Faster, cheaper fashion

Primark’s rise comes at a tricky moment for some mainstream clothes firms, or “specialty-apparel” companies, as analysts call them. Famous American brands such as J.Crew and Abercrombie & Fitch have struggled. Gap, once the world’s leading specialty-apparel company, has had a particularly rough patch.

Another possible problem is Primark’s online business, or lack of it. Its prices are too low to justify the shipping costs of e-commerce. If consumers in America and elsewhere switch in large numbers to buying clothes through, say, social networks and messaging services, Primark might get left behind.
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In Britain, the average selling price of women’s clothes at H&M was £10.69 ($16.37) for the year to May 10th, according to Sanford C. Bernstein, a research firm. At Primark, the average selling price was £3.87.
http://www.economist.com/news/business/21663221-rapidly-rising-super-cheap-irish-clothes-retailer-prepares-conquer-america-rivals-should

YouTube will now let companies sell things on any video on its site

Companies will be able to buy visual ads with links to buy products on their own sites on any video on YouTube. 
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If you watch a lot of product reviews on YouTube, you'll start seeing a little "I" icon on the top-right corner of those videos. Click on that, and you'll see a visual list of products that are similar (or the same) as what you see in the videos.
For YouTube video creators, this new type of ad means they now have another potential revenue stream to monetize their videos.
http://uk.businessinsider.com/google-adds-new-youtube-shopping-ads-2015-9 

Vogue goes viral

“Quiet imagery on a cell phone doesn’t stick out,” he explains, “it has to be in your face. You have to grab people.”
Hence, most fashion shoots are now shot as moving images, whether on video or as Gifs (which work better on mobile).
The vast majority of the clothes they shoot are already on sale, and the site provides click-through links to stores.
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For Vogue.com, the investment appears to be paying off, with growth in digital advertising described by Susan Plagemann, Vogue’s publisher and revenue officer, as “exponential”.
http://www.ft.com/intl/cms/s/2/969bd98a-5ba4-11e5-9846-de406ccb37f2.html#slide0

The tech turning events into digital playgrounds

Events organising is "the biggest industry you've never heard of", says Reggie Aggarwal, chief executive of US technology company Cvent.

From music festivals to corporate expos, trade fairs to charity auctions, we spend about £375bn a year on events worldwide - £40bn of that in the UK.
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"We've seen two major changes in the space since we started [in 2006]," says Renaud Visage, co-founder of San Francisco-based Eventbrite, a tech firm that offers an events organising platform.
"Social media, which is very important for marketing, and mobile, which can be used for event apps and for checking-in attendees."
--
With about 20 million events happening each year, but only 50,000 currently offering attendees an in-conference app, according to industry estimates, this a rich area for growth for tech companies.
http://www.bbc.com/news/business-34335055

How Much Of Your Audience Is Fake

Amram is at Heineken USA now, where the annual ad budget is in the $150 million range.
Late that year he and a half-dozen or so colleagues gathered in a New York conference room for a presentation on the performance of the online ads. They were stunned. Digital’s return on investment was around 2 to 1, a $2 increase in revenue for every $1 of ad spending, compared with at least 6 to 1 for TV. The most startling finding: Only 20 percent of the campaign’s “ad impressions”—ads that appear on a computer or smartphone screen—were even seen by actual people.  
--
Fake traffic has become a commodity. There’s malware for generating it and brokers who sell it.
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An even more cost-effective technique—and as a rule of thumb, fake is always cheaper—is an ad bot, malware that surreptitiously takes over someone else’s computer and creates a virtual browser. This virtual browser, invisible to the computer’s owner, visits websites, scrolls through pages, and clicks links. No one is viewing the pages, of course; it’s just the malware. But unless the bot is detected, it’s counted as a view by traffic-measuring services. A botnet, with thousands of hijacked computers working in concert, can create a massive “audience” very quickly.
--
On LinkedIn there’s a forum called “Buying & Selling TRAFFIC,” where 1,000 “visitors” can be had for $1. Legit traffic is a lot more expensive. Taboola, for example, charges publishers from 20¢ to 90¢ per visitor for video content, targeted to a U.S. audience on desktops only. A publisher like Bonnier can sell a video ad for 1¢ to 1.2¢ per view in a programmatic auction, which is how the company sold most ads on its video sites. If Bonnier had gone with Taboola, it might be losing 19¢ per view or more.
--
(Bloomberg.com, which like Bloomberg Businessweek is owned by Bloomberg LP, reported 24.2 million unique visitors in the U.S. in August, according to ComScore. The site purchases between 1 percent and 2 percent of its traffic from Taboola and Outbrain.
http://www.bloomberg.com/features/2015-click-fraud/ 

 

A new feature in Apple's latest iPhone update is causing big trouble for online retailers

Installing these ad blockers has also caused a significant problem for e-commerce websites, which Fortune's Dan Primack first reported. Installing an ad blocker such as Crystal — which is currently the top paid iOS app —  could affect the way shopping websites are displayed.
--
Caporaso thinks that as ad blockers grow in popularity, online retailers will have to learn how to tailor their platforms to work correctly even while these extensions are turned on.
http://uk.businessinsider.com/ad-blocking-ios-9-online-retailers-2015-9 

 

TV vs. the Internet: Who Will Win?

