Did you know: Google’s Behavior Tracking

Big brother never sleeps (internet))When I was working at my first E-marketing position, we were trying different things to bring traffic to our website (SEO, pay-per-click, etc.). Later I was asked for the results of my efforts. So what is the best indicator of progress, besides the incoming traffic?

One option is position of our website in a search engine (which position? which page? which keyword? which search engine?).

The main search engine for us was Google and second Yahoo, although today I will always suggest to look also at other search engines when developing your Internet presence.

I got certain result. Was it conclusive? Apparently not. What happens is that if two different people searching Google for the same keyword will get different results, because of Behavioral History which Google (and many other browsers) records.

What even more interesting is that your search result might not even be the best result for you, as when we search online we engage in two general behaviors:

1) Productive searching – when we are looking for information that we actually need; or

2) Impulsive searching – something we look up mostly for pleasure.

Therefore, Impulsive Searching disturbs the quality of information in Productive Searching, as Google and all other behavioral tracking browsers, don’t make distinction between different behaviors. They track behavior overall and count it as one.

Therefore, next time you are asked about position of your website online, remember, it is little bit more complicated than that.

PS: For fun, with your friend or college try searching Google (or other browser) with the same keyword and compare your results.

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Top 7 Youtube Channels

Every Marketing professional today will tell you that having a social media presence is important, and one of channels companies need to consider is of course Youtube. Designing a good youtube channel is difficult and certainly tricky. Perhaps the most important part is to have a good idea, but also having many videos can do a trick.

This is my top 7 youtube channel list, based on my interest, but what I can guaranty is that at least it is a good list. You probably should add these channels to your favorites, too. There are no music channels or game channels in this list, because I find music and games mostly a mater of test. There are, however, entertainment and educative channels. So, without no further adieu:

7 – NumberPhile – Number Phile is a channel about numbers, straight and simple. This may not sound very interesting for many people, but trust me I was a skeptic once too. I only wish I learn these things at school, in much more fun way, as in this channel.

This channel actually has different other channels (“subchannels”), so if you will like Number Phile check them out, too: SixtySymbols; NottingHamScience; BackStageScience; DeepSkyVideosPeriodicVideos.


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6 – HISHE – How It Should Have Ended is a channel featuring videos about popular films that have already came out, but they are remade in cartoon like way and with alternative end to the film.


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5 – EpicMealTime – This is a REAL MEN’s youtube channel. As a man I really enjoy it. It is a cooking channel where the main ingredients are beacon and alcohol. There was no “good” video to put as a demonstration, not to say that all videos are bad, but to make it more fun there is some adult language involved, so be warned before watching this new video.


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4 – Professional Russian – This is another very popular (male?) youtube channel. It is ranked as 11th most subscribed youtube channel. It talks about guns and guns, from mother Russia.

(PS: I did not put any female channels, because I am very bad judge of quality, but one female channel, ranked as 24th most subscriptions on youtube, is Michelle Phan. Let me know if you like it).
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3 – College Humor – With over 2000 video and ranking as a 10th most subscribed channel on Youtube, College Humor offer a huge variety of short videos for every test.


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While being #10 on Youtube is great, it is not enough to be #1 on this list. Therefore #2 is:

2 – VSouce This is also a geeky website, but before I scare you any further, it talks about some very interesting things. I personally get blown away by the research these people make, because they do talk about anything, in a scientific and fun way.

In addition, there are 2 subchannels: VSouce 2 and VSouce 3. VSouce 2 talks more about interesting human made objects, while VSouce 3 talks about interesting games and apps, so unfortunately I did not keep my promise and put a gaming channel. Still #2 on this list is VSouce channel and the other 2 you can decide (not) to subscribe at you own choice!


