Cookie Changes Means Big Digital Advertising Changes

Google is known to be the largest Internet search company. They are considering a change that will effect how the online browsing activity is tracked. This could shake up the digital advertising industry. Google accounts for about a third of worldwide online ad revenue. They are developing an anonymous identifier for advertising purposes. It would replace third-party cookies. With Third party cookies, advertisers track people’s Internet browsing activity for marketing purposes. The purpose of the anonymous identifier being transmitted to the advertisers is to give consumers more privacy and control over their browsing. This person didn’t want to be identified because Google has not made the proposal public yet even though the company plans to reach out to industry participants in the matter of weeks. The online advertising industry will closely watch Google’s move due to the fact that it’s the industry’s leader and Chrome browser is the world’s most popular browser (zooming past Safari, Internet Explorer and Firefox). The cookie technology is used by the ad industry to build a picture of the consumer’s interests. Once that information is collect, more relevant ad will be shown. It also has raised a privacy concern as well. Apple’s Safari has blocked third party cookies since 2003. If Google follow through with its proposal, consumers will have more control over how they are tracked but on the other hand, the power will be in the hands of the two largest technology companies.  The Interactive Advertising Bureau represents the industry. They want some type of tracking technology available for the advertisers according to Mike Zaneis who is the groups’s general counsel. He doesn’t believe that is the best idea to leave ad identifiers in the hands of large companies like this. Zaneis thinks that the companies could depreciate the use of he identifier on a whim, which will underdetermine in billions of dollars in digital spending. Mozilla is currently battling with IAB who announce a new policy in blocking third party cookies in Firefox by default. Google’s proposal isn’t as drastic because they are developing their own identifier as an alternate tracking tool. The identifier can be reset every year by the browser. The consumer will have the option to create a second identifier for browsing sessions they want to keep private. Advertisers can have access to the identifiers as long as they comply with the terms of the program.

How Digital Is Changing The Marketing Game

Budgets for digital marketing are growing at a rapid rate. Gartner’s Quadrant for multichannel Campaign management shows this. Digital marketing represents about a quarter of an organization’s total marketing spending. Adam Sarner said “that the growth of digital marketing mirrors the shift to a booming digital marketplace. ”When it comes to techniques such as real time, inbound and data-driven marketing its helping companies generate revenue faster. Engaging customers is very important in digital marketing. Marketers are continuously trying to reinvent themselves due to competition. I agree with Sarner when he says that companies should adapt more efficiently especially when there’s plenty of options to choose from such as database marketing, advertising, email marketers and mobile marketing. Content marketing is another area to focus on because social media for an example are always seeking new approaches when it comes to content. Attribution metrics is a concern and is not being handled well and this is something that the users want from vendors.

Digital has changed the B2B marketing landscape by the way companies communicate, advertise and promote themselves to their target markets. In the past, you needed massive budgets to advertise on TV and billboards but now due to digital everyone can reach the medium. You tube is a prime example of its used to market and been seen all over the world in a quick second. In B2B there’s more of a thought leadership and content rich approach to social media. Most people follow to learn something new not be entertained with recycled information. When you put effort into informing and leading with consistency, it will lead to loyalty of followers and income flow. The B2B sectors can exploit the digital channels by generating interesting content by possibly doing “how to “guides, product information, education and training content on video. Digital will continue to evolve so companies need to keep up or get left behind.

http://www.dmnews.com/the-changing-digital-marketing-landscape/article/297061/#

http://www.thedrum.com/news/2011/10/01/new-digital-channels-changes-b2b-marketing-landscape

Ghana: Sponsorship Trouble

The Ghana Football Association is having an issue finding a sponsor after the expiration of the contract with Globacom. According to the article, Globacom signed a contract with the GFA in 2008 to invest three million every year into the Premier League for five years. In return the competition would be know as the Glo Premier League. The GFA President has made trips to Nigeria to hold crisis talks with Glo over the issues. Glo failed to follow the payment plan agreed upon by GFA. Their was a compromise agreement where GFA would accept a 30 percent discount on the payments. The GFA spokesperson, Ibrahim Sannie Daara has asked companies to invest and guaranteed more exposure from the Premier League. The GFA has failed on their end to give Glo what they needed that would equal up to the annual three million investment. Glo would like to renew their contract with GFA but there would be reduced terms. The GFA needs to work on their marketing because it’s affecting other companies getting involved with them.  In Ghana they don’t hold pre-match conferences. They believe that Saturdays were designated for funerals so games are only played on Sundays. Radio stations try to contact the coaches in effort to get updates but they are reluctant to speak to them. The reason behind this is that they fear the opponent may work “black magic” on the line up of players. If Ghana were to make some changes it would help a great deal when it comes to sponsorship and marketing. In my opinion they are limiting themselves. It seems like some of their traditions and beliefs are an issue. I wonder what they plan to do about it because they still have a business to run. I plan to follow this situation to see the outcome.

http://www.ghanaweb.com/GhanaHomePage/SportsArchive/artikel.php?ID=283514

"How To Take It Up A Notch"

I read an article about the revolution of sponsorships. It talked about the 30^th annual IEG Sponsorship Conference and how it’s been an industry leader in the world of sponsorship. They pretty much provide insight and guidance to companies and brands that want to seek partnership throughout the sports, arts, entertainment and causes industry for a mutual benefit. The conference is one big “think tank” for innovation to happen in the world of sponsorship. Sponsorship has gone through more transformation over the years than a tactic that companies/organizations used to reach consumers.  State Farm has partnered up with a movie studio called Pixar to become part of a feature film called “Cars”. State Farm is already a leader in their category but partnering up with the right company/brand can possibly take them further than before. I’m pretty sure you’ve seen the State Farm commercial with NBA player, Chris Paul. Well recently State Farm extended their partnership with the NBA to create a successful integrated sponsorship. I think the commercial was the type that no one could forget. I watch sports and I like Chris Paul but I saw the commercial before this blog and I thought it was very creative because Chris plays himself and plays his long lost twin brother. Now for companies or brands to go this route and survive they have to be able to create engaging campaigns. When it comes to brands using sponsorship as their only tool in reaching consumers they must either evolve or become extinct. In this type of industry that is common sense in my opinion. This industry is constantly evolving and it’s the type of situation where you have only a few choices, which are: keep up, get ahead or get left behind. In this industry everyone is trying to stand out and be ahead of the game so your strategy must be that “it” factor.

http://www.forbes.com/sites/jasonbelzer/2013/04/22/the-revolution-of-sport-sponsorship/

This Can't Be.....

MMA reporters from major media outlets were denied access to press credentials for Strikeforce’s major event. Strikeforce was not that long ago purchased by UFC’s parent company called Zuffa. This would be considered out the ordinary because CBS shares ownership with Showtime which televised the event. It is understandable that not everyone who applies for credentials will be accepted. It was weird to not accept reporters who are from CBS Sports and ESPN.

I wouldn’t have denied these two reporters for the simple fact that they were from major media outlets. I don’t see how denying them is helping their company at all. Its really making them look bad because these reporters are known and well respected. When it comes to the future of media coverage I think  Strikeforce should be more professional and be more sensible when it comes to denying access to credentials because it could affect what they do in the future as far as events.All aspects of the industry goes through this type of situation and as I learn and build my education, I want a career where i don't have to go through this.

http://www.sportsbusinessdaily.com/Daily/Issues/2011/04/14/Media/Strikeforce.aspx

http://sportsillustrated.cnn.com/2011/writers/jeff_wagenheim/04/13/credentials/index.html