The PVR will kill TV Advertising ...

... which will kill TV.

So, someone better figure out a way to make money on TV soon.

A few weeks back I blogged that the PVR won't kill TV ads. I had just bought a PVR and had only just started recording shows. Now I know more about using my PVR, and am watching TV faster and watching far fewer ads.

I was wrong, the PVR will kill TV Advertising. When advertising revenues dry up then TV networks will go bankrupt, and the only broadcast source will be the internet.

Ottawa Citizen removing more newspaper boxes

CBC.ca reports that the Ottawa Citizen is removing all of their newspaper boxes. Are they doing this because people really don't like to buy newspapers from a box anymore ... or because people really don't like to buy newspapers anymore?

One of the comments to the story is:

Why go to the trouble to remove the boxes? Because they're probably worth more as scrap metal to the publisher, than as the revenue generating devices they were originally designed to be.

Customer Satisfcation Survey -- Up & Running on MarketGoGo.com

Thanks to the good folks at iPerceptions and Avinash Kaushik, I have put a customer satisfaction survey on the Market GoGo website.

Why is customer satisfaction important to measure through a tool like the 4Q survey? You may already be using an analytics program like Google Analytics, WebTrends, or Omniture. These will tell you how people surfed around on your site, but they won't tell you what they were trying to do, if they achieved that, and what would have helped them better. A good customer satisfaction survey will. Subsequently, that will help you figure out what changes you need to make to your site to help you ensure that your site achieves your goals.

While the 4 free questions will suit my needs for now, a bigger or more complex organization will probably want to be able to ask a few more questions. That's where iPerceptions can offer you a more customized solution that will provide even better information.

What's it like? Check it out at www.MarketGoGo.com.
(You may have to surf around a bit on the Market GoGo site to find it, as it pops up randomly.)

Narrowed Focus

It's been a few days since I posted. Apologies to everyone who follows this regularly. Thanks for following me as a matter of fact!

I've been busy working on a web tourism marketing report for a client, so I haven't had a chance to get to my blog or site.

Yesterday ... I updated Market GoGo.com.
Now I'm only focusing on three things:

• Brand Audits,
• Web Marketing (advertising, sales, & service), and
  
• Marketing Project Management.

Now, the site still needs to be made to look better and do more things ... but that's all just part of the ongoing maturity process for the site. While my focus is on the business and brand strategy behind Brand Audits, Web Marketing, and Marketing Project Management, I'll admit I'm no artist or technical wiz in terms of actually putting a site together. So, part of updating MarketGoGo.com is the journey of learning more about how a website actually goes together.

Free Surveys

For my latest client I have been looking into analytics tools. There are two kinds of Web Analytic Tools that are important:

• Traffic source and path analysis - Tools like Google Analytics, Omniture Site Catalyst, and WebTrends
• Direct survey data - Tools like iPerceptions and ForeSee Results which allow you to actually ask the customer about their experience on your site and how successful they were in completing the task they set out to when they hit your site.

The iPerceptions team pointed me to www.4qsurvey.com - which is a project by Avinash Kaushik and iPerceptions - that will provide you a free survey solution that allows you to ask 4 set (but somewhat customizable) questions.

I love the idea. It even fits with one of my Marketing Trends for 2009.
In fact, I loved the idea so much that I'm implementing it on my own website! Check it out at www.MarketGoGo.com.

Narrowing the Focus of Market GoGo

I'm going to take some of my own advice. The advice = Narrow Your Focus.

What does that mean?

It is easy to take the shotgun approach to offering services. However, you then you don't "own" a word in a consumer's mind. When I started Market GoGo I was definitely doing the shotgun approach, covering off:

• Brand Audits
• Web Advertising and Marketing Strategies
• Marketing Project Management
• Call Centre Projects
• RFP Development and Responses

Today, I'm narrowing my focus. I'll slashing off the bottom two things. The fun stuff (for me) are the top three services. So, if you check out Market GoGo's revamped website in the next few days you will find that the three services Market GoGo ONLY offers now are:

• Brand Audits
• Web Advertising and Marketing Strategies
• Marketing Project Management

Contact Market GoGo to learn more about how we can help you with these strategic projects.

Will the web kill TV advertising?

There is an enormous trend of people sitting in front of their TV and surfing the web at the same time. What happens when people do that? Well, they tune out the TV and tune into the web. So, if you're TV ad is running at that time, is it irrelevant?

• Yes it is.
  
• No it isn't. Your TV ad is a huge lever to getting the web surfer to interact with your brand and to take action on your TV ad's call-to-action in ways that were previously impossible. But, you have to do it right, and it has to be worthwhile for your prospect.

