*Next Blog!* – Free From Marketing – by Roman Russo

Free from Marketing Roman RussoDear readers,

I had a very good experience with Intro Marketing, but it is time to move on. The blog has had some original success and therefore it motivated me to continue writing.

I therefore have created a new blog called: Free from Marketing.

There were some reasons for rebranding:

1 – A baby blog – Intro Marketing was one of my first blogs. It was the most serious one, as I wrote more than 100 small posts, but time to grow up.

2 – Marketing is all about looks – Part of changing my blog was a need to access more features and personalize more the blog. For example, I needed a new blog look and to remove “wordpress” from the URL. Small changes, but big results.

3 – Attention of a gold fish – The topic of Intro Marketing was a bit vague – all about Marketing for beginners. Too much information, too many people writing about the same things, too little interest. How should I stand out?

4 – What Marketers don’t talk about – In my search to become unique I focused on one specific question “Why do people have a negative opinion about Marketing?” Apparently, there was already a lot of information on the subject, but very unorganized. A bit here, a bit there and no one talking from the side of Marketing

5 – Love for Marketing – In the overview, Marketing is not bad. It is neutral. It is all about how you use it – for good or for bad. My passion for Marketing continues and I want show that we can live happily and Marketing Free in a most Marketed society ever.

I might be old fashion or living in the past, but I have some attachments with Intro Marketing. This is why it still exists online. More than emotions, I still get some traffic from this website and while it is not substantial, I still want to use it and redirect it to my new blog. Call it an experiment, call it Internet littering, but if you read until now I am sure you will enjoy my new website.

CLICK HERE and see you there!

PS: If you are a subscriber of Intro Marketing, I will migrate your subscription to Free from Marketing, so you can continue enjoying great new content!

Interactive Window Shopping

Hilfiger_WindowA new technology is being created and tested in a line with this corporate need of bringing products closer to customers. This technology will allow customers to enter a corporate store and even purchase products LIVE before even going inside the store. This new technology is being now called “Interactive Window Shopping” (IWS).

Customers walking pass the store will have ability to interact with the computerized glassed windows displays, which will allow them to browse through different product offerings using only the window of the store. The window of the store will be therefore transparent as all the other windows of the stores are but at the same time they will be interactive computer displays which will change window depending on the customers inputs.

Additionally, not only customers will have ability to interact with the window displays, but also the window displays will have ability to interact with the passers by. This will be achieved by the use of the eye detection cameras and motion sensors, which will tell the display exactly where the potential customers are respond to them in pre-programed way.

IWS’s will further have ability to interact with mobile devices, so that consumer has ability to browse different product offering using their mobile phones, from outside the store.

Different companies like Philips and TBWA are already fighting to bring this technology to the market bringing us closer to the the SciFy movie reality Minority Report. The question on everyones mind is whether this technology will catch on and when we will see these displays on our local community stores.

(Check also Interactive Television for more about on future advances in Marketing).

Marketing Campaign of a CENTUARY You Will Never Hear About – Diamons

In my previous video on what in this video is called Marketing scam speaker Dr. Michael A. Klaper talked about a Marketing that made us believe that meat products and other animal derivative products are important to us for our SURVIVAL.

In the current video internet comedians College Humor bring up a factually supported, unknown or simply forgotten advertisement campaign that shaped our society, probably not for the best…

Here is the link to the previous post, but before you check this previous video watch this one on why Diamonds are NOT your best friend.

Here is again the link the the food marketing scam.

Quoting one of the Youtubers who commented on this video: “Question everything!”

Markting of – Specific Moments in Live

Due to abundance of marketing and large similarities between products, marketers are struggling to differentiate their products from competition. If they cannot do it on the physical level, than thy do it on psychological level.

While, this still will not be possible because majority of companies will target the same peoples needs, as for example a need for comfort, adventure, and prestige in case of cars, which will make all marketing campaigns almost indistinguishable, it is still will be sometimes possible to find that one need and show it in a way that was not shown before.