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1 – TedTalk – I have already talked about TedTalk in my previous post “Top 10 TedTalk’s on Marketing“, one of the top ranking posts on this blog. I believe a lot of people know what it is all about, but just for the sake of it, it is a talk where a person, expert in specific field, comes out and tells us about his area, with purpose of teaching something that really maters. Something that other people should know, such as in the following video:


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If you liked this post be sure to support me by Liking or Subscribing!  –>>>>

Cool Ad by Nike

Usually I over-analise advertisements, but just this time I think that this ad is awesome. On this note I will leave you with this ad featuring Cristiano Ronaldo:

Facebook’s Targeted Advertising May Be No More In European Union

facebook-euAccording to Telegraph, during 2011, Facebook received a request from 24-year-old Austrian student, Max Schrems, asking what information company had on him. Result of this request was a 1222 page containing CD, which was still incomplete according to Max, as he filed a complaint on Facebook saying that company was withhold of information about him.

The information Facebook holds about its used contains peoples interests, like, music preferences (what they on their website), links users pressed, religious views, age, status’ information, and so on. This information  company provides to advertisers without limitation, except disclosing the identity of specific users.

Still, this is enough to compose a very specific profiling and behavioral targeting for advertising.

This, however, may become an old story as of 2013, as European Union prepares to lunch new directive preventing targeted use of users information. This, of course, will affect negatively companies market value, which has already been suffering since Facebook’s IPO.

Internet Banners: For Dummies

rations of the banner size

Banners size (source: IAB)

Banners are a form of Internet advertisement that are placed on web pages.

There banners work in two fashions: they are either pay per click or pay per view.

First, pay per view advertisement is easier, as a companies pays each time a browser displays the ad. This is usually more expensive type of ad too, as people may be just being doing a click through behavior, where they jump from one page to another, spending almost no time a on page with the ad.

In case of pay per click, as a person clicks on the advertisement, the click triggers automatic response tag system that connects the ad to a page owner. The page owner get certain amount of money for the click. On the other hand, person who clicked on the banner is redirected to pre-established page.

The cost per click (and per view) is pre-agreed and can vary dramatically, with some companies entering into a bidding war over a possibility to promote on certain websites. General rule is, the more profit a company gets from an ad click, the more it will want to bid for opportunity to get a click. Also, the more companies are out there competing for the same click, the higher the cost per click will be. There are of course some concerns about the margins, whereas bidding specialists are looking at Return on Investment (ROI) to make decision at how much to invest.

Some of the most competitive and most expensive industries, in terms of cost per click out there are housing industry, where housing agencies get up to 10% of the cost of the house upon a sale (although it may be lower after the crash) and investment banking industries, where each new customer brings a steady long-term profit to a company.

Additionally, there are companies that make business by compiling a portfolio of websites from where they get their clicks and sell them to other companies, some of which as also selling click, because they may have a bigger reach and companies prefer them due to a big a steady flow of click generating capacity, even though the latest might be more costly.

Another consideration is the quality of a click. Specifically, the better clicks come from related website, which content is related to the ad content. For example, a banner that is selling a banking solution will have better convergence rate on a banking related website, such as a blog, than on a leisure industry website (e.g., related to traveling). Not to say the a banking solution will never be sold from a leisure website, but there will be people interested in it from a banking website.

Banner advertisement is also popular because ads are said to receive 50-100% attention (50% in case of static banners and 100% when the ad is animated), compared to other media, such as 15% in case of TV ads, 10% for magazines and 5% for radio (see “Rossiter” or “Quattro Saatchi” coefficients for different media).

