The ability for online advertisers to optimise their advertising is not new. Almost 100 years ago, Claude Hopkins, the father of Direct Marketing, outlined all the principles of ad optimisation – still relevant today – in his classic book, Scientific Advertising.
The gift of Pay Per Click advertising is that online marketers no longer need to wait weeks to count returned snail mail coupons – we can now optimise in real time.
In fact, the pendulum has actually swung the other way …
There’s much buzz regarding the rise of the Internet of Things and rightfully so.
However as has been the trend in every other area disrupted by the web, the real breakthrough for most brands won’t be the machine to machine communication that can occur when all of our devices are connected to the internet (though there will be *massive* transformative value here).
Is the person who leads this company a Missionary or a Mercenary? The Missionary is building the product because they love the customer, the product, the service. The Mercenary is building the product or service so they can flip the company and make money -Elon Musk
Missionaries are those who are passionate, sold out and evangelical about The Mission.
Earlier this year, we wrote about an internal term we often use in our agency – Line of Sight.
That blog post broke down the anatomy of a search and the ‘line of sight’ that Google’s algorithms both judge you on (ie. Adwords Quality Score) and use to either reward/penalise you as an advertiser (with higher/lower ad positions and more expensive/cheaper CPCs).
Line of Sight makes sense with Adwords Search since there’s a clear intention behind the search and an objective for a searcher to arrive at.
Less obvious is that Facebook Ads also have a Line of Sight that an algorithm is judging you on (Relevance Score) and likewise rewarding or penalising you on.
The difference is, people aren’t searching in Facebook.
So how does Facebook’s Ad algorithm judge your line of sight?
Daniel Kahneman’s role was to study new recruits in Israeli army training, analyse their interactions through a range of data models, then to provide recommendations on which officers would make it as leaders in the field.
It turned out that only nominal improvements in recommendations were found when using his data models compared to Commanders who simply used observation and instinct in their predictions.
Regardless, his team continued to run the tests, confidently believing …
“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.”
On my recent trip to the Phillipines, I attended the local Manila @startupgrind meetup and was fortunate to hear GM, Natasha Bautista, share the journey of Grab Taxi – a company that is disrupting the taxi industry *and* beating Uber in South East Asia.
In listening to her story, there was one part of Grab Taxi’s marketing strategy that made my ears prick up …
I love coffee. I love drinking coffee. I love talking about coffee.
A coffeeholic friend was telling me about a new cafe he’s been going to that have set a new standard in his mind – by rejecting him.
The (very experienced) Barista tried six times to pull a proper espresso with some new beans and just couldn’t get the shot right to his satisfaction. He ended up telling my friend “I’m sorry, I just can’t serve this”, then …
The problem with all online ad platforms is the auction model – over years, clicks become increasingly expensive. Higher click prices translate to higher costs to get each customer – ie. higher Cost per Acquisition, CPA.
Perhaps because of the inherently smaller bidding pool, Australia somewhat lags the US, however they passed a significant CPA milestone over 2 years ago.
The idea of having an artist-in-residence is simple – that having an artist in our cafe/pub/hotel/institution benefits us and our community by creating a more human, interesting and remark-able environment (especially when compared to competitors who don’t have an artist-in-residence).
One of the most significant disruptive forces that we’re watching with interest is the Makers Revolution brought about by the rise of 3D printing.
At its core, the true disruption of 3D printing, is that it transforms the process of manufacturing from subtractive (cutting away waste material from a block to reveal a final object) to additive (creating new material from scratch to form an object).