This blog is about everything I encounter in my life - both work and private - that I consider worth sharing. My work related posts will be about online marketing and the media industry. The posts concerning my private life will focus around my interests, such as literature, music, politics and video games. I'm glad you stopped by. Enjoy the read and join the conversation.
National Geographic uses a very clever twist for lead generation.
Their site is structured into thematic areas - and each article within that area functions as a landing page for lead generation.
Let’s say someone comes through reddit.com on a picture page - NG assumes that this user has an interest in photography. They therefore offer a free “field guide for photography” as a download in exchange for an opt-in and a valid email address.
This dataset is later used for subscription marketing and doesn’t only contain the users personal information, but also a first indicator on what kind of products (e.g. photography-related) would be relevant for the user.
Nicely done and an excellent example on how publishers can turn content pages into lead generation pages.
Das Harvard Konzept als Hörbuch bei Napster
Das Harvard-Konzept, einen der Klassiker zum Thema Verhandlungsführung, gibt es jetzt als Hörbuch in der Version von Campus bei Napster.
Das Harvard-Konzept by Roger Fisher
Eine der netten Annehmlichkeiten der Music-Flatrate ist, dass immer mal wieder hochwertige Hörbuchperlen auftauchen, für die man einzeln die mehrfrache Monatsgebühr hätte zahlen müssen.
Der PRINZ ist zurück
Seit dem verunglückten Retro-Relaunch im letzten Jahr hat der PRINZ eigentlich wenig beeindruckendes gedruckt.
Dass sie aber jetzt ein Porträt über den entspannten Elektroproduzenten Nicolas Jaar mit dem Titel “König Drosselbeat” überschreiben, stimmt mich optimistisch: Da sind wieder Autoren am Werk, die elegante Überschriften drechseln können.
Should I push business data back into web analytics tools?
Adam Greco, the BI-director of Salesforce covered an interesting topic today: How can I handle product returns as a part of my e.g. marketing efficiency within Omniture: Tracking Product Returns with Omniture.
While the idea is compelling at first, I think pushing a lot of external business data (such as returns) back into a Web Analytics tool isn’t the right approach.
Doesn’t it make much more sense to extract the web analytics data needed (such as channel, conversion, etc.) and pull it into my other Business intelligence tools?
Otherwise I’m feeding mountains of data into a web analytics tool, that is
a) not part of my secure internal IT environment
b) making me more dependant on the web analytics vendor month by month
I realize that it feels nice for web marketers and analysts to do also deeper business calculations on the web analytics tool – but I don’t consider pushing back all sorts of business data into WA tools the right solution.
Was will uns bloß Ergo mit diesem Hintergrundbild auf der Anzeige für ihre Zahnersatzversicherung sagen?
What an ingenious idea: Los Angeles’ police scanners in a live mashup with ambient electro music, paints a great sound collage of LA now. You’re listening to Los Angeles. And it sounds a lot like Blade Runner…
We had 80 competitors in 2003. We saw that someone just won a deal from United Airlines. They didn’t even call us. So we bought a 10-minute spot for $15,000 at a trade show.
We had this sales guy say, “Everyone stand up, because we are going to play rock, paper, scissors. And the winner gets a Hummer. But instead of saying ‘rock, paper, scissors,’ we’re going to say ‘Om-ni-ture.’ ” So you got 1,500 people chanting “Om-ni-ture.”
Ever since that day, there really haven’t been any RFPs that we didn’t get an invite to.
How can we analyze article lifespans on news portals?
Update: Here’s feedback from Dennis Mortensen
Alex Poon from Visual Revenue has written a post on how news sites can align article lifespans to their readers
I disagree with the approach. It seems non-actionable to me, because it doesn’t factor in the business model of the news site.
Let’s assume we are talking advertising business here.
Then the article lifespan in my opinion is the daily advertising revenue generated on that article. Note that the sources providing the revenue to the article will be shifting over time. While in the first days, revenue will come from traffic directly channeled from the homepage or news aggregators, the article will get, if relevant, over time more and more organic traffic from SERPs and generate revenue from there.
From a business perspective, the article lifespan in terms of Advertising revenue should follow the strategy of the platform. A breaking news site needs to “out-earn” the production costs much, much faster than a longtail content platform, such as in encyclopedic or niche content.
(that’s also one of the reasons, why so many breaking news sites struggle with their business model).
Clearly some articles have then better lifespan models than others, and you can review them e.g. by content category to see, where you have the better chances of earning back your production costs through longtail traffic later on, and where you have to have really high immediate traffic numbers on premium CPM.