Lastly, if you want to make a banner you need to know the standard banner size. These sizes are determined by Interactive Advertising Bureau:

(If you need some help creating banners try contacting a great professional Maya Khlobystina at: MayaKhlobystina@gmail.com)

Name Width / px Height / px Aspect ratio
Rectangles and Pop-Ups
Medium Rectangle 300 250 1.2
Square Pop-Up 250 250 1
Vertical Rectangle 240 400 1.67
Large Rectangle 336 280 1.2
Rectangle 180 150 1.2
3:1 Rectangle 300 100 3
Pop-Under 720 300 2.4
Banners and Buttons
Full banner 468 60 7.8
Half banner 234 60 3.9
Micro bar 88 31 2.84
Button 1 120 90 1.33
Button 2 120 60 2
Vertical banner 120 240 2
Square button 125 125 1
Leaderboard 728 90 8.09
Skyscrapers
Wide skyscraper 160 600 3.75
Skyscraper 120 600 5
Half page ad 300 600 2

NEW YEAR: Don’t forget about presents

Happy hollidays, new year, sinta clas, christmas, noel2013 approaches. It is almost time to say goodbye to 2012, close book, review what was done, think about what can be done better, make new commitments, think about the presents you want to give and receive and make you holiday commercials.

Indeed people will receive their 13 month salary and will want to buy a lot of presents. Some already done in, but many will do their shopping closer to holidays. One way or other, people are starting to think what they want to offer, so present worth ad may sweep public opinion. Time to get started immediately!

Also don’t forget about the end of the world, which could be an interesting campaign idea. Have a good holiday preparations!

Facebook got a viral hoax!

Facebook became a new ground for a what seems to be a harmless hoax, with millions of people spreading the following message:

“In response to the new Facebook guidelines I hereby declare that my copyright is attached to all of my personal details, illustrations, comics, paintings, professional photos and videos, etc. (as a result of the Berner Convention). For commercial use of the above, my written consent is needed at all times! (Anyone reading this can copy this text and paste it on their Facebook Wall. This will place them under protection of copyright laws.) By the present communiqué, I notify Facebook that it is strictly forbidden to disclose, copy, distribute, disseminate, or take any other action against me on the basis of this profile and/or its contents. The aforementioned prohibited actions also apply to employees, students, agents and/or any staff under Facebook’s direction or control. The content of this profile is private and confidential information. The violation of my privacy is punished by law (UCC 1 1-308-308 1-103 and the Rome Statute).

Facebook is now an open capital entity. All members are recommended to publish a notice like this, or if you prefer, you may copy and paste this version. If you do not publish a statement at least once, you will be tacitly allowing the use of elements such as your photos as well as the information contained in your profile status updates…”

As I am not an expert I will direct you to a Forbes article where you can find more information (click here). This is just to show how few words affect our whole society.

Google Search – Did you know?

This is a Google search result, if you write “I follow rivers remix”, which my friend showed me. It is accompanied by a message “In response to a complaint we received under the US Digital Millennium Copyright Act, we have removed 1 result(s) from this page. If you wish, you may read the DMCA complaint that caused the removal(s) at ChillingEffects.org.

For internet savvy people I think it will be interesting to know that Google has a copyright protection program, where you don’t have to go through lawyer to remove a page from internet.

American Presidential Election – Marketing Budget

Congratulations obamaTalk about the US elections, probably the biggest Marketing budgeted campaign of the year 2012.

With Obama breaking the record fundraising with over 1$ billion dollars to support his election, Mitt Romney was not far from reaching his own 1$ billion .

If you consider that US presidential main part of these donations came between November and June, then you average spending (for both candidates) 500$ million per month, or 16,7$ million per day, or 695,000$ per hour, or 11,600$ per minute, or 190$ per second.

There are other sources such as  in economiccollapsenews who claim that “Obama team spent $5.98 per voter, while the Romney campaign put in $5.77 per voter, which is a total of $11.75 per registered voter”. Lorelei Yang stated in policymic.com that the electoral fundraising process limits less wealthy people, with less connections, to be able to run for president, due too few needed funds. Additionally, the general election campaign spending, including the congressional and senate races throughout the United States,  until Nov. 4, 2012 is now at $4.2 billion, according to a report from the Center for Responsive Politics (CRP), which add up to $6 billion by the end of Election Day.

