YOU AIN'T GONNA LEARN WHAT YOU DON'T WANT TO KNOW

Search is OIL (continued) I

Search is OIL (continued)

I previously wrote a piece here, about the Google/Yahoo challenges, and how marketers, that I have come in contact feel about online marketing in 2006 and beyond.

My main point was that advertisers who have experienced fantastic results using Search Engine, and Keyword PPC (pay per click) media, have done well....but, its time to refocus, and figure out the next "thing" to move the needles of their respective companies.

Well, it appears courtesy of Fred Wilson -- (who I read daily, and is one of not only the best bloggers online, but also just a great person) -- he has found a piece about "where marketers are focusing their online budgets in 2006. The article link is here --but here is a quick little point....

"Here is some data from the BtoB online survey "2006 Marketing Priorities and Plans" of 366 senior marketing executives that seems to indicate that observation is correct.
In 2006, 72.0% of marketers plan to increase online budgets. Within Internet spending, the specific media that will receive the greatest share of marketers' online budgets in 2006 will be
Web sites (30.3%)
e-mail (22.0%)
search (20.3%)
sponsorships (10.3%) "

Great, and what does this mean?

For some, who read that "email marketing " is coming back, they associate that word with SPAM.

Its not.

What it is, is a realization that companies want to move their communication with you online.
As a example, see what the online brokerages have done. (Etrade, Schwab) -- as well as banks...- I get virtually NOTHING in the mail from my provider.....

Companies will look to spend money on infrastructure, database management, analytics tools -- and media to capture data on the following 2 profliles --

* current customers
* prospects (high quality potential customers)

So, a retailer, a restaraunt chain you frequent -- will be more aggressive (both in store and online) about asking you to be part of their mailing database FOR INCENTIVES, like discounts, special offers and promotion.

The key is how that advertiser treats you in their interaction over email, will they bombard you - looking to turn a quick buck?

Or, will they treat you like GOLD?

I think this medium is maturing, and if senior executives say that email marketing is coming back, I think the web in general just stepped up - (and the SPAM connection or word associationto the word EMAIL will dissapate. )

I am VERY bullish on email marketing, and growing a database (lead generation) of high quality people, coupled with providing high value to consumers, is a long term win.

Companies positioned to ride this wave, (email marketers) will be HOT in 2006 and beyond.....

Surroundings and Accountability: I am

Surroundings and Accountability:

I am pleasantly in a place, where I get to hear many new business concepts and ideas.

Sometimes, when you are in a a large company, in a job, you forget that there is a whole world around you - becasue you are so consumed with your responsibilites -- and you lose sight of the industry around you. (and the web moves fast)

It's good and it's bad.

It's good, because the company is paying you to MAKE THE COMPANY perform.....perform better for it's clients, its shareholders, and the employees.

It's bad, because you LOSE THE VISION of what is going on in your industry. (and the web moves fast)

This hurts, but this week I saw a story on MSNBC, about a father who works for FORD MOTOR in Detriot, and his 3 boys do as well in factories around the country. It was a sad story. This was a "auto" family if there ever was one, this family made sacrifices to work for FORD, (they were asked to relocate, take furloughs) but in the end, they believed in the future of the company.

Ford announced this week, that it is in the process of laying off 35,000 workers, now this entire family--- (father and his 3 boys) are out of work.

Had they taken a closer look at the industry, maybe realized what was going on around them - they might have created a PLAN B -- and planned to leave, for life after FORD, or gotten out of the industry altogether, and into something more lucrative.....

They did not.

They were focused on their task, installing windshields, and supervising brake applications. Takng little notice that the US auto industry is slowly dying, and that their company is grossly mismanaged, as well as not meeting expectations. (they may have known, but they had confidence it would turn around, but why?)

Working in a job on the internet, is it OK to make the same kind of mistake as the AUTO workers did? (working for a company or a industry segment online, that is doomed or underperforming?)

I dont have the answer, but interested in the feedback.

Posting from a hotel on

Posting from a hotel on the road.....

Speaking of music. The Grateful Dead had a HUGE impact on my life. So much so, that I think (other than family) -- it was the single largest NON GENETIC alteration that happened to my being.

And, it was for the better of course.

But, sometimes we tend as time and space get between the things we love, and loved in the past, we lose touch, not all the way - so the chain isnt severed, it just isnt AS ATTACHED.

It reminds me of the story of the "tree" - in the kid's story "The Giving Tree" -- the tree takes care of the boy as a child, provides comfort all the years of the kids life.

