Defragmenting the local advertising marketplace
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Defragmenting the local advertising marketplace
The hundred-year-old metaphor of the linear purchasing funnel does not describe our multi-channel media world. What does?
Curated by Greg Swanson
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Hypersay - Deliver presentations they will never forget

Hypersay - Deliver presentations they will never forget | Defragmenting the local advertising marketplace | Scoop.it
Platform for interactive presentations that massively increase audience engagement. Delight your students, attendees & clients with polls, questions, live slide sharing.

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Nik Peachey's curator insight, November 2, 8:27 AM

This is a great tool for teachers who like to use presentations and want to push them to students devices and make them interactive.

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A Revolutionary Marketing Strategy: Answer Customers’ Questions | itzdigital

A Revolutionary Marketing Strategy: Answer Customers’ Questions | itzdigital | Defragmenting the local advertising marketplace | Scoop.it
RT @itzswanson: A Revolutionary Marketing Strategy: Answer Customers’ Questions.http://t.co/44e8bMCK88
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7 Marketing Lessons from Eye-Tracking Studies

7 Marketing Lessons from Eye-Tracking Studies | Defragmenting the local advertising marketplace | Scoop.it
Read the original post on http://blog.kissmetrics.com here.
Who doesn’t love a good eye-tracking study?
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Inside Forbes: Journalism Requires New Models for Both Editorial and Ads | Forbes

Inside Forbes: Journalism Requires New Models for Both Editorial and Ads | Forbes | Defragmenting the local advertising marketplace | Scoop.it

...The media loves to attach labels to trends. When one catches on, the rush begins. Native advertising (the buzzword of choice right now), social advertising, content marketing and sponsor curation all revolve around the notion of brands as publishers. Everyone’s jockeying for position, FORBES included. Marketers want a bigger voice. The media business needs revenue.  The digital world demands change. So, what’s required for this new form of marketing — and for journalism to continue to flourish? Ah, here’s where the fun begins. Buzzfeed talks about viral content. The Huffington Post is into “aligning content and paid advertising strategies.”The Atlantic uses “Sponsor Content Presented By (pick the advertiser). Gawker’s done something similar (it’s actually now talking about a commerce play). As for us, I often talk about brand journalism.

 

BrandVoice is based on the philosophical belief that marketers, with deep understanding of their industries, can offer smart insights, too. In most traditional media companies, that’s a tough sell. Journalists can barely swallow the advertorial — it must be placed in the print or digital equivalent of Siberia. The fact is is, with the click of a mouse or the touch of a screen, the audience can check a marketer’s veracity as easily as it can a journalist’s....


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Jeff Domansky's curator insight, March 4, 2013 7:57 PM

Forbes editor Lewis DVorkin tries to explain Forbes' BrandVoice and contrast with others. Transparency or else though.

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Native Advertising: Marketing Flop or Marketing Future?

Native Advertising: Marketing Flop or Marketing Future? | Defragmenting the local advertising marketplace | Scoop.it

A form of advertising that is so tightly interwoven within the site it’s being promoted on that customers can’t tell that it’s advertising.

 

Pop quiz: Can you spot the native advertising on BuzzFeed’s homepage?

 

If you answered “all of it,” you’d be exactly right. The entire front page, seemingly devoted to Instagrammers you should be following, actually is a huge advertisement for Samsung cameras. Surprised? Shocked? Amused? Betrayed?

 

All of these emotions are felt by viewers when they realize they’ve been fed advertising in what they thought was an article purely devoted to entertainment or getting more out of a photography hobby.

 

Native ads don’t yet have a clear definition, but at their simplest, they are a form of advertising that is so tightly interwoven within the site it’s being promoted on that customers can’t tell that it’s advertising. Different technologies have tried to paint native ads under names like sponsored listings, promoted posts, or online advertorials, but there are some definite differences....


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Jeff Domansky's curator insight, March 9, 2013 2:46 PM

Native advertising presents a whole new set of challenges for marketers and the public.

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Effective Content Marketing for SMB’s | Social Media Strategies Summit Blog

Effective Content Marketing for SMB’s | Social Media Strategies Summit Blog | Defragmenting the local advertising marketplace | Scoop.it

Excerpt...

 

You can expect to see the following content marketing tactics become more prominent in the coming months.

 

More Native Advertising

While there are many competing definitions of native advertising, suffice it to say that it’s a way to put organic content in front of web surfers in an unobtrusive manner. Of all the emerging content marketing trends taking center stage in 2013, this one may well be the most important.

 

Increasingly Sophisticated Content Curation

Users would rather rely on trusted, centralized hubs for their information. In addition to putting out their own content, companies will increasingly curate interesting or valuable content to add to their allure. Content curation saves people time, and increases overall traffic in the long run.

