Missed the .COM rush? Grab a .FAMILY Domain for your clan

see url If you’re not keeping up with all the online tech publications these days, you probably don’t know much about what are called, “Top Level Domains (or TLD’s).” The traditional TLD’s are the ones attached to url’s you know and love – .com, .net, .edu, .org, etc…

site rencontre lorient But some really smart people realized that with all the url’s already owned by people, the only way to make any money was in the secondary market. And since those smart people who made money the 1st time around weren’t in the secondary market, they needed a way to create a new primary market.

Hence, we have the expansion of hundreds of new TLD’s. Things like .Lawyer, .Ninja, .Me, etc…

The newest one to come out is .Family. For those of you who fancy the idea of having a personalized web site that your family can post info to, or have email addresses with your family surname, the opportunity to get it is now.

Just go to www.name.com and grab your family surname. Note: for most people the surname without an “s” at the end (ie www.Boyer.family) is like $500. Add the “s” (ie www.Boyers.family) is $20.

Note: Yes, those links are referral links above so if you use them, I would get $5 credit to my account (not cash.) But that’s not why I’m writing this. If you don’t want me to get the referral bonus, just type or click thiswww.name.com/domains/family. There’s no referral code attached to that one.

Join me at the Seattle Interactive Conference November 3

Over the last few years, I’ve had a few amazing chances to get in front of a large audience and either speak on, or moderate panels full of smart people. In about two weeks, I’ll get the opportunity to moderate a panel at one of my favorite events – the Seattle Interactive Conference.

The panel is focused on the changing role of online advertising. Here’s the description:

the dating games byu Game of Screens: The Rise of Multi-Screen Marketing
The rapid evolution of consumer behavior as it relates to their media consumption has rendered many of advertising’s traditional targeting and measurement metrics difficult or obsolete. So how do you accurately measure results when Device proliferation is making even basic reach and frequency management nearly impossible? How can you balance the new expectations amongst consumers that messaging to them should always be relevant and timely? And what are some recent technology advancements in targeting and measurement to help address some of these challenges? In this panel, executives from Choicestream, GoDaddy, Logitech and Sharethrough will share their experience and expertise in delivering successful behavior-driven marketing to consumers who live on multiple screens.

The panel will be on Nov 3 at 11:00am. If you’re attending the event, please come on by and check out our session. And if you have questions you want answered, shoot me an email and I’ll add them into the queue.

Join Me at the American Ad Federation Seattle This Thursday

Well this should be fun. You’ve seen it before. We get 4 people who know everything there is to know about a topic and I ask them a lot of questions for 90 minutes. And try to throw in a joke or two along the way.

Here’s the scoop for this Thursday from the AAF website:

FORTUNE Magazine recently published a survey of the world’s most respected brands. The Seattle area boasts 6 in the top 30.

As marketing and advertising professionals that call the Seattle area home, we are global stewards for the brands by nature of our profession. Join AAF Seattle as we continue the discussion around diversity and multiculturalism from the perspective of driving brand engagement, both from the agency and brand perspective.

We’ll touch on such topics and questions as:

How prepared are we to support billions of consumers that share the Great Circle of the Pacific Rim?
What are the key insights we can share on how to optimize the brand experience and messaging?
What role does multiculturalism play in our ability to connect with consumers?
What works (and may not work so well) when it comes to strategy to addressing diversity in your teams and your advertising message?

Who are the experts? A really strong group.
Ben Rudolph – Director, Sales Evangelism, Worldwide Retail Channel Marketing, Microsoft
Natalie Rouse – CEO, Southern Cross International
Ken Cho – Co-Founder and CEO, People Pattern
Shelly Kurtz – Executive Director, NBC Universal, International Media Distribution

Hope to see you Thursday. Email me if you have a question or topic you want me to sneak in.

Join Me With a Bunch of Ad Folks Thursday

Thursday, September 25 will be a busy evening for advertising professionals.

You *could* go drink free beer and play bocce ball up on Capitol Hill. But for those of you who like some education with your alcohol, and prefer a more refined audience, I invite you up to Pike Place Market’s Atrium for the AAF Seattle panel entitled: MARKET INSIGHTS: MOBILE FIRST.

Here’s how they describe the content:

With Twitter machines in every pocket, mobile is key to consumers’ experiences today. How are you incorporating it into you clients’ brands—and into yours? We dialed up a bunch of experts in the mobile biz and asked them to share their secrets, strategies and insights on the topic.

We’ll look into what customers expect from mobile interactions with a brand, when you need an app (and when you don’t), thinking beyond responsive design, and plenty more.

Oh, and I’ll be moderating this group of experts. I’m not an expert myself, and I’ll have as many questions as you do, so it should be a fun time.

A “Spirited” Discussion About Marketing

I tend to enjoy listening to panel discussions more than most people. And I like them even better when I’m the one who gets to ask all the questions.

