Internet advertising is so cheap (particularly Facebook and run of site network buys) that just about anyone can afford a million impressions, and a billion isn’t out of reach.
Pretty soon it turns into noise. An infinite number of impressions is dangerously close to no impressions at all.
The conversation media reps have with advertisers quickly devolves into, "how cheap can I buy a million impressions?" What a waste. That number, out of context, is nothing but a crutch, a poor stand in for the insightful analysis that media buyers ought to be using.
Far better to focus on two things, both leading to the real goal:
Perception. Does the ad you’re running increase the value of your name? Are you perceived as an annoyance, an interruptor--or are you a valued sponsor, a trusted friend, someone who is making things better?
and
Interaction. Not merely a click that leads to a sale. I’m talking about any sort of interaction with you or your organization, whether it’s an online chat, a phone call or navigating your site. Too often, online marketers are focused on pennies per click instead of long-term value per engagement.
Both perception and interaction lead to permission. Permission to deliver anticipated, personal and relevant messages over time. Permission to tell a story. Permission to earn attention on an ongoing basis.
Impressions don’t automatically get you permission. In fact, they might cost it.
[I'm amused to sometimes hear people refer to my concept of "Permission Marketing" as "Permissive Marketing." Pretty Freudian.]
Every time you send a text, check a webpage or post a status update, you are using open source software. The Internet is made of open source. But have you ever created any yourself? If you’re a pre-university student between 13 and 17 years old, now you can—and win prizes along the way. Our Google Code-in contest starts this coming Monday, November 21, and you can sign up now. During the contest, which lasts for 57 days, participants can work on cool online tasks for 18 different open source organizations. Possible challenges include document translations, marketing outreach, software coding, user experience research and a variety of other tasks related to open source software development.
Participants earn points for each task they successfully complete and can earn prizes like t-shirts, cash and certificates of completion. The ten participants with the highest points earned by the end of the competition receive a grand prize trip to Google headquarters in Mountain View, Calif. next spring for themselves and a parent or legal guardian. They’ll spend the day getting a tour of campus, meeting Google engineers and enjoying other fun surprises.
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Internet advertising is so cheap (particularly Facebook and run of site network buys) that just about anyone can afford a million impressions, and a billion isn’t out of reach.
Pretty soon it turns into noise. An infinite number of impressions is dangerously close to no impressions at all.
The conversation media reps have with advertisers quickly devolves into, "how cheap can I buy a million impressions?" What a waste. That number, out of context, is nothing but a crutch, a poor stand in for the insightful analysis that media buyers ought to be using.
Far better to focus on two things, both leading to the real goal:
Perception. Does the ad you’re running increase the value of your name? Are you perceived as an annoyance, an interruptor--or are you a valued sponsor, a trusted friend, someone who is making things better?
and
Interaction. Not merely a click that leads to a sale. I’m talking about any sort of interaction with you or your organization, whether it’s an online chat, a phone call or navigating your site. Too often, online marketers are focused on pennies per click instead of long-term value per engagement.
Both perception and interaction lead to permission. Permission to deliver anticipated, personal and relevant messages over time. Permission to tell a story. Permission to earn attention on an ongoing basis.
Impressions don’t automatically get you permission. In fact, they might cost it.
[I'm amused to sometimes hear people refer to my concept of "Permission Marketing" as "Permissive Marketing." Pretty Freudian.]
Every time you send a text, check a webpage or post a status update, you are using open source software. The Internet is made of open source. But have you ever created any yourself? If you’re a pre-university student between 13 and 17 years old, now you can—and win prizes along the way. Our Google Code-in contest starts this coming Monday, November 21, and you can sign up now. During the contest, which lasts for 57 days, participants can work on cool online tasks for 18 different open source organizations. Possible challenges include document translations, marketing outreach, software coding, user experience research and a variety of other tasks related to open source software development.
Participants earn points for each task they successfully complete and can earn prizes like t-shirts, cash and certificates of completion. The ten participants with the highest points earned by the end of the competition receive a grand prize trip to Google headquarters in Mountain View, Calif. next spring for themselves and a parent or legal guardian. They’ll spend the day getting a tour of campus, meeting Google engineers and enjoying other fun surprises.
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