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It’s nearly 10 years since Chris Anderson published The Long Tail, a seminal book that helped define the rules of business for the digital era.
As the internet drove down the cost of distribution and production, he argued, so the economics of doing business would change. Without the physical limitations of shelf-space, for example, online retailers could offer customers almost infinite choice – making niche products and services commercially viable for the first time.
The long tail is only half of the story, however. At the head of the distribution curve, according to Anderson, a small number of ‘hits’ would reach huge audiences, unhindered by geography, production limitations or physical distribution capacity.
We can see these ‘power law’ distribution curves everywhere. Technology giants such as Google and Facebook amass huge audiences for their services, and powerful network effects build massive barriers to entry for potential competitors. And the economics of the power law apply to content, just as they apply to selling music or sharing photos. Just 20 per cent of YouTube accounts are responsible for 97 per cent of all video views on the platform. Fewer than 0.003 per cent of readers generate 20 per cent of all comments on the Guardian’s website.
As a consumer, this is creating a golden age for content. I no longer have to rely on a newspaper editor, TV executive or radio DJ to decide which stories I read, which programmes I watch, or which music I listen to. Instead of flicking through the pages of a magazine on my commute to work, I use Twitter to crowdsource content discovery from hundreds of experts. I can find individual features, articles or episodes from publishers all over the world, from huge global corporations to individual bloggers.
But for those of us in the business of content marketing, this is a challenge. We’re not just competing with other brands in the same category, or with other brands at all. We’re competing for the attention of customers who are overwhelmed with choice, and who no longer have to put up with mediocrity.
Get it right, and the upside is enormous – think of Red Bull’s audacious space jump, or the latest Nike Football World Cup blockbuster. But if we’re honest with ourselves, is the content that we’re producing good enough to win in a world where the power law of distribution applies?
That means our recipes have to compete with Jamie, Heston or Gordon, as well as other retailers and an army of amateur bloggers. It means our travel guides have to be better than Condé Nast, Time Out and Rough Guides. It means our witty tweets have to stand toe-to-toe with @stephenfry or @rickygervais.
In short, it means we have to be more ambitious and insist on the highest standards, commissioning the very best talent to produce content that is genuinely worth the attention of our customers.
Jon Davie is UK CEO at Zone. He tweets @JonDavieby Virginia Fiume via SCE Demos 7/7/2015 9:12:47 AM
French startup SlimPay just raised $16.6 million (€15 million) from Prime Ventures for its payment processing solution. SlimPay is all about making recurring payments in Europe as easy and seamless as possible. Read Moreby Virginia Fiume via SCE Demos 7/7/2015 9:11:35 AM
French startup SlimPay just raised $16.6 million (€15 million) from Prime Ventures for its payment processing solution. SlimPay is all about making recurring payments in Europe as easy and seamless as possible. Read Moreby Virginia Fiume via SCE Demos 7/7/2015 9:10:43 AM
Les contenus publicitaires humoristiques et les films d'animation ont la faveur des internautes sur YouTube. Par ailleurs, lorsqu'une vidéo a reçu plus de 100 000 "j'aime", la publicité qui la précède augmente de 35% ses chances d'être vue.by Virginia Fiume via SCE Demos 7/7/2015 9:03:50 AM
We leven in een tijd waarin we onbewust steeds vaker communiceren met zelfdenkende, intelligente machines op basis van algoritmes. Het gemak dat de algoritmes ons bieden, lijkt de ethische overwegingen te overschaduwen. Juist in onze informatiemaatschappij zijn die overwegingen belangrijk. Het tijdperk waarin de individuele behoeften van consumenten onbekend waren is voorbij. Bedrijven en overheden kunnen in toenemende mate inspringen op alles wat wij willen, ook als we het zelf nog niet eens weten.by Virginia Fiume via SCE Demos 7/7/2015 9:03:38 AM
While lounging on a sunbed at the hotel before booking your holiday might have sounded a bit farfetched in the past, it’s now a (virtual) reality. Thomas Cook and Thomson tell Marketing Week how technology is helping travel agents to evolve.by Virginia Fiume via SCE Demos 7/7/2015 8:56:17 AM
Now you have no good reason to keep that pile of junk you left in your hall closet. The lazy man’s on-demand last-mile shipping service, Shyp, said in a blog post today that it would expand its record-breaking partnership with Goodwill to New York City, Los Angeles, and Miami. Users in those selected cities can elect to donate bags full of outdated sweaters or unused wedding gifts to Goodwill by selecting the feature in the app’s latest update. Shyp contends that within 20 minutes, a Shyp courier will take your junk off of your hands and waive the $5 fee the company…
