Mobile Is Larger For All News Sites, The First YouTube Video Ever, The State Of The News Media for 2015, and 2 More.

1) Mobile is larger for all news sites…period!

We’ve been saying this for a while, “more people go to our mobile site than to our desktop site…” This is not a local trend, it’s not just us, it’s happening everywhere. Take a look at the graphic below showing mobile vs. desktop traffic for the top 10 news sites in the US. Let local businesses know how important the mobile channel is, and that their customers are continuing to move in that direction.

TopDigitalNewsEntities

2) What were you doing 10 years ago? This guy was posting the first YouTube video…ever!

Just for yucks, here is the very first YouTube video ever posted. And as a bonus, in just 20 seconds, you can learn all about elephant trunks. And who says this blog isn’t educational? See it here, on Time.com.

3) Programmatic advertising is coming to local markets..and it’s here now! What is it, and are we ready?

Programmatic advertising, or computer programmed ad buying and campaign management, is coming to local markets. What was once the purvey of large national advertisers, large networks, and large digital agencies, is now almost standard operating procedure. What was once dependent upon human sales contact, is now being accomplished with computer programming. And it’s already in local, community markets, yes it’s here in Fayetteville. We are offering programmatic buying and managed campaigns almost daily. You should know more about it, how it works, how it can help you with your local customers, and how it aids in offering more flexibility in the campaigns you purchase and we manage. Read more about it on StreetFightMag 4/27.

4) Click-thu’s may not be the right way to measure campaign performance.

CT’s, or “click-thru’s” have long been touted as the only way to measure digital campaigns. But in the end, what do they tell you? They tell you how many people who saw the ad message and clicked on it. But does it tell you how many people made purchases? Now remember how small average CTR’s actually are. And of all the people that were exposed to your ad, did anyone eventually make a purchase but simply did not click thru? If your ad campaign was a good one, that very well may have occurred, and if your campaign performance is based on click-thru’s you are not getting the credit you deserve. Here’s why click-thru’s may not be the right metric to view for digital advertising any more. See more here at Digiday.com 4/28.

5) Mobile is up, banners are still alive, Google has competition…the official report Is In.

Pew Foundation has just published its State Of The News Media 2015. There are few surprises, and not all facts are pretty. But they are facts, and knowing the facts puts you in the driver’s seat. If you choose to read the whole thing, reserve some time, it’s a long read. But for those that want to take a short cut, here’s a nice summary at Digiday.com

Mobilgeddon Is Upon Us; Newspapers Invented the Tablet; and 3 More…

1) April 21 was Google Mobilgeddon…did you (and your mobile website) survive?

April 21 was the big day for Google to change its algorithm (don’t ya just love that word?) thereby punishing mobile unfriendly sites. What does this really mean? Overall, it means that businesses HAVE to have a mobile optimized website to be found. But that doesn’t mean things disappear on April 22. For 5 hard facts about this change, and what it means, here’s more on CNN Money 4/21.

2) Be mobile-friendly…or be buried?

Ok so this is another story on the same subject. But frankly, it IS that important. Remember, friends don’t let friends be mobile un-friendly. See more here on Mashable 4/21.

3) The “innovator’s dilemma” has hit the Bed & Breakfast business.

Here’s a local story on the demise of the last B&B in Raleigh, NC. Nobody is happy about that. But it’s an interesting study in how a segment of business has been impacted by digital media and digital strategy. Airbnb, the website that lets you find privately leased rooms, locally and inexpensively, has affected this more traditional category of business significantly, permanently changing how many of us find lodging. Here’s more from the News & Observer, 4/19.

4) Facebook: Boosted Posts vs Promoted Posts…What’s The Difference?

Should I boost my FB post, or should I have it promoted? Ugh…and I just got done posting videos of my cat. Advertising on FB is not a one-size-fits-all undertaking. They sound the same, they all do a job, but not the same job. You need to know what you want to accomplish in order to make the right decision. Boosting and posting sound similar, but they are not, they accomplish different goals and are accomplished using different means. You should know the difference, and here’s where to find the information, see more here on SocialMediaExaminer.com.

5) If only newspapers had thought of the tablet 20 years ago. But they did!

Did you know that one of the early pioneers of tablet readers was a newspaper company? Knight Ridder (no longer in existence) then one of the largest newspaper companies in the US was a leader in research. They developed a working model of the tablet, before Apple, and tested its use. They also decided that it was not an idea whose time was going to come soon enough…(huh?) See more here about the Knight Ridder tablet from 1994 on YouTube. 

What Prevents Small Biz From Adopting Social Media Strategies…and 4 more.

1) Small businesses and social media…love me, love me not?

