Remember, in order for Black Friday to be this amazing sales success that some claim, we would have to see a noticeable shift towards November. But, it's like that's not even happening. If anything, the only month affected is December. This means that people are simply buying the products at a discount in November that they would have bought in December anyway.
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We can probably agree that the current state of digital advertising is a huge mess, and the future of advertising has never been more sketchy. But what is this future? This is what we are going to talk about in this article.
The reason is that you also want to measure how effective you are at getting people to stay connected with you. However, I wouldn't just measure this in terms of social media. I would measure this across all the channels you have. For instance, email is a great way to connect with people. You might even want to look at retention rates of your website. Or, if you have a webshop, your customer return rate is a critical element in how connected people are to you.
As a media analyst, my main job is to look at the trends, compare these to what people are doing today, and look at each resulting future path from a probabilistic view. That is, which outcome is the most likely one to happen, and over what time span?
At first, it was very simple short-url services, like Bit.ly that allowed you to shorten long links so that they could be tweeted. And it was the third party Twitter clients that first started adding these as a feature. So when you tweeted a link, the 3rd party Twitter client would automatically shrink it using bit.ly or another service to fit the 140 character limit.
Yes, I'm addicted to my smartphone. Just as I used to be addicted to my morning paper. And I consider that to be a good thing. It makes me a more complete person because it helps me to stay connected to the things I care about and communicate with the people I love. It also helps me stay up-to-date about the world around me.
YouTube Red is out (in the USA), and the creators are not happy. In fact, feeling scared is the phrase I would use to best describe what I'm hearing. But, is there a problem? And what should we do about it?
Unlike so many other studies that have an inherent bias because they were trying to look at a specific thing, internal media studies often start from a blank slate and thus provides a more accurate picture. The problem, however, with these internal studies is often that the data sample is very limited (or even missing in key areas). So you have to look at them with a 'known-unknown' mindset.
Last week I got a great question from one my long term readers. He asked quite simply, "how would I get people in a newsroom to care about data?".
I have no idea what this number will be. I'm still in the 'let's wait for the data' mode. I really hope journalists will stay on top of this and ask Apple about the numbers again by the end of next month. If Apple is reluctant to answer, then we know that the 6.5 million they are reporting now isn't really the right number. But if they say they now have even more, well... then we have a real winner.
On top of this, there were quite a lot of usability problems. It prevented deep-linking, forcing you to only link to the front page (which was rather hopeless if you were a newspaper or a webshop and you wanted to send a link to someone). It prevented indexing by search engines, it messed up third party tools, it was also almost impossible to track accurately with analytics and it pretty much stopped the back button from working the way it was supposed to.
Since 1973, Gallup has been doing this amazing study into people's confidence in institutions in the US. For instance, we can learn that people have much greater confidence in small businesses, where larger business are mostly considered to be untrustworthy.
Today it would mean that we go online. The internet is now our market. Which is where people go to explore, learn, investigate, decide, and buy from you, they are actually doing 'market'-ing. As in 'marketing' being the act of going out to look for what you might want to buy, instead of just the much narrower definition that we know today.
If I want to buy a floor lamp from IKEA, I do not want 36 other companies to know about it. And I will certainly not allow one or more of these 36 companies to then sell that information to an unknown number of other partners that they have. Nor will I allow that the data is then 'data brokered' into a place that allows someone to take my anonymous visit to IKEA's website and link that directly to my personal phone number (which means they know exactly who I am).
Personally, I consider Microsoft or Google as one company, not several companies under the same name. So I have no problem with Microsoft combining the data they have about me when I'm using my XBOX, with the data they have about me using any other Microsoft service. It's all part of the same Microsoft. And I feel the same about Google. To me, there is only one Google, in which I use many different services.