This is, for example,  very well done with new campaign of Nike showing teenagers pretending to be famous players:

This campaign is good for many other reasons, but next time people will say “I am (like) Ronaldo” or any other player, people will think “Nike”.

Another example is the advertisement of Invictus perfume where you can see a perfume attached to concept of masculinity, winning and somewhat Godly power:

In fact, not only do the campaigns take possession of these core comments of live, they also inspire people to talk more about these moments, becoming more of social trend.

In case of Nike and, teenagers and other football players will now compare themselves to the famous people on the fields of football. This is to say, the did it already, but now they will do it even more, making football not only a game, but also a fantasy, specially while wearing Nike.

In case of Invictus, people who are will associate themselves more with Gods, when they wear the perfume, although, probably not talk about it, but maybe feel that extra confident when they use the product.

Advanced tip for Internet Marketing (SEO optimization)

One of the more unknown filters used by google and other website designed to “weight” a website in terms of how important it will be on a search, meaning the better position that will be given to it is the number of years the domain name is bough for.

That simple. If a your domain is purchased for 5 years, comparing to the one of 1 year, and everything else is the same, the 5 year purchased domain name will be more easily to find on google search.

Where do we get our energy from – Is it Marketing?

1I have recently read an idea which inspired me.

Apparently, and this can be somewhat of a common knowledge too, if a infant is not to receive any nurturing at the first weeks of its life, he or she can die. Even in possession of good and warmth, without some “love” a baby cannot survive.

Even if we survive the infancy, which majority of us do, the need of receiving some emotional energy never really goes away. The whole live people are looking for different sources emotional of energy, which shape people as whole.

Some people find energy in their parents from the early start of their lives and stay close to them forever. Some people find it in gangs, the only authority willing to spend energy on them. Still other are inspired by their heroes, which they never even meet.

Overall, there are sources of emotional energy which every person is tapping to a certain degree.

A source can be: family, friends, work / school, sports, leisure activities, such as passive entertainment, expensive toys, such as a new car, and so on.

Every aspect of our lives gives us or takes from us some energy, which case depend, and varies from person to person. Some of the energy is therefore positive and other is negative. There are other aspects of our lives that neither give or take energy.

A lot of positive energy is good and leads to happiness, while a lot of bad energy is bad and leads to depression. The important thing is, therefore, to find out what part of live give us energy, or take it from us. If we don’t have enough positive sources, it is important to cultivate them.

As for the role of Marketing, it provides us with product consumption experience expectations, which one of the major energy sources in today’s society, as we consume and use a lot of products daily. Advertisement creates needs, through conditioning of our brain responsible for the rewards and punishments. Otherwise said, advertising tell us that if we want to receive psychological rewards and to be happy, we need to get this or that. One the object is acquired, brain receives signal to feel good, otherwise it stays in the state of perpetual wait. The more the things we want accumulate and are weight against our goals and wants, specially if they are in line with our goals and wants, the more we feel that incomplete and receive a negative energy feedback. This to say Marketing can be a source of positive energy when we are consuming products and a source of a negative feelings at the moment of wait for a new source of stimulation we now want to have.

On the other side, the brain stimulation at the moment of acquisition of good, is a temporarily mechanism. The good feeling of a reward does not stay forever with us, it is not an accumulation of happiness feeling, otherwise as King Solomon said “we would be only happy when we are dead”. So after we have acquired the object of our desire and our emotional energy goes up and than desapears, it is replaced by a though on possession or of experience, not the feeling, making the whole process a never ending Rat Race for more positive energy.

So from personal perspective we need to forget about wealth and experience accumulation as a mean to happiness. We should regard Marketing as a tool for information and try to have a balanced energy levels, knowing where we get the most of our daily energy and strive to create more energy sources. This is the way for durable personal fulfillment.

20 Most Expensive Words on Internet (AdWords)

I originally found the 20 most expensive ad words post on wordstream, a company that specializes in helping companies finding the right way of advertising online, including selling google ads, aka adwords.

