I've been writing about online marketing for over 20 years now, in various publications including Clickz to Mediapost -- plus all my own newsletters.
If I was to count all the hours I've spent online writing, doing business, it likely is enough to fill its own lifetime.
Unfortunately that means that in many cases in my life, I failed to look up from my laptop and pay attention to those things in life that are important, including my kids, family and friends.
Work, family commitments and the general daily grind often prevent us from being the sociable beings we were designed to be. Instead of making time for this essential human pleasure, we substitute the real thing for virtual friendship on Facebook, or a TV series that engages the mind with interesting characters.
This really isn’t enough though.
You thrive on talking, laughing, debating, helping, listening, smiling and generally being part of a group (tribe).
So make time for nights out, days out, a coffee and a chat, a walk with a friend. Don’t be too busy to socialize.
Our new reality of social media and social distancing comes with the challenge of having and managing genuine connections with other people.
It is imperative to understand that we all need each other now more than ever.
There is always someone willing to talk and share moments with us. We just have to reach out from our self-imposed aviary and fly.
The uncertain times should draw us close.
Having a friend or companion to connect with, in a time like this gives one the strength and hope to keep on keeping on, and we all can build that bridge to better social connection.
Over 20,000 high level executives in the industry!
What is their seniority?
Expert Insight with Chimchetaram Chuka-Okoli
Uber Doesn't Need to Advertise Anymore!
We've all heard about Uber's bad press in the last year or two. The list goes on and on: class action lawsuits, gross driver misconduct, surge pricing shocks, legal battles with governments, and so on... Despite this, ride-hailing and other services continue to increase in popularity. What gives?
They provide a compelling and in-demand product, for starters. Second, Uber has a multi-pronged and unique loyalty marketing strategy. Let's take a look at some of the methods that have contributed to the company's $54.93 billion valuations.
The transportation disruptor offers rating systems for both drivers and passengers, which makes it stand apart from typical taxis. Because passengers can't quickly find out where they stand, drivers are likely to be more motivated by their evaluations. In either case, the system encourages driver and passenger trust in Uber and improves behavior.
Uber has a variety of partnerships in place to persuade both first-time and loyal customers to take a ride. For example, Starwood Hotels Preferred Members can obtain reduced rides using their Capital One credit cards. All of these partnerships, on the other hand, lend legitimacy to the massive startup. No man is an island, and it might be argued that every business should follow this principle.
Uber has operated a loyalty program for some years, which few customers are aware of. "Uber VIP" is reserved for the most devoted clients - those who have taken over 100 Uber rides. The program's major practical benefit appears to be VIPs' unique access to the highest-rated drivers. The program, on the other hand, expresses a dedication to and thanks for these loyal clients, who are undoubtedly proud of their rank as "extremely important."
The seamless, Omni-channel nature of Uber's marketing strategy and the product is the most important aspect. Uber didn't just solve one part of the system (like mobile payments for existing taxi infrastructure), they overhauled the entire experience, from mobile hailing to seamless payments, nicer cars, and no gratuities or driver ratings." In comparison to the previous manner of hailing or dialing a cab, the product taps into clients' lives in a completely novel way. The omnichannel
strategies do not end there. Uber teamed up with Facebook Messenger to allow users to book rides directly from the messaging service. There’s even an Uber mobile game!
Uber understands their Customer Base: Understand your target market. That may seem self-evident, but brands must understand their target demographic in order to promote them effectively.
Uber is most popular among smartphone-using youngsters, however, it is used by people of all ages. Uber also realized that they needed to sell not only to riders but also to their drivers.
Cyrille Vigneron
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The Rundown
ALL YOU NEED TO KNOW, CONDENSED ('CAUSE YOU DON'T HAVE THE TIME!)
1. Effective May 11th, Google has a new Ads policy that requires consent (popups!) components to be in place for remarketing and conversion tracking for European visitors. Europe is definitely taking a less than hands on approach to screwing up the advertising industry, and that's not going to change sooner than later.
2. Taco Bell wants people to die on TikTok. Taco Bell today (May 9) is introducing “Taco Swap,” a campaign that looks to encourage consumers to swap out healthy meals for free tacos. The campaign will run in more than 25 markets around the world and seems to have the purpose of killing as many people as posisble.
3.Peloton is desperate to change its identity. ָAfter being pegged as killing their own users, they are
changing their branding effort to be more "perky" and motivate their users to actually want to run in place for hours. They need to convince that buying a bike that is generally twice the price as competitors is worth it because you get a TV screen in the middle.
