Video: the New Word-of-Mouth

For those of us who spend inordinate amounts of time watching YouTube videos about the obscurities of life or the momentary interests of life (Samurai Carpenter is the best) know the instinctual truth of the researcher who claims that videos are shared 1,200% more than web links or text. For marketers that fact is should be a light bulb. If social media and content marketing are an attempt at artificially re-creating word-of-mouth, then video dramatically ups the ante.

In a Forbes article, Scott Darrohn suggests that to make the most of your video marketing, keywords should be inserted in a video’s title, description and URL. They will draw more search responses and search responses will lead to more link sharing, hence expanded “word-of-mouth.”  Source: Forbes

Read the Footnotes

At this writing, there appears to be a coming breakthrough in the trade negotiations with China. Of course the devil is in the details, but any end to the disruptive trade tensions would add some stability to the world’s economy.

Most important to Western technology businesses is the promise that this agreement will do something to correct the intellectual property rights issues that have long plagued us. We will be anxious to see to what extent joint ownership rules will be adjusted and patent integrity will be protected. Our recommendation: read the footnotes on any agreement.  Source: BidWin analysis

Maximizing a Core Mobile Advantage: Location

Reality: With all the next level, automated marketing schemes that are claimed today, the most fundamental of all, location targeting, is still at the core – particularly with mobile devices. Location is the most basic feedback we get from mobile phones. Everything else is one step removed from an educated inference.

Given that reality, there are a couple ways to get more from location data than we do:

  • Geo-Fencing – identifying and pushing a message to a phone based on their current location.
  • Geo-Targeting – identifying and pushing a message to a phone based on a past location.
  • Geo-Conquesting – identifying phones that have been at a competitor’s location and messaging them.

In all cases, advertisers do need to take care not to target individuals. Rather, to protect privacy, they need to “aggregate and anonymize [data], to prevent any individual tracking.”  Source: MarketingLand

China’s Un-Phased Consumer

In retrospect, one can explain the reason Chinese consumers have shown relatively little reaction to existing trade issues or the decrease in local manufacturing. It is the steady decline of consumer prices over the last three months. As far as the man-on-the-street is concerned, life has gotten modestly easier through that period. January’s prices were the lowest since January of last year.  Source: www. Tradingeconomics.com; National Bureau of Statistics of China

The 5G Future

5G’s advantage is simple: speed. The predictions say the new generation will range from “10 times and 1,000 times faster than 4G.” This pattern of continuously faster technology has been seen before in ever advancing desktop computer speeds.

Reality is there’s never enough speed because it’s speed that allows all other benefits such as more, better data. True to form, 5G promises more immediate data. Based on where we are with today’s level of data – the vast majority of which is not used – this fresh data dump carries lots of promise, but is likely to be more hyperbole.

The most immediate advantage of added speed for advertisers will be with load times for images and video. instant video is appealing and, in itself, could increase viewability and change the balance of content from written to visual. Game time is next year.  Source: AdExchanger

Mobile Forever

These numbers paint a picture of mobile’s unquestioned dominance in our lives today and into the foreseeable future. We can guess that the growth areas will come from increased use of smart assistants and speakers. As for millennials and those who follow them, expect the growth of evolutionary appendages that will make thumbing easier.  Source: alistdaily.com

China’s Inflation Rate Declines for the Third Month

Though consumer prices in China went up 0.5% in January, overall inflation continued a three month decline. Inflation rates haven’t been this low since January of last year. This may be a partial explanation as to why Chinese consumers remain positive in spite of real contraction in the manufacturing sector. The downward pressure represents a form of stability that, due to trade tensions, may not be reflected in other parts of the economy. Source: Trading Economics; National Bureau of Statistics, China

Digital Ad Spend to Overtake Traditional this Year

The cornerstone of digital’s expected growth in 2019 will continue to be mobile, which is projected to account for more than two thirds of the its total, about $87.1 billion. For every winner there has to be a loser. In the case of ad spending, it’s traditional media with print taking the biggest hit, expected to be down 18% while TV is expected to be down 2.2.%. The print number suggests more trouble for newspapers and magazines.  Source: eMarketer

Cars as Lifestyle: China’s NIO Goes After Tesla

60 Minutes ran a story about the Chinese electric car company NIO (pronounced Neo) that was founded by Billionaire William Li. He’s successfully selling a car that combines technology, lifestyle and national pride to the upper-middleclass in China. Watch 60 Minutes Overtime video for a flavor of the report.  Sources: 60 Minutes, CNBC

https://www.youtube.com/watch?v=PhpQ6TEGpZ8

IAB is Upping the Ante for Data Reliability

We have made the point before that the toughest regulations from the big players rule the market. Such is the case with Europe’s GDPR regulations, which are driving buying practices in all Western markets. An example of its power is seen in the new IAB Tech Lab proposed framework outlining new “required disclosures for those collecting data to be used for targeting, personalizing and measuring digital ads, [which] also lays out minimum disclosures that data sellers must offer their possible customers.”

Quality advertisers can be expected to demand details such as the origin of the data, the data’s age and data associations like individual, household or business.

In addition, the IAB is offering a standardized lexicon for key terms, which is intended to assure that both buyers and sellers are speaking the same language. Together, the framework and the lexicon raise the game for digital advertising reliability.  Source: AdAge