When it comes to head to head competition, the company that is the top of the list usually makes most money. This is specially true for internet, considering the way people analyze webpages #1 link being most clicked and watched overall. So you want to be on top, so you have to pay for it.

f_reading_pattern_eyetracking

 

 

 

 

The next component is the revenue per click, aka margins (price – costs). The higher the margins in an industry the more companies can give to find a new customer. This creates the bidding war where the most expensive words will correspond to the products where the words with the highest margin. The most value afterwords follows not from selling the product ones (so called “one-offs”) but rather have a continuous flow of revenue over time (“subscription” type service). This is what we also see in the graphic bellow. It is not the “cars” or “jewelry”, but rather “insurance” and “mortgage”. Some of the founding even surprised me.

where-does-google-make-its-moneySo don’t be shy. Go right now on Google and search for the most expensive AdWord words. Click on several links and top ads. Support Google and help level the corporate play field.

Learn more about Personal Consumption – Food

As I progressively tend to find out, people do not know what they are consuming, or at least they do not have clear reasons to why they are doing so. Most people have an idea that their consumption is necessary and tends to satisfy certain aspects of their needs. This believe comes mostly from other people who exercise some pressure on us (as for example, social pressure – we see other people consuming something; or peer pressure – a family member or a friend telling us to do something), or from mass media. I believe, however, that this believes comes from one major reason, which is that people just don’t know better. They are not informed about what they should consume and whatever information from unreliable source is better than no information at all.

balanced-diet-chartI already addressed the point that some of products are not necessary. Some products do nothing more than to harm us and create profit for other people (e.g., cigarets and alcohol).

This realization was also followed by a certain category where I struggled personally because I had no idea about products I should consume. This product category is food.

Most advice we get for healthy or good eating are: do not consume products that contain too much sugar, calories and fat. Still, no one wants to be a vegetarian just because the animal are mistreated or to be a “health junky”, because all the body builders drink these “very healthy shakes” (which are rumourosly known to make you fat in a long run).

All the books about food are also under a lot of negative gaze because they sound like someone trying to impose they own views, or give 100 pro’s and con’s to eating lettuce or potatoes.

Still, I found this very comprehensive and very good advise video. It is by Dr. Michael A. Klaper, doctor with over 40 years of experience in a field of medicine. The video is 1 hour long, so if you don’t have time to watch it right now, just put it on a “watch later” or just watch it in 2 or 3 goes, because it is full of useful information.

Google+ vs. FB – what is the current difference in popularity?

Google plus and Facebook trends

Google plus and Facebook trends

This is by no way conclusive or 100% correct but on one of my sources that I personally believe to be unbiased (without putting any names – a company where you make online food orders), I found a ratio Google+ vs Facebook to be

approximately 200,000 likes to 10,000 likes, meaning and 22times higher preference for Facebook.

Trijntje Oosterhuis does more in few days than Marketers do in years!

Trijntje OosterhuisDue to recent unfortunate events in Philippines, social aid is coming from every part of the world.

In response to this disaster, Dutch singer Trijntje Oosterhuis posted on her Facebook and Twitter that for every “like” she gets on one of her photos, she will donate 1euro to the giro 555.

Unexpectedly for the singer people liked the idea and the photo way to much. When the amount of likes reached 200,000, the post was removed and singer announced that unfortunately she does not have that much money to donate.

Trijntje promised to still make a generous contribution and was thanked by the giro 555 none the less.

My personal comment to this situation, when I first heard it, was that instead of liking a picture singer should have asked for people to like her facebook page (which currently has around 70,000 likes).

This is preferable in term of marketing because simply put Marketers can do much more with pages like than picture likes. For example, FB pages show up much more on the timeline whenever a new update is made, as well as, on timelines of friends of people who liked the page.

Regardless to say that Marketers spend billions of euros annually to promote themselves using social media as well as their FB pages, spending much more than 1euro per “like”.