Small businesses seem to agree that social media should be an important piece of their marketing strategy. But they don’t seem to be able to practice what they believe yet. Time, expertise, and money seem to get in the way. Perhaps this is an opportunity for local media companies to help? See more here @ Emarketer 4/15/15. 

2) Google wants to be a local service directory…so what?

Google and Amazon are jumping into the local service directory business. Does that mean it’s “curtains” for everyone else? Not necessarily so. See more here @ StreetFightMag, 5/4/15.

3) Are advertisers doing mobile all wrong?

Mobile devices are just another platform for the same advertising message, right? Well…not really. Mobile devices are intimate, they are with us all the time. Because they are part of the owner’s every day and hour life, mobile campaigns should add value to their activities. Here are 5 suggestions for businesses and advertisers that can improve how they use mobile channels and their own mobile presence. See more here @ Digiday 5/14.

4) Advertising sold by bots…where are the people?

Many large advertisers are turning to programmatic buying to make their campaign purchases more efficient. But this means there’s no face-to-face interaction with customers. Instead, it’s computer programs. And several major publishers are turning their inventory over to this programming, allowing programmatic to facilitate the selling as well. How does this impact the sales teams…the people involved, and what does this mean for the expertise that media sales reps will require down the road. See more here @ Reflections of a Newsosaur 4/14/15.

5) Newspapers don’t sell content to sponsors, do they? Yes they do…or will. 

Sponsored Content, or enabling an advertiser to participate in published content creation, and pay for the privilege (let alone the value) is a growing area of interest for a number of publishers. One major newspaper recently made its interest in this emerging strategy known, from the highest office of it’s enterprise. See more here @ JimRomenesko.com 4/15/15.

Why Auto Dealers Depend On Receiving Live Phone Calls…and 4 more.

1) Auto dealers depend on live phone calls for selling cars.

Got your smart phone…games-check, Facebook-check, texting-check…and what about making a call? It’s the last thing you do with your smart phone lately, but some businesses, (like auto dealers) depend on incoming calls these days. See more here…Digiday.com.

2) Everything you ever wanted to know about the mobile audience. (Warning, this is not a short story.)

Did you know, nearly 20% of Americans use smart phones because they have no other means of accessing the internet? And much more here…PewInternet.org. 

3) Pay attention to CTA’s for mobile customers. (What’s a CTA?)

If the world is becoming more increasingly mobile, then it makes sense to understand how to better connect with this world. This is even more true in doing business than in your personal life. CTA’s (call to actions) are the key. See more here…StreetFightMag.

4) Honey, the electrician you ordered from Google is here.

Search isn’t enough? Now Google not only wants you to find local service providers for you, but they want to be able to send them to your front door? When will it stop? See more here…BuzzFeed.

5) Why did the Charlotte Observer and Raleigh News & Observer drop baseball box scores from their daily newspaper?

If ya can’t out ESPN, ESPN, then ya better stop tryin’. If readers already know the box scores from yesterday’s baseball games by going to ESPN, mobile apps, or streaming radio, then maybe newspapers ought to start reporting on other aspects of the games. And that’s exactly what McClatchy Newspapers is doing, among their properties include the dailies in Charlotte in Raleigh. See more here…Romenesko.com.

If Google can’t find my mobile site, I don’t exist…and 4 more.

1) If your website, (or your customer’s website) is not mobile optimized by April 21…it may not exist.

Google’s newest algorithm coming April 21 may no longer give any credibility to sites that are not optimized for mobile viewing. And just being “mobile-friendly” may not be the answer. See more here on..Entrepreneur.com.

2) Doing social media right for business. What could possibly go wrong?

Think you’re doing it right? Check out 15 ways it can go wrong for small businesses. See more here @…Clickz.com.

3) Congratulations, Amazon.com just became a competitor.

First it was books, then it was…stuff, now it’s home services. Just think, you can shop for an electrician on Amazon.com. This is why newspapers (media companies in 2015) and its employees on the business side must be more on top of their game than ever. See more here @ FastCompany.com.

4) 10 tips for using geo-location for your customer’s benefit.

Everyone is using their mobile devices. But not all advertisers are making the best us of it. Here’s some tips on how to better determine how to use geo-location targeting on mobile devices. See more here @ SearchEngineLand.

5) Ads are for selling things, not for entertaining.

Ads need to consider the context, audience, environment, etc. to be effective. Just because an ad jumps up and down does not make it a good ad. See more here @ Digiday.

What’s A Pigeon Doing On My Android?

1) Google’s Latest Changes in Search

Google rolled out a new local search algorithm last year. Ok, now what do I do?

Google does this without much fan fare, they don’t call me, did they let you know? Google does this as a form of “constant improvement.” Why didn’t they send out a big press release? Would it have mattered? Does Google really need to generate excitement for people to use their tools?