This story continues at The Next Webby Virginia Fiume via SCE Demos 7/7/2015 8:40:52 AM
After becoming the premier name in helping drivers navigate the more unseemly aspects of getting around town, Waze has officially rolled out a trial version of its new ridesharing platform, RideWith, in Israel. The concept is simple: Waze will match you with a driver on a similar commuting routes, and in exchange you will provide a little cash to supplement the trip. This model shouldn’t be anything new to ridesharers out there (remember ZimRide?), but in starting RideWith, Waze — and by extension Google — has opened its doors to a whole new layer of data. According to RideWith’s Terms…
This story continues at The Next Webby Virginia Fiume via SCE Demos 7/7/2015 8:40:52 AM
Apple said it’s working to bring back Home Sharing support for Music in its upcoming iOS 9 release. The company removed Home Sharing support for music in the recently released iOS 8.4, making it impossible to stream tracks from your iTunes library on your computer to your iOS devices. Apple’s senior vice president of internet software and services Eddy Cue revealed the company’s plan to bring back the feature in a tweet: @inklake We are working to have Home Sharing in iOS 9. — Eddy Cue (@cue) July 6, 2015 While Home Sharing for Apple Music is currently disabled on…
This story continues at The Next Web
Born 114 years ago, Japanese film and special effects director Tsuburaya Eiji pioneered the art of ‘tokusatsu‘ — creating spectacular scenes using miniature city sets and figures. He’s also credited with the creation of Godzilla and Ultraman, and Google is celebrating his birthday with a special interactive doodle on its home page. The doodle takes you through 10 scenarios of a quick game on a beautifully illustrated set of a tokusatsu film that plays a lot like the popular mobile title Dumb Ways to Die. You’ll need to have your wits about you to quickly glue buildings together, destroy them…
This story continues at The Next Web
Ecobee’s new HomeKit-enabled thermostat, announced last month, will be available in Apple’s physical stores across North America from today for $250, reports The Verge. The Ecobee3 smart thermostat is similar to Nest’s flagship offering and lets you adjust the heating and cooling in your home using Siri. It also includes a remote sensor that can read a room’s temperature and tell you if it’s occupied. Apple’s platform for smart appliances allow them to be grouped and controlled together. This could be a good buy if you’re big on Apple and plan to outfit your house with HomeKit-connected products as they…
This story continues at The Next Web
Ah Wikipedia, home of never ending edit wars, disambiguation pages and click spirals that take you far from the thing you originally landed there to research. If you, like me, you want more Wiki madness in your life, you need GIFs of Wikipedia. pic.twitter.com/CI1sOcO9Nf — GIFs of Wikipedia (@GIFsofWikipedia) July 6, 2015 The Twitter account does exactly what it promises: “Sporadically tweeting animated GIFs from Wikipedia.” What’s most compelling is that it doesn’t link to the articles it pulls the images from. Sometimes it’s easy to tell what a GIF illustrates. At others, it’s entirely baffling… pic.twitter.com/LyZA7tnX9K — GIFs of Wikipedia (@GIFsofWikipedia) July…
This story continues at The Next Web
Designers are racing against each other to design something new, something better, something groundbreaking. This is the soul of innovation and one of the driving forces behind capitalism. But, with moderation in all things, at what point does “new” and “advanced” become “frustrating” and “annoying”? Source: “Boston Future.” Infrogmation of New Orleans. Creative Commons. Contrary to popular belief, the most advanced products are not always the best. As described in the free e-book Web UI Best Practices, there are more factors involved: learnability, practicality, and the user’s desire to stick with what they know. History is full of advanced failures…
This story continues at The Next Web
Google’s Deep Dream neural network does crazy things with images that are pushed through it. Now, imagine what it could do with the nightmarish drug trips from ‘Fear and Loathing in Las Vegas’ Imagine no more! The video above shows you what it can produce in horrifying detail. Deep Dream feeds images through its artificial neurons, enhancing features as it goes. That leads to highly distorted and morphed visions. They’re particularly trippy when you throw Hunter S Thompson drug carnage into the mix. The Deep Dream code is publicly available and Roelof Pieters aka Graphific on GitHub has provided instructions on how to apply it to video.…
This story continues at The Next Web
Ondanks de roerige tijden zijn .eu-domeinen met meer dan 3.5 miljoen registraties populairder dan ooit. Is jouw domeinnaam nog beschikbaar? Versio biedt een snelle en gebruiksvriendelijke interface voor het beheer van uw domeinen tegen de laagste prijs. Zo registreer je al voor slechts 0,99 euro al een .eu-domein.