This just shows that the charity approach can benefit both companies and people in need. However, this approach needs to be have transparency.

If for example CocaCola decides to promote their FB page in a similar fashion, people will immediately understand that this is a Marketing campaign of the company rather than an attempt to help people. Therefore, companies need to find activities that are more closely linked to their corporate business, as for example, planting trees, saving wales, …

The world needs a little help in many areas and companies should help specially if they work in related areas.

Marketing is Good: “Have You Seen It?”

I love controversy of Marketing. It gives me a lot to talk about.

The biggest controversy in Marketing is of course related to the discussion of whether the Marketing is good or bad.

The following conversation shows that the Marketing is good, which I’m sure you had in one point or other in your life:

A: – Did you see this movie?

B: – No.

A: – I can’t believe it! It is so good.

B: – …

A: – Well you should go see it immediately!

Actually, this conversation does not have to be only about a movie. It can be about a place (like Paris – have you been there?), an object (like a car – have you driven it?), or anything else.

It is good to hear these words, not because it is one of the best Marketing promotional tool (word of mouth), but because it shows that despite all, Marketing has positive qualities, as people get to know good products and the society growth as a whole.

One of a good movie in cinema right now is The Great Gatsby. Have you seen it? My father lives in different continent from me, and he has seen it.

There are a lot of good movies out there and there is discussion as to “Which is (best) most watched film of all times”. Some say it is Titanic and Star Wars, some other say it is The Wizard of Oz and Gone with the Wind, just because these two last have been out for longer time (even though we have unprecedented growth of people on earth and people who watch cinema nowadays).

No matter what is the right answer, we can take another film that did very well in cinema as an example – The Avengers. This movie received several awards including the first film to break gross revenue of $1 billion worldwide. I could not find the estimated figure of how many people watched this movie, but even if it is 1 billion people and given the total population of earth is 7billion, only every 1 person in 7 watched the movie.

your argument is not validThis gives a high chance that even though a lot of people who saw it, a lot of people did not, therefore making the initial argument of “did you see this movie?” invalid.

Furthermore, it is interesting to notice that if you want to make the best marketing campaign for a movie you just have to go to Wikipedia. It has now a section for “Marketing” or “Promotion” in a lot of articles about movies, tv-shows, and other domains.

Game of Thrones, currently number one show in many rankings, for example, included a new and innovative way of promoting itself by creating “props” exhibition in different capitals of the world (last in Amsterdam, Netherlands), where people can take pictures siting on the Iron Throne, see clothing and items used to make this series and to get a feel as they were a part of this magical medieval world. They can later post these photos online and get other people to talk about this series.

siting on the Iron throne, game of thrones

So next time you hear “have you seen this movie?” just remember: Marketing is your friend.

How to Kill your Blog Traffic

dog bloggingThere are many ways to create traffic, but there are definite two ways to kill your traffic. One is more obvious, while another is less so.

The obvious way to kill your traffic is not to write on your blog. No explanation needed.

The less obvious way is to post YouTube videos, without much other content. It is just so easy to post a video, write few lines and that’s it. However, the few times I did so, my traffic died… I am referring to Search traffic of course, but if you write enough you will know that all forms of traffic are all related (search, direct and referral traffics). When one goes up, other follow. I might as well let your dog write your posts…

I did only few experiments with the videos, but the difference was visible every time, so in last case I just went ahead and deleted my old post.

There are of course video blogs. For them it maybe be different. In the end it depends on how you promote your blog.

If you have different experience with YouTube videos please share. I want to hear about it.

Skype’s New Service – Video Message

Skypes Video messageAfter last most innovative move, consistent of group calls, sending a video message might be the next adding value step Skype is looking for to give a short- to medium-term edge over its competition.

Video messages consist of pre-recording a video message and sending it to other users when they are offline. As soon a user re-opens his/her Skype they can see all the video messages left them when they were offline.

