Online is 77% Less Impactful than Newspaper

This could be called a rant. And it briefly draws on basic economic theory. So unless you like rants based on forgotten college coursework, use the navigation or category links above to find another post. Otherwise, read on, and please share your thoughts below or with me on Twitter.

According to eMarketer’s Ad Dollars Still Not Following Online and Mobile Usage, on hour spent online drives 77% fewer advertising dollars than an hour spent with newspapers. Digital media proponents have been misled, believing somehow that time spent and budget should equalize. In reality, time and spend should never have been compared. Saying Online is 77% Less Impactful than Newspaper (like in this title) is just as accurate, and despite how ludicrous that statement may seem, is likely even more accurate than comparing time and budget.

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Why B2B Marketing Is Not Social: An Unexpected Insight from SiriusDecisions

The most important thing I learned at this week’s SiriusDecisions Roundtable in Portland was not something Jonathon Block or Jay Gaines shared, and it wasn’t from a conversation with another attendee. It was the silence of Twitter

Mind you, this was an event about social media and website optimization. Half of the content was focused on how to use social media throughout the sales cycle and the increase in demand this drives. [Read more…]

Twitter IS Social

This morning, eConsultancy posted Twitter isn’t very social: study, a review of recent research from Yahoo, taking the position that Twitter is not a social network. In fact, they question if Twitter is more of a broadcast medium than a social medium.

The statistic circulating through Twitter (by the way, being shared between connections on Twitter, but I won’t belabor the point) is that 50% of all content consumed on Twitter is generated by only 20,000 users. The elite, the top 0.05% of twitter users, create 50% of all content consumed on Twitter. Sound impressive? It’s not.

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Four Insights for Cloud Computing Marketers

IDG Enterprise released its Cloud  Computing Research results at the end of last year, and I finally had the opportunity to review it recently. I just wish I had looked at it earlier. The research is based on a survey of approximately 1,500 IT and business professionals, with good representation of senior IT management and large companies. There is a lot of great data in the research, if you market cloud computing services, it is worth downloading and spending a few minutes with the slides.

Beyond the data points, I saw four key themes. Each is an opportunity for marketers to differentiate their offerings or position in the cloud marketplace.

IT Expects Control
For CIOs, the top concerns are security (two-thirds), followed by access, governance, and meeting standards. And IT is a key stakeholder in cloud decisions at larger companies (more than 80% of the time). In contrast, concerns about business and employee receptiveness is cited by less than 15% of respondents. [Read more…]

Facebook Is Bigger than the Numbers

Facebook is set to pass Yahoo in 2011, capturing 21.6% of all US online display dollars, according to eMarketer. The number is impressive on its own, particularly since only two years ago, Facebook had developed a huge audience but still had almost no revenue to show for it.

However, 21.6% doesn’t tell the whole story. Facebook is even more important to marketers. Display ad revenue doesn’t capture the investment in community management, pages, content, even advertising in apps.

As a platform, an ecosystem and a media property, Facebook is now second only to Google in its importance to media and marketing.