October 15, 2007
Glenn Wolsey is a 15-year-old from New Zealand who writes about the Macintosh as a productivity and photography tool. I recently interviewed him via e-mail to get a sense of how someone without media experience can come out of nowhere to compete for U.S. ad dollars.
October 01, 2007
Earlier this year I had the opportunity to meet some of the pre-eminent thinkers on search from Google, Yahoo, Ask.com and up-and-comers such as Like.com. This has profoundly shaped my thinking about how the web giants are so much more than big stadiums that aggregate eyeballs. They are an end-to-end suite of brand-reputation management and measurement services -- many of which are free.
September 17, 2007
For years now pundits have been talking about technology that's able to automatically surface content that matches our interests precisely when we need it most. That vision is now closer to reality as several underlying technologies converge in a powerful way.
September 03, 2007
With the lazy days of summer officially behind us, now is when many start thinking seriously about their career plans. For those who are deeply interested in both technology and marketing, this is your time. A new kind of career is emerging: Enter the Geek Marketer.
August 20, 2007
The Long Tail of content and increasing demands for our attention have created a perfect storm where traffic to brand sites may soon shrink. It's simple supply-and-demand economics at work. Long-form online content has been usurped by all things bite-size, whether it be widgets, YouTube clips, or micro blogs powered by services such as Tumblr, Jaiku and Twittergram. This column offers three simple steps marketers should consider to thrive in a web that is increasingly becoming decentralized.
August 06, 2007
Some have chalked up the micro-blogging boom to what a friend of mine calls "shiny object syndrome" -- our fascination with all things new. However, I believe that the rise of these emerging micro-media sites mirrors three significant cultural shifts.
July 23, 2007
The art and science of influence measurement is a debate for the ages. However, as the recent demise of the page view revealed, these days trying to figure out how many you're reaching and who they are is more complicated than ever. (The irony is that media overall is far more addressable.)
July 09, 2007
Community is the glue that unites us all as humans. It has for thousands of years and mostly via offline venues. More recently, thanks to the rise of Web 2.0, communities are becoming an equally huge part of our online lives. Technology and broadband are giving rise to thousands of micro global villages where people find each other, talk and collaborate around shared interests or goals. Where there's an interest, there's a community.
June 18, 2007
The state of the Web 2.0 economy is an evergreen topic in the blogosphere. Pundits like to check under the hood to examine if this era is anything like the Web 1.0 bubble. So far, indications are that the excitement around Web 2.0 is different from last time. Entrepreneurs aren't minting paper millions on Wall Street -- the companies being sold are real businesses with real revenue. Dig deeper, however, and there are troubling signs of overindulgence.
June 04, 2007
Twenty-nine-year-old Timothy Ferriss is not a marketer. Still, on his own, he has landed squarely on the best-seller list with his first book, "The 4-Hour Workweek." The case is worth a deeper examination because it points to a very real do-it-yourself digital-marketing future where the landscape is essentially flat.
May 21, 2007
The Chinese wall that separates the editorial and advertising sides of the media remains vital to its sustainability. However, as the landscape becomes dotted with millions of citizen publishers who take ads to generate a second source of income, it relies more on reputation than infrastructure.
May 07, 2007
In the past few years, a crop of advertising networks, including BlogHer, Federated Media, FeedBurner, B5 Media and BlogAds, have helped a handful of the more active publishers find a magical nexus in between. Some of these companies, all of which are still small, have achieved a certain level of success as advertisers dabble in buying space on blogs. But the dynamic online-advertising landscape is shifting once again and will force all of these companies to adapt their business models to meet the needs of brand marketers and media buyers.
April 16, 2007
For thousands of years, information was centralized with a few subject-matter experts. Now, thanks to search, broadband and instant publishing tools, everyone in the global village can contribute to the collective body of knowledge. This reduces the need for middlemen.
April 02, 2007
This week, like thousands of other early adopters, I picked up an Apple TV for my living room. If you haven't tried one of these devices, invest $300 and get one. Apple TV is a small set-top box that connects to any flat-screen TV -- but it might be easier to think of it as a smart iPod attached to your TV. If set-top boxes take off, Apple and others will change the medium and, with it, advertising.
March 19, 2007
Twitter, a "micro blogging" platform/mobile social network, last week rocked the web with an avalanche of buzz, peaking at the South by Southwest (SXSW) Conference in Austin, Texas. The year-old site, co-founded by Blogger.com vets Evan Williams and Biz Stone, is a giant real-time stream of 160-character haikus. They can be uploaded by SMS, instant messenger, the web or dedicated desktop applications such as Twitterific.
March 05, 2007
Yahoo, perhaps more than any other major portal, has done a phenomenal job of barreling headfirst into the Web 2.0 world. In addition to acquiring the "twin towers of tagging," Flickr and del.icio.us, it has launched the wildly successful Yahoo Answers Q-and-A site.
February 19, 2007
If you read this column regularly, you know I believe the page view is on life support. It fails to capture the myriad ways consumers engage in online activities without ever leaving a web page. To get a feel for this, spend some time playing at yourminis.com. So what will replace the page view and when will that happen? Let's handicap the field.
February 05, 2007
Sometime in the next few days, perhaps by the time you read this, Walt Disney Co. will unveil the next iteration of its flagship website. CEO Bob Iger touted the relaunch last month during his keynote at the Consumer Electronics Show. The centerpiece of the new Disney.com will be something called Disney Xtreme Digital, which will enable greater personalization and community within the site. But Disney's corporate culture may prevent it from fully embracing a Web 2.0 world where consumers are in control.
January 22, 2007
Last month, Google accounted for a staggering 47.3% of all web searches, according to ComScore. However, for all the hype about Google vs. Yahoo et al., Wikipedia quietly looms as a huge threat to Google's dominance.
January 08, 2007
Welcome to 2007. If you thought the media environment was fragmented last year, just wait. Things are going to get a lot more micro.