The Power Of Influence

Cliff Rosenberg - May 2009

In 1964 80% of Americans read a newspaper every day, today, it has dropped to less than 50% !

Google is not just a search engine, it’s a place to influence yours and your co’s reputation !

Employers, partners, dates, etc are regularly typing your name into Google ! – a powerful and somewhat dangerous research tool ! ….

Also get SEO working for you asap.

… spurned a whole new industry !

What brands / advertisers want remains the same thru the ages ie: influence as many potential customers as possible to make a buy decision

…20 years ago the choice was relatively simple – target customers via TV, radio, newspapers and magazines …

BRANDS

CUSTOMERS

Newspapers

TV

Radio

Magazines

MEDIA

Media choices (influencing channels) have exploded with media fragmentation !

…and even within media such as online there has been a massive shift in the last few years in the influence equation …

BRANDS / ADVERTISERS

CUSTOMERS

MagazinesRadio

Mobile Phones

Netbooks

Newspapers

VOIP

Podcasts

TIVO

TV

Rooftops for Google Maps

BlogsVideo

Games

Slingbox

Instant Messenger

MEDIA

Up until a few years ago online media buying was relatively simple - a few big sites dominated (kinda the same as no one ever went wrong buying IBM !)

… But online itself has fragmented …(Facebook has over 275 million unique monthly visitors - double the traffic of any of the Big Four portals, including Google).

BRANDS / ADVERTISERS

MEDIA

CUSTOMERS

…and accessing and influencing online customers is becoming increasingly complex ……

… and the founding online publishers are the casualties … advertisers now go after wherever customers are based on their social profiles and networks

Select a Service:Select a Service:

CUSTOMERS

“Traditional” online media

So what does this all mean for us ? As brands / advertisers - Customers are ‘adverted

out’ and influencing them is far more complex than it used to be – the key is to: ENGAGE, ADD VALUE via compelling content, and align your brand with online destinations that make sense for you ! Don’t fall into the low CPM trap – the big networks have

almost nowhere else to go with monetising their traffic – they have lost the edge to sharper, nimbler and more customer focused players

Google says its all about trying to ‘organise the worlds information’ – perhaps with increasing media fragmentation a new way of thinking is that the challenge now is to ‘organise the worlds people’ (can’t influence them if you don’t know where they are!).

Thanks !