or see it in the chart below the photo. Notice the prominence of the "Facebook Exclusive" offer.
Below is this week's Top Ten. You can click through to see any of the actual posts.
Our FREE Top Ten weekly report features the top post from each of the top ten brands on Facebook. You can either sign up or view the complete list of posts in our latest report, featured in the archives on this page.
Also, you can get a FREE TRIAL of Zuum by just registering.
Internet ads can (and will) be as effective as TV
Sometimes it is lonely to be the CEO of the biggest independent advertising technology partner for publishers. The long view: my belief in standing behind the high quality publishers to make Internet advertising work at least as well as the best TV advertising – is a position not often shared. Yet I believe that we can make Internet advertising work brilliantly for high quality product launches and brand building. We won’t be stuck with text based CPC ads. We will show that the best sites can run fantastic graphical and video ads that sell great products.
I’ve been saying for months that the distinction between above and below the fold should go away, and I finally have company for my perspective. Good company: Comscore, Inc.
A week ago I attended an event in New York City at which Comscore unveiled its new Validated GRP(TM) tool that rates the effectiveness of digital ads. Validated GRP takes the rating standards advertisers apply to TV advertising (Gross Rating Points) and establishes a similar metric that will apply to digital advertising. For advertisers, this is a metric to judge online campaign effectiveness–to make an apples to apples comparison between the effectiveness of TV and the effectiveness... Read more