But despite sharing the vulnerabilities of other long-standing media—shrinking audiences, changing consumption patterns, new competition for ad dollars—the television dinosaur has only grown fatter. According to the research firm SNL Kagan, cable TV revenues rose from $36 billion in 2000 to $93 billion in 2010.  
http://www.nybooks.com/articles/archives/2015/oct/08/tv-vs-internet-who-will-win/

How Legacy.com is turning obits into business

Founded in 1998, Legacy.com carries death announcements from more than 1,500 newspaper partners in the U.S. and abroad, including The New York Times, Los Angeles Times and Dallas Morning News, which pay a fee to have obits listed. Those death notices attracted 15.9 million U.S. unique visitors on desktop and mobile in August, a 12 percent increase year-over-year (comScore).

But it’s also increasingly becoming an e-commerce powerhouse, by prompting site visitors to send flowers or give to a charity, and taking a cut of each transaction.

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It used to have affiliate relationships with flower vendors, for example, pushing consumers who clicked over to a florist’s site to complete a purchase. Today, Legacy.com still leaves the inventory and delivery to the local florist but has enabled the consumer to complete the entire purchase on Legacy.com, where everything from the flower selections to the checkout process is tailored to the memorial giver.

http://digiday.com/publishers/legacy-com-turning-obits-business/ 

 

 

Adobe gets creative with new data visualization product

Frankly, with so many digital marketing solutions across so many areas — audience targeting, campaign management, social media, etc. — the company has to have a sturdy analytics platform integrating those disparate, but related marketing functions. Today, the company is introducing Analysis Workspace in Adobe Analytics, a reporting and data visualization tool to better help companies communicate what’s happening across all of these channels.

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Adobe is hoping its new visualization product, now available to all customers using Adobe Analytics suite, will mind that gap and help companies create better dashboards with broad business appeal — stitching together disparate data sources into a single view that makes sense for multiple lines of business — to more than just data analysts.

http://venturebeat.com/2015/09/24/adobe-gets-creative-with-new-data-visualization-product/ 

 

Millennials Follow Uber with New Fashion Trading Model

May 28, 2015

Battered by student loan debt and the Great Recession, Millennials place less emphasis on owning and more on sharing, bartering and trading to access coveted goods.

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For Millennials — the roughly 77 million Americans born between about 1980 and 2000 — the allure of "no ownership" is moving beyond housing and cars.
A new industry based on sharing or renting clothing, electronics and small appliances is springing up from nothing about five years ago, posing a disruptive force to traditional retailers.

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Now these "NOwners," as Jamie Gutfreund, chief marketing officer for Deep Focus, calls them, are propelling a new wave of privately-held companies such as children's resale marketplaces Kidizen and Yerdle, which allow customers to swap or buy smaller-ticket items like used clothes and household goods. Deep Focus does market research on youth trends.

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Highland Capital Partners, which has more than $2 billion under management, has invested in a number of businesses including Rent the Runway and ThredUp, an online fashion resale shop, which focus on Millennials and the shared economy, said Dan Nova, a partner.  

http://www.businessoffashion.com/articles/news-analysis/millennials-follow-uber-with-new-fashion-trading-model

RevCascade is trying to solve one of the biggest headaches for product makers

Josh Wexler sees a future of online shopping that is dominated by “marketplaces.” Marketplaces are a type of site that lets brands sell directly to consumers, while taking a fee for helping to facilitate that sale.

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It can be appealing for brands to have the control to sell — more or less — directly to their customers. But there is one big problem: it can be painful for brands to integrate with all the different marketplaces available to them.

