Tag Archives: trends

5 Marketing Trends & TASC

It was a big press week today with back to back articles in AdAge and AdWeek, two periodicals I highly respect in the advertising industry.

Meet the Five Big Trends Changing Marketing:  This was an article I wrote for AdAge which is based off of The Media Kitchen‘s Menu (2011, 2012 version), a document we release each year that talks about five trends and associated companies that are poised to grow with this trend.

Below are the five trends I highlight and if you want to read the whole article, click here.

  1. Communication across many social platforms will be seamless
  2. Location will play an increasingly important role for targeting
  3. Cross platform plans will be driven by data
  4. Content is marketing and marketing is certainly content
  5. Experiences will be linked across many devices

Technology, Advertising and Startup Council (#TASCNYC):  On Monday, David Berkowitz, Ian Schafer, Mark Silva and I will be hosting the inaugural event for TASC at the Soho House here in New York City.  The goal of the event is for create more of a bond between Madison Avenue and Silicon Valley/Alley through spending time with different startups to help them accelerate themselves.  It’s not a pitch for media budget but rather a business building exercise where we can help these companies position themselves better to work with Madison Avenue.  I’m super excited to be working alongside David, Mark and Ian and look forward to what future events might bring.  You can read much more about #tascnyc here.


2012 Advertising & Media Technology Predictions

Over the years, instead of writing my own forecasts and predictions, I’ve aggregated them on this blog as a source for everyone to turn to for marketing, technology and media.  Here are the lists for 2008, 2009, and 2010.  This year, instead of aggregating them, I wrote 5 predictions that I think will come true for Advertising and Marketing Technology in 2012.

The predictions are below, but you can read more about them here on Advertising Age.

1.  The vGRP metric gets adopted once released and AdXpose/Comscore finally makes sense to most people

2.  Trading Desks are no longer the bright shiny object for Madison Avenue as they begin to mature and become growth businesses for holding companies.  Holding companies need to make a strategic decision whether or not they are going to continue to support them and if so, they must acknowledge and realize they are building technology organizations.  If not, we’ll start to see some trading desks spinning down (or out) of holding companies in 2012.

3.  Agencies who are not agencies will challenge the agencies.  I like the title on this one:  tomorrow’s madison avenue will look different than todays.  Read more about it in-depth over at Ad Age.

4.  Attribution drives dollars to currently undervalued assets.  By using engagement mapping, TrueCPA, or other fun names for understanding conversion attribution, media buyers will actually be able to purchase sites that aren’t part of the lower purchase funnel.

5.  And of course, what marketing technology trend and prediction list would not include Consolidation and Investment as a headline?  Mine certainly will.

I’m super excited about the above 5.  There are quite a few more but these are my starting five going into 2012.

2010 Predictions & Trends "Cloud"

I aggregated 25+ trends & predictions for 2010 centered around technology, media, and advertising last night (see them here) and created a “wordle” based on them.  See below.  You can obviously see that Facebook, Mobile, Google, Social, and Twitter are popular.

Some not-so-big (in terms of volume) but still important trends and predictions that appeared:  data, cloud, devices and acquisition.

Blogs/sites that I aggregated include but are not limited to Mashable, Read Write Web, Clickz, AdAge, Alley Insider, Center Networks, GigaOm, WSJ, MediaPost, CNBC, Adotas, and many, many more.

happy new year – @dherman76

Trends Cloud Large

Pet Peeve: "Social Media"

I generally hate buzzwords.  I can stand them for a short period of time, but when they become mainstream they turn into my pet peeve.  Social Media has been a word that we started hearing about a few years ago and now everyone and their mother have turned into social media experts or have even launched social media consultancies.  I can’t tell you how many people I meet at conferences or through this blog who have newly launched social media consultancies, but when talking to them in-depth about their organization, they are nothing more than a glorified PR consultant.  There’s a newly launched group of “social media experts” who band together to provide social media bootcamps for a few grand a day which tell marketing executives to put a few tags on their blog posts, create microchunked video content, and other web marketing tactics.

I was joking on Twitter earlier today and asked how many social media experts were needed to screw in a light bulb and my friend @jonburg answered:

Wikipedia has a fairly comprehensive definition of social media and it compares it to industrial media.

Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

I argue on all panels and speaking engagements I partake in is that there should be NO dividing line between social media and industrial media.  When you put a line in the middle, you fragment marketing and it does not work as exponentially positive as it can.  It’s sort of like separating out a digital agency from a traditional agency… everything should be together to create bigger integrated idea.

When looking deeper into the term “social media” on job trends, we see that the exact term has been used in job postings quite a bit since September ’06.  The job chart below was provided by Indeed.

I wanted to add “media planning”, “media strategy” and “viral” into the chart to see what job trends I could find.  What I am fascinated to see is that “social media” surpassed “viral” in job listings (and trends).  Another pet peeve is when clients as me to produce a viral video or create content that will become viral.  We (as strategists) can put all of the necessary technology in place to make media become portable and in such a fashion for people to easily consume it, but we can’t guarantee that anything will become viral as that’s what the consumer does.