But, what did candidates do with all this money?

The money does not go to only the nominees campaigns, but also to their political organization (e.g., Republican National Committee). Still the majority of the campaign budget is spent on television ads, banners, rallies and other campaign advertising,

 

Some of the swing states in US were specially targeted by both parties, with Ohio getting the biggest investment of 181$ millions spent in campaign ads (1/10 of overall budget of Obama + Romney), for the chance to win only 20 votes. 6,647 ads were produced in Columbus (OHIO) during the month of October alone, which is equal to 333 ads per day.

 

 

Obviously, the money is an issue, but its not an issue when 0.5% of vote in one state can make the difference between winning and loosing. In this sense, campaign nominees did not care about efficiency.

The main money providers this year were: finance, insurance and real estate industries, lawyers and lobbyists,  miscellaneous business, retirees, retailers, women’s groups, hospitals, nursing homes and the technology industry (source: CRP).

Overall, being this year the year when both Democrats and Republicans raised the bar and went all-in, there are questions, passionately discussed on blogs and forums, whether the magnitude of this electoral campaign can ever be replicated in the future.

Solving Politicital and Electoral Problem

political issuesWhen it comes to people who we allow to run our countries, these people are known to put quite a show during the election period, promising the word, as long as it helps them to win.

They make many different appeals, some very good, like solving major problems of the economy, but when elected suddenly can’t deliver their promises, each one for his own reasons.

This problem is at the heart of current election in USA, where Barack Obama is put a lot of pressure for not following up with his previous plans. This gives leverage to Mitt Romney, but who says that he will do any better? Some of his policies and speeches sound to be incongruent, but even if they are true, who says that Romney will do everything he tells that he will do? How do we know, without speculation, the results of these policies will be productive for both parties?

This is a big, ongoing and repeating problem, and while one can discuss it over and over again, I am here today not to offer more discussion, but to provide solutions. These are the questions I want to solve, which are the heart of my current thesis:

– Can politicians make claims that will be transformed into real life applications (always or at least much more often)?

– If a politician follows up on his campaign claims, what were the predicted results of candidates’ efforts and what are the actual results?

– How we can reduce these empty or untrue promises?

– How can we increase controls on our politicians and by that improve the whole political system and our own lives?

I’m sure that for the first time reader these questions will sound to complex and short-term unrealistic, but I am here today to tell you that it is possible.

What I propose it to have a database where politicians’ claims and promises are written and documented, in terms of proposed solutions, expected results and expected delivery time. Once, input, the politician is judged on whether, when and how they delivered their promises, which is as well documented. There will be sources to claims and results, as to make the whole discussion fact based, rather than opinion based.

This database will allow to do two major things:

1) Create a historical record of all political campaigns, which will provide a politician a average rate of success, which will be comparable to the previous presidential leaders.

This, in turn, will make the whole system quantifiable in terms of quantity and quality of politicians’ claims.

If a politician made a bad or unrealistic claim, the system will notice that, and next candidate wont be able to make the same claim, without providing additional information, which in long-run will make it evident which are the real and working claims and which are not.

2) Make people much more aware of their candidates and their respective campaigns in systematic way.

People will have all information in one place, which they can see and compare to the sources of information claim. This will provide a general overview over a candidate, making it much easier to compare different parties and their political views.

Overall, although incomplete, there is historical information available about many previous candidates, their promises and the results of their efforts, which will make the database ready for use the second it is created.

To the best of my knowledge, there is no such database available to the general public, but if done, it would definitely improve the political system, and respectively, our lives. Additionally, this database does not have to be country specific, nor a position specific (president vs. regional administration representative) but of course should be done one step at a time, with US presidents providing by far the best place to start.

James Bond drinking Heineken

Skyfall's Heineken advertIt is true and it has been long announced that in the new James Bond movie: Sky Fall our British hero agent 007 will be drinking Heineken instead of his traditional “shaken not stirred” Vodka Martini.

