Following are my personal views on what will be interesting and important in the world of digital marketing and e-commerce for 2011.
I haven’t given extensive justification for any of these. It’s just what I feel to be likely from my many conversations with industry influencers.
I’d be very interested to hear your thoughts, or feel free to post a link to your own predictions.
Yesterday News International announced that “the new digital products for The Times and The Sunday Times have achieved more than 105,000 paid-for customer sales to date." So are these figures good or not? Should other media companies be encouraged by these initial results from Rupert’s great experiment?
I’ve frequently been on record in the past, including on Channel 4 News, saying that I didn’t think Murdoch’s paywall plans were the right way forwards. So should I now be eating humble pie, given that the data and results are now public?
I keep meaning to contribute more to this (our) blog. Perhaps Twitter has made a full blog article feel too daunting. And yet 140 characters doesn’t give enough room to properly vent a view.
So I’m experimenting with a format somewhere between a blog and a tweet (a bleet - cue goat image) to catch up with various things I’ve been meaning to write about recently.
Let me know your thoughts on my thoughts and perhaps I can expand on any bleet you feel deserves it. In no particular order…
Do you remember when “unbundling” hit the travel sector? Popularised, maybe even invented, by the likes of Expedia and lastminute.com, the internet allowed customers to create their own ‘custom’ travel experience by breaking down the components, like flights, hotels, car hire and so on, into discrete elements which the customer then configured.
I think the same is happening to the retail shopping experience. And, if I’m right, there are some very considerable implications for retailers and those that play in the retail chain.
For a while now people have been
speculating whether ‘social media’ sites, in particular Twitter, pose a threat to
Google search as people increasingly choose to ask their network for help
rather than search.
I can see this happening in a small way but it is certainly
nothing like a Google killer.
However, based in part on our own experience, I have been wondering increasingly how
social media could impact negatively on paid search spend, which might be some
cause for concern at the search engines?
There has been a lot of talk about publishing business models related to paid content. We understand this space pretty well, given that Econsultancy has been operating a ‘freemium’ model successfully for over 10 years now.
But rather than talk about our business model, I wanted to give five tips from my own experience on what I believe is important, and what works, in order to be successful at selling content online.
So how big a deal is iPhone adoption? Is it all about the apps? Or are increasing numbers of iPhone users using your website, just on their phones?
I took a quick look at the stats for Econsultancy.com...
As you are no
doubt aware, the newspaper industry, and the publishing industry more broadly,
are scratching their collective heads about how to transition their business models
to the web. How to avoid offline pounds evaporating into online pennies. How to
charge for content.
And, if you’ve
ever had anything to do with measurement and analytics, you’ll also know how
hard it is to measure marketing effectiveness across multiple channels in order
to optimise the mix and maximise effectiveness of spend.
But don’t fear. I
have two ideas….
I'd be interested to hear what free tools and services people use to gauge levels of traffic and the nature of the audience to any website?
Obviously this information is useful for competitive intelligence, media planning and buying, search optimisiation, online PR, affiliate marketing etc.
On 14 December 2008
we relaunched the Econsultancy.com site. This involved a subtle name change (“E-consultancy”
became “Econsultancy”), a new logo, a completely new look site with a new
directory structure, a new URL, on servers in a different country. We had to
migrate 10,000s of pages, deleted a load of old ones, and created 10,000s of
The background to all this is explained in my interview
about the new Econsultancy site – and question 9, about the SEO impact of
this large change, is the subject of this post. What has happened to our
previously excellent search rankings since the changeover?