Undervaluing The Click and Mobile’s Importance in Conversions

Mobile advertising is worth ten times the amount marketers think because it drives more offline sales than marketers are able to measure, according to Google’s Matt Bush.

Source: Google: mobile is ten times more valuable than marketers think

Part of me (the marketing consultant part) wants to jump up and down and say “YES! SEE! READ THIS, SKEPTICAL CLIENT!”

Another part of me (the cynical online marketing veteran part) looks at this relatively cynically since it is coming from Google. Google is making intentional moves to distance its majority of revenue from cost per click actions on desktops and laptops and focus on transitioning its largest advertisers to mobile, contextual, and video (YouTube) ads. The average Cost Per Click revenue is down 11% this past quarter from a year ago and will continue to plummet as advertisers continue to realize that clicks aren’t a scarce commodity. That would fall in line with this statement from last week:

According to Bush, marketers are underestimating the value of clicks on desktop by about four times and clicks on mobile by as much as ten times. “You can see if someone had clicked on an ad or visited store, we need to start thinking about the creative we put in place.”

So which part of me is right? As with most things (especially in advertising / marketing), it’s not a black-and-white issue. Yes, Google is right to encourage advertisers and marketers to realize that clicks are undervalued when it comes to the conversion process. However, that realization would serve Google well.

For over 10 years, I’ve been arguing that marketers need to get beyond the old metrics we were and have been using for evaluating click effectiveness (whether in a CPC mode or in actually clicking on a link).

We’ll see if mobile finally delivers on that promise.

 

You Won’t Make Money with Your Website

“The future for most publishers is likely that of pure content production only, save for the few — like Gruber — who are destination sites capable of selling native advertising in stream (or selling subscriptions, like this site). What is very much in question is exactly how users will feel when they finally get what they claim they wish for.”

Source: Why Web Pages Suck – Stratechery by Ben Thompson

Ben is mostly right with his analysis here – the only point I’d include is that there are possibilities (still) for small and niche sites to utilize affiliate marketing for profits. Even better are sites that are shaped around podcasts (*cough* Thinking.FM *cough*) or video etc.

If you’re looking to start a site, grow a large readership, and make money from advertising… that ship has sailed.

As I told a client this morning, websites and podcasts and YouTube channels aren’t direct money makers… they are marketing channels.

Google Affiliate Network 3.0

google-affiliate-arabe

“To be clear, the merchants will still handle the actual product fulfillment, although the pages will be hosted by Google. The company emphasized that it’s trying to reduce the friction in mobile purchases without interfering in the relationship between merchants and consumers. That’s why the purchase page will carry the merchant’s branding, and if the product isn’t exactly what the shopper is looking for, they’ll even be able to search for other products.”

Source: Google Unveils “Purchases On Google,” Which Are Basically Buy Buttons In Mobile Ads

Sounds a lot like affiliate marketing to me.

Ah, the good ole days.

Affiliate marketing always was a good system in theory, but I’m always a little sad its promise of a democratized marketing industry never really materialized. Like our social interactions, I guess it’s up to the large silos to run the show.

Nice rundown of “Purchases on Google” over at Marketing Land.

Google Domains Web Hosting Partners

googledomains

This morning I’ve been working on a site domain issue for a new client who we’re building a website for, along with social media and email newsletter campaigns. The issue I’m working on is rather obscure, and I had a quick thought to check out how other domain services handle it to compare with the service we are using (Namecheap) for this account.

I reviewed the regulars such as Hover, GoDaddy, eNom, Network Solutions etc then remembered that Google had recently opened up its own domain service to everyone after a while in beta. We had a beta account early on and I moved over one domain there to see how things worked. It’s a nice, clean, simple, and straightforward approach somewhat synonymous with Hover’s.

What surprised me this morning (I’m sure it’s been there for a while and I’ve just missed it since I don’t use Google Domains on a regular basis) are the promoted website building partners that Google is prompting here along with its own (terrible) Blogger service. Domain services such as Namecheap or GoDaddy offer an in-house style page builder that is an additional cost / upsale for domain purchasers. I wonder what the deal is between Google and these services?