There few if any services like this, which, as they say in business, a easy to copy value adding service, but innovative none-the-less. This service will give Skype an edge over its competition and is surely to soon follow by all the major firms in telecommunications.

Wolfenstein RIPS Watchman – Advertisement Failure (Part IV) – Game Trailer Edition

The title of this post should is “Wolfenstein rips Watchman”, but I will start with a small introduction:

The secret about making a good trailer is to put people on the edge of their sits without giving away to much information. There are several ways Marketers go about it today. For example:

– When a person is in a cinema, after watching respective Movie Trailer, he should not feel like he saw the film already. Therefore, film makers create trailers by putting scenes that will not be shown in a movie, show only the scenes from beginning of the movie, as not to spoil the main content (which in my opinion was specially well done with The Host), or just put random scenes together, so they don’t make sense right away.

– One of the most common failures right there and then (movie trailers wise) is to show a joke in a trailer and later repeat it in the movie. It is a failure because the audience still laughs, because people want to show others that they have a good humor, which makes it a social failure.

– Another form of trailers is Game Trailers. In the case of a game, game producers start to put short animated movies depicting the idea of the game, or sneak preview of the game play.

This Part IV of monthly Advertising Failures (Trailer Edition).

In this monthly advertisement failure edition we have the trailer of Wolfenstein: The New Order, a first person shooter, with even more story and better graphics.

The failure component of this trailer is that the music and the voiceover is almost identical to the movie The Watchman (2009).

If you ever saw the movie, you know what I mean. If you didn’t, well, its a good movie, so maybe you should see it! *smile*

Here is the Trailer. Enjoy:

This month the Advertising Failure edition come earlier than usual. Don’t worry, there will be more as promised. Stay tuned first day of every month for more Ad Failures! Remember, the best way to remember is to subscribe.

Social Campaigns – jpg and audio.

Lately I have been paying special attention to entertainment material, which may have an educational aspect to it.

I did this because I think that this material can teach a valuable social lessons in a fun way, and therefore can be more easily remembered. This sort of educational material can therefore serve as a better tool for schools and social campaigns.

Here are my favorite examples:

1. IKEA’s campaign “Free Snowman” is specially good example of how you can promote your company in a way that brings a social responsibility, unique point of sale and branding, all in one add.

Social campains

2. Use paper towels in moderation, as well as other forms of paper products, and help to save Earth, were two campaigns also well done by both Guadalupe agency as well as WWF.942467_409454665818914_1081475050_n 420771_406203349477379_338972031_n

3.  You can interpret this pictures in many ways. To be pretty you don’t have to go to extreme, is one way. You can leave your own interpretation in comments.543714_370268529744405_1396123783_n

4. I don’t know what this picture says in Arabic but I think it is self-explanatory. If two countries (or entities) will fight over resources, they will not get anywhere. Cooperation is the key.

417971_514404675262730_28953941_n5. The following lyrics are from the song Azonto by Fuse ft. Tiffany Ghana. It refers to the fact that sometimes you should not look for social approval from others to do something. Of course it the lyrics are very important in any song, as they determine demographics. In this case, authors made a good job of making this music fun and with the good message.

azonto fuse ft. tiffany ghana lyricsEnjoy.

2013 Popularity – Social Media and Apps

buddy-media-social-marketingAs it happens on periodic bases, people what to know what is the most popular Social Media, and now also App, on Internet and on the phone.

Some results are to be expected, but other will blow you mind, as for example Zinga being more popular that WhatsApp and WhatsApp being more popular that Twitter.