 

Content Wikification

Nowadays, it’s not enough to merely publish standalone, evergreen content that delivers value. In an ever-changing world, consumers expect a stream of up-to-date content on their topic of interest. More and more, content that attracts eyeballs is increasingly fluid and goes through revisions over time. For a good example of this principle in action, look no further than sites like The Verge or Engadget. Many of their articles are like a rolling commentary on the original source material that’s always being added to.

 

A Renewed Focus on Video

Although some people still prefer to digest their content in written form, many regular Joes and Janes appreciate concise, attention-grabbing videos. The cost of putting out superlative video content continues to fall, which means that businesses can spend more time brainstorming clips that will eventually result in action.

 

Mobile Optimization & Compatibility

Finally, you can bet the farm on an accelerating move towards greater cross-platform support that’s facilitated by device-independent responsive mobile design.


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CYDigital's curator insight, March 11, 2013 1:45 PM

On the negative side, we're not in agreement regarding native advertising form SMB's (or any B's). However, we are in complete agreement with regards to content curation, video and mobile optimization. Content wikification: yet to see a format that makes this viable for the B2B marketer.


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Subscribers Eager to Open Daily Deal Emails

Subscribers Eager to Open Daily Deal Emails | Defragmenting the local advertising marketplace | Scoop.it

The hype around daily deal websites and mailings, and the rush of established online companies like Google and Facebook to get into the space, has some industry watchers wondering whether consumers will quickly tire of the offers. Research from Yahoo! Mail and Ipsos OTX MediaCT suggests that’s not happening yet.

The February 2011 survey found that US adult internet users subscribe to an average of almost three daily or weekly shopping emails or newsletters, and 56% of internet users subscribe to at least two of the emails.

Subscribers also say they regularly read the emails. Among those who subscribe to at least two, 61% said they read all of the messages. And most access the emails at least once a day.


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The Best Gifts To Give Your Website!

The Best Gifts To Give Your Website! | Defragmenting the local advertising marketplace | Scoop.it

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Laura Brown's comment, January 1, 2013 11:59 AM
It's not clickable for me. I'm too old to read printing that small and too lazy to change my web browser settings for just one item.
The Fish Firm's comment, January 1, 2013 9:06 PM
Those who pay attention to this will be ahead of the game... download here http://mashable.com/2011/12/25/website-tips/
Krešimir TOMAS's curator insight, January 16, 2013 4:34 AM

Zanimiv pristop postavitvi spletne strani - terminski plan

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Watching the Watchdog: Think Newspapers Are Over? Read This

Watching the Watchdog: Think Newspapers Are Over? Read This | Defragmenting the local advertising marketplace | Scoop.it
Just before our recent over-sentimental overindulgence in gifts, food, drink and religion, the Star came out with a massive two-page spread titled "A Culture of Secrecy." It's a splendid rebuttal to the myth spreading through our culture that...
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10 Fascinating Video Marketing Stats for 2012

10 Fascinating Video Marketing Stats for 2012 | Defragmenting the local advertising marketplace | Scoop.it
The power of video marketing can’t be denied, as the latest stats show increases in online, social, and mobile viewing and effectiveness.
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Excellent list.

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Facebook Explains The Four Ways It Sorts The News Feed And Insists Average Page Reach Didn’t Decrease | TechCrunch

Facebook Explains The Four Ways It Sorts The News Feed And Insists Average Page Reach Didn’t Decrease | TechCrunch | Defragmenting the local advertising marketplace | Scoop.it
Today Facebook addressed the controversy surrounding the news feed and a reduction in reach for some Pages. It outlined the four main factors that determine if a post shows up in the news feed, and insisted Page reach didn't decrease overall.
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Pew: Half of Americans get news digitally, topping newspapers, radio

Pew: Half of Americans get news digitally, topping newspapers, radio | Defragmenting the local advertising marketplace | Scoop.it
Read the original story posted on http://www.poynter.org  here.
by Andrew BeaujonUpdated Sep. 27, 2012 3:39 pm
PewMore Americans get news online than from radios or newspapers, Pew’s biennial study of news consumption habits says.
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Publishers Confront Mobile Mess

Publishers Confront Mobile Mess | Defragmenting the local advertising marketplace | Scoop.it
Read the original post on digiday.com here.
Josh Sternberg 10.17.2012
We are now fully ensconced in the Mobile Era.
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State of Content Marketing: You Say You Want a Revolution?