I wont bore you with details - but the kid get older and visits the tree less.

This is what has happened with my interaction with the Grateful Dead.

But, when I go back to the TREE, or Grateful Dead -- let me tell you, it hits me like a ton of bricks, knocks me off my feet -- and I feel like I'm home.

This is what hit me today -- and this fine vintage, 1974, is some of the best.

05/19/74 (Sun) Portland Memorial Coliseum - Portland, OR
Set 1: Mississippi Half-Step Uptown Toodeloo, Mexicali Blues, Big Railroad Blues, Black Throated Wind, Scarlet Begonias, Beat It On Down The Line, Tennessee Jed, Me And Bobby McGee, Sugaree, Jack Straw, It Must Have Been The Roses, El Paso, Loose Lucy, Money Money, China Cat Sunflower > I Know You RiderSet 2: Promised Land, Bertha > Greatest Story Ever Told, Ship of Fools, Weather Report Suite Prelude > Weather Report Suite Part 1 > Let It Grow > Wharf Rat, Big River, Peggy-O, Truckin' > Heaven Help The Fool Jam > Not Fade Away > Goin' Down the Road Feeling Bad > One More Saturday Night, E: U.S. Blues

Damn, fine show -- and Jerry Im back gearing up and getting ready for Spring.

Getting togther the mail order, planning on hitting the road, and psyched to watch you step back and rip.

Damn, Jerry I miss you.

The changing face of Music.

The changing face of Music.

"Music distribution" is a key phrase, and one that consumers need to pay attention to.

Back in the old days, (pre-internet) --in my youth, I'd saunter over to TWO GUYS, Crazy Eddie, or Sam Goody to pick up a record, cassette or even a CD in later years.

Basically that was the model of getting music into the hands of consumers.

Lots have changed, technology, buying habits, the music itself -- but what has not evolved and kept up with the changing landscape is the way we PURCHASE, and the music companies ability to GET IT TO THE CONSUMER.

I refuse to buy from Best Buy. I will NEVER purchase a CD from them. Why? I dont like their tactics of dealing with artists. I will NEVER buy music from Walmart. Same reason.

I loved supporting the little business owner. Where I grew up this guy, (old hippy) had a store called "The Record Setter" -- he was so great, and charming to the buyers -- he turned me on to my first Miles Davis, Coltrane -- and he also got me hooked on The Ramones.

That would NEVER happen at Walmart or Best Buy. (and it affects the music itself)

Radio and limited distribution channels are solely determining what is being played -- and what is getting out there.

The lack of "Distribution of content" sources is sinking the music industry.

ITunes, and a few others control marketshare. But who controls getting it out there for listening to the public -- to FIGURE out if they want to purchase?

2 main companies, ClearChannel and Infinity. These 2 groups control the lions share of FM broadcast - (as well as AM)

With 2 companies pushing content, and limited distribution alternatives -- we have a recipe for MASSIVE change in the music industry.

Ford just announced layoffs of 35,000 workers -- the automotive industry was SLOW to change the last 20 years, and we are witnessing it again in the music business. (same scenario)

In some garage there is a kid, and this kid is developing a ingenious way to distribute music, and get it into the hands of consumers. The kid will be the next , Steve Jobs...

Until then, here is a site of a company and a guy, Dave - who has done a fantastic job of trying to figure out the system, get content - and distribute it. I support him, and my hats off to a entrepreneur, for seeing a need, identifying the need - and executing.

Check out his site, listen to the radio, and see if you see what I'm referring to.

Here is the link: digitalsoundboard.net

Good job Mr, Dave.....(and I'm a customer)

Andy

As January draws to a

As January draws to a close, I have to admit - this month more than many others in my lifetime -- I have a most uneasy feeling as we move ahead in 2006.

I am not a "tea leaf" reader, nor am I a visionary when it comes to stuff that may transpire.

But, I like to think of myself as a novice of history, and more importantly a good "study" of conflicts worldwide.

My gut is telling me that much like August of 2001 - (the month preceding that dreadful day/month of Sept 2001) - that this January that we are leaving behind us, may be that same kind of month.

Why you ask?

One word -- one country IRAN.

Quietly, it has stepped back into our lives. I will NEVER forget certain things about my teenage years, and one of them was the HUGE impact that the Iranian Hostage crisis -- had on me.

It forced me, at a young age to write Hodding Carter, (working for Jimmy Carter) a long letter imploring him not to sell AWAC's planes to the Saudi's out of fear it would tip the scale of power too far in the Middleast.

