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Back in the day…

Back in the day, not so long ago as my parents tell me. It seems that people took careers for longevity and security.

Old media bosses

Old media bosses

Security in these times is definitely hard to find and perhaps longevity too but within media – especially the digital sector – what is longevity? Most roles and titles have only just come about and I am sure new ones added daily.

Company structures maybe still remain similar with a hierarchy but finding that dream jobs isn’t quite what it was (possibly it no longer exists) but also with the changing landscape and keeping up to date with advances in technologies and communications means you may no longer have direction.

You might spend the next few years going down the Social Network Optimisation route for it to turn out to be to hit or miss, so many accounts lay dormant or people just joining groups with no return rendering it a less viable medium which has been replaced or to the bottom of the ad spend budget.

Of course marketing or design skills acquired over the years can keep you in your desired field – but look at Myspace, one minute your chugging along in the dream job at a rate of knots just to have the carpet taken from underneath your feet.

There’s also those moving into areas they’d not nessarily know – one minute your doing promotions and events – the next you’re thrown in the deep digital pool, a lot to learn and unlike certain areas of marketing or design there is not just the message and look to think of but also the best practices and technical knowledge. Th amount of emails I get from reputable companies that look nice enough with no mistakes in them but then they have a blue borders round images (sorry a pet piece of mine image properties  border!! DO IT!!)

I know someone that wants to be a journalist and it is what they know, love and have learnt and they are banging on the doors of paper based products putting in the effort and time for free on internships. I’m not saying sell out, if it is what you truly would love to do but the web has outgrown the paper based brands in terms of investment…. I maybe wrong but Im sure we shall soon see what happens to those brands pumping their funds in to the paper product instead of getting their online proposition in place, enough examples have gone down the pan already.

In summary, the working world of media is not what it was – in some respects I feel that some people are still playing catchup and guessing games to get things right and it could be risky business for some bright sparks out their who don’t think before they leap at nostalgic heroines for a career.

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Crazy Inventions…

The car phone?

How mad does that seem now… Someone invented a phone that could work whilst in the car to be used when driving, gutted this was then made redundant by the mobile phone which could be used any where whether it be in the car outside of a car – but also for the whole concept – using the phone in a car to be made illegal!

Not only that – but imagine if you told that yuppie on his brick of a car phone that in the not too distant future he will be able to update a website from his touch screen phone that can also take videos and pictures for free – he would have thought you were crazy!! (and zoomed off in his BMW)

What do we deem crazy at the minute…? One of the many great examples of innovation and change…

 

ct1000

The mighty carphone

Long gone icons…

Free newspapers, free online video, streaming music is all great but with so much of it – will we miss out on the classic big hitters we have experienced in the past?

So much choice and niche interests available to the masses means that it’s harder to create those mega stars we were previously used to – will there be another Madonna , Rolling Stones, Michael Jackson. Even if the talent is there – will the fans be? It’s seemingly easy to become famous – or have followers and attract some form of an audience. Will this continue or will it just be a phase as people want that high quality talent, news, films given back to them as they loose sight of tracking it down for themselves.

Even the once iconnic films are becoming less regular – these days box office hits seem to be taken up with nostagia as they can now be given a new more exciting lease of life – Spiderman, Transformers, Batman, Charlie and the Chocolate Factory, Alice in Wonderland. But where are the new ideas? If we live on nostalgia now what’s left for the future… Memories of already reformed ideologies to crack out again in a few years time once there is a new way to showcase then?…. all seems a little lazy to me.

Alien Vs Predator

Alien Vs Predator

Past the opens…

The generic measure for the success of an email marketing campaign continues to be the open and click rate – obviously companies focusing on how they can continually increase these to make their already high ROI of the medium ever greater.

 

This is all well and good for those smaller companies and also those larger ones – however there is more, even past the abandoned shopping carts and highly targeted emails based upon actions and previous interactions.

 

I recently did some work on our (London Evening Standard) database looking at frequency of opens – this all came out very positive.

 

We have a steady open rate which has been growing along with the base, the frequency rates were also looking good – but neither the opens nor frequency alone tell you how to target your content.

 

The main base are targeted with Reader Offer emails – therefore the main part of the content changes on a weekly basis when the email is sent out – however longer running offers, those which are with us for a month or more need to be repeated. The question was “how often do we need to run advertisements or promotions to get the most out of them – are we better every other week or every week to hit the majority of people?”

 

An interesting question which involved looking at the consecutive open frequency of our base – those who opened more than one week in a row.

 

After taking a 6 week period as a sample for this study – it highlighted that 78% of our base has opened a newsletter within that 6 week period – a far superior number compared to the 23% open rate we receive weekly. It also showed us that 45% of these people opened more than one consecutive newsletter (again a very healthy number as that 55% included people that may have opened more than one newsletter just not consecutively).

 

This therefore gives a greater understanding of how our base is reacting to our targeting above that of a weekly figure.

 

This shows us that if this does remain the trend then by rotating smaller longer running offers through the creative over a 5-6 week basis it would have gained exposure to a majority of the base and hit that of saturation point before the offer ends. A far better approach knowing what we do now compared to that of in one week and out the next for the fear of looking repetitive as this could lead to us being sporadic in an attempt to pick up those sporadic customers  – a form of matching behavior unlikely to give the results compared to the continual presence with rotation approach.


Get ya Deeeead Horse

Despite the changes in the media landscape – all the shifts to online and the dramatic increase in user generated content – you can still hear classic cockney street vendors yelling ‘get your staaaan-dard’ at the masses of passers by. Although many of these vendors have been exchanged by a younger generation of more promotional savvy merchandisers working shifts to cover longer days, some of the old classics remain.

The question is how long can this last?

 

Mr Murdoch has decided to close his Free Evening title TheLondonPaper, possibly to coincide with his move towards paid for online news content. After all – you can not ask people to pay for news in one place and give it away in another (although it is more than likely to with the the £12.9m last year most probably gaining more weight).

 

If News International does manage to migrate content online and gain money, this could be the big news selling shift people have been looking for. Consistent drops in ABC and the continual closure of newspapers can only go on so long with investment and ideas seemingly to keep the age old format rather than looking for the new.

 

Some may wonder if this new system will work and what it means for the paper based product – but at least it is an attempt, there is only so much a redesign or new ownership or editorial staff can do if the existing base model is not working and there is no longer the audience to make operations commercially viable. Papers are still what they have been for many years – printing and processes may have improved to keep up with the times but now I believe it is about format and delivery with a large ? over commercialisation.

 

We shall see who is the first to win this race – however I do feel there is a distinct lack of a horses gearing up for the challenge, instead choosing to graze until they are taken to the glue factory.