On June 19, the Seattle Chapter of the American Advertising Foundation hosted an event with four of the city’s strongest small craft distilleries. When they asked me if I’d moderate this panel about how to market a small craft distillery, I thought they were kidding me. But they were serious, and I excitedly prepped for a topic that I had not previously done much business research on.

Our panelists were fantastic (left to right):

AAFInsights

Here are a few bullets I took from the event:

  • The one piece of advice every small batch distiller will give you is, “Don’t start a small batch distillery.”
  • “Taste” can only get you so far. You have to have a decent flavor, but you are selling a brand, not what you taste like.
  • Your brand needs a story. Sparkle Donkey Tequila has the made up history of “El Burro Esparkalo” and then follows that up with a legend of, “In the modern era, Sparkle Donkey Tequila has come to mean many things to many people. But above all it means celebration, fertility, and quality.”
  • Winning awards is good for a boost, but you need a great follow through campaign to keep it going.
  • Great quote: “Whiskey is what beer wants to be when it grows up.”
  • Advice for anyone who thinks they can make tons of money in the burgeoning cannabis industry: “If you think there are a lot of forms to fill out for liquor, the cannabis guys have no idea what’s headed their way. We love that it’s getting legalized. The Liquor Control Board has so many headaches with them, they barely pay attention to us anymore.”
  • Fact: “40% of people in the bar do not know what they want to order when they walk to the bar.”
  • Make your bottle bright and easy to see against all types of backgrounds in all types of light. Don’t let it hide on the shelf.

The hashtag #AAFInsights has more of these nuggets if you want to roll through them.

Thanks to the AAF for letting me moderate. It was a blast and I hope people in the audience had as much fun as I did.

AAF Seattle Distilling a Brand

How Marketing is Like Little League

Every spring, tens of thousands of dads, friends, uncles and even moms embark on the gratifying, frustrating and always surprising journey of coaching a Little League baseball team.

Other than Crossfit and Fantasy Football, there may not be an activity that is so mind-absorbing to you – and that absolutely no one around you wants to hear about. No one outside your bubble of coaches and parents cares about little Jimmy’s amazing catch in center field.

But I wouldn’t be me if I didn’t subject you to my thoughts on the matter in this little forum. And my thoughts revolve around how coaching 9 year old baseball players is a lot like running a marketing program.

Andy Little League small http://strom.com.br/mifer/591 1) Every channel / kid is different: Coaching would be easy if you could just get out front of the audience, give a little spiel about how to turn your hips when swinging, and watch everyone respond in perfect union. But one kid is going to interpret that message as, “Pretend like its a hula-hoop” and another is going to hear, “Keep my feet perfectly still like they are in cement and turn my hips.” Just as every online or offline channel you choose needs its own nuanced content, you must also shape your message for the kids.

source site 2) No matter what you do, some audiences are just not going to do what you want them to do: You can test images, graphics, copy, videos and more. Your content can be fabulous, and still there’s a percent of the market that will ignore, or not understand, anything you try to get across to them. You can explain over and over again, “Run through first base.” You can do drills in which they run through first base. You can have quizzes and ask them what they are supposed to do when they get to first base. During the game, 11 out of 12 kids will run through first base. And the 12th kid is still going to slide, come up short, be out by 2 feet, end the rally and the coach will have to resist throwing his scorebook through the fence.

http://wolontariatsportowy.com/fioepr/bioepr/1070 3) You will have some successes you shouldn’t have, which makes it hard to change: A 9 year old doesn’t know how good he can be. He looks around and sees he hits better than most of the kids despite only keeping one hand on the bat, and says, “That’s good enough.” You beg and plead, “You will be a better hitter if you keep that 2nd hand on the bat.” And so he takes one swing in batting practice, keeps both hands on the bat, misses the ball and decides that sample set is large enough that he’s never going to listen to you again. He shouldn’t be able to hit with one hand, but since he can, he won’t change. We have marketing campaigns that are “doing ok” so we may be resistant to change. It shouldn’t be doing well, but we can’t ensure we’ll do better. And when we dip our toes in the water and have a day of less success, we revert back to what we know.

http://fhlchristianministries.org/?encycloped=Writing-jobs-online-uk&c82=50 4) There is always a team with greater resources who looks impossible to beat: In our league, we have the team that plays hard and fast with the rules. The team knew of an all-star player, kept him out of the draft, and then had him join their team later when no one was looking. In 9 year old Little League! Plus, the kids of all the coaches are all 1st rounders that got placed on the team with their dads. So by very definition, they have 4 first round quality players and everyone else has one, maybe two. Your marketing team has less money than Starbucks, less brand power than Coke, fewer distribution channels than Microsoft and can’t afford Apple’s Brand, Design and Ad Agencies. That’s just the way it is. You have to be smarter, see who it is you can beat, and possibly just accept you may not beat everyone.

see 5) The losses will be hard to take but the wins will be fantastic: Something is always going to surprise you. The kid who never gets a hit will make it to first – and even run through the bag! The center fielder will track down the longest ball hit against you all season and make an amazing catch. The first baseman staring at the kids in the other dugout will make a back handed stab. You just never know where these unexpected gems will happen. You’ll want to take credit for them, but just enjoy the win. It doesn’t matter if the idea for the ad came from the copywriter, admin, customer service rep or janitor. It’s a team win when it works, no matter how and why it happened.