If I were making a TV for the Web Surfer, I'd:

• Call it out loud and clear at the start - Maybe start with an actor knocking on the TV screen, and calling out "Hey you. Yah, you, surfing the web while you watch TV. Watch this for 20 seconds."
• Provide a great hook to get people to the site. A mystery. A problem.
  
• Give a simple URL.
  
• Show the URL for a long time.
• Buy similar URLs that are mis-spellings.
• Put up a great and tightly integrated interactive micro-site that is more than just simply the TV ads.

A recent example that I experienced a couple of days ago ... I was watching TV and writing this blog, and a weird ad came on featuring "Soprano-sytle" gangsters. They come up to the TV screen and peer in at you. It gives you an awkward feeling. The ad is all quiet. At the end, there is a URL that is up for a long time that says "www.peerintoasoul.ca". What could I do? I had to satisfy my curiosity and go look at the site. It turns out the ad is for the new Kia Soul. The micro-site is not bad, but probably could have had a lot more for their target market to play with - such as a "Design your own Soul".

As with any critic, I could criticize a number of other things, but hey ... those who live in glass houses. Anyhow, I generally like what Kia did with the integration of the TV campaign and the Microsite.

Will the PVR kill TV Advertising?

NO! I got a new TV, PVR, and all the other widgets a few weeks back. I wondered if it would change the way I watch TV and ignore the ads. My observations so far about my PVR'ing habits:

• When I'm fast forwarding through the ads, I actually have to watch the ads. I can't tune them out and do something else.
  
• Ads with their brand ikon big and bold in the middle of the screen for a long time really pop out.
• Clearly I can't hear the ad.
  

If I were making a TV ad for the "PVR generation", I'd:

• Work on hooks that would work with sight alone - Perhaps an ad solely for PVR people shot in slow-mo, but with signs held by the actors, an introduction pop-out saying "PVR tuned ad from " and with a warning about 10 seconds before the end of the (regular speed) ad that says "HIT PLAY NOW. This sound advice brought to you by ". Of course, for that last bit to work, the ad would always need to be the last one before the show returned.
• Have silent ads. Why waste the sound. Plus, a silent ad will attract the attention of a viewer who is watching the ad live. With the appropriate pop-outs during that ad, there will be a touch of appealing humor.
• Keep your brand name up or pop it up frequently throughout the commercial. It needs to be big, probably centered (to avoid getting lost in the fray of the PVR's own overlays), and displayed for long times.
  

The Marketing Strategies you'll need to do business in 2009

I have spent a lot of the last two months forecasting what I think are going to be the top 20 Marketing Trends for 2009, and also listing out the business strategies that you will need to pursue to survive, prosper, and WIN in 2009. If you'd like help with any of these items, have a look at the Market GoGo site, and don't hesitate to contact Market GoGo to get a qualified Marketing Strategy Consultant to help you.

1. Integrated Interactive Campaigns
   
• Allowing prospects to become customers (e.g. participate with us to get your instant coupon),
  
• Getting prospects and customers to sign-up for promotional emails (e.g. sign-up for an instant saving, and also for future savings ... the "flyers" of tomorrow), and
  
• Building an ongoing relationship with the brand (e.g. play with us and learn more about our products and services).
  


2. Bankruptcy (the penalty for not advertising)
   
• Advertise hard throughout this recession and be sure that the advertising you produce actually works
  


3. Direct Marketing will be in vogue
   
• Creating targeted and relevant campaigns that can be executed on multiple DM channels
  
• Tuning existing DM campaigns
  
• Ensuring your lists are opt-in and accurate
  
• Personalizing DM campaigns based on profile, preferences, and interactions
  
• Treat your email list like gold. Use it carefully. Don't abuse it.
  
• Focus on your existing customers. Mine your customer databases and create appropriate personalized direct offers
  
• Look at each DM media and look for new opportunities.
  


4. Focus on the green in your pocket ... not the green in your forests
   
• Focus on value in the short-term, and
  
• Build a credible and real environmental culture and brand for the long-term.


5. Simple Strategies ... Back to the Basics
   
• Branding - What is your brand promise? How does your company support it? (Does your company support it?)
  
• Retail Ads - To paraphrase David Ogilvy, a good ad is one that sells your product. 2009 is not the time for airy fairy branding ads. 2009 is the time for simple and honest ads that educate people about the value of your product and scream out at them to take action.
  
• Customer Retention - The cheapest customer to sell to is an existing customer. It is time to revisit and work your current customers to remind them that you are a low-risk and well-known value for them (of course, I'm expecting that you really are). Reselling, upselling, and cross-selling are all ways that you can make ends meet (and maybe even eke out a profit) in 2009.
  
• Customer Satisfaction - It is almost like hearing the same message twice. If you are going to revisit your current customers, then you better ensure that they are happy with your product or service, and make real steps to bolster your customer satisfaction.
  