Registreer nu je eigen .eu domein voor slechts € 0,99!by Virginia Fiume via SCE Demos 7/7/2015 8:32:50 AM
On July 10, 2015 I’ll be rolling into Budapest to hold our first official TechCrunch Pitch Off in the city of my forefathers (my grandfather’s name was actually Nagy!) We’ll be inviting eight startups on stage to compete to win a table at TechCrunch Disrupt or, for second place, two tickets to the event in SF on September 21-23. Here’s the problem: we’re sold out.… Read Moreby Virginia Fiume via SCE Demos 7/7/2015 8:19:00 AM
CRM and marketing automation aren’t natural bedfellows but Virgin Media thinks they should be and is plotting its first programmatic strategy in the hope it can use their combined benefits to reduce its reliance on search-driven traffic and online travel agencies.
But the travel agent can’t do this on its own and has appointed The Exchange Lab to help after a successful year working together. During this time, cost per acquisition (CPA) was 29.3 per cent below target and retargeting CPA was 30 per cent below target, which were enough to convince Virgin Holidays that it should scale the approach across the majority of its display advertising.
It has stopped short of pushing all its display programmatically because Tripadvisor have significant share of inventory in the travel industry and they only trade directly. However, it does expect to place media such as video and content programmatically as they become a more central part of its marketing. For now, the company will look at how it can expand automation for formats like immersive mastheads in order to make its rich-media buys more effective.
Like other advertisers moving into programmatic trading, viewability is top of mind for Virgin Holidays. So much so that its viewability target is 70 per cent minimum for all its bought impressions, which is more than the average within the travel sector as well as the industry standard.
Alex Adamson, marketing planning and efficiency manager at Virgin Holidays, said its programmatic buys would be weighted toward desktop for now. “Personally, I’m trying to find what we should be doing in mobile from a wider online marketing perspective including display,” he continued. “I need to answer that question before I start looking at how to buy [on mobile].”
It represents Virgin Holiday’s first step on the programmatic path and as such it is not sure how much of it will handle itself or brief out to experts. And yet it is exploring the advantages of building its own data management platform (DMP), which would give it more control over the third party data needed to target audiences and allocate spend accordingly.
“It’s hard to say whether we’ll outsource the bulk of our programmatic activity,” said Adamson. “What we recognise is that programmatic shouldn’t be a siloed media channel within the business. In terms of how that’s dealt with moving forward, I wouldn’t want to put any constraint on that moment. I would say that we’re looking into the DMP space at the moment. We have a marketing technology manager who’s exploring the best routes to market and depending on the output from that he may influence how we work at the moment.”
The travel industry is one of the toughest markets to cut-through, a marketing challenge compounded by its tendency to deliver low margins. Despite this, its high volume of holiday makers searching and purchasing trips means it is rich data pool capable of fuelling broader campaigns beyond search and online travel agents. It is why programmatic is becoming a key destination for many travel brands now as they look to drive efficiencies with more targeted buys, spanning more channels like video and mobile.
“We want to replicate the CRM model but within advertising,” said Adamson. “Programmatic is a place we needed to be so that we can trade more efficiently as a business in the here and now as well as safeguard ourselves for the future as more media becomes advertised and more of that media becomes traded programmatically.”
The Exchange Lab began working with Virgin Holidays last September when it was one of the brands rolled into its global programmatic offering - Proteus.