This announcement comes as a big shock to legions of loyal fans, but new James Bonds actor, Daniel Craig, has already been breaking a lot of his character rules since his introduction at Casino Royale (2006).

Still, how can Metro-Goldwyn-Mayer and Daniel Craig resist when they are offered millions of dollars to change couple of shots in the movie? It is well known that James Bond has already been changing his cars on a regular bases as well as he was flashing his new Omega watch, so why not his drink?

His signature line may have started as a catchphrase, or probably as something that he has  said once and people loved it, but in my opinion it was more likely to have been an advertisement investment from Martini Corp that has been paying off very well ever since. Even if it was not, the benefits enjoyed from continuously saying his line to Martini Corp are very large indeed: millions of people have been watching JB films (23 movies so far) and Martini Corp probably did not pay for every movie that was out there (as for Vodka, there are many brands out there, so there is more of a industry benefit, rather than firm specific benefit).

Heineken is just one of many examples of how corporations are using film as a mean to advertise their brands or products.

Education as a Business

bureau of labor statisticsI was watching a news about debt in American eduction system and it is truly shocking.

Every second student in USA is said to have a loan for their university studies and an average debt per student $25.000, but it may go up as much as $150.000. It is really a business. Compared to Europe where government pays substantial part of eduction, in US students have to pay totality of their loans.

Moreover, since 1985, education cost grew 600%, which is bigger than other major industries: consumer goods (200%) , gas (300%) and health (350%).

Source: Bureau of Labor Statistics

Still, due to ongoing economic recession, many high education students still don’t have a job and can’t pay their loans back.

Small vs Big: Companies Size Matters, but When?

economies of scale and scopeWhy are some industries dominated by huge firm with few, but powerful rivals and others have many small (or average) firms?

Could not the small firms join up through a series of expansions, acquisitions, joint ventures or strategic alliances and create one powerhouse that would dominate their market?

Lets look at examples:

In industries, such as microprocessors and airframe manufacturing, the market is dominated by few big players, while in other industries, such as apparel design and management consulting, there to be a small firm is almost a norm.

Still there are other industries, such as beer and computer software, where there are both large market leaders (Anheuser-Busch, Microsoft) and small niche players.

 

The logic of being big or small lies in economies of scale and scope.

Economies of Scale: Achieving lower costs by means of greater production (horizontal expansion).

If there is a possibility of achieving big economies of scale, an industry will be dominated by few large firms. In contrast, if only the small economies of scale are achievable, many small players will exist.

Economies of Scope: Achieving synergies by means of having bigger portfolio of products (vertical expansion).

Thus, if a firm can combine its products to reduce its costs or increase its benefits, than larger companies with more products will exist in the market. Oppositely, in a industry where synergies between products are rare, more specialized players will exist.

1 year anniversery – Intro Marketing

Congratulations to this blog, me and all the followers! It is Intro Marketing first birthday.

I started this blog as an experiment. Actually, before this one, there was another one called “from student to millionaire”. That blog was too broad and therefore I didn’t think it would be too appealing for the readers. There was some interesting content, but I still didn’t see the use of that blog, besides organizing my thoughts by putting them online. Besides me I didn’t see other people reading that blog.

This blog, however, also offered some challenges. First and foremost, there are many online blogs out there on the topic of Marketing. So how to differentiate? Also, being specific, innovative and interesting requires constant research and thinking outside box. On top of all, I always though of myself as a none-writer type of person, but rather someone who is good (very good) with numbers.

It is funny, really. I am very good with numbers (logic) and I went into Marketing, right? At least for people who are not into Marketing, the global opinion out there, that Marketing about creativity (words). Both are actually true. There is always a need for marketing analysts, and that’s where I come in – organized and creative in logical and factual way.

(This can actually be one of future posts for this blog Creativity vs Logic in Marketing – that’s how I am thinking now).

