It is well known in the digital world that we have a huge problem with how things are measured, and the view metric is on the top of that list. A view is never a real view, and often it is highly misleading.
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Games are social by default: Most games and digital experiences today are social, even the games that are single-players. If you are not directly playing with others, you are playing in relation to others. After you finished something, you compare how you do with how others did. This encourages competition, it encourages you to evaluate yourself, and it encourages you to dream.
The iPad got stuck in the middle. It's too limiting from a UI perspective to really be used for productivity, allowing laptops to maintain that role. And it's too big to be a mobile device, because you have to carry it. A mobile device is something you can bring with you.
By now, you have already heard about the new music streaming service called Tidal. It's created and backed by a whole slew of superstars, like Alicia Keys, Arcade Fire's Win Butler and Rgine Chassagne, Beyonc, Daft Punk, Jack White, Jason Aldean, J. Cole, Jay Z, Kanye West, Deadmau5, Madonna, Nicki Minaj, Rihanna and Usher.
eMarketer reports that mobile ad spending in the US, in 2015, is $28.5 billion, which is 40.2% of the total digital share. Meanwhile a similar study by Strategy Analytics reports that digital ad spending in 2015 is $52.8 billion, which leaves $21 billion for mobile. That's 25% lower than eMarketer's numbers. Meanwhile, MyersBizNet estimates 2015 mobile ad spending to be $12 billion. And Business Insider Intelligence estimates 2015 numbers to be $18 billion.
See the problem? You can't measure retention based on just one session. Retention is how many people who remember you, over time. So, you need at least two sessions to calculate retention, but even at that, this wouldn't be a real number. Because, did people come back because they remembered you... or because you told them to?
The trend of the connected world is finally catching up with the old world of TV. For years, we have been talking about the trend of cord-cutters, on-demand, and a shift in ad budgets. For years, we have been predicting that this would lead to a shift in TV usage, and the 'death' of old TV. But, old TV still held strong and was even growing. As such we had two trends.
First, we have Peter Kafka's excellent article "The Long Story Behind Gigaom's Sudden Demise", which tells the story of Gigaom trying to cater to their VCs by taking on more and more depth to accelerate growth. They also had a huge level of cost, nowhere near matching the performance of the company. And it was a strategy that failed quite spectacularly, which, in hindsight, doesn't sound that surprising.
Now that the Apple Watch is here, the media is having one of its seizures. "OMG OMG stop everything. We have to be wearable. Just look at how mobile changed everything. Quick, make an app, no two apps. And notifications. We need notifications!"
Some people say that wearables will make computers obsolete. And I agree. One day this might indeed happen. But it's not the kind wearables we see today. All the wearable devices we see today are based on the optimized form of change. They tweak how people behave, but they do not really change the behavior. They are not really transformative.
These rules changed that. These not only defined what they could and could not do, they also defined the purpose of the show. It wasn't about coming up with all kinds of adventures. Wile E. Coyote was incredibly predictable. We all knew that everything he would possibly try to do would fail. And quite spectacularly. What we didn't know was what he would try next.
But always remember to think of it as a whole. If you only think about SEO, you end up with a page like that of "Radisson Blu: Snowboarding and Alpine skiing". It has all the right keywords I searched for, but nothing on this page encourages me to learn more. It doesn't build momentum, which also means that my retention rates will be very low, causing the rest of their marketing strategy to fail. A remarketing campaign, for instance, probably wouldn't work either because of it.
I have had the absolute pleasure of working with a number of very big magazine publishers over the past six months, across several countries. None of them had exactly the same problems. The difference in markets and focus means you have to take wildly different paths to make a difference.
Social media is not what it used to be. This, of course, shouldn't come as a surprise to anyone, but it does require us to rethink it. A couple of weeks ago, a number of social media teachers and consultants told me that it made no sense to them to distinguish between earned/organic social media and paid social media.
Not only doesn't it solve the problem, it also encourages a culture of shallowness where people don't care about you in the first place. You are making it harder for yourself to influence people. You are reducing your rates of loyalty. And you are diminishing your retention and return rates.