Wexler’s new startup, RevCascade, aims to fix that problem.
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But for brands who want to sell in these new marketplaces, today it’s mostly a manual process, Wexler says. You have to go into each individual one, and input the same information over and over again. RevCascade is working to unify that, and is targeting mid to high-end marketplaces and brands.
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“Once a brand plugs into RevCascade, we give them access to all the retailers they want,” 
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“And they can then curate their products so each retailer has a unique assortment. You can sell some things in the Urban Outfitters marketplace, and others in the Macy’s one.”
http://www.businessinsider.com.au/revcascade-wants-to-help-companies-sell-on-many-marketplaces-2015-9

How Cole Haan drives sales with Instagram

Cole Haan : Shoes, Bags & Accessories for Men, Women

In August, Cole Haan launched a new app, created by social commerce platform PredictSpring, that worked around the lack of direct commerce capabilities on Instagram by pulling in Instagram posts into its own app. Customers logged in via Facebook or Instagram, then browsed the Instagram posts in the app. You can tap on the image to get info and add it to your cart, then pay with Apple Pay.

http://digiday.com/brands/cole-haan-instagram/ 

The Business of Fashion - BoF500 - Media

 

 

 

 

 

 

 

 

 

http://www.businessoffashion.com/community/bof500/search?collections=6&tags=6 

The Next Chapter of Content and Commerce Integration

November 20, 2012

 72Lux, a New York-based start-up that provides enterprise publishers with a fully transactional e-commerce widget that they can embed into editorial pages to make their content directly shopable and offer users a single checkout channel, even if they are ultimately purchasing goods from multiple retailers.
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The Fancy, a New York-based social commerce site.
Last July, The Fancy launched embeddable ‘Buy’ buttons.
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A start-up called Chirpify has a similarly radical vision for turning the entire the social web into a store. Already, Chirpify, which raised a seed round of $1.3 million last April, lets users purchase products directly from their Twitter and Instagram streams — simply by replying or commenting with the word ‘Buy’ — and the company has its sights set on other platforms, as well.
http://www.businessoffashion.com/articles/fashion-tech/fashion-2-0-the-next-chapter-of-content-and-commerce-integration

For Emerging Designers, Celebrity Sells

January 26, 2014
As celebrity dressing becomes a global media channel in its own right, BoF reports on how emerging designers are growing their brands on the backs of the biggest stars.

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Top-tier celebrity stylists like Petra Flannery, Elizabeth Saltzman, Leith Clark and Mel Ottenberg are the gatekeepers who can break and build brands, simply by guiding their clients towards a certain garment. But catching a stylist’s eye is no simple task.

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To me, it is always looking forward to find something new and cool that other people haven’t worn yet,” said Mel Ottenberg, fashion director of 032c and Rihanna’s stylist.

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Rihanna, or "BadGirlRiRi," as she is known on Instagram, has attracted over 11 million followers on the platform.

http://www.businessoffashion.com/community/voices/discussions/are-celebrity-labels-good-for-fashion/emerging-designers-celebrity-sells

The Business of Fashion -   Fashion Marketing & Communications

 

http://www.businessoffashion.com/education/courses/fashion-marketing-communications

Who's Winning the Fashion E-Commerce Race?

Fashion e-commerce is heating up. In a race between luxury incumbents, ‘pure play’ e-tailers and a slew of upstarts with new business models, who will come out ahead?

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Yoox is buying Net-a-Porter from Richemont, forming the world’s largest fashion e-tailer, with combined annual sales of €1.3 billion.

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Fashion aggregator Lyst and mobile fashion app Spring have all raised new rounds of funding to fuel growth.

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For the most part, retailers like Yoox and Net-a-Porter operate a traditional wholesale model, buying and pushing out merchandise to customers. These businesses take on significant inventory risk and have high working capital requirements. Companies like Lyst, on the other hand, are taking a new approach, providing technology platforms that allow certain users (brands and retailers) to display items for other users (shoppers) to consume, without buying and holding inventory. “We build a web platform on top of their inventory,”  

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But synchronising inventory with retailers in real-time is not without challenges. “Things go in stock, out of stock, things are returned, things go on sale. It really becomes incredibly complex. 

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Lyst is set to hit a gross merchandise volume of $150 million in 2015, up from $77 million last year. (The company takes a “low double-digit” commission on sales, implying actual revenues of much less than that.)

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According to the Boston Consulting Group, online luxury sales are projected to grow 20 to 25 percent over the next five years.

Only about 6 percent of sales are online at the moment.

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“In fashion, you’ve got huge multi-million dollar brands, but you also have thousands of smaller independent designers.

http://www.businessoffashion.com/articles/bof-500/online-sales-e-commerce-net-a-porter-yoox-farfetch 

LuxDeco creates interactive resource with scannable magazine debut

Online home furnishings store LuxDeco is communicating a lifestyle behind its product selection with the launch of its first print Style Guide.
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Bridging the print medium with the ecommerce retailer, each page is scannable via an accompanying brand mobile application, driving consumers back to LuxDeco’s Web site for more information and purchasing.
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At the beginning of the issue, the reader is directed to the Apple App Store to download the free app to make the issue interactive. Those with the app are granted exclusive access to additional content including interviews, behind-the-scenes videos and other articles not seen in the pages

http://www.luxurydaily.com/luxdeco-creates-interactive-interior-design-resource-with-scannable-magazine-debut/ 