• Real Return on Investment - Projects you undertake in 2009 better have real and demonstrable ROI (and they better have it fast).
  


6. Paid Search advertising will grow substantially again
   
• Do Paid Search Engine Marketing: Oh, and do it well. Track the ROI of keywords and be sure that you are making your money on every word that you are bidding on.
  
• Work your copy: A paid search ad is just a simple little bit of text. But, it may be the most powerful 12 to 15 words you ever write. Test, revise, test, revise, and don't stop. Make sure that every bit of copy you put out there on those search ads is on brand and works as well as it possibly can. Additionally, customize copy for each search term you have out there. You should have tens, hundreds, or even thousands of ads floating out there in the ether of the search world.
  
• Create Landing Pages: Every paid search bid should have its own purpose-made landing page with your call to action highlighted. No one should ever click on your paid search ad and end up at your home page (or worse, a 404 error).
  
• Do Organic Search Engine Optimization: SEO is "free" and having a high organic rank will pay off rapidly - even in places where you are also bidding on a relevant keyword. But, to be honest, SEO isn't free and it isn't a one-time project. SEO requires solid resourcing with people who have a good understanding of what they are doing. It is also a journey not a destination. So, you have to be prepared to continually revisit your SEO and tune your website.
  


7. Online commerce will continue to increase
   
• Know that more people will be hitting your site looking for deals,
  
• Make sure your best deals are present on your home page, and
  
• Ensure that throughout your check-out process you have GREAT and SIMPLE up-sell and cross-sell options.


8. Online Advertising will Continue to Grow
   
• Do review your traditional advertising spend VERY closely. What worked? What didn't? What is dubious? Slash and burn anything but that which worked. Figure out how you can build on those things that worked.
  
• Do online advertising. Look at how you can be creative with it. Also, look at how you can integrate with traditional advertising that is working. Similarly, look at how you can integrate it with Direct Marketing opportunities.
  
• Focus on your Cost Per Acquisition. Use analytics and look at all of your online advertising and its performance (including creative, message, placement, etc.). Use this information to tune your ads and your media buys in order to lower your CPA. To lower your media buys, look at options like bulk buys, advertising networks, or even changing the type or mix of ads you are running entirely (e.g. maybe increase your search spend, and reduce your banner ad spend).
  


9. RFP Responses will be critical
   
• Sharpen your pencil and fill up your printer with new toner and good quality printing stock
  
• Get to know the purchasing people in Government offices at all levels, and get on their RFP lists
  
• Search long and hard for RFPs that suit your business
  
• Fully understand each RFP and what problem it really seeks to solve
  
• Create a compelling RFP response that clearly shows the client you understand their problem, and clearly tells the story of how you will help them resolve that problem.


10. Uncertainty
    
• Adopt a long-term low-cost strategy.
  
• Get back to the basics on your Marketing strategy.
  
• Narrow your focus.
  


11. "Do It Yourself" and Free will be music to consumers' ears
    
• Look for opportunities where your customer can lower the cost of your product or service by doing some of the work themselves.
  
• Ensure that you make your product or service a "must have" item to do the work. (E.g. your product must be the essential item to make the outcome work),
  
• Advertise that the value-add is free, but ensure that the value of your product or service stands out on its own.


12. The demand to build bulletproof cases to gain project funding
    
• Spend a lot of time planning. In fact, set up cross-functional teams to help you do your planning,
  
• Get your teams trained in good planning methods, and
  
• Rely on standard and proven project management and financial models.


13. Online Interactive Marketing will grow
    
• Determine and Pursue your Social Media strategy: First off you have to recognize the value in engaging significantly and frequently with your prospects and customers, and then look at the opportunities you have to "monetize" your involvement. You need to develop a long-term social media strategy, plan, and related tactics. You also need to invest in getting good people and training them to do the job right. Tactics you may employ include:
  
• Publish your own blog - content you might publish includes your Executives views on your culture, your ad campaigns, your product, your people, stories from your customers, and your company's history.
  
• Participate in other blogs and reviews - use Techorati, Google, IceRocket, and others to track blogs and reviews where your company's name shows up, or where topics that are important to you show up. Create a "company blog spokespersa" (which could actually be several people, so long as they stick to the persona). Participate in blogs. For instance, if someone gives your product a good review then thank them for that. If someone gives your product a bad review then see what you can do to resolve the problem.
  
• Add Reviews to your Site - There are two companies out there who can help you get product reviews up on your site fast. They are Buzzillions and BazaarVoice. Either of these two companies can get you up and running fast.
  
• Produce some Online video: Publishing video couldn't be easier with the likes of YouTube and similar hosting sites available for FREE.
  