Those are my 5 takeaways. I’m sure I’ll think of more, but like most Little League baseball games, this post has dragged on too long and we’ve seen enough pitches already. I’ll just be thankful if someone of them were strikes.

5 Insights About Digital Advertising

Marketing Dive released a nice summary about trends in Display vs Search Ad Spending.

The original report came from a survey commissioned by SumAll. The long form report and the associated visuals are worth reading, but Marketing Dive Distills it down to 5 points.

1. Display ads cost one-third less than search ads
2. Tablets offer the most bang for your buck
3. It still takes more tablet impressions for a click than desktop
4. Mobile devices take even more impressions than tablets to inspire clicks
5. Advertisers spend seven times as much on search ads as on display

If you are in the business of buying ads in social, search or display, the data behind the conclusions is worth taking some time to read through.

The Problem With Buying Ads on Auto Play News Videos

I get why a marketer would want to buy pre-roll ads on videos. People will sit thru your ad to get to content they’ve told you they want.

To some extent, I also get why a marketer would want to buy pre-roll ads on news videos. That’s generally time sensitive content a person REALLY wants, so they have a higher threshold of pain to watch your ad.

BUT – and it’s a Sir Mix-A-Lot sized BUT – if there are no controls in place, then your ad becomes the annoying thing that is keeping someone from watching something they care about. Your ad becomes the opportunistic and sleazy type of thing that makes someone not want to be part of your community.

Now, I know Luminosity is a great company. They have a product that really is trying to do good in the world. I’ve played with their app. I’m not sure I’m any smarter for it, but I appreciate their effort. I genuinely believe they are a good company.

BUT, here is their ad, stopping me from being able to read about a fatal mudslide that is affecting my community. In a more perfect advertising world, either the Luminosity media buyer or CNN web producer would have thought to disassociate their ads from devastating news. But they didn’t, so you get this.

luminosity_ad

Moral of the story: Auto-play is evil. Don’t do it.

That’s Billion, With a B

Facebook just agreed to buy WhatsApp for $16 Billion. That’s one billion, this many times:

Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion

When you add the other Billion Billion Billion for current What’s App employees, it comes to $19 Billion.

Just for fun, let’s look back at some previous tech acquisitions you may have remembered:

  • Amazon buys Zappos. Sale Price: $1.2 Billion. Year: 2009
  • AOL buys Netscape. Sale Price: $4.2 Billion. Year: 1998
  • eBay buys PayPal. Sale Price: $1.5 Billion. Year: 2002
  • eBay buys Skype. Sale Price: $2.6 Billion. Year: 2005
  • Yahoo buys Geo Cities. Sale Price: $3.6 Billion. Year: 1999
  • Yahoo buys Broadcast.com. Sale Price: $5.7 Billion. Year: 2001
  • Microsoft buys aQuantive. Sale Price: $6 Billion. Year: 2007
  • Oracle buys Peoplesoft. Sale Price: $10.3 Billion. Year: 2004
  • Facebook buys Instagram. Sale Price: $1 Billion. Year: 2013
  • Google buys YouTube. Sale Price: $1.65 Billion. Year: 2006
  • Google buys Double Click. Sale Price: $3.1 Billion. Year: 2008
  • Google buys Nest. Sale Price: $3.2 Billion. Year: 2014
  • Google buys Waze. Sale Price: $.96 Billion. Year: 2013
  • Google buys Wildfire. Sale Price: $.45 Billion. Year: 2013
  • Google buys Motorola Mobility. Sale Price: $12.5 Billion. Year: 2011

For one thing, it’s fun to look at what deals happened right before bubbles. It’s also fun to see that some of these deals look like bargains now, while some were just busts.

So give or take a billion or so, Google ended up with Nest, Waze, Wildfire and Motorola Mobility for the same price Facebook got Instagram and WhatsApp. Time will tell where the money was better spent.

Another way to analyze the deal is on a cost per user basis. From what I have read, WhatsApp has 450 Million Monthly Active Users (MAU). So at $19 Billion, that’s roughly $42 per user. Obviously Facebook thinks the lifetime value of each user is more than $42, which certainly seems reasonable. So from that angle, disregarding all other benefits of the deal (synergies, defensive play, talent, etc…) it could make sense.

So what about Snapchat? We all scoffed when Snapchat turned down $3 Billion from Facebook, wondering how they could think they were 3x as valuable as Instagram. Well, I can’t tell what this means for them. Certainly they are worth more than 16% of WhatsApp, aren’t they? Or is there enough overlap between WhatsApp and Snapchat users that they just saw their entire market value dry up? Again, only time will tell.

But $16 Billion is a lot of money no matter what. I think we are all on bubble watch now.