I actually gave up at one point, which I guess happens to a lot of writers at one point or another. Writing and managing a blog is time and energy consuming activity, while at same time it is nice to receive some feedback from people, which you don’t, for quite some time.

My motivation or what kept me going was that I was looking at all these real live campaigns (as well as, I designed couple of my own for a company I worked at) so there was a lot of interesting stuff out there, as well as some upfront bad marketing, and I could not tell anyone about my ideas… The closest people to me are not marketers, but they enjoy my stories. Still I require opportunity to express myself on a bigger level, so I restarted writing.

The overall stats of this blog so far are 40 posts in 1 year, which makes it around 1 post every 10 days. Total views are around 1000 views, which makes it about 25 people per post or 3 people per day. I know, that this in nothing still, but it a start (not to say that I don’t value all my readers individually!).

I also started another blog, which is called Rage at Work. This blog has a nice and funny theme about peoples frustrations, angers and upsets specially at the place of work. The idea is that people spend a big part of their time at work, thus saying that peoples lives are not influenced by their work is just out of question. Also, there are a lot of frustrations that people have to deal at their place of work… “Nothing not personal, its just business”. This blog has about 700 views in 2 month (talking about the learning curve – nice, right?).

Anyway, that blog is just fun, while this is more business, so I like both blogs.

Overall, thank you again for reading and I promise to have more great content soon!

Best,

Roman Narojnyi

PR Marketing (in Pictures)

I know we  are not doing everything right…

(CSR) Corporate Social Responsibility

 

Social responsibility

Building image and a market shareBuilding imageAdvertising correctly

 

 

Improve your Marketing program (New Tips)

Being involved in Marketing I often look for good new ideas that are out there explored by only a few, or could better used. Today, I want to share a few:

1) App’s

Apple users are specially familiar with the mobile applications for their phone, for a simple reason that they can go online and buy many of them at a Apple online store. Thus, the apps are being used each time more, and therefore a (free?) app about your company can exist for more heavy users, who look for additional opportunity to talk about your firm.

2) Self-recordings

People often wish that they could receive additional feedback from their clients about their performance during a sales meeting or get tips on how to improve their business performance in general. This can actually be achieved, without involving clients or any third party for that matter, but by becoming a third party. How to do this? By recording yourself, your business, your phone calls, …, and re-viewing it some time later. The important thing is probably to think critically about the “why’s” of what has been done or said, and to do it soon after the recording itself, so memories of the event stay fresh at the time of the review.

3) Competition

Go to competition and see what they are doing. This is of course obvious, but often times disregarded in a long-term. My take on the competition is that the first step is always to know all the existing competitors, big and small, direct or indirect, and to see what they are doing right (and possibly wrong). The next step (if it makes sense) is to actually talk to your competitors.

(The same go for the partners, except for the part of what they are doing right or wrong – as this is a management problem, more than of marketing – as you never know when and what you will need).

4) Place and time

Some products are universal and can be sold anywhere and any time, but majority are not. Therefore, it makes sense to promote a product as much as possible at the time of interest for your product. All and different kind of promotional material should be available. Consumers are in the end all different, and different things catch eyes for different people, that to say that one should not always rely on absolute and perfect Marketing program that consists of only one promotional element (no matter how good it is).

For more upcoming tips, come back to this website ;).

Rules of Consumption

Few years of working is enough to realize that you can, and definitely  should, tell consumers what to do. I call these “what to do” instructions as “Rules of Consumption”.

By Rules of Consumption I mean giving consumers directions and guidelines on how to do virtually anything.

Going back to Psychology, which is my favorite subject, one can easily imagine that people are very flexible and easily adjusting “mechanisms”. They generally like to have control and structure in their lives, which they establish through rules and regulations (“do this”, “don’t do that”) and once established, try to communicate to other people in order to create symmetry of behavior.