• Produce TV-like commercials specifically for the web: ... typically lower video quality, shorter, or longer, interactive with the customer
  
• Create Software as an Advertising Media: Build out Google Gadgets, desktop applications, or other similar software that will help your customers connect with you. There has to be real value in the software. But, if you build it, they will come. Plus, they will buy from you!
  
• Build your Opt-in Email List: Email marketing is likely the cheapest and most effective way to reach out to people who have already volunteered to be your customer. If you don't have an inhouse opt-in email list, start one. If you do have it, make sure that your emails are personalized and effective.
  


14. Traditional Print Media will continue to crater
    
• Look carefully at the price and performance of all media - this includes the dying print world, the new interactive world, and everything in between.
  
• Be sure that you have an exit plan for Traditional Print media. If you aren't doing interactive advertising, start now before it is too late for you to get the skills you will need to have to market well with new media.
  


15. TV will do "okay" this year
    
• Ensure your TV advertising is effective. While this may sound obvious ... actually go out and do some research to ensure that your ads have recall, and that the message in them is being understood.


16. REAL Engagement with your customer is critical
    
• Look at advertising opportunities on Social Media sites. There are several advertising agencies and advertising networks who can probably help you do this very effectively and cost-efficiently.
  
• Build a public company blog.
  
• Build secure internal focused blogs and forums to allow your employees to engage with the company and to allow you to learn more about the delivery and branding of your products.
  
• Read and respond to blogs and reviews about your products.
  
• Create a review site for your product on your site, and participate in it actively.
  
• Get access to reviews about your products from your retailers.
  
• Read public reviews about your competitors product and discern from that a certain amount of competitive analysis.
  
• Use testimonials from reviews in your ads.
  
• Create forums for your customers so that they can discuss your product.


17. Balancing that Budget - Looking for more bang for the buck
    
• Innovate. Don't do what you did last year in the misguided hopes that is could work in 2009. You have less money to play with. Figure out new and interesting ways to get your prospective customer or your existing customer to pay attention to you.
  
• Integrate your campaigns. If you are insistent on doing old media, make sure that you find great ways to integrate your campaigns across media. Also - integrate them tightly with an interactive new media element. For instance, the media should all simply include your website. Or, maybe it should direct people to sign-up for a contest on your site - which will also help you to create an opt-in email list.
  
• Look for opportunities to do Direct Marketing tastefully to your existing customers. Make sure you catch their attention, make sure you give them real value in your offer, and make sure you have a solid call-to-action.
  
• Consider (legal) Guerilla Advertising Stunts that will catch attention and give you loads of free and positive publicity.
  
• Try out lots of things on the Internet. If you don't know how, then engage an Advertising Agency or a Marketing Consultant to help you learn more about "how to" and then "what to".
  


18. Survival of the cheapest
    
• BE a Low-Cost company. If you are already a low-cost company, get reacquainted with the strategy basics. If you aren't a low-cost company and you haven't already memorized the list above, then I suggest you buy Michael Porter's book. You can't become Low-Cost overnight. It requires a fundamental change in business strategy and culture. If you are prepared to go this route, be prepared for a challenging yet ultimately rewarding journey.
  
• DISCOUNT your wares, and prepare to eat your margin. Why? Because your low-cost competitor is about to stick it to you!


19. Survival of the one who can help you be the cheapest
    
• Look for the value in your product or service. You probably are doing something today that will help other companies lower their costs. If you aren't then find out how you can change your offering to provide that. You must provide value that will help to lower your customers' costs.
  
• Advertise it! One of the other strategies for surviving - and indeed propsering - throught a recession is to Advertise. Once you find your value proposition that helps to lower your customers' costs, then make sure they know about it.


20. Growth Areas - Healthcare, Education, and Government
    
• Develop products and services that have health benefits.
  
• Develop products and services that have educational benefits.
  
• Figure out where to look for Government RFPs and watch for opportunities.

That's the list.

Thank you Forrester Research! U.S. e-commerce comeback seen by 2010

Reuters reported last week that a Forrester Research report indicates:

• E-commerce in the United States is expected to climb back to last year's levels by 2010 after experiencing slowing growth in 2009 due to the recession, a research group said on Monday.
• Online sales in 2010 could reach approximately $176.9 billion, representing 13 percent growth, said Forrester Research in its five-year e-commerce forecast.
• Last week, the group released data saying the online retail channel was expected to grow 11 percent to $156 billion in 2009, below the 13 percent growth seen in 2008, and the 15 percent growth it had earlier predicted for 2009.

Historically there have been few recessions that have lasted for much more than a year. So, get ready for next year now! It's a GREAT time to figure out your e-commerce strategies and put them into action. Service providers are hungry for your business, and your competitors may be battening down the hatches rather than setting sail.

Have a look at Market GoGo's website to see how we can help you get your e-commerce ship in order.