To say Paid Media moves fast is an understatement. If you're not on top of the latest news and updates, you'll get lapped by the agencies who are. So here's what's been happening over the past several weeks, including the biggest changes from Google and Facebook among others. Stay tuned for monthly recaps so you're never in the dark about what's new in Digital Paid Media.
A year ago the marketing world was abuzz about “snackable” content. Everything was getting shorter. Blog posts were getting replaced by lists. Lists were getting replaced by infographics. Infographics by short videos. Videos by short blurbs. And on and on and on. Marketers were panicking over shortened attention spans and trying to optimize everything for tiny mobile screens.
But a pendulum can only glide so far in one direction before it starts to swing back the other way. So, despite the rise of snackability, long form content never actually bit the dust. And by now I think it’s proven that it never will.
Do you ever feel like you might die if you don’t check Facebook? You know there’s nothing on there you need to see, but for some reason you still feel like you need to check.
Well, you’re not crazy.
Research indicates that the need to connect socially with others is as basic as food, water and shelter. But despite knowing this, many marketers find themselves frustrated when trying to reach people on Facebook – the ultimate human connector online -- and I believe that’s due to one simple concept:
The only constant on Facebook is change.
I think we can all agree that buying a new car is one of the most painful experiences you’re likely to have.
But we like new cars. We love new things in general. Driving a new car is fun and exhilarating.
So then why is buying one so unpleasant?
It’s simple. The sales person is probably a commission-only employee and his compensation is based on the profit margin of the sale. Hence, he’s actually incented to sell you the car for the worst deal he can manage. As a result, there’s natural friction between the two of you.
It’s a shame. Automotive manufacturers spend a fortune on branding and marketing to have much of that goodwill and trust thrown away by an over eager sales rep just trying to make a living.
Simply put, the incentive structure is broken.
It’s not easy to quantify a gut feeling. But it certainly seems, these days, that NBA basketball is a shell of its former self, both in terms of the product on the court and its mainstream appeal.
By one measure -- Nielsen ratings for the Finals -- the NBA is holding steady. The Finals consistently out-draw the MLB World Series, for one, but that’s hardly a massive compliment. If you really dig into the numbers, you’ll see that basketball’s popularity is still a far cry from its peak in the late 80s to late 90s, when the sport’s greatest legends dazzled the world with ability like we had never seen before.
The NBA looks to be holding steady, sure, but when you stop and reflect on the glory days -- it’s really just treading water. So what happened?