The scales are not about to get tipped moving past January 2006, the scales are about to get demolished, and catastrophe will result for us all.

It may result in nuclear blackmail.

One of the key elements up to this past month, is that the countries that possess nuclear weapons (with the exception of North Korea) - had some sort of fear of mutually assured destruction.

The Iranians Mullah's don't.

They think this is their mission.

I have disagreed with our President on some issues, and frankly, this is the MAIN ISSUE for me in judging his Presidency.....and in generations to come.

Hopefully, January 2006, IS NOT the equivalent of August 2001 -- when all of our lives were affected/changed -- but this time, the consequences could be even more horrific.

I hope I'm wrong, but conflict and a showdown is looming on the horizon.

LowerMyBills.com wins a judgement against

LowerMyBills.com wins a judgement against NexTag, and specifically their "infringement" of creative copyright?

That means banners, that look alike? Creative Copy?

This could have a chilling effect for lead generation online in general, although I'm not sure how to interperet.

I mean, if a copy uses similar tactics to do lead stuff with like, "Win a Free IPOD?" or, "Bill Me Later, but send me Free copies now.." Can that be considered similiar, can companies patent their creatives as well as methods of closing a consumer to signup?

Here is the piece - http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/01-23-2006/0004265042&EDATE=

I just felt a chill go through some "in-house" dot com legal offices.....

Here is the next memo: (hypothetical)

From: Legal
To : Everyone
Date: Today

Before you run a campaign, Legal must approve all creatives that were done in house.
No exceptions.

Sincerely,

Mr. or Mrs. General Counsel.

New Technology, and Change in

New Technology, and Change in Media Consumption

Anyone that has Sirius Satellite Radio, and is a fan of Howard Stern, may have recently noticed a change in their "radio" consumption.

I did.

And, taking a random poll of 4 people (who also have Sirius, even though this is statiscally insignificant) I found that my finding, and MY behavior was not alone.....

Since Howard has come on the air, Channel 100, I have NOT taken Sirius off the radio, when I'm in the car....it comes on when I get in, and 100% of the time when the radio is on, Howard 100, or 101 is on. (Sirius and Howard, have designed compelling programming 24 hours a day)

( I have listened to my CD's in longer trips - but as far as radio stations, this had been the trend, neither AM nor FM have been heard in my auto)

My media consumption has changed, along with technology, and certainly because of CONTENT that I really like, and enjoy.

The interesting thing about this finding was, until I randomly polled others, I thought I was alone...

This is a trend, and much like portals fight for our eyeballs online (and time spent on their site) - with the arrival of Howard to a new medium -- he is changing MY MEDIA CONSUMPTION more than the technology.

I had Sirius for a year, and listened sporadically, but NEVER FOR 2 weeks straight.

So content wins, and the content RADICALLY ALTERS media consumption across new mediums.

Search is OIL. One of

Search is OIL.

One of the reasons (and possibly a small reason) - that Advertising.com is so successful is because the leaders of the company from the outset, allowed the marketplace to dictate where precious resources (developers, technology, internal focus) should be allocated.

This is no small task, or feature of a company.

There were companies that had more money, more marketshare, and certainly without a doubt MORE advertising people in them. By definition, THEY WERE SUPPOSE TO SUCCEED, for they had brighter people "from the field."

Wrong.

They had people who had preconcieved notions, baggage, and egos that made them take their companies in this direction or that....and they changed course, as the winds of change blew through 2000-2002. They (competitors) tried to be a network, they tried to do CPA, they attempted to be a technology company, and best of all, in the end, they tried to emulate Advertising.com.

The key takeaway here is that the leaders of the company were smart enough to let "revenue, and sales lead, for it is the clients that determine what we should develop, package, sell, and deliver on..."

What a great concept. Companies say they do it. But, do they really?

Really good ones do.

Which leads me to the Search Marketplace. Search is dominated by two companies today, Google and Yahoo.

In the Advertising world for the last 3-4 years, it has been the "search/keyword" marketplace that has really helped advertisers, and marketers WIN online. Sure, there have been other platforms that have helped advertisers gain marketshare, new customers, and increase online efficiency....but, overall the consistent theme is that Goog/Y drive the most/best/cost effective returns for their organization.

Search is the equivalent of oil, for advertisers. (oil for the world economy)

The main search players (in my world) are equivalent to OPEC.

They control the marketplace, clickstream info, ability to test for big clients at the expense of little guys, and are sitting on such a rich resource----THE RICHEST DATA SOURCE KNOWN TO THE ADVERTISING COMMUNITY TO DATE.

