The wireless movement shifts ad revenue to web

We live in the information age. No doubt about it. The basis for this claim: 8 in 10 own a high tech gadget. But it’s not the ownership of laptop computers, smart phones, and tablets that is a phenomenon, it’s the discovery of a new need: Wireless.

You can rest assured, Pew Research Center did its homework when collecting this information. But to whom do we attribute this need for anytime, anywhere, wireless access to information?

Marketers.

Geeky little engineers with instructions (or heart transplants) from marketers are using product & distribution strategies to create a wireless movement. It’s a movement that has people walking into telephone poles, driving through red lights, and completely ignoring other people in the room.

That trance-like attention to the web will change the landscape of advertising. Consequently, marketers not only created the need, but they will reap its lucrative benefits.

In a digital age where time and mobility is money, marketing revenue is shifting from traditional ad mediums like TV, radio, and especially newspaper, to the Internet. But this is just the beginning…

Companies are already fighting tooth and nail for the best web ad locations & tactics.

No longer is Internet marketing a simple banner ad. In fact, the landscape of Internet marketing is only now being forged. Internet advertising is already the most sophisticated but yet least pioneered frontier of advertising.

Disciples of marketing: Now is the time to get on board the train to Internet advertising.

Betting on the rising dollar

The Federal Reserve is arguably the most powerful entity in the world. Chiefly, it has the power to control interest rates, as well as discount rates, margin requirements, and more. When the Fed moves, the ripple effect is like an earthquake, shifting markets – often violently. The global market raises and falls on the US economy. That’s just the way it is.

Today the Federal reserve started selling TIPS with a negative yield.

Wait now, what does that mean? Treasury Inflation Protected Securities are bonds that have a principal adjustment feature that matches the inflation rate. Simply put, it is a tool designed to keep investments from losing value in the case of high inflation.

Hyperinflation has devastated economies. I have travelled to the “breadbasket” of Southern Africa in 2006, to the nation of Zimbabwe. Among other features (like Victoria Falls – one of the seven wonders of the world), Zimbabwe has all the components of a rich agricultural climate. Sunny skies. Dark soil. Raging rivers.

But Zimbabwe isn’t the breadbasket any longer. It’s more like a financial wastebasket. The economy was doomed by inflation. Currency gone amuck. The value of a Zim dollar is almost nothing, a derivative of the exponentially increased rate of inflation. Along the walls of the national parks you will find portraits of President Mugabe – long time dictator responsible for the financial ruin of the nation. You will find his bust in the once bustling city centers, now brimming with secret police – police making sure no back room deals of other currencies for stacks of Zim dollars take place.

During my trip I went to the back room of a sewing shop. I traded two one hundred US dollar bills for rubber banded stacks of Zim bills – far too many bills to count. Not just bills- bills marked in denominations like $100,000,000.

Fast forward to the present. The Federal Reserve is battling deflation. Oil and other prices are at depressed levels. What financial analysts assert is that deflation can have a powerfully negative effect on the economy. Consequently the Fed continues the entertain tactics to slowly raise the inflation rate and fight deflation.

When the Fed starts selling TIPS with a negative yield it’s a statement to investors. The statement goes something like this: “Inflation is coming.”

Tread lightly, Mr. Bernanke. Consider the effect of hyperinflation in Zimbabwe.

Be a knowledge leader – RSS in 3 Steps

The internet is like a pipeline. It’s an enormous pipeline filled with all kinds of information. Information that you want, information that you don’t want- more information than you’ll ever need (or care) to know is in the pipe. Search engines do a pretty good job at helping you pluck info from the pipeline as you request it.

But is there a better way to get the info you want, when you want it? How can you tap the pipeline and filter out unwanted info? RSS feeds. And these feeds aren’t just for the techno-savvy.

In 3 steps you can have salient, customizable information delivered to your computer, iPhone, iPad, or wherever you are connected to the web.

Step 1: Download a reader to your internet device.
Computer- reader.google.com
iPhone/iPad- Free RSS in the app store

Step 2: Find some great sources of information online.
Wherever a feed is available, you’ll see this symbol:

Step 3:
Copy and paste RSS links to your reader.

Far too often businesses rely on imperfect or outdated information. In order to get current and accurate information for your small business, consider RSS.

P.S. Make this blog your first subscription!

Analytics alone are meaningless

Google Analytics is a free meter for web traffic. Not simply a traffic counter, it also tracks sources of visitors, as well as time spent on each page. All the info is gleaned & graphed into report format. You can even create custom alerts to tell you when your site is being overloaded.

Installing it will require some cutting and pasting HTML into the header of each webpage you wish to track. No big deal. You can watch any number of YouTube videos showing how to install Google analytics.

All this information at your disposal is a good thing, right? Well…. No not really. It’s quite meaningless.

Having a report telling you about your web traffic is kind of like having that dusty old thesaurus. Most people don’t REALLY USE it for all it’s worth. Even many sharp companies don’t leverage their use of analytics. They maybe use it as a lagging indicator of how their marketing is doing, noting spikes in web traffic, uncertain about how or why the spikes occur.

What can you DO with all the information you get in a google report? How can it be used proactively instead of reactively?

I want to suggest to you a 3-step strategy for better using analytics by measuring the effectiveness of an ad campaign.

Step 1
Buy a domain- any domain related to your business. Registering a domain costs $10-12 for a year. No need to buy hosting. You want a site that is more unique and easy to remember. (I bought “researchbygeeks.com” to promote my marketing research company.)

Step 2
Forward the site to your company domain.

Step 3
Run an advertisement with mass media, using the new website in your call to action. For example, in a radio ad, the copy includes: “Check out researchbygeeks.com for a free evaluation of your company’s market research.” Plug: If you are trying to write this ad without help from a seasoned copywriter, you aren’t going to have the optimal result.

Now you have a SYSTEM to count the number of leads you get from your marketing campaign. Your google analytics report will indicate the traffic you get from the campaign. If you aren’t getting the response that you hoped for from your campaign, it’s time to change your copy platform.

Why settle for making assumptions about the effectiveness of your ad campaign? Hard data is superior.