Rules and regulations are necessary for several reasons, such as to avoid old behaviors that are known to be undesirable for a person or a society, as well as because adjustments require usage of mental energy, which is limited. On this account, people will only adjust in situations which they think are worth the conscious effort. However, in small, everyday situations people often prefer to use pre-established routines, or is the case of this topic at hand, pre-established established rules – Rules of Consumption.

 

 

6 Steps to Live Changing Objective Listing

I am a strong believer in making the lists. Lists for everything – breaking down the things you know and do.

Most common lists are:Jedi library Listing

  • To do list
  • Objective list

But also you can have:

  • A gym exercise list
  • Shopping list
  • Birthday wish list
  • etc.

Why are list important? It is said that we can hold a piece of information in our heads for somewhere around 10 seconds, after which it is replace by a new idea or though. This can be frustrating experience because if we have a great idea or epiphany, we can forget all about it in just few seconds.

Why do you think you don’t remember much from your school and university days? There can be many reasons, but this may be one of them. After sitting in the class and teacher delivering a speech on a topic, most of what he just said, you already forgot.

What is the solution? Follow 5 step ways to Live Changing Objective Listing:

Step 1 – Have a Note Book and Pen at all times

You NEED to have notebook and a pen available to you at a matter of seconds, as our healthy brains are processing millions pieces of information every second and good ideas are bound to come up. When they do you have only few seconds before the idea is gone. Use them wisely.

Also, I have to make a special emphasis on the “all the time”, as some of the ideas will be only available in certain environments. For example: only in the shower you will remember that you are running out of deodorant (you don’t have to have a notebook in the shower, but have it close by); only at a party you will remember a promise you made to a specific person.

Step 2 –  Don’t to be afraid the stop the day to write things down

This step indeed is the most disregarded (even by me), but it is crucial because we are often confronted by the same ideas over and over again, so for all intense and purposes by writing the idea we are saving precious mind power.

Additionally, previous “at the party” example shows a situation where by not writing things down you could have missed a great opportunity.

Step 3 – Organizing (or listing) everything you want to do

After writing things down you will find a big list of information. The organization of this information should be done with a help of several lists. I have personally tried several way to compose and keep these list (such as paper files, cards, different apps and word files) and the best way I found is through an App called “Evernote”.There you can create different lists, to put as many notes as you want in these lists and to move the notes between lists, if necessary. Moreover, this app is free and available for computer and smartphones. Don’t use Evernote to replace pen and paper, use it in combination. From experience, you will soon find out that writing things on the phone is much slower and more distracting way of composing the list.

Step 4 –  Prioritize your “to do list”

As you will soon find out, you are simply overrun with the things needed to do. Most things are simply useless, in comparison to other things on your list. They will take you a lot of time and energy and will bring nothing but marginal results. To make more sense of all the sings you want to do I suggest reading “The one thing” by Gary Kelle.

Step 5 – Break down big objectives

Some of the objectives like “going to the Moon” will be hard to achieve at first. Still you can break them down to smaller elements and baby step your way to final goal. In case of going the the moon the break down may consist of “enrolling in space camp” and “learning an alien language” (however, you may break it down in your own fashion).

Step 6 – Review your list

Finally, you need to review your list on periodic bases (personally, I do it once every month). This will allow you to see your progress and simply to realize where your priorities lie and how many things that we think are important to you are not so at all.

Hope this helps and will contribute to your successful and rich lives :).

Comfort

Humans love comfort. It is not only the comfort of the body I refer to, but also comfort of the mind.

We always say that we like or dislike what we got, but the reality of the thing is that if we want to change something, this change, or better, the degree of change, should not be astronomically high. Big and fast change are disliked by human being, but small and continuos changes are welcomes. It is also true that loss of progress (even small) is perceived to be as a loss, and as such, brings us great discomfort, regardless of what the loss is.