3. Really Bad News: Uber is pulling almost all new marketing efforts. CEO Dara Khosrowshahi revealed that they are making extensive cuts across the board in an internal email, and that ""It's clear that the market is experiencing a seismic shift and we need to react accordingly.... We will be even more hardcore about costs across the board." One of the media buyers over there told me that
they've already been informing most of their partners to expect cancelations.
4. Telegram now lets users send Toncoin, the cryptocurrency built off of Telegram’s abandoned blockchain effort, directly from chats within the messaging app (via Protocol). In a post on Twitter, TON (The Open Network), announced that Telegram now supports Toncoin transactions with no fees attached. Already hearing how this is going to become the "HUGE" money laundering method for
Russia.
5. Shopify Inc. has agreed to buy U.S. fulfillment specialist Deliverr Inc. for $2.1 billion in a cash-and-stock deal, as the e-commerce platform moves to build out its order-fulfillment operations for online retailers looking to compete with Amazon. com Inc. Why? Shopify is losing market space fast to other companies that are easier and far cheaper.
6. With significant scrutiny by Gen Z on a company’s social and sustainability issues, organizations should make efforts to ensure contact center agents understand their core values and are able to clearly and consistently communicate them. Agents should have visibility into how they are being messaged externally to be able to deliver a consistent message that ultimately leads to a more coherent brand experience. (Customer Think)
7. Digital Pharma Ads Just Don't Work: A mere 4% of pharma’s digital product launches proved successful. And to change that, the industry needs to be bolder and more customer-centric. That’s according to a new report out by Graphite and Reuters Events, which found that pharma’s “naturally risk-averse culture” is holding back its digital launches.
8.Virtual MVPD fuboTV ended the first quarter of 2022 with 1.056 million streaming subscribers in North America, a tally that came in above its own expectations of 1.028-1.033 million in Q1. The live TV streaming service generated $242 million in total revenue, an increase of 102% year over year. However, operating expenses soared 104% year over year to $377 million, resulting in a net loss of
about $141 million for the period, down 101% from Q1 2021. Adjusted EBITDA was down 127% year over year to a loss of $105.5 million. FuboTV ended the quarter with over $456 million in cash.
9. More on Roblox and the MetaVerse. I'm absolutely fascinated with Roblox because it seems to have done what Facebook WANTS to do, years ago. And continues to do well. Roblox (RBLX -9.67%) is a gaming platform that is enormously popular with younger children, with approximately half of its users aged 13 or under. In third-quarter 2021, daily active users reached 47 million compared to 36 million in Q3 2020, a 31% increase. These users are also
playing more, increasing the number of hours engaged by 29% to 11 billion. Part of its appeal is that Roblox features many games within its platform, and several of them offer virtual worlds (the metaverse) where users can interact with one another. Millions of children are socializing in Roblox without ever leaving their homes. READ FULL ARTICLE ON ADOTAT.com
10. TikTok has announced an expansion of its partnership with ad data verification and auditing service Integral Ad Science, which will see IAS broaden its TikTok ad measurement capacity to viewability, invalid traffic (IVT) and app-level brand safety, providing more ways for brands and agencies to more effectively measure the results of their TikTok ad efforts. Does this actually work, or is
this just a "rubber stamp?" I don't know to be honest anymore...
11. Google has been pickpocketing advertisers with their CPA bidding by justifying things like CPCs higher than CPA targets - claiming its training the algorithm - instead of building real guardrails around what the algorithm actually needs to learn from. The real reason is to generate extra income from "dumb" marketers who don't know better. (David
Melamed)
12. Twitter makes 90 percent of its money from advertising. But Musk plans to reduce the company's reliance on ads, and this is where that "slight cost for commercial users" comes in – by 2028, Musk plans to generate $12 billion in revenue from advertising, and $10 billion from subscriptions, with the rest of the revenue coming from payments, data licensing, etc.
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The Watercooler Impress your Co-Workers with these useless facts about marketing
Years ago Hulk Hogan missed a call from his agent to sponsor a new indoor grill who then gave it to George Foreman, who was also his client.
George Foreman earned nearly $500 million off marketing the grill.
We missed having a Hogan Grill!!
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All About Us & Advertising
ADOTAT.com is the product of over 20 years of online marketing publications and articles by Pesach Lattin & many more experts that have contributed!