Sounds like oil a bit? Couple of countries with the main resources, supply and demand issues, maybe a bit of arrogance....but the theme is RELIANCE.

But, with the search business the reliance is by the Advertisers themselves.

Many marketers have TOO MUCH reliance on results (from Goog/Y) as well as, too much laser like focus on their daily reports from the search engines.

Search will grow this year, and it even will outplace the growth of online spending overall. But, it is not indicative of where the market is going. The growth(in search) is coming from a few places.

* the increase in keyword pricing for terms that have the best ROI
* small to mid sized business coming online and testing
* local businesses coming online and enhanced technology to deliver customers locally
* ability of Goog/Y to PUSH their content, (imagine the yellow page ads, out of the book, and placed in front of you when you WERE NOT looking in the publication)

With my clients, I have explained the CASH COW theory.
Pretend your biggest source of new customers online, best ROI vehicle (in this case search) went away.

What would your immediate course of action be? Is there a plan B?

This is actually a great exercise, because like "oil"- you should have a plan in case there is disruptions in your ability to get and use it adequately. Remember, oil will still be around--- BUT MANY WILL BE PRICED OUT OF THE MARKET FROM USING THE PRECIOUS RESOURCE.

It's happening in the search arena.

I am preparing my clients for that day, and it helps to understand ... that there are other avenues for marketers to start thinking and delivering results for their organizations.

This is not a indictment of the search marketplace. I believe it be a essential part of any media plan -- this more about reliance and focus, and I'd like to see marketers EVOLVE, and rely less on a platform that seems to be "leveling off" in its ability to sustain results for advertisers.

I have recently been involved in "reinvigorating" the email platform.
Couple this with enhanced technology in the "database" marketing service arena. There are some new features, and abilities to segment users based on VERY important information in a database -- and optimize accordingly -- that was NOT EVEN known about a year ago.

Behaviorial Targeting.

Promotions, and the ability to grow a RELEVANT database of consumers in the advertiser's demographic......in a straight forward, cost effective manner.

And, my new favorite. ( I have seen recent testing on this and it is incredible) -- complete 110% personalization of any ecommerce site, based on user preference. Call it Web 2.0, or whatever you want....but, I'm a fan, and the data proves that CONSUMERS, and ROI are the winners.
(this is easier than many think, and it is basically a landing page, geared toward preference and determined by the user, and the user (consumers) behavior.)

Search is oil, many of us, are working on alternative "ROI" resources online for marketers looking to win.

Feel free to contact me with ideas or input. Thanks to the many who have sent me words of encouragement thus far, it is much appreciated.

Architects vs. Builders Architects are

Architects vs. Builders

Architects are visionaries, people who create, conceptualize - and lay out a plan, design, or masterpiece of the future, for others to follow and embrace.

Builders act on the plan and concepts of Architects.

Architects (good ones) are rare. They are so rare, that we have valued them very highly from a compensation standpoint, and in the capitalist system, the free market allows these people to flourish, and stand apart from the rest.

A great Builder, is also very highly valued, and is worth alot. The operational, and strategy skills needed to manage a company, be a project manager, lay out a tactical plan for others to follow, and act on efficiently -- ALL AROUND THE MASTER PLAN OF THE ARCHITECT, is as important and necessary as the original architects vision itself.

Generally architects,(of ideas) do not make good builders. You will find that they DO NOT want to be in the operational day to day, and when they do have to "get their hands dirty" -- they bump elbows with really efficient builders.

Where am I going with this?

Last night I saw the Rolling Stones at Madison Square Garden. They are in their 43rd year of existence, and their 41st year of playing in the US.

Music is a important element in my life. It feeds my soul, and the Stones for a VAST majority of my life have provided me with unspeakable joy, comfort, and dare I say -- "bliss."

Few bands have done this -- there are probably about 4, and they hold a special place in my journey through life.

Last night, I had limited expectations about the result of going to the show. I went to 4 Stones shows in Sept, and was "so - so" in my review. It wasn't great but, it wasn't bad -- it was just plain good.

Everyone can have a off night, but after seeing 4 "average nights" of the Stones, I came away with the feeling that possibly the time has come .... and maybe I should accept the age factor in seeing live acts...and expect less.

Mick Jagger always gives his all, and I like him...but I dont go to see the Stones for Mick. Infact, at a Stones show, my eyes 90% of the time are on 3 people. Keith Richards, (guitar) Ronnie Wood (guitar), Charlie Watts (drummer). I am in the vast minority here, because Mick is the ultimate frontman, running, , singing songs, high impact, changing wardrobes --- just drawing in the crowd and feeding off its energy for every tune.