Another interesting tidbit is that media strategy (and planning) should contain “social media.”  Recruiters and HR folks are using the latest buzzwords of the moment in their job listings so that’s creating the increase in the chart lines, but everything here should be part of the same job description.

There is burgeoning industry around SMO, or social media optimization.  There are currently 321,000 exact matches in Google for “Social Media Optimization” after searching for it tonight.  Essentially, SMO is similar to SEO, but methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO. (wikipedia)

The point I’m trying to drive home in this blog post is to include any of this “social media” speak into traditional media strategies.  All media is social and has been social for years.  As long as people have been talking (forever), then any media showcased to them has become social.  Kill the buzzword and focus at the main challenge at hand:  create winning multidimensional media strategies.

THE Digital Media & Internet Uber 2009 Prediction List

It’s that time of year again.  Approximately 360 days ago, I posted the 2008 prediction list that was picked up all over the web.  We all know that any prediction in itself holds little weight but when you aggregate many predictions together, you can start to see trends and use this for guidance to where industry/market is headed.

Take a peek at the links below of the 2009 predictions.  All of them are tagged by their content:  technology, digital media, social media, marketing, PR, Internet, consumer, etc.

If there is a solid prediction link/list that I’ve missed, submit it thru

Digital Ramblings: LONG Post Warning

As I write this, I’m sitting in a Starbucks on 24th and 6th Ave and have been trying to collect my digital media thoughts over the past few weeks.  Apologies up front as they are eclectic.

•    Techmeme needs to launch an iPhone app as this would be my news source, displacing NY Times and WSJ.  I’d gladly pay for this.

•    I downloaded and played Zynga Poker on my iPhone 3G this weekend and loved it.  BTW, I am more of a fan of blackjack than Poker but the thought of social gaming was fantastic.  Nicely executed, Zynga.

•    The more screens there are in our society, the more they need to be cleaned.  I’ve spoken at length about starting an iPhone wipes company, but haven’t been able to get a supply source with enough margin to make it worthwhile.  My iPhone is filthy and I’m sure yours is too.  How do you clean yours?

•    I used to run the darrenSalon’s – they have been dead for the past year or so.  I’m thinking of doing a day up at a remote location about an hour north of the city.  We would focus on a specific topic – would this be of interest?

•    The way we learn and play instruments are changing.  Nintendo Wii is going to revolutionize the music space.  Yes, Rockband exists on Xbox 360 and PS3, but kids start with Wii prior to graduating to the more “intense” systems.  I’m curious to see how this is going to play out.

•    My friend Noelle took a job over at Indaba Music.  Congrats Noelle!

•    Boxee is really interesting for many reasons, but the first of which is getting digital content onto my living room TV.  I can watch everything from Fast Lane Daily to TED Talks, Hulu to Netflix.  Genius.  I want to see Boxee expand to the desktop as well in terms of a content distribution system inside of widgets.  Think PointCast model.  I’d be very interested in talking further about this.

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Fun with the Job Market (graphs & trends)

I was thinking about the job market today and wanted to check some stats; so I headed over to Indeed and did a few runs on salary information.

The first chart shows the average salary of an early stage company compared to “Fortune” companies.  Not what you’d expect, is it?

The next chart I have is salary information from select west coast venture capital institutions.  The jobs within the data pool here are from their portfolio companies and potentially at the VC firm.

The last graph I have here is:  Publicist vs. Community Manager:

As you can see, the publicist is on a decline while the community manager is on the rise.  It’s fascinating to see the community manager overtake the publicist, thus potentially validating the terminology, “marketing is a conversation.”  I think of publicist’s as “push” and community manager’s as “pull.”

IAB/Bain Study on Ad Networks

Bain & Co. along with the IAB released a study that states use of ad networks surges six-fold as media companies step up monetization of unsold online advertising inventory.  I read this study on Friday (somehow got a pre-release) and had some questions that I’d like to ask Bain/IAB:

  1. How do you define premium?
  2. In some cases, ad networks purchase inventory directly from publishers at a significant discount.  Was this taken into account?

The more important question of the two is #1.  Everyone has a different definition of “premium.”

Andrew Chen has a nice in-depth writeup of the study.

Ad Sales Execs Leaving Large Networks

On a daily basis, I field a dozen or so calls from eager ad sales execs who want to connect with some of the brands that I oversee (at work). Since my schedule is extremely tight, I can’t take meetings with everyone but generally refer them to my teams responsible for the accounts that they are seeking.

Over the past few months, I’ve witnessed some of our ad network friends who would service our business start to leave and head elsewhere based on the “good bye” emails I receive. Some companies that have seen some form of exodus are: AOL/Platform-A/Tacoda, Specific Media, IAC, FIM/MySpace, and a host of smaller ad networks such as CPX, and others. By making this list, there are more than one person leaving the company in a short period of time.

Why are they leaving these companies? I cannot answer for each individual, but I’m sure it’s a combination of shakeups internally and really good opportunities with startups or other publishers. Having been an entrepreneur in NYC trying to build a sales team, I know how tight the talent pool is for good ad sales folks, so trying to poach from these networks can be helpful.

** Note, I had wrongly listed ad network interClick as I had internal confusion. Apologies!