 

Porsche flaunts entry into electric car market with elaborate microsite

The microsite allows users to watch the design unfold through a series of virtual slides, examine the vehicle from different vantage points and learn about the design, performance and features just by scrolling. The vehicle, the Mission-E, was announced at the Frankfurt Motor Show and does not yet have a launch date, but teasing it with an elaborate and well-designed microsite will create strong initial buzz.

http://www.luxurydaily.com/porsche-announces-entry-into-electric-car-market-with-elaborate-microsite/ 
http://www.porsche.com/microsite/mission-e/international.aspx#/reveal 

 

Cause Marketing Forum - Platforms and Services

 

 

 

 

 

 

 

 

http://0002.arcastaging.com/listing/guide/platforms-and-services 

 

Sponsorship Spending On Music To Total $1.4 Billion In 2015

Spending is largely driven by two factors: continued interest in national music festivals and a growing appetite for regional music fests, some of which have secured significant deals with national brands.

http://www.sponsorship.com/IEGSR/2015/09/08/Sponsorship-Spending-On-Music-To-Total-$1-4-Billio.aspx 

 

The Deepest Sponsorship Pockets of 2014: IEG’s Top Spenders List

 

 

 

 

 

 

 

 

 

 

 

http://www.sponsorship.com/IEGSR/2015/08/03/The-Deepest-Sponsorship-Pockets-of-2014--IEG-s-Top.aspx 

 

Universal Music Starts Label With Evian Babies Ad Agency

Universal Music, which counts Jay-Z and Nicki Minaj among its artists, is starting a new record label with the Havas SA-owned ad agency that gave the world dancing babies on rollerskates in an ad for Evian mineral water.

Paris-based Pop Records will be the sixth music label inside Universal Music’s Polydor Records, and aims to sign its first artists by the end of the year.

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Pop Records is the next step in a growing partnership between brands and bands.

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North American-based companies alone will spend a record $1.4 billion on music sponsorships this year, up 4.8 percent from 2014, according to the IEG Sponsorship report.

http://www.bloomberg.com/news/articles/2015-09-23/universal-music-forms-label-with-ad-agency-behind-dancing-babies 

 

iPhone ad blocking apps will 'only' cost $1 billion in lost advertising revenues

UBS’ estimate that iOS 9 ad blocking could cost publishers and advertising companies to the tune of $US1 billion in lost spend sounds like a lot. But it represents just 0.5% of total global digital advertising spend and just 1.3% of mobile advertising spend, according to UBS. And UBS also caveats that its assumed Safari ad blocking take up rate of 20% is “conservatively high,” so the actual impact could be a lot lower.

 http://www.businessinsider.com.au/ubs-says-ad-revenue-impact-of-ios-9-ad-blocking-will-only-be-1-billion-2015-9

Authorpreneurship

Feb 14th 2015

In 2013 some 1.4m print books were published in America, over five times as many as a decade earlier. Publishers are increasingly focusing their efforts on a few titles they think will make a splash, neglecting less well-known authors and less popular themes.

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Even the most successful writers need to invest large amounts of time and resources in promoting themselves.

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Authors must court an expanding variety of “influencers”—people whose opinions can determine a book’s success. Once a select group of newspaper reviewers were the principal arbiters of literary taste. Now, as the amount of newsprint devoted to reviews keeps shrinking, a host of bloggers and social-media pundits fill the gap. The most important are the celebrity endorsers. Oprah Winfrey used to help books soar up the charts by discussing them on her television show.

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Entrepreneurial authors find it more effective to devote themselves to a more achievable aim: getting onto the bestseller lists. The secret of such lists, the most prominent of which are those in the New York Times, is that they do not measure total sales, but their velocity. Books that fly off the shelves in their first week make the lists, and that in turn boosts their subsequent sales. Pre-orders of books all count toward the first week’s sales figures, so canny authors try to get people to buy copies in advance of publication. Eric Ries, a lecturer on entrepreneurship and innovation, went on a “pre-book” book tour to drum up interest before his work, “The Lean Startup”.

http://www.economist.com/news/business/21643124-succeed-these-days-authors-must-be-more-businesslike-ever-authorpreneurship 

Responsive Resources

A collection of resources about the various aspects of responsive web design.

http://bradfrost.github.io/this-is-responsive/resources.html 

Ad tech shop Sled Mobile launches a platform that prices ads by time

Cost-per-impression ad pricing is so yesterday. A New York City-based ad tech shop is today launching a limited beta of what it describes as the first-ever cost-per-second (CPS) platform for ads.
Sled Mobile’s Parsec platform is based on the idea that the key thing display advertisers want is user attention. Time spent with the ad, CEO and founder Marc Guldimann told me, is “a proxy for attention.”
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The new platform, with a pricing of one cent per second per device
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Currently, the platform only supports mobile web, although Guldimann told me it will be able to handle in-app ads within a few months.
http://venturebeat.com/2015/09/21/ad-tech-shop-sled-mobile-launches-a-platform-that-prices-ads-by-time/