All of these are relatively easy-to-use services and have their own unique monthly or yearly costs. We use Squarespace and Shopify occasionally for clients as a caveat. I wonder what the conversion rates for these are? Do people (not website devs or agencies like ours) sign up for these services through links such as this?

I wondered if other domain services had similar promoted partner offerings, and it looks like Hover has recently rolled out a similar thing…

 

Hover_-_Manage_Connect_and_Creative_Cloud_and_nvALT

Obviously, Google isn’t going to promote Tumblr after it was acquired by Yahoo last year, but Squarespace and Shopify also show up in Hover. Format is an interesting addition as I’ve always thought of them as a more static / portfolio type host.

As an aside, I wonder if other smaller site builders such as Ghost or Barley (in reboot mode now) will find audiences through these types of promotions?

Regardless, I encourage everyone to have a blog for their own person and to have a site for their business / group / school / club / nonprofit / church / organization etc. You simply cannot base your online identity (personal or professional) on Facebook or Facebook Pages for many reasons. These types of promotions will hopefully lower the bar and help more people on the web realize that.

Now that you can easily create and design website on your phone, it feels as if the act of setting up a site has moved from something like “specialized knowledge” into common understanding. That’s a good thing and will make the web stronger (even if it gets a little uglier).

And when you get ready to take your site to the next level, get in touch and we’ll build you something unique and capable of what you need after you get your feet wet.

The problem with demanding that secular culture reflect biblical principles

“We were never commissioned to demand that secular culture reflect biblical principles. We were commissioned to reflect biblical principles in the middle of secular culture, pointing to God’s redemptive story.”

Source: Christians Shouldn’t Be Culture’s Morality Police | RELEVANT Magazine

Good article that I wish more people of faith would read. There’s no shame in actually following Jesus and his example of communing with those who disagreed with him and who were labeled as “bad folks” in his culture.

Thanks for passing on, Merianna.

Obama Administration Issues Final Contraception Coverage Religious Accommodation Rules

“Providing written notice, courts have determined, does not constitute a substantial burden on religious exercise. Beyond that, the rulings emphasize, contraception is made available and paid for by others under the plan, not the objecting religious organizations.”

Source: Obama Administration Issues Final Contraception Coverage Religious Accommodation Rules

Finally.

Now let’s move on to issues affecting our communities, states, and country that deserve the type of scrutiny, examination, and money that this has received.

How to Stop Worrying and Learn to Love the Internet

“I suppose earlier generations had to sit through all this huffing and puffing with the invention of television, the phone, cinema, radio, the car, the bicycle, printing, the wheel and so on, but you would think we would learn the way these things work, which is this:

1) everything that’s already in the world when you’re born is just normal;

2) anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;

3) anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.

Apply this list to movies, rock music, word processors and mobile phones to work out how old you are.”

Source: DNA/How to Stop Worrying and Learn to Love the Internet

Still a good read from Douglas Adams (16 years later).

Troubling Theology

“Nothing surprises our God. He is perfect in omniscience. He knows everything that can be known including what is going to happen in the future. In other words, what happened on the Friday before last came as no surprised to God. Neither will it prove any kind of meaningful impediment to the advance of His kingdom. We serve the God whose plans could not be derailed by the unjust death of His Son. His church survived the Roman Empire. It survived Christendom. It survived the Enlightenment. It survived Darwinism. It survived Stalin. It survived Mao. The church is surviving ISIS and Boko Haram and Al Shabaab and Al Qaeda. Christians holding to the historically orthodox position on sex and marriage should in no way think that the legalization of same-sex marriage in this country on the basis of the opinion of five people will pose any kind of an existential threat to the church.”

Source: What I said to my conservative church about same-sex marriage | Baptist News Global Perspectives – Conversations that matter

This strand (fractal?) of a theology is so troubling to me.

What If Everything You Knew About Disciplining Kids Was Wrong?

Teachers who aim to control students’ behavior—rather than helping them control it themselves—undermine the very elements that are essential for motivation: autonomy, a sense of competence, and a capacity to relate to others.

