Seth Godin dejará de publicar libros tradicionales

Uno de los gurús más importantes del marketing y el panorama tecnológico a nivel mundial, Seth Godin, ha anunciado que dejará de publicar libros en papel. Después de haber escrito 12 libros, no cree que el esfuerzo que implica el proceso tradicional de publicación merezca la pena. Godin es autor de libros tan populares como “La vaca de color púrpura”.

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Uno de los gurús más importantes del marketing y el panorama tecnológico a nivel mundial, Seth Godin, ha anunciado que dejará de publicar libros en papel. Después de haber escrito 12 libros, no cree que el esfuerzo que implica el proceso tradicional de publicación merezca la pena. Godin es autor de libros tan populares como “La vaca de color púrpura”.

Durante una entrevista con Mediabistro, Godin explicó que no le gusta “el largo periodo de espera, los filtros, el gran esfuerzo que se hace para el lanzamiento, obligar a la gente a que vaya a una tienda que generalmente no visita para comprar algo que habitualmente no compra, y hacerles pagar por una idea en un formato en el que es difícil de divulgarse”.

El experto asegura que todo ese esfuerzo no merece la pena, porque puede llegar a “10 o 50 veces más gente de manera electrónica”.

http://www.marketingdirecto.com

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Ganar audiencia con el digital signage

La cuestión de la fragmentación de audiencias se viene creando desde hace años; no es una novedad que nