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Metrics you should use in the attention economy: Reach, how many people are we getting in front of Attention, how long people are engaging for each click. Average Scroll, how are customers consuming the page and content. Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc. Bounce rate, are people staying, but use a bounce rate… Continue reading
YouTube is a good example of the attention economy. It lets content creators upload content from all around the world, then serves the most relevant content to each of its users. The content that cuts through then gets a share of advertising revenue. Facebook is another good example, we all visit to see content from others that have been uploaded. Facebook sells part of our attention to advertisers, as long as their content is good enough for our attention. Continue reading
The attention economy describes the digital media landscape we live in, where this is high competition for attention and infinite choice for consumers to pay attention to. Thus making it hard to get and hold a customers attention. Continue reading
The creator economy exists inside the attention economy. Creators, create content, in eco-systems that are driven by attention. Those that get the attention then share in the rewards, with extra exposure and a revenue share. … Continue reading
Edition #383Google is fragmenting measurement, Twitter doesn’t get it & social hooks.One big thingI mean, every story has been about Twitter this week. The tldr; is, they don’t get it. At least they appear to have no idea when it comes to how to improve the ad product.Last week I shared a POV around how they need to improve the tools they give advertisers. Doing that, without changing the ad product, could help activate the millions of advertiser accounts - they already have - but are not spending.Given the wide chasm, I’m not clear where the dissonance is. What does Twitter know internally that we outside do not?Notable stories this weekMarketers brace to defend their ad budgets in an unsteady economy.
Why Google is building separate data clean rooms for audience targeting and measurement.
Sharethrough launches CTV ad enhancements to drive viewer attention.
Media buying briefing: media agencies look to Web3, influencers to grow content marketing.
Newsletters are booming. Can their ad products catch up?
Patreon adds a long-awaited native video feature.
Twitter has never understood the creator economy.
Bloomberg opens up its first party data to advertisers.
The problem isn’t that Elon Musk owns Twitter - it’s that you don’t. And his biggest problem may be its advertisers.
How MrBeast builds amazing social hooks. Continue reading
Firstly, do make sure you have a solid understanding of your content strategy and how you drive ROI. These can dictate your needs in this area. Six consideration you should make when selecting a platform. The best tool is the one you use Third-party measurement is vital Benchmarks Time to insight Distribution impacts success too, so make sure it is measured effectively A good tool will help improve your old content too 1. The best tool is the… Continue reading
Creating a content marketing report follows a logical flow to outline the activity and resulting performance. Start with the marketing objective, here’s what we are seeking to achieve. This helps to provide context for the document and remind the recipient of why this work is being done. Then share top two or three findings for them. A framework for the report might look like: Reiterate the objective The dates of analysis Screenshots of the work Summary of performance and timeline… Continue reading
Getting the word out there is no easy task. But if you have a great product, this makes it a lot easier. As your marketing teams can spend time educating the market on the product, the proposition, problems it solves and what it enables customers to do more effectively. Often the main objective of marketing for SAAS is new logos. That is growth in customers. And that means getting in front of as many prospective customers as possible and… Continue reading
The definition of SAAS marketing, is taking a SAAS product to market and enhancing it through product, proposition and price. Often people think of the actual marketing activities as being the definition. But marketing is a combination of all of these things. However, a lot more of the resources and effort goes into marketing activities like content marketing. What makes SAAS marketing unique is that the product is delivered online, available to the customer 24/7 and marketers typically have direct… Continue reading
Nudge. Nudge lets you see how many people come through each traffic source, the engagement that comes from sharing. And how these traffic sources engage with your website. This is invaluable in shaping your channel strategy, as not only can you quantify how many came from each source, but the relative quality of each source. To see how it is driving impact for your website and your objectives. … Continue reading