Source: What If Everything You Knew About Disciplining Kids Was Wrong? | Mother Jones

Must read for parents, teachers, students, and most everyone else.

Screen Addiction is a Generational Complaint

The new grandparent’s dilemma, then, is both real and horribly modern. How, without coming out and saying it, do you tell that kid that you have things you want to say to them, or to give them, and that you’re going to die someday, and that they’re going to wish they’d gotten to know you better? Is there some kind of curiosity gap trick for adults who have become suddenly conscious of their mortality?

Source: Why Grandma’s Sad – The Awl

Recommended response to the alarmist piece in the NY Times this weekend regarding “screen addiction” and children.

The Reddit Revolt and Social Silos

The sudden revolt has thrown one of the world’s most popular sites into chaos. It wasn’t immediately clear why Taylor, who joined the company in 2013, was fired. But the response by moderators was as swift as it was ruthless. Within hours, the moderators of /r/IAmA took the subreddit private, effectively shutting it down. That started a cascade of moderators shuttering dozens of subreddits—/r/askreddit, /r/todayilearned, and /r/pics among them—that is still growing, crippling a site with some 160 million users. Many more subreddits, including /r/science, have expressed solidarity with Taylor but remained open.

Source: Reddit Is Revolting | WIRED

Reddit is in a state of turmoil from the firing of a popular staffer as well as a continual breakdown of communication from company officers and subreddit moderators. Reddit itself functions primarily due to the hard work of popular and niche subreddit moderators who laboriously spend time curating and improving the experience of the “internet’s front page.”

What’s interesting to note here is that moderators from hundreds of subreddits are using this as an opportunity to voice their frustration with how the company supports and enables them to do what they do. There’s also ongoing questions and antagonism between community leaders and the company’s new CEO due to her attempts to limit harassing and defamatory posts by users.

Reddit’s distributed model lends itself to such rebellion. Similar things happened to Digg when it began its decline, which gave Reddit a boost of audience. There are cautionary tales of dozens of forums undergoing similar events and eventual departure of key users and members as well.

What does this mean for other social silos such as Facebook or the post-open Twitter or Google+? In my mind, one of the key benefits to the path that Facebook has taken with making key features into standalone services or apps (Messenger, Pages, Instagram, Whatsapp etc) or Twitter with Vine is that these social networks are now more insulated from being left behind due to a mass exit based on inner turmoil.

Much like NASCAR fans decrying the sports’ and associated tracks’ latest announcement asking for Confederate flags to be left at home and, passionate people who feel entitled due to a conception of buy-in can feel betrayed and threaten to leave. Social spaces on the web are built to fail, and companies have to both diversify and continue to attract a membership that is comfortable with evolution.

 

The problems with ebook subscription models

Way more people watch TV and movies and listen to music than read books or magazines. That’s why we’re starting to see that Netflix is Netflix, Spotify is Spotify, and ebook and magazine subscription sites are, well, something else.

Source: What Scribd’s growing pains mean for the future of digital content subscription models » Nieman Journalism Lab

You have to be careful of those romance novel readers.

I’ve been fascinated by the concepts of ebook monetization since self-publishing and ebook publishing became a bona fide option for mainstream publishers and authors. It’s one of the reasons I’m excited about what Merianna is doing with Harrelson Press and the ultimate direction we’ve mapped out there (more on that later).

However, it’s clear that a subscription type model from Scribd aren’t the best way forward. The ebook industry is a weird and complicated beast as companies from Google to Apple to Amazon have discovered in their various attempts to become the “Netflix” of this respective market.

Regardless, publishers are going to be the ones that have to change and adapt to make sense of this newish form of reading and producing/consuming content. We’ve seen how the music industry seemingly collapsed during the last decade when singles become the prime selling vehicle, replacing albums. Now, we’re seeing a period of consolidation by the major labels and partners such as Apple or Spotify to allow for the labels to make the most profits from agreements while artists are paid fractions of a cent per streamed play. That will change as artists figure out the game and we see more Taylor Swift’s pushing their weight around the industry.

I don’t think we’ll see a similar contraction / consolidation in the book publishing universe because the tools for making and consuming books are more democratized and the industry is ripe for disruption.