Looking at todays economy, we can see that the GDP (in most countries) is not growing as fast as it was before the crises and in some cases it even decreases. However, lets look at different perspectives. As a student, leaving on a small amount of money (say 800 euro a month), one could survive easily, but when we grow up, suddenly 2000 is not enough. Again, people grow accustomed to their current state of living and sometimes just cannot go back.

However, looking at a bigger picture, lets think of possibility of a life of other planet, or a economical power greater than USA, which can very well be (now or in the future) one of the emerging markets, say China. Because we perceive these countries as bigger than us, we perceive them as threats, and while we wont throw an atomic bomb on China, ever if it decided to take a bigger and more pronounce play in our lives, we will do it on aliens the minute they show up, because the change will be so big and so fast that it will scare us.

Stepping back from the aliens, we can find examples of radicle changes in our daily lives. For example, if a person has a sitting job, and later is asked to having a 8 hour a day standing job, this may come as a very fast change, for which a person is not prepared. Also, telling an average person to write a mathematical code, to run a marathon tomorrow (no walking), to shoot a gun and a get the target in one shot, or anything else that we don’t do on daily bases will result in a quick defeat.

Overall, my point is that people like to think that they would like to see some positive changes in their lives today or tomorrow, but quite often they are not prepared for these changes the changes are presented immediately. Thus, a slower and more methodical approach is necessary,  building on already established grounds, making people go away from their comfort zones but not too far that they can’t handle.

Realize that this is the base for any successful campaign and build a marketing strategy around it, and you will have successful Marketing.

Nikes advertisement

Advertisement should eventually lead to sales, and there is a right and a wrong way to do it. The right way, is of course, to establish tangible goals and pursuit them, while the wrong way is just do something and hope it will work.

A new Nikes advertisement (you can see it bellow) was promoted a lot on all sort of channels, including TV, facebook, youtube, online banners, Nikes website (which was reconstructed specially for this one promotion), etc., all saying “come watch our new film”.

“Watch our new film”? Of course this is not as intrusive way as saying “buy our products”, but is it really objective? This film can (and probably did) reach 50M views, promoted as it was, but I am sure that the money spent on the ad was not efficient. Trying to make a video viral is not equivalent of having a viral video, meaning that people might have seen the video (due to all the promotion), but they did not forward it to their friends, they did not talk about, the press did not picked it up on it as much as it could have, when using so many known celebrities…

Plus there is the meter of creating such an expensive film: The company invested millions of dollars in this film, and now that it is done, they want to show it. Now more money has to be invested for people to see Nikes ad and once people saw it, they don’t want to see it again…

I still don’t think that the return on investment will be as good as Nike wanted it to be (as compared to a smaller and cheaper videos done by competition), and that the message of the ad wont be understood (at least to the point Nike wanted it to be understood).

By trying to take risk, Nike has probably done a big mistake, as the ad will be gone from peoples minds as soon as the campaign is over. Good luck explaining this to investors!

Catch Bloggers Attention

One important tool for marketing is something what I am doing right now – blogging. However, it does not have to be your own blog where you can promote your service. A word from a right (established) expert can get you more than you can do yourself, plus managing a blog is a lot of work (trust me). Sometimes it is simply better way is to outsource and focus on your competences.

I found a nice online post from other blogger which describes several ways you can catch bloggers attention (5 non spammy ways to get a bloggers attention). The ideas in the post are the following:

1- Comment (and contribute to) the bloggers posts

2- Relate your products to the blog and post

3- Connect to the readers of the blog – use bloggers already established network (trust me, bloggers like that)

4- Go beyond the blog – follow bloggers activities in other medias, such as Twitter

5- Ask blogger for interview – awareness is important for bloggers, plus they may have products that they want to pitch themselves.

Overall, the ideas are great to promote in any business, but the last idea, specially, is personally think is not well explored in todays already very much saturated society and therefore presents a great opportunity for the firms. Ver often both parties can benefit from this sort of arrangement.