You’ve heard from other speakers from other companies today. If there’s anything I can accomplish today I hope it will be showing you that there is a different way to approach media and marketing and giving you a glimpse into the beginning of a more modern era of online media. So having lived on all sides of this, there are a few idiosyncrasies of online media that I’ve become very familiar with, and I’d like to set the stage.
There’s only so much “pie” to go around from a portal home page. A slice goes to Sports. A slice goes to Home & Garden. A slice goes to Autos. And before you know it only the crumbs are left.
If you don’t believe me just ask Jenny here. Jenny works for a portal company called YSL. She runs YSL’s personal finance destination. In her job, Jenny spends about a 3rd of her week expertly groveling to the GM of the YSL.com home page to point the firehose in her direction. She lavishes the home page team with gifts, so much so that she’s on a first name basis with the cookie bouquet company around the corner from the office. Her boss adores her, because she truly excels at demonstrating the value that will logically come from directing all those completely anonymous home page visitors to the Personal Finance site. She has a great relationship with all the top folks on the 80 person home page team, and she even plays volleyball with a couple of them on the weekends.
The strife that Jenny and many of her peers feel on a day to day basis is that the doorways to their sites, unfortunately, lie behind a front door. And when that door isn’t big enough, or when the doorman doesn’t walk the visitors over to her site’s door, Jenny’s screwed.The other part of Jenny’s frustration comes after the home page team finally agrees to soak her site with the fire hose. Because that’s when she’s asked to demonstrate the value of all that traffic to her top advertising customer. She burns the midnight oil working on a PowerPoint that storyboards in detail how throngs of totally anonymous visitors are just what the doctor ordered for an online stock brokerage.
The missing ingredient from all of that fire hose traffic is all about intent. And lately Jenny has started to understand much more clearly that there is quite a difference between visitors and intenders. And I feel for Jenny. And to be candid, I have felt for myself in previous experiences. And that’s why I’m so thrilled to be a part of not just a company, but a movement that is bringing online marketers much closer to intent.
So lets break down intent for a minute. As you know, John has written a whole book on this. In case you’re not aware, John is a genius. For those of you who haven’t read The Search, John describes Google perfectly as “a database of intentions”. That’s what Google is, and that’s what search is for marketers – a database of intentions. But if John’s not working on another book right now, he sure better be. Because guess what – Facebook is a database of intentions too. Twitter is a database of intentions. The App Store is a database of intentions. When someone downloads a pregnancy tracker app on their iPhone or “likes” Babies R Us on Facebook, that shows every bit as much intent as searching for pregnancy information on Google. So the challenge here is tapping into those intentions in the right way and – in a media model – bringing the right content or the right experience to the user at the right time, the time of intent.
Where do you think there’s more intent? At the search for the answer? Or at the answer?
And because we’re stingy on marketing, every piece of content that we publish has to earn its keep. That happens through a combination of being not only discoverable but relevant and valuable.
Rethinking Media: A Fond Farewell to New Media's Old Ways
305K+ total social media visits</li></li></ul><li>Case Study: Cracked.com and Old Spice<br />The Goal: Create a high impact campaign through unique content, stylized banner placements, and social media<br />
Article: 5 Ancient Acts of War That Changed the World<br /><ul><li>1400+ Facebook shares