The sales lift M&S’ marketing seemed to give its clothing sales appears to be short lived after sales of its non-food products slipped in its latest quarter.
This saw general merchandise sales at the High Street retailer fall 0.4 per cent over the 13 weeks to 27 June, somewhat better than a consensus forecast for a 1 per cent decline.
Fears are now being expressed that a seeming turnaround in its clothing sales in the previous three months may turn out to be little more than a blip although the firm did increase its general merchandise gross margins of between 1.5 and 2 per cent.
A recent marketing blitz by M&S had been thought to have been making some success as the retailer went out all guns blazing to push an 'iconic' suede skirt, worn by the likes of Alexa Chung and Olivia Palermo during key Fashion Week events as well as upped its digital spend. Despite the setback, the retailer continues to back its marketing to reverse the dip with several initiatives currently underway including greater personalisation to boost online sales and more contextual promotions to mobile devices.
John Ibbotson of the retail consultants, Retail Vision, said: "As hard as it is to stomach, the one-time colossus of British retailing is now an also ran, with the likes of Next, Primark and the internet operators ripping away its clothing market share.
"It’s make or break time for M&S. No amount of restructuring and transformation of IT and logistics will be enough if clothing sales don’t improve soon.”
M&S’s food business continues to perform well however, notching up its 23rd quarterly rise in like-for-like sales of 0.3 per cent.
A new Instagram challenge has thousands of teens posting dramatic videos of themselves 'looking ugly'Words by Madison Malone Kircher, Business Insider
The latest social media challenge has teens smearing their faces with makeup in the name of body-positivity — but the videos are actually just insulting.
The hashtag #DontJudgeChallenge was trending on Instagram earlier Monday where there are over 85,000 thousand posts using the hashtag.
The challenge was also trending on Twitter under the misspelled hashtag #DontJudgeChallange, Mirror reported.
To participate, teens are filming themselves looking "unattractive" and then revealing what they actually look like in real life.
For the purposes of the challenge, being unattractive involves putting on glasses, messing up one's hair, and using makeup to create uni-brows, fake acne, and stained teeth.
Many of the teens also sport smeared lipstick that looks more like an imitation of YouTube star "Miranda Sings," rather than an actual attempt to combat the trolling and shaming that has become a hallmark of social-media.
Here's an example of a #DontJudgeChallenge video.
Many of the videos feature popular music in the background and were created using video-editing app Musical.ly, which is where the challenge appears to have originated. We've reached out to Musical.ly for comment about the bizarre social-media movement but haven't heard back yet.
Some Twitter users are calling out the obvious flaws in the challenge, noting that while it purportedly aims to stop body-shaming, #DontJudgeChallenge only continues to reinforce existing beauty stereotypes.
The #DontJudgeChallenge is not the first time people have united over a social-media challenge. For example, the 2014 Ice Bucket Challenge connected people all over the world in the fight against ALS and more recently, the Kylie Jenner Lip Challenge had thousands of people seriously bruising their faces in an attempt to look like the teenage celebrity.
Read the full article on Business Insider. Follow Business Insider on Twitter.
British online fashion and beauty store ASOS has recorded a 20 per cent rise in retail sales for the four months to 30 June after its active customer base rose 11 per cent year on year to hit 9.7m.
By market this saw sales up 27 per cent in the UK and 16 per cent internationally bringing the proportion of revenue generated by overseas trade down slightly from 61 per cent last year to 59 per cent this year.
A total of 98m visits were recorded across the suite of ASOS websites during June 2015, up from 71m in June 2014.
Nick Robertson, CEO, commented: “After accounting for our price investments during the period, the full year gross margin is nonetheless expected to remain in line with last year, assisted by tighter inventory control and strong full price sales. We anticipate that sales for the full year will be at the higher end of our guided 15-20% growth range. We have increased investment in our people and our customer proposition, particularly in relation to free returns trials. We therefore expect EBIT margin to remain at the guided level of c.4%.”