 

Thomas Jefferson Was Obsessed with Mammoths

“For most of his life, Thomas Jefferson was obsessed with mammoths. (More correctly, he was obsessed with American mastodons, tree-chewing cousins of mammoths that lived in the Northern part of the continent—but at the time, he and the rest of the world thought they were mammoths.) He liked theorizing about mammoths, he liked talking about mammoths, he liked making his friends rack up exorbitant postage bills in order to mail him mammoth teeth. And for decades, from the mid-1760s onward, he was particularly dedicated to one surprisingly high-stakes activity—convincing a famous French naturalist that mammoths were still out there, tearing up the wild West with their tusks.”

Source: Thomas Jefferson Built This Country On Mastodons

I had no idea.

When Pres. Obama heard the news about the ACA Supreme Court Decision on Thursday

obamawin

So, when the briefing finally ended, I asked Denis McDonough to come back into the Oval Office and showed him the clock stuck at 10:10am. I then showed him the back of my camera, where he could see the photo of the President first being told about the decision. The camera time read 10:10am.

via The White House on Medium

Talk about a coincidence on a historic day.

Our Week in Washington D.C.; Or How do I explain to my daughters how important this all is?

“The Supreme Court legalized same-sex marriage across the United States Friday in a closely divided ruling that will stand as a milestone in its 226-year history.

The justices ruled 5-4 that states cannot deny gay men and lesbians the same marriage rights enjoyed for thousands of years by opposite-sex couples. Within days if not hours, the decision is expected to trigger same-sex marriages in states that still ban the practice.

“They ask for equal dignity in the eyes of the law,” Justice Anthony Kennedy said in his 28-page ruling. “The Constitution grants them that right.”

Source: Supreme Court strikes down bans on same-sex marriage

Saving this for posterity because I’ve been in Washington D.C. this week with my wife, our soon-to-be-born baby boy, and my young daughters (age 7 and 5). While we’ve been doing the touristy stuff, we’ve also been in the midst of two major Supreme Court decisions on “Obamacare” and marriage equality.

My girls have gotten to walk past the Supreme Court and stand with us while we took the chants and the applause in after these rulings. I didn’t hide my tears.

What a week. As the Confederate flags come down across Southern states and my own beloved South Carolina after the terrible massacre of innocents in Charleston, we see the rise of something different in our country.

Here’s to new beginnings based on love, reconciliation, and the bridging of divides that those in power have used to try to keep us apart.

Here’s to the future United States and a country that is better for my daughters and son than the one I grew up with.

Amen.

 

Bernie Sanders Gains on Hillary Clinton in Bloomberg Early-State Polling

Bernie Sanders is gaining on Hillary Clinton in Iowa and New Hampshire, with an appeal as an issue-oriented protest vehicle potentially capable of slowing any coronation of the popular front-runner.

Source: Bernie Sanders Gains on Hillary Clinton in Bloomberg Early-State Polling – Bloomberg Politics

I’m really hoping that Sanders can convince Democratic primary voters that he’s not a socialist (that seems to be the drawback) and bring some competition to the seeming inevitability of another Clinton vs Bush race.

To support an oligarchy seems very much against the spirit of what I felt today while standing in the Rotunda of the U.S. Capitol here in Washington D.C. and pondering how George Washington could have been king.

I’m still not completely sure on my own allegiance to a particular candidate, but issues such as this are troublesome to me.

“Losing My Religion”

losing

“If people do that and remain or become evangelical, I’m OK with that.  So long as they don’t hurt and exploit others, especially the poor, the oppressed, and the marginalized.   If they remain or become Catholic, AOK.  If they remain or become Muslim, Jewish, Buddhist, Hindu, pagan, agnostic, atheist, or anything else, I really don’t care.  I care only that (a) they think about it and (b) they actively love others and do good to others and help others in need. My sense is that this is becoming more of a standard view in this country.   Which is why traditional Christianity is losing people and the non-affiliated are gaining.   Whether it will continue to trend that way or not – heaven knows.”

Source: Losing Religion in America – Christianity in Antiquity (CIA): The Bart Ehrman Blog

I’m not losing my religion (at least I don’t think I am), but that song popped into my head as I read (and agreed with) Prof. Ehrman’s thoughts here.

In the conversations about Pew Research’s report on the erosion of Christianity in the US that I’ve had with friends and family (such as the recorded ones here with Thomas), I’ve encountered a number of different “mansplainings” and explanations for why people in our country are “losing their religion.” As Ehrman points to in his post here, a number of them have to deal with the assumption that those who are leaving mainline or evangelical (which is mainline here in South Carolina) Christianity are doing so because they weren’t necessarily “true” or “real” believers to begin with.

I find that explanation unfair and, quite frankly, disturbing.

On the other side are the explanations from my more progressive or “neo-atheist” friends that point to the foibles of Christianity’s latent and explicit hypocrisy or the Bible’s troublesome ability to interact with modern notions of history or science and declare that “it’s about time” people started waking up to the realization that our fairy tales are bogus and there is no old white man in the sky who is going to either zap us with lightning, hear our prayers, or deliver us from evil.

I find that worldview just as disturbing as the former one.

My faith is weird.

I appreciate science. I love science. Heck, I’ve taught physical science to unruly and amazing 13 and 14 year olds off an on over the last decade of my life. I also love history. Particularly, ancient history and archaeology fascinate me.

Both of those studies, which some would say should degrade or at least invalidate something as quaint and reproachable as faith in fairy tales, challenge my own notion of self and my own well-thought-out beliefs in a way that encourages me to keep on down the path.

Much like Dali, I realize that beings and things are made of energy, not solid mass.

That potential glimpsing of something beyond our own earthly 80 or so years (at least here in 2015 middle class caucasian America) is what draws me to science and what drives my faith.

That extended realization of a split second peek into this universe of energy way beyond what our eyeballs connected to our evolving ape brains via a short cord we call the optic nerve (on mine there is plaque) can ever hope to process is what drives us further out into the cosmic ocean, as Sagan said.

Faith that is based or driven by the need for a moral structure or the need for a guiding hand to be told what to think or do is what is eroding, and will continue to erode, in our country. I have a set of assumptions and guidelines that define my moral and ethical code because of my glimpsings of the universe beyond my diseased optic nerve. That is the basis of my faith. Not the other way around.

We are truly magnificent and amazing creatures, designed by time and weathered by the millennia to survive and thrive on this pale blue dot. But we are also selfish, and capable of great evils. Religion doesn’t save us or secure us from those primal instincts. In many ways, religion is the prime motivator for those evils that we all to easily commit whether intentionally or unintentionally.

We shouldn’t shy away from that reality and speak truth to those who would use religion as a tool to cause oppression of those of different genders, races, sexual persuasions, color spectrum preferences, nationalities, Apple / PC / Android fan-ism, hair color, eye color, allergies, or carbon family basis. Religion is the invitation to participate with the universe in some way that we can never understand. “We know we are approaching the grandest of mysteries,” and that shouldn’t be taken lightly or used as a tool to tell others that they cannot be leaders in our religion or they cannot love another person based on the makeup of sexual anatomy etc.

Our human understandings based on supposedly innerant manuscripts handled countless times by wise and unwise transmitters do not cause us greater communion with the divine if we are seeking to prove our own confused interpretations of the messages being transmitted by the electrochemical computer we call our brains. Otherwise, as Gamaliel warns us across the ages, “if this plan or this undertaking is of human origin, it will fail.”

Beautiful Bride at Four Months 

She’s finally showing 🙂

Your Pregnancy | 16 Weeks: “Get ready for a growth spurt. In the next few weeks, your baby will double his weight and add inches to his length. Right now, he’s about the size of an avocado: 4 1/2 inches long (head to rump) and 3 1/2 ounces. His legs are much more developed, his head is more erect than it has been, and his eyes have moved closer to the front of his head. His ears are close to their final position, too. The patterning of his scalp has begun, though his locks aren’t recognizable yet. He’s even started growing toenails. And there’s a lot happening inside as well. For example, his heart is now pumping about 25 quarts of blood each day, and this amount will continue to increase as your baby continues to develop.”

Exciting!

Thinking Religion: Smuggling Religion

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Thinking Religion: Smuggling Religion | Thinking.FM: Prof. Thomas Whitley and Sam Harrelson attempt to bring some thoughtfulness to the topic of religion again this week with discussions of the Watchmen, Rambo Jesus, Westboro Church, Southern Baptists and Obama, Palmyra, Indiana Jones, and the next reformation.

This Week’s Topics

  • Who watches the Watchmen?
  • Rambo meets Heart of Darkness meets Jesus
  • Hatin’ on Ivory Coast
  • Well, the Bible says…
  • Obama supposedly offends the Southern Baptist Convention
  • Palmyra, India, Israel, and the role of the antiquities black market in politics
  • Mike Huckabee wants to be Indiana Jones
  • Pokers gonna poke
  • A New Reformation

Declining Average Church Attendance and Marketing Implications

RIP, average attendance | Faith and Leadership: “Church attendance was once a key indicator of a virtuous cycle. If the church could get a new person in the pew regularly, offerings would go up, involvement in small groups and missions would climb, and the church would be healthy. If attendance was declining then everything else would eventually decline. The growing lack of dependability on attendance is a sign that the virtuous cycles that have sustained congregations since the end of World War II are collapsing. In order to sustain congregations over the long haul, new cycles need to be developed. Once that begins to happen, new measures can be identified.”

Interesting article that ends with a decisive call to parish leaders to move ahead in attempting to understand the changing nature of church attendance rather than keeping the status quo or firmly placing heads in sand to avoid the uncomfortable conversations that arise as a result.

As Pew Research etc have pointed out, the religious landscape of the United States is decidedly different than it was just 10 years ago, but especially 20-30 years ago when many of the models church leaders use for analysis, budget predictions etc were being formulated.

It’s not all doom and gloom, though. Churches being smart, nimble, and open to hearing the voice of God in the silence, in the whirlwinds, and even in the spreadsheets can mean the difference between keeping a historic sanctuary lit and being able to provide missions monies or having to sell the building to the YMCA.

Social Fundraising and Boards

Good tips here on how to get your nonprofit’s board behind a “social fundraising” campaign. I’ve seen directors struggle with this same issue numerous times, and I offer up similar advice:

The Nonprofit Marketing Blog: “Of course, the idea behind social fundraising isn’t new, but combining the age-old structure of board support and your fundraising assets with technology that makes it much easier to ask for a gift can amplify your outreach, resulting in more donors and more donations for your mission.”

Going Indie

Amen.

And nah, one-person shows are still viable.

Daring Fireball: ‘The Big News Sites Still Rule’: “My take is that if you’re going to go indie, you need to stay lean and mean. You don’t have to stay as lean and mean as I have — I have no employees, and to date, no one else has ever written a word for Daring Fireball. In fact, a one-person show might be too lean to get off the ground today.”

Oh Hillary, Don’t Do That

Bless her heart (we South Carolinians forgive Frank Underwood’s accent, but that’s just because he’s on Netflix)…

Hillary Clinton’s fake Southern accent gets lost in translation | Fox News: “And there’s nothing more unpleasant to the ear than a phony Southern accent. It’s downright disrespectful and a bit condescending. But because she’s Miss Hill’ry – the mainstream media laughs off her faux dialect.”

http://video.foxnews.com/v/embed.js?id=4262062331001&w=466&h=263Watch the video at video.foxnews.com

Amazon Baby Food @meriannaneely

What do you say, Merianna? Baby Harrelson’s first baby food from Amazon? Have to get kids started young in their consumption silos!

You May Soon Be Able to Buy Amazon-branded Milk, Cereal and Baby Food | TIME: “The online retailer is planning to expand its private label lineup into groceries like milk, cereal, and baby food, the Wall Street Journal reported on Thursday, citing people familiar with the matter. The newspaper also reported that Amazon filed for trademark protection in early May for more than two dozen categories under its existing Elements brand including coffee, soup, pasta as well as household products like razor blades and cleaning products.”