Houzz CEO Adi Tatarko Wants To Redefine The Term “Unicorn”

Instead of going public, Houzz is looking to expand its footprint worldwide. In the U.S. and Europe alone, the home remodeling and design industries combined are a trillion-plus-dollar market.
http://techcrunch.com/2015/09/22/houzz-ceo-adi-tatarko-wants-to-redefine-the-term-unicorn/
http://www.houzz.se/

ShieldSquare Takes A New Approach To Malicious Bot Traffic

There are scraping bots which steal content; site abuse bots which produce spam on social sites (for example); and fraud bots, which can be highly damaging to businesses. If you can stop bots attacking a site the wins are obvious: increased revenues and improved site performance.
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ShieldSquare is a company out of Bangalore, India, which has come up with a solution to this growing problem.
ShieldSquare can be integrated into any web application by inserting a REST API and Javascript. This proprietary platform can then differentiate human and bot traffic in a highly scalable manner.
http://techcrunch.com/2015/09/22/shieldsquare-takes-a-new-approach-to-malicious-bot-traffic/
http://www.shieldsquare.com/

 Forget what everyone has been saying: TV doesn’t have a ‘terminal disease’ — it’s still number one

Sport now accounts for nearly 40% of U.S. broadcast TV ad spending ($8.47 billion in ad sales for the big four networks.)
http://uk.businessinsider.com/kevin-roberts-tvs-story-power-makes-it-still-the-1-medium-for-brands-2015-9 

Why Europe isn't creating any Googles or Facebooks

Over the past five years, U.S. venture capitalists spent $167 billion on new business ideas compared with some $20 billion by their European counterparts, according to the National Venture Capital Association.
Last year alone, U.S. investment in startup companies was $50 billion, with nearly half of that amount in Silicon Valley. The European equivalent paled at $4 billion.
http://uk.businessinsider.com/ap-why-europe-isnt-creating-any-googles-or-facebooks-2015-9

Ny jätteaffär i mediebranschen – tyskar vill köpa Business Insider

Affärssajten Business Insider är på väg att få tyska ägare i form av Axel Springer, som är en av Europas största mediekoncerner.

http://breakit.se/artikel/1389/ny-jatteaffar-i-mediebranschen-tyskar-vill-kopa-business-insider

How to stop Google from tracking you

The first step to halting Google tracking is to head to the Control Your Google Ads panel, sign in, and switch off the slide next to "Ads based on your interests."

 















http://uk.businessinsider.com/stop-google-advert-tracking-guide-2015-9 

 

Ad Blocking Will Keep Growing Until We Make Ads Better

A global floor price: Right now impressions routinely clear at 1 cent per thousand impressions to a publisher. Maybe if advertisers aren’t willing to pay a reasonable amount, we shouldn’t show an ad or we could substitute something useful in its place. There is a cost to the user of every ad we show, in both bandwidth, performance and attention. This could be a low-cost way to raise CPMs and lower the number of crappy ads, with minimal loss to publishers.

http://adexchanger.com/data-driven-thinking/ad-blocking-will-keep-growing-until-we-make-ads-better-2/ 

Tagplay Makes It Possible For Your Site To Be Synced To Your Social Media, Always

Elevator Pitch:

Tagplay lets you instantly update your website via your social media accounts.
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The example that Tagplay gives in their demo is of a restaurant tweeting “#mealoftheday Grilled Arctic Char with Roasted Garlic and Rosemary” and then having it show up directly on their website.
http://killerstartups.com/startup-reviews/tagplay
https://tagplay.co/

 

The Ultimate Guide to Landing Page Builders for Startups

http://www.sitepoint.com/the-ultimate-guide-to-landing-page-builders-for-startups/ 

 

The ad tech industry is waging a secret war on Google

DoubleClick for Publishers (or “DFP”) product has enormous market share among publishers using software to serve ads directly on their websites. Virtually everyone in the market uses DFP.

The indirect market, however, is fairly fragmented, with many exchanges and ad networks competing to win over publishers, including Google’s Ad Exchange (“AdX”). Google AdX has a unique advantage in the indirect market, however, because it integrates tightly with DFP.
Google allows DFP publishers to turn on a feature called “dynamic allocation” that lets AdX compete directly for impressions with the deals sold by the direct salesforce.