State of Content Marketing: You Say You Want a Revolution? | Defragmenting the local advertising marketplace | Scoop.it
This post is part of a series in which LinkedIn Influencers analyze the state and future of their industry. Read all the posts here.The State of The Brand Publishing IndustryRevolution.
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Portland is Oregon's No. 3 startup hub. Where are Nos. 1 and 2? - Portland Business Journal

Portland is Oregon's No. 3 startup hub. Where are Nos. 1 and 2? - Portland Business Journal | Defragmenting the local advertising marketplace | Scoop.it
Portland is Oregon's No. 3 startup hub. Where are Nos. 1 and 2?
Portland Business Journal
Portland's tech scene may get all the attention, but it isn't the state's most densely packed startup hub.
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Wired Taps Real Journalists to Push Further Into Native Advertising

Wired Taps Real Journalists to Push Further Into Native Advertising | Defragmenting the local advertising marketplace | Scoop.it
 Hand-picked writers to work on content 
By Lucia Moses 
August 8, 2013
Photo: Getty Images
Brands want advertising that looks and feels like actual editorial content, and publishers are uniquely positioned to help.
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The Rapid Rise of Native Advertising and What it Means to Your Business

The Rapid Rise of Native Advertising and What it Means to Your Business | Defragmenting the local advertising marketplace | Scoop.it
This year's most important buzz term in advertising, native advertising, has gotten the attention of the online advertising community. Yet, most are still confused how to define what it really means.
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What on Earth Is Native Advertising? [INFOGRAPHIC]

What on Earth Is Native Advertising? [INFOGRAPHIC] | Defragmenting the local advertising marketplace | Scoop.it
Check out this infographic to learn about what the heck native advertising is.
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Mercor's curator insight, March 20, 2013 12:51 PM

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What on Earth Is Native Advertising? [INFOGRAPHIC]

What on Earth Is Native Advertising? [INFOGRAPHIC] | Defragmenting the local advertising marketplace | Scoop.it
Check out this infographic to learn about what the heck native advertising is.
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Mercor's curator insight, March 20, 2013 12:51 PM

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Why Do Affluent Consumers Connect with Brands on Social Networks?

Why Do Affluent Consumers Connect with Brands on Social Networks? | Defragmenting the local advertising marketplace | Scoop.it

Luxury marketers take note, according to a February 2011 Affluence Collaborative survey, wealthy internet users connect with brands on social networks for significantly different reasons than the general population. The social networks they use to do so are different, too.

Among the general population, the main reason cited for connecting with brands on social networks was to receive deals and discounts. This result from the Affluence Collaborative survey backs up earlier research from several sources on why consumers follow brands on social sites.

But according to Affluence Collaborative, this was a much lower priority for the wealthy. Their top reasons for following brands were due to a preexisting affinity for and a desire to be kept informed about the brand. The least-cited reason mentioned by all groups surveyed was to be entertained, suggesting that social media marketers still need to provide fans with value, even if it isn’t directly in the form of a coupon or sale.


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9 Things Businesses Shouldn't Do On Social Media @Forbes

9 Things Businesses Shouldn't Do On Social Media @Forbes | Defragmenting the local advertising marketplace | Scoop.it

Use social media the right way, and you can attract new customers and boost your business. Use it the wrong way, and you can spark a backlash that’ll melt your reputation to a sticky puddle.


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Markose Abraham's curator insight, January 1, 2013 12:37 AM

Yes. Use Social media the right way.....

The Fish Firm's comment, January 1, 2013 9:13 PM
When we're transparent ~ it always works out! No matter what!
Philippe Trebaul's curator insight, February 20, 2013 9:12 AM
Les entreprises 9 choses ne devriez pas faire sur les médias sociaux @ Forbes

Utiliser les médias sociaux dans le bon sens, et vous pouvez attirer de nouveaux clients et booster votre business. Utilisez le mauvais sens, et vous pouvez déclencher une réaction qui va faire fondre votre réputation à une flaque collante.


9 Things Businesses Shouldn't Do On Social Media @Forbes http://sco.lt/...


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How does Google search work?

Hi Matt, could you please explain how Google's ranking and website evaluation process works starting with the crawling and analysis of a site, crawling timel... (How does Google search work?
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High level overview.

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On Page Seo Best Practices

On page seo is easy once you know how to do it. After you read this post you would know exactly how to do on page seo, which will allow you to harness google and force it to drive free traffic to your website.
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It is a little bit of a sales pitch, but the ideas presented are useful...

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Embrace discomfort: my address to the Arizona Newspapers Association

Embrace discomfort: my address to the Arizona Newspapers Association | Defragmenting the local advertising marketplace | Scoop.it
Read the orginal post on Steve Buttry's blog here.
September 29, 2012 by Steve Buttry
This will be my keynote address to the Arizona Newspapers Association fall convention in Scottsdale today.
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Why It’s Time For Local SMBs To Get On Board With Mobile

Why It’s Time For Local SMBs To Get On Board With Mobile | Defragmenting the local advertising marketplace | Scoop.it
Read the original post on http://searchengineland.com here.
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