I go for the guitar, I go for the MAIN architect.

The architect in this corporation, the guy who created the vision, the guy who made the "riffs" -- conceptualized the MUSIC, (not anything else) -- just made good ol' music is, Keith.

But, its also very important to note, for many years -- he was the architect, and NOT the builder. Meaning, although he wrote, and opened all songs with his chords, and riffs (that he created) -- ultimately, and for a variety of reasons it was his builders, Brian Jones, Mick Taylor -- and for the past 30 years, Ron Wood who were the "builders" in the Stones, not to mention the rest of the band.

Going to see them for the past 20 or so years, it was always a treat to see a legend, and watch a architect, and how the music he created, has evolved, but interestingly enough, it was the builders who frequently carried the day, (or the show).

Not anymore.

This was the best Stones show I saw EVER.

You know why?

The archtitect came back (for one night) to be the builder. Early on Mick made reference to Mark Messier's retirement, and how much love he has for NYC and playing here -- saying, "SSShhh dont tell the rest of the world, but this is our favorite place to play..."

Last night Keith played like it was his last time playing at MSG.

The architect took EVERY solo, there was NOT ONE Ronnie Wood "moment" when he typically stands out and shreds, on Tunes like "Sympathy for the Devil" or "Gimme Shelter" were always reasons for Ronnie the builder to stand out and shine....and I have always loved it.

But, I loved it EVEN MORE - when for the first time, the architect all night said, "This is my show tonight fellas, let me have a go at it..."

And, boy did he.

Builders are vital, builders are 99% of the world. But, when you are lucky enough to be around an architect in your trip through life, (in any fashion, job, family, relationships, hobbies, passion) -- and you catch the MOMENT when the "architect" shows the builders his vision, passion and energy -- by actually DOING what he created --- and doing it better for a brief period than anyone could ever have imagined--- (in this case 40 years ago) -- you get to catch a "rainbow" in the palm of your hand.

Savior those moments, they dont come around often enough.

For some odd reason, (and I pray, as I always do when I watch them walk off stage) that last night was not the last time I would see these builders on stage, along with this architect. I've felt that before -- but that rainbow moment happened last night....was it a signal, a sign?

Whatever it was, the architect hit me hard last night, and I can't thank him enough.

Andy

Setlist here: 1-20-06 MSG,

1 Jumping Jack Flash 2 IORR 3 Lets Spend the Night Together 4 ONNYA 5 Sway 6 As Tears Go By 7 Rain Fall Down 8 Ain't to proud to Beg 9 Gimme Shelter 10 Tumbling Dice 11 Intro's.. 12 This Place Is Empty 13 Happy 14 Miss You 15 Start Me Up 16 Get Off Of My Cloud 17 HTW 18 Sympathy 19 Paint It Black 20 Brown Sugar 21 YCAGWYA 22 Satisfaction

Long days, exhaustion, the feeling

Long days, exhaustion, the feeling of accomplishment.

You lay your head on the pillow, and you feel good after really spending a day "nailing something."

In my world, "nailing something" means making people, prospects, and clients understand and GET THE MESSAGE, I'm trying to convey.

As a salesperson, (on the web) you sometimes have days, and pitches - where you clearly understand early on in the meeting, that this group WILL NOT get it. It's not that they dont have the capability, or the capacity -- its just that they plain don't care one iota.

When it comes to internet advertising, and direct marketing principals, it generally requires larger brands (clients) to "roll up their sleeves" and get a little dirty, rub their heads, get a headache -- but make the leap to -- TRY AND GET IT. Those that do, are generally the ones that win online, and are driving the huge results for their organizations.

The ones that don't get it, are usually NOT the folks to be spending too much time on.

Early on (1999), I think by default - I was a "missionary" for web advertising. I had to literally educate people on the value of being on the web. It's not quite that way anymore -- but I can tell you this.

I spend little effort, and expend little energy, trying to convince marketers, or leader that they need to get on the web, and have a strong presence. They either get it or they don't.

The ones that do, get my love, energy, attention and focus.

The ones that don't, well I'm not a missionary anymore -- the web is here to stay, and I'll direct 110% of my energy and resources, towards people ready to get in a car, and put the horse and buggy in the garage.

My portfolio thankfully is filled, as I can best describe--- with "GET IT" people, and organizations.

It is the first time in my life, that I can say that.

And, I sleep better.