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With header bidding, third-parties like publicly-traded Criteo, or Amazon’s A9 ad unit ask publishers to put a special Javascript call in the header of their webpages. This header makes an ad request before DFP and figures out if there are any advertisers willing to pay for the impression and how much they want to pay.
In roughly 200 milliseconds, the header tag determines a price, then uses Javascript to pass the auction price into DFP to compete with all the ads the salesforce may have sold, as well as the AdX price. It’s a bit of a hacky workaround, but it works, and publishers will do anything that produces more pennies on each view of their page.
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The future of header bidding

In June of this year, AdExchanger ran an article describing the technique in depth, and suddenly implementation became widespread.
Important questions remain about the deployment of header bidding, including which demand sources to include, how many to include, whether publisher data is “leaking” to those bidders they can use elsewhere, and the effect of these additional calls on page load times.
http://www.businessinsider.com.au/how-ad-tech-companies-are-using-header-bidding-to-tackle-googles-dominance-2015-9 

 

 

Salesforce is proving it can stay young even after growing into a $50 billion company

Salesforce still spends more than half of its revenue on sales and marketing.
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There may be some concerns around Salesforce’s ability to expand into global markets, as nearly 75% of its sales is concentrated in the North American market. 
http://www.businessinsider.com.au/salesforce-mature-but-young-2015-9

KOMM - Sveriges Kommunikationsbyråer

KOMM - Sveriges Kommunikationsbyråer är en branschorganisation för byråer inom marknadskommunikation. Våra medlemmar arbetar inom olika discipliner, eller med flera av dem i kombination: action marketing, design, direktreklam, event, interactive, media, mobil, pr och reklam.  

Medlemsföretag 

 

 

http://komm.se/jessicas-blogg/1452-medlemmar-per-disciplin 

Säljknepet: Ny design får försäljningen att rusa

I en ny studie från Sveriges kommunikationsbyråers varumärkes- och designgrupp (KOMM) och Institutet för Reklam och mediestatistik (IRM) identifierar man att investeringarna i just design ökade med nära 6 procent under 2014.

"Även i livsmedelsbranschen kan man i dag se förpackningar som nästan blir en inredningsprodukt. Någonting som man väljer att ha framme och stoltserar med.

http://www.va.se/nyheter/2015/09/21/snygga-forpackningar-allt-viktigare/ 

 

Coursera - Digital Marketing Specialization -  474 US$

https://www.coursera.org/specializations/digital-marketing

Coursera -  Marketing

Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
https://www.coursera.org/browse/business/marketing

Scotch whisky: How to regain momentum?

Johnnie Walker sales went from 10 million cases in 1999 to 19.1 million in 2013.

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The Diageo response is a campaign that seeks to "flip the formula for success - to help people see that happiness actually fuels success, not the other way round".

And there you have the slogan, adapted across advertising platforms.
At the movies: "Talent wins admirers. Joy wins fans."
At the airport check-in: "Travel plans will get you there. Joy will get you further."
http://www.bbc.com/news/uk-scotland-scotland-business-34277124

AVG can sell your browsing and search history to advertisers

 Security firm AVG can sell search and browser history data to advertisers in order to "make money" from its free antivirus software, a change to its privacy policy has confirmed.
AVG is the third most popular antivirus product in the world according to market analysis from software firm Opswat. The company has a 8.6 percent share of the global market, behind Microsoft on 19.4 percent and Avast on 21.4 percent.
http://www.wired.co.uk/news/archive/2015-09/17/avg-privacy-policy-browser-search-data

 Exclusive Interview: Susan Wojcicki's Plan to Make YouTube 'Stars' Real-Life Famous

April 14, 2014
YouTube, with estimated annual revenue just north of $5 billion, created the market for short-form video. But it's also attacking a market bigger than search and online display combined: TV's $212 billion global ad market.
In the past, YouTube treated all content and advertisers pretty much the same, but now it's packaging its top 5% of content as determined algorithmically (of course) in 14 categories and offering that up front on a guaranteed basis to advertisers. Called "Google Preferred," the offering is built for TV advertisers who want to reserve in advance and know what they're getting, separate from direct-response advertisers that buy YouTube impressions by the ton.
Yet the reality is media companies built on YouTube are generally either big and money-losing (Maker, Machinima) or small businesses that earn a considerable chunk of their revenue from YouTube. YouTube takes 45% of ad revenues.
http://adage.com/article/digital/exclusive-interview-susan-wojcicki-s-plan-youtube/292621/

Strutting their stuff

The purpose of fashion shows is changing. Now everyone can watch.

Feb 14th 2015

With a 10- to 15-minute catwalk display costing up to a few million dollars, some industry commentators wonder if there are better ways for fashion brands to spend their marketing budgets than parading their wares at more and more shows.  

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Luxury brands have been cutting out the middlemen in their distribution chains. More than 80% of the shoes, bags and other products bearing the Prada label are now sold in its own shops, compared with about 50% a decade ago.