ASOS will provide a further update in tandem with their results for the year ending 31 August 2015 on the 20 October.by Virginia Fiume via SCE Demos 7/7/2015 7:15:11 AM
Nell’era del digitale è usanza comune informarsi e confrontare capi e altri oggetti di interesse prima di acquistarli. L’e-commerce permette alle aziende di raggiungere un incredibile numero di clienti nel proprio paese o perfino espandersi in altri spazi e richiamare a sé utenti da tutte le parti del mondo. Sono sempre di più le grandi aziende ed […]
Continua lettura dell' articolo Fashion e-commerce - Inside Marketing.by Virginia Fiume via SCE Demos 7/7/2015 7:03:49 AM
Jean-Luc Chetrit (Carat) : “Le programmatique est efficace quand il relie données et magie créative”Importance croissante du contenu, social media, data, programmatique : On sait que la publicité connaît de profonds bouleversements Nous avons interviewé Jean-Luc Chetrit, Président à la fois de Carat France, l'une des entités phares du groupe de conseil media Dentsu, et de l'Udecam, l'association des agences media. Il a répondu à nos questions : - où va la Continue Readingby Virginia Fiume via SCE Demos 7/7/2015 6:48:03 AM
“Een snelle website is een betere website.” Het zal vast niet de eerste keer zijn dat je dit hoort. Verschillende onderzoeken wijzen uit dat de laadtijd van een website een directe invloed heeft op het succes van een site. Er wordt echter nog wel eens wat geroepen dat niet of maar gedeeltelijk waar blijkt te zijn. […]by Virginia Fiume via SCE Demos 7/7/2015 6:41:34 AM
Posted by Cyrus-Shepard
The movement to make the Internet more secure through HTTPS brings several useful advancements for webmasters. In addition to security improvements, HTTPS promises future technological advances and potential SEO benefits for marketers.
HTTPS in search results is rising. Recent MozCast data from Dr. Pete shows nearly 20% of first page Google results are now HTTPS.
Sadly, HTTPS also has its downsides.
Marketers run into their first challenge when they switch regular HTTP sites over to HTTPS. Technically challenging, the switch typically involves routing your site through a series of 301 redirects. Historically, these types of redirects are associated with a loss of link equity (thought to be around 15%) which can lead to a loss in rankings. This can offset any SEO advantage that Google claims switching.
Ross Hudgens perfectly summed it up in this tweet:
"HTTPS is a ranking factor". 301 HTTP to HTTPS. Links lose equity through 301. HTTPS gain is less than amount of equity loss. Lose traffic.
— Ross Hudgens (@RossHudgens) June 15, 2015
Many SEOs have anecdotally shared stories of HTTPS sites performing well in Google search results (and our soon-to-be-published Ranking Factors data seems to support this.) However, the short term effect of a large migration can be hard to take. When Moz recently switched to HTTPS to provide better security to our logged-in users, we saw an 8-9% dip in our organic search traffic.
Problem number two is the subject of this post. It involves the loss of referral data. Typically, when one site sends traffic to another, information is sent that identifies the originating site as the source of traffic. This invaluable data allows people to see where their traffic is coming from, and helps spread the flow of information across the web.
SEOs have long used referrer data for a number of beneficial purposes. Oftentimes, people will link back or check out the site sending traffic when they see the referrer in their analytics data. Spammers know this works, as evidenced by the recent increase in referrer spam:
This process stops when traffic flows from an HTTPS site to a non-secure HTTP site. In this case, no referrer data is sent. Webmasters can't know where their traffic is coming from.
Here's how referral data to my personal site looked when Moz switched to HTTPS. I lost all visibility into where my traffic came from.
Its (not provided) all over again!
Enter the meta referrer tag
While we can't solve the ranking challenges imposed by switching a site to HTTPS, we can solve the loss of referral data, and it's actually super-simple.
Almost completely unknown to most marketers, the relatively new meta referrer tag (it's actually been around for a few years) was designed to help out in these situations.
Better yet, the tag allows you to control how your referrer information is passed.
The meta referrer tag works with most browsers to pass referrer information in a manner defined by the user. Traffic remains encrypted and all the benefits of using HTTPS remain in place, but now you can pass referrer data to all websites, even those that use HTTP.
How to use the meta referrer tag
What follows are extremely simplified instructions for using the meta referrer tag. For more in-depth understand, we highly recommend referring to the W3C working draft of the spec.
