Advertising in 2018 and Beyond
With the Super Bowl Lll just around the corner, I am always interested in what 30 seconds of air time is selling for and what the best commercials will be. Last year companies spent up to 5 million to get in front of the 111 million viewers watching in the US, and then their money was gone. Advertising online has more than begun it's shift upward while other mediums, aside from radio, are sloping down. In an article on MediaPost.com The Winterberry Group states 2018 will be the year of digital media and spending will surpass all off lime marketing. In 2016 online spending surpassed television, now it's growing overall. That's because online advertising works and everyone is on all the time.
As a business owner you know you need to be online, but finding your customers in this digital ocean is the next challenge. SmartInsights.com just released a digital marketing mega-trends guide and they have several digital marketing tool kits. The article was scientific citing the effectiveness of Amazon's trial and errors as they grew. One point not expressed enough is to acquire a memorable and easy to pronounce, easy to pass along domain name. (Note: KeyInsight.com is for sale now. We are asking 185k for the domain today, it may seem like a lot, but in a few years it will be worth the cost of a 30 second spot during the Super Bowl.)
Don't delay building your brand, what you put off now, will later only be more difficult and increasingly competitive to navigate.
Brand Building is Web Development
When setting out to develop a new website for a client the first thing to consider is their brand. Defining a brand is a lot like writing a business plan for an organization. Who's their customer, what is their demographic, current corporate culture and visibility across all media along with consistency regarding these representations. Sometimes a client expects development of a website to be just stamping out code, but it's much more artistry and expertise than that going on to get it right. I wouldn't just start nailing boards together if I were a builder, the site, direction, watershed, parking, permits and a 100 other items need to be considered before breaking ground. The same holds true for web development and I would recommend reading up on these sites listed below about building your brand before developing the wrong site for your business.
First, have or get the right domain name. Brandgy.com can clue you in as to why that's so important. Learn about branding your business with these no nonsense guides available through HowToBuildABrand.org These folks out of the UK know what they are doing and it's explained in a way that you can see how it effects other facets of your business. SearchEngineJournal.com puts the technical edge on your brand strategy. Their site maybe a good read for the more technically inclined, but getting found is what it's all about going forward into 2018 and beyond.
Net Neutrality Was Appealed This Week
What is Net Neutrality and what does it mean now that it has been appealed? These are good questions and from talking with people this topic generally goes over their heads or they don't know enough to have an interest. But, as much as we all depend on the internet and searching for data, keeping the net neutral is important and we should take it one step further with pure search algorithms, rather than paid search.
A neutral net is when you go a website and all content is delivered unrestricted by the internet service provider (ISP) and only throttled by the web-servers themselves. Removing or appealing that ability, some websites may not be delivered by different ISP's at all or equally. Searching by any of the top providers like Google are not a pure search function either. The results you receive are mostly, if not exclusively from paid for search words auctioned to advertisers. Having a great domain name is essential to reach through search engines with organic traffic.
There needs to be a campaign for the freedom of information and the ability to find it. I know that I like to find exactly what I am searching for and not get stuck with whichever advertiser would like to get in front of me. There are a couple of things in play that have yet to come to light.
The FCC has sold the lower end of the radio frequency spectrum to the big wireless providers in what is called the Repack pushing HDTV to UHF. They are paying for this migration which will occur over the next 5 years. This will allow ATSC v3.0 to roll out which will allow broadcast TV to hit your cell phone and other wireless devices. Just when you though TV was dead it will coming back with a vengeance. There's a lot of competition to get in front of your eyes. From the ads on the pump at the gas station to grabbing the eyes of your child on a classroom screen, these powerful groups know the value of programming. And not programming like writing code, programming as it refers to conditioning behavior.
About the image, just thought the owl feet were cool.
Year End Domain Name Sale!
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Black Friday retail sales are traditional in store purchases and Cyber Monday is the online sales that occur the following Monday. Industry analysts tally up these figures in an effort to create a mock competition between these two markets mechanisms, but the real take away is that online sales, on Cyber Monday and for the whole shopping season, is expected to increase an estimated 21 percent. With the overall retail business declining, as a business owner you should be actively enhancing your organization for capturing more customers via your online presence no matter what industry you are in. And, don't neglect tuning your site for tablet and mobile devices.
Read more of the findings from Adobe Digital Insights and Industry Insights Salesforce Commerce Cloud in this detailed article on DigitalCommerce360.com by April Berthene.
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While searching for tech trends and investments opportunities I discovered an article from Deloitte Insights about the technology growth in unstructured data. Unstructured data is essentially chaos, but if you're able to show relations between data elements, it's no longer unstructured and helps build a better picture of what's occurring. Commodities make a good example. Analyzing wheat yields without rain fall or soil erosion factored in, leaves a lot of questions when interpreting results. By adding more variables to the equation, the results are calculated with greater accuracy. Tapping into this vast amount of information that is becoming available from everywhere on the web, dark and deep web included, (data that is not currently included or information sitting idly), analytics experts can gain much greater insight into customer behavior and market movement.
The explosive growth of IoT (Internet of Things) is expected to surpass 44 Zettabytes in 2020. That's 44 trillion gb of information, which is 10 times more than today, and hopefully will be used to make better decisions (before the AI bots make them for us). Read the full article at Deloitte Insights for more information.
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According to this article by Alan Dunn on Quartz, we are almost out of good domain names. I'd agree but, you can purchase domain names from companies and individuals just at a premium. This article uncovers a few domains that you think would have been purchased with by larger entities and the real take away is “The thing about domain names is that they have become a precious commodity in their own right,” says David Taylor, a partner at Hogan Lovells and domain-name panelist for the World Intellectual Property Organization.
Good domain names are assets and I wouldn't put much stock in other extensions, it always drives traffic to the dot com version of the name. Read the full article here.
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I have been looking at domain name predictions that were made in 2016 to measure how well the analysts are keeping up with actual market movements in 2017. Being now that we're enter into 3rd quarter, it's good time for a halftime report. Overall, the results are on track and moving in the right direction. It's a difficult area to measure as most sales figures are not reported and have NDA's attached to them, but corporate purchases are up and companies are strategically placing themselves for additional accessibility into mobile and online services as workforce's are more distributed along with trying to increase their customer base.
Take a look at these 3 sources and draw your own conclusions. Huge growth is anticipated going to 2024.
Strategyr's Domain Name Market Trends
Verisign's Domain Name Registrations in Q1
Hover's Domain Name Expert's Point of View
Excellent article by Andrew Rosener of Media Options on the brand value of domain names to your business. Andrew makes several key points on why you should own the the matching dot com domain name and what it costs you when you don't.
This is a great read for all C-level executives looking to gain a 15% market share in their niche. Business is online and good domain names will never be any less than they are today. Position your company and your brand for success before your competition snaps up the key generic domains that can impact your sales.
Great domain names are powerful assets that appreciate while generating revenue through brand recognition, as an authority in your field and have so many other marketing advantages that justify the cost. Allocate your advertising budget in the domain name sector for exponential growth and appreciation.
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