So the fashion shows have become less about selling the latest collection to other retailers’ buyers and more about communicating the brand’s image to a wider public.

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There are now legions of fashion “influencers”, with big followings on Twitter, Instagram and Pinterest. A recent survey of the luxury industry by the Boston Consulting Group (BCG) concluded that word of mouth overtook magazines last year as the biggest influence on consumers’ purchase decisions.

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Streaming also helps the fashion firms gather information on fans: Marc Jacobs, an American designer, has used it to capture e-mail addresses, by getting devotees to register in advance for live-streams in return for a chance to win tickets to shows.

The luxury industry in the 1990s was defined by the rise of global brands. The 2000s were all about those brands taking control of the retail “experience” offered to customers. The BCG report posits that in the coming decade, the industry will focus on getting to know individual customers. Fashion shows are part of that model.

http://www.economist.com/news/business/21643133-purpose-fashion-shows-changing-now-everyone-can-watch-strutting-their-stuff 

Google's search business might not be as water-tight as people think it is

Overall, paid search represents $70 billion, or 48%, of the $145 billion global digital ad market, according to eMarketer.
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Also, separate data from online research company comScore suggests that just 12.6% of all searches in the US were generated by smartphone users in Q4 of last year.

http://uk.businessinsider.com/the-number-of-people-using-search-engines-is-in-decline-2015-9 

 

The fusion of native and programmatic advertising is finally underway - BI Intelligence report

Many advertisers and publishers hope to meld native-ad units with programmatic buying tools, and this may finally be possible thanks to a new specification from the Interactive Advertising Bureau.
The IAB's OpenRTB 2.3 spec could underpin a programmatic-native ecosystem if it’s adopted in the ad-tech world.
In simplistic terms, the key to the new spec is the ability to serve up sponsored content that matches the look and feel of a publisher site in real time through automated processes.
http://uk.businessinsider.com/fusion-of-native-and-programmatic-underway-with-new-iab-specs-2015-6?r=US&IR=T

How video-on-demand tech is changing the TV landscape

Subscription video-on-demand (SVOD) services such as Amazon's have sent shockwaves through the broadcast world, as they gain millions of new viewers each year and produce ever more of their own award-winning content.
Netflix, the market leader, is now in over 15% of British homes, while Amazon's market share is about 5%.
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The difficulty for SVOD services in the past was that you could only watch the programmes on a laptop or desktop, which meant they weren't ideal for collective family viewing.
Now internet-enabled smart TVs are bridging the gap, and new technologies, such as Amazon's Fire Stick and Google's Chromecast, are enabling viewers to beam content wirelessly from any connected device to their TV sets with relative ease.
Many cable TV services, such as Virgin's Tivo, also offer Netflix as part of their packages, again widening access.
But SVOD's Achilles heel is currently internet bandwidth - or lack of it.
Average download speeds in the UK are still around 23 megabits per second (Mbps).
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And it's important to put SVOD growth numbers in context.
Such services accounted for about 3% of total UK viewing in 2014.
http://www.bbc.com/news/business-34050865

Advertising's Century of Flat-Line Growth

Looking at data since the 1920s, the U.S. advertising industry has always been about 1 percent of U.S. GDP.

“Advertisers have failed to convince the client community of the value of advertising as an investment.” The ratio of sales to ad spending has remained stubbornly flat at 3.5 percent for a century.

http://www.bloomberg.com/bw/articles/2014-03-03/advertisings-century-of-flat-line-growth

The ad blocking controversy, explained

In principle, the makers of these browsers could include ad-blocking functionality out of the box — and even enable it by default.
Indeed, that's already happened once in the past. Once upon a time, the internet advertising landscape was littered with "pop-up" ads that would automatically spawn a new window when you browsed to a site. That led to the creation of pop-up blockers; eventually, pop-up blocking became a stock feature on most modern web browsers. But desktop browser makers have not chosen to do this to block all ads — so while ad blocking software is popular among some power users, it's a decidedly niche marketplace.
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It also doesn't exist at all on Apple's iPhones and other iOS devices, because you can't use browser extensions on Apple's mobile Safari. Not, that is, until iOS 9, the latest iteration of the operating system, which does allow for selective-content-blocking extensions.
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Interestingly, evidence from past technological shifts suggests that whatever happens with ad blocking technology, it is unlikely to alter the total amount of money spent on advertising.