The meta referrer tag is placed in the
section of your HTML, and references one of five states, which control how browsers send referrer information from your site. The five states are:
1. None: Never pass referral data
2. None When Downgrade: Sends referrer information to secure HTTPS sites, but not insecure HTTP sites
3. Origin Only: Sends the scheme, host, and port (basically, the subdomain) stripped of the full URL as a referrer, i.e. moz.com would simply send moz.com
4. Origin When Cross-Origin: Sends the full URL as the referrer when the target has the same scheme, host, and port (i.e. subdomain) regardless if it's HTTP or HTTPS, while sending origin-only referral information to external sites.
5. Unsafe URL: Always passes the URL string as a referrer. Note if you have any sensitive information contained in your URL, this isn't the safest option. By default, URL fragments, username, and password are automatically stripped out.
The meta referrer tag in action
By clicking the link below, you can get a sense of how the meta referrer tag works.
We've set the meta referrer tag for Moz to "origin", which means when we link out to another site, we pass our scheme, host, and port. The end result is you see moz.com as the referrer, stripped of the full URL path (/meta-referrer-tag).
My personal site typically receives several visits per day from Moz. Here's what my analytics data looked like before and after we implemented the meta referrer tag.
For simplicity and security, most sites may want to implement the "origin" state, but there are drawbacks.
One negative side effect was that as soon as we implemented the meta referrer tag, our AdRoll analytics, which we use for retargeting, stopped working. It turns out that AdRoll uses our referrer information for analytics, but the meta referrer tag "origin" state meant that the only URL they ever saw reported was moz.com.
We love the meta referrer tag because it keeps information flowing on the Internet. It's the way the web is supposed to work!
It helps marketers and webmasters see exactly where their traffic is coming from. It encourages engagement, communication, and even linking, which can lead to improvements in SEO.
• Where did all the HTTP referrers go? (refers to an older spec)
• Tighter Control Over Your Referrers
• Geek guide to Direct Traffic Analysis
• W3C Referrer Policy
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!by Virginia Fiume via SCE Demos 7/7/2015 6:34:37 AM
Sports volunteering charity, Join In and BBC Get Inspired have reignited their partnernship for the launch of the Big Help Out, an initiative to recruit 10,000 new volunteers to help out at local sports clubs, groups and events.
Join In patron Eddie Izzard, alongside Paralympic athlete Baroness Tanni Grey-Thompson, will launch the campaign on 7 July, which looks to build on the success of the inaugural #BigThankYou at BBC Sports Personality of the Year 2014.
Barbara Slater, BBC Director of Sport, said she is "delighted" that the BBC is once again partnering with Join In.
"The Get Inspired website now attracts on average 1.2 million views a month with over 350,000 people referred onto partner activities last year alone," she said. "We want to use that success to build on 2014’s #BigThankYou campaign and inspire more people to get involved with their local sports communities.”
BBC Sports Personality of the Year 2015 will take place on 20 December in Belfast.by Virginia Fiume via SCE Demos 7/7/2015 6:12:10 AM
Nu 60 procent van het koopproces in b2b zich online afspeelt, is het interessant te zien hoe deze bedrijven hierop inspelen. Hoe creëren ze draagvlak binnen hun sterke sales- en engineeringorganisatie, maken ze complexe producten attractief zichtbaar en schudden ze hun bescheidenheid van zich af?
Tijdens The Digital Future of B2B op 30 juni 2015 in Eindhoven, deelden pioniers hun ervaring met vakgenoten. Hun advies: elke dag kleine stapjes zetten! En de krachtigste manier om weerstand te overbruggen: successen delen! Laat dat nu net het voordeel zijn van online: alles is meetbaar. Dus, aan de slag ermee, want doen is het nieuwe denken!by Virginia Fiume via SCE Demos 7/7/2015 5:03:25 AM
When you deliver content in this way, customers say, “Whoa.” Or not. They may not even notice. They may simply expect your content to be reconfigurable. Is your content ready? Continue reading →
The post Intelligent Content: What Does ‘Reconfigurable’ Mean? appeared first on Content Marketing Institute.by Virginia Fiume via SCE Demos 7/7/2015 4:49:19 AM