Anyway, this new “algorithm” impacts a number of items. While it was rolled out last year, and businesses are well over immediate impacts, reviewing what was done and what was impacted will provide you a window into how granular search rankings can become. See more here…SearchEngineLand.com 3/21/15.

2) And More Changes To Google Mean Even More For Mobile Sites.

This is a very recent report on even more eminent changes in Google search. These changes will result in penalizing websites that are not mobile optimized. This is hugely important for local businesses to heed. (Note the comment in this report that talks about the impact of the Pigeon update discussed above.) See more here…Digiday March 25, 2015.

3) Nailing Local SEO For Multi-Location Businesses

Got any customers with more than one location? In the old days that used to be great…bigger business, bigger budget, bigger ads. Now it’s a headache for SEO and social media management because you need to optimize for many, manage multiple social media Here’s some tips on how to handle this…know more than your competitors. See more here…StreetFightMag 3/23/15.

4) Other Than The Fact That You Are Wonderful, Why Should A Small Local Business Allow You To Handle Their Marketing?

You’re a genius, you are the small business equivalent of Don Draper (minus the smoking and drinking.) But you are still not convincing your prospective clients that you be managing their digital marketing, rather just being the person pitching products to them. Why should a local business work with you rather than some local whiz kid that learned html, or (heaven-forbid) do it themselves? Here’s some good answers for you…see more here. Collaborada.com 11/22/14.

5) Pitch Decks..Who Needs ‘Em? (We all do!)

The Fayetteville Observer, FayObserver.com, and Liberty Point Media have stories to tell. Telling those stories to all customers is the start of good communication and good business. Got your pitch deck in order? Just for fun, here’s a view of Facebook’s original pitch deck. They had a story to tell, it’s changed over the years, but what has not changed is the need to summarize the story in terms that show value to potential customers. See more here…Digiday August 2012.

There are no new ideas…just old ones recycled.

A brief note before the flood gates open.

This is a new blog. Well that’s not really true. This is an old blog with a new title, and hopefully a new audience. The “old” blog, titled “5Things” was created as method to help media sales teams keep up with continual changes in digital platforms. Employing a blog to do this was just a way to communicate about digital media using…(uh-hem)…digital media. I limited each posting to no more than 5 concepts at any one time, hence the clever title of the blog, “5Things.” The old blog served its audience, and the enterprise well. Digital media is still changing at light speed, so 5Things is coming back to life with a new name. This time, it’s your very own Liberty Point Media blog titled “5Digital Points.” (Clever titles still a strong suit, no? You can feel free to subscribe to this blog. Feel free to not subscribe,  I won’t hold it against you…for very long.

Oh, also, blogs are two-way. Let me know what you want to see, pass along your observations, share them with others that “might” also subscribe. Learning is about sharing and one doesn’t happen without the other.

1) “Mobile” is not a channel, it’s not a sale, it’s not a platform…it’s the way we live.

We don’t sell “mobile.” We sell access to our audience. And that audience is available from mobile channels more than ever.  See more here…StreetFight 3/1/15

2) Programmatic…a big word, but not too big for local media. See more here…StreetFight 2/27/15

3) Click-thru-rates…what is a good CTR?

A good CTR depends on many variables, (target audience, vehicle of delivery, subject matter, etc.) A good CTR for one campaign will be not so good for another. A CTR is nothing more than a vehicle that measures the efficiency of delivering potential customers to an advertiser’s website. We really should be talking about the number of customers we deliver, rather than the CTR. But the world still wants to know what makes a good CTR today. Three things to remember: 1) CTR’s continue to change rapidly, 2) their performance is greatly impacted by the channel of delivery, 3) note the %…a .02 CTR is not the same as a .02% CTR.

Below are detailed CTR averages. These numbers may surprise you. Remember, they are averages, and your customers will want to know more than just a number.

averagectr

4) Why do the rate cards keep changing?

The FayObserver.com rate card for Q2-2015 is now available. This provides all rates and information for your digital sales as of April 1. It has a few changes from Q1, nothing major but enough to provide some advantages. But why can’t we just have one rate card? Because our rates should be predicated on supply and demand. Our supply (inventory) continues to increase, that’s a good thing. Our demand has not always kept up, and that is something we want to improve upon. So some rates have come down. Many national websites utilize dynamic pricing changing daily, and sometimes hourly so this is not a new phenomena in digital media. It may be new to our customers and may be new to you. So be assured, your commitments to advertisers will be honored regardless. And if you can provide a new advantage for your customer from new rates, feel free to do so. The new rate card for Q2 is on Google Drive now.

5) So Millenials Do Read News…69% report getting news at least once a day, 40% several times a day. But Where Do They Get It? 

The news”paper” might not be what it once was, but the content within is still important. And we do a great job continuing to reach a wide audience available on many platforms. See more here…AmericanPressInstitute.org.