 This means that there is a zero-sum element to change in the advertising industry. The rise of new media does not expand the total pie — it grabs a bigger slice away from old media. Ad spending stays consistent at 1 to 2 percent of GDP, no matter what.
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A shift away from programmatic display ads in favor of "native" ads.
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Ad blocking software can identify ad networks, and block certain kinds of advertising scripts, but it can't read minds and discern why a given story was published. Consequently, forms of advertising that fit natively into the editorial content stream should be immune to ad blocking.
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Apple News, which launched with iOS 9 right alongside the new mobile ad blocking powers, is another example of a browser-free mode of content consumption. Apple is going to serve ads from inside the News app, and there'll be no blocking there.
http://www.vox.com/2015/9/18/9351759/ad-blocking-controversy

Adobe Marketing Cloud revenue jumps 27%, hits run rate of $1.5B annually

http://venturebeat.com/2015/09/17/adobe-marketing-cloud-revenue-jumps-27-hits-run-rate-of-1-5b-annually/ 

 

Salesforce Joins Upstarts Using Machine Learning to Clinch Deals

For all the advances technology has brought to corporate life, salespeople still rely heavily on guesswork when it comes to wooing customers and closing deals, usually involving late-night conference calls and spreadsheets about client interactions.
A raft of startups such as Clari Inc., Aviso Inc. and Highspot Inc. are aiming to change that by hawking technology that uses software to analyze and predict deal outcomes and suggest marketing strategies for corporate sales teams, potentially saving time and boosting revenue.
The systems use machine-learning technology to let businesses crunch reams of data that can help them focus time and resources on winnable deals. Larger companies are also taking notice -- this week, Salesforce.com Inc. unveiled SalesforceIQ, integrating machine-learning capabilities into its main sales-management program to eliminate some of the tedious data entry required to use it.
http://www.bloomberg.com/news/articles/2015-09-18/salesforce-joins-upstarts-using-machine-learning-to-clinch-deals

The Web-Tracking Tipping Point

The future of web tracking is simple to understand, but painful to acknowledge; we can’t rely on third-party cookies and JavaScript snippets anymore. The burden shifts from the user’s browser back to our own web servers, and this shift will add complexity to web stacks.
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Requests to Google or Optimizely’s servers from the user’s browser will often be blocked under the new content blockers, but requests to the origin are unlikely to be blocked.
The logical solution, therefore, is that solutions that rely on asynchronous requests to third-party domains will release server-side libraries. Along with your JavaScript snippet, you’ll be pasting PHP or Ruby libraries on your server, as well; the JavaScript will send requests back to your own servers, which will then communicate with these third-party services REST-fully.
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For most webmasters, they will rely on their hosts or on WordPress plug-ins to do this work for them. 
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The other issue is scalability. Most web properties today are optimized to serve pages, not to handle and process an influx of analytics data. The new server-side solutions must be simple, reliable and cohesive. If we add dozens of requests and pixels without thinking about performance, as is the case today, we’ll end up flooding our own servers, adding costs and potential latency.
http://techcrunch.com/2015/09/17/the-web-tracking-tipping-point/

European Marketers Tracking ROI On More Channels Than Ever -
Adobe Digital Index/ Market Research

An ever-growing number of choices has left European marketers tracking an average of 10 channels.

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“The increase in channels used by consumers over the last two years highlights how complex marketing interactions have become,” said John Watton, Director Digital Marketing EMEA, Adobe. 
That’s the key finding from the latest Adobe Digital Index (ADI) report on the performance of digital marketing channels.

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ADI Principal Analyst Tamara Gaffney pointed out: “Although we’ve been talking about more sophisticated attribution models for a few years now, most marketers are still stuck on last-click tracking,”  

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But ADI analysts were keen to stress that focusing on the last click can short-change the contribution of other channels at earlier stages in the customer’s journey.
“Social and display are often undervalued in last-click models,” Maykot said.
https://www.cmo.com/articles/2015/9/15/adi-european-marketers-tracking-roi-on-more-channels-than-ever.html

Introducing Signal for Facebook and Instagram

Today we’re excited to introduce Signal, for Facebook and Instagram, a free discovery and curation tool for journalists who want to source, gather, and embed newsworthy content from Facebook and Instagram, across news, culture, entertainment, sports, and more—all in one place.
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-  Discover what’s trending now on Facebook 
- See data on who is driving the most conversation on Facebook
- Search Instagram for visual content surrounding news events around the world
- Easily embed content and data from Facebook and Instagram in online and offline coverage
http://media.fb.com/2015/09/17/introducing-signal/
https://www.facebook.com/facebookmedia/get-started/signal

There's some new data out on the huge ad blocking trend — and it's a grim read for online publishers

Now we have some more data out, this time from "ad blocker blocker" Sourcepoint and internet analytics company comScore.

Worryingly for web publishers, it's the people that consume the most content that are most likely to be blocking ads.

http://uk.businessinsider.com/theres-some-new-data-out-on-the-huge-ad-blocking-trend-and-its-a-grim-read-for-online-publishers-2015-9?r=US&IR=T