So here is 2013 popularity list for Social Media and Apps:

1) Facebook – 1.1 Billion

2) YouTube – 1 Billion

3) QQ – 700 Million

4) Weibo – 503 Million

5) Google + – 343 Million

6) WeChat – 320 Million

7) Shazam – 300 Million

8) Yahoo Mail – 281 Million

9) Skype – 280 Million

10) Zynga – 232 Million

11) WhatsApp – 210 Million

12) Twitter – 200 Million

13) SoundCloud – 180 Million

14) Pandora – 175 Million

15) Badoo – 172 Million

16) Tumblr – 170 Million

17) LinkedIn – 160 Million

18) Snatch – 150 Millions photos uploaded every day

19) Line – 150 Million

20) Instagram – 100 Million

21) Flickr – 87 Million

22) Yelp – 84 Million

23) FlipBoard – 53 Million

24) Evernote – 50 Million

25) Pinterest – 49 Million

26) Kik Messanger – 30 Million

27) MySpace – 27 Million

28) Spotify -24 Million

29) Path – 10 Million

30) Instapaper – 2 Million

The later positions might be still interesting to you, depending on your industry, target group, country and clutter preferences.

Also it will be interesting to compare this results in few month or so to see the evolution of this positions.

(source: buzzfeed)

Queens Day Follow Up

Queens day Amsterdam partyQueens Night (Koninginnenacht) is the night between the 29 and 30th of April, while the Queens Days (Koninginnedag) starts the morning after, the 30th.

If you don’t know what the Queens day is, it is a yearly celebration of the birthday of the queen of Netherlands, Beatrix Wilhelmina Armgard, a national holiday, where everyone dresses up and goes on the streets to dance, drink beer, sail boats on the canals and socialize.

It is a great day, where everyone dresses is orange full of marketing and business opportunities. I really like the idea and all the people trying to sell you orange on this day, but what I find even more interesting is that this products have to go somewhere after the day is over (storage house of some sorts). There these products rest for another year until they are ready to be brought again to the market.

Who knew this business model would work? I mean if you think about it, there are countless storage facilities just packed with durable products just sitting there, for month and for years at times (not only related to Queens day).

And what if some trend is over? Some people don’t even bother to clean their closets. No wonder there are organizations out there like “junk king” and the “container auction house” (tv-shows), where Once man’s trash becomes another man’s treasure.

Anyway, if you haven’t heard of Queens Day, you are missing out. We will see you there next year.

PS: This year was the last Queens Day. Next year, due to this years coronation, there will be a Kings Day (Willem-Alexander’s birthday), which conveniently is on 27 of April (2014).

Advertisement Failures (Part III) – SMS Edition

Humor in advertising is very important. However, some elements that originally were not supposed to be funny, may come out as so, in a very wrong way.

This Part III of monthly Advertising Failures (SMS Edition).

Marketing is all about educating consumers in one or other way. Nobody knows how to behave once they are born, as human babies are the only specie on the planet that cannot survive on its own for years after they birth. It is therefore everyone’s’ responsibility to teach children what is correct and what is incorrect. This knowledge, however, changes, so do the advertising and society in general.

Overall, the lesson here is: Be a scientist of life – Tell people what they should think, but never believe that anything is 100% correct. (And try to learn with your own, and mistakes of others).

Texting while driving

Stay tuned first day of every month for more Ad Failures! Remember, the best way to remember is to subscribe.

Pro Tip YouTube

Youtube logo72 hours of video are being being uploaded on YouTube every minute. Much more than anyone can ever watch.

This is why, if you decide to upload a video, people will tell you that you need to have a great content, something truly unique, to follow trends and so on. It is a hard things to do, isn’t it?

Another tip you will hear all the time (for any social media actually) is optimization. “Look for perfect keywords” they say. Concentrate on these words, emphasis them in titles, etc, etc. Not so easy either, but more reasonable, in my opinion.

So what is my pro tip for you today? VERY EASY: in description of the video, write down everything that was said during the video, word by word. This is specially a good tip for music videos, as more often than not, when people don’t know the name of the song or the artist, they search for lyrics. If there is a lot of content, maybe it is a good idea to provide main topics of conversation. Also put all the links discussed in the video in comments and even the names of speakers, if that makes sense.

Really reconsider using much more the “description” of the video and not only the title and tags. After all, this is the only things that Google and Youtube can pickup when someone searches for the video.