Tag Archives: Internet

Mining for your data gold

To give is to receive. ✎ By Wayne K. Spear

Data
CC image “Data storage—old and new” courtesy of Ian on Flickr

Do, Dare.

To the English-speaking reader, it looks like an inspirational slogan.

In Latin, it is a verb. Do, Dare, Dedi, Datus: I give, to give, I have given, I am given.

Data are things given.

We live in a world of data. As you navigate the Internet, you give. You are given.

Do, Dare, Dedi, Datus.

You give yourself away. Your Google searches, your browsing history, your conversations with friends.

User-generated content, marketing, and advertising are converging. You are the copy writer and the content marketing department and the customer.

The ads that you see on Facebook are echoes of your posts. This is called re-marketing.

Too much is given, and yet not enough. Your age, gender, location, and income. Your web history. Your click-throughs and conversions and bounces. Your likes and favorites.

Adaptive marketing seeks to tailor the browsing experience to the individual user. The problem is not lack of data, it is abundance.

The future belongs to the experts—to those who can interpret data. You are the expert on you.

That’s why you must become the snitch and the mole and the collaborator. We are all collaborators in this work of giving ourselves, and others, away.

Collaborative filtering is used by Amazon to recommend books. If you and I both enjoyed reading Y, the fact that I enjoyed reading X suggests you, too, will enjoy reading X.

Once upon a time, your personal details were gold. They were secrets surreptitiously mined. You had to be taken, without your awareness.

Then you learned to give. You became data. There was no more guessing at your inner life, drawing upon hit-and-miss clues like your age and zip code. You knew where your gold was, and you gave it away.

The future is convergence and integration and collaboration. You are the creator of the advertising script woven into your friends feed, the conductor of a private focus group, the expert. You are the giver of all that is gold.

Long live the gatekeepers

Gatekeeping is a Unique Value Proposition ✎ By Wayne K. Spear

Content marketers have a big problem.

Over 95% of website visitors aren’t paying attention. They don’t “engage,” they don’t “convert.”

They land on a web page, and they move on.

Ask any marketing pro. You have, at best, five seconds.

1 … 2 … 3 … 4 …

… and they’re gone.

Forever.

It was a case of cosmic improbability that they were ever on your website in the first place. There are hundreds of millions of websites in the world. Every day there are many thousands more.

Every Google keyword search is the spinning of a giant roulette wheel. And keyword searches are what’s driving most traffic to most websites.

This is why we have Internet content marketing.

And it’s getting tougher every day for the marketers, as more online content generates more market fragmentation.

But not really. The Internet is, in fact, tiny.

Tiny?

Yes, tiny—because most of the Internet doesn’t matter. The marketing people have confirmed this, over and again.

We skim and then skip over 99% of it. How much of the Internet do you really use?

Maybe one one-hundredth of one percent?

In reality there are a few major “channels” on the Web, just as there were a few major players in the days of Old Media.

We’re not yet finished sorting out who the big players are going to be, but there will be big players.

And so, our topic today is: the common wisdom is all wrong.

There are still gatekeepers. There are going to be gatekeepers. And gatekeepers matter—maybe, in fact, more than ever. Because the gatekeepers simplify, and make sense out of, the tangled information jungle.

This is the textbook definition of marketing—having a unique value proposition.

Gatekeeping is a Unique Value Proposition.

Google is a gatekeeper. It’s not the only one, but it’s one of them. And we love it because it is a gatekeeper.

How do you cut through the noise? How do you identify and connect with an audience? How do establish your brand in a crowded marketplace?

These are marketing questions, and the answer is: become a gatekeeper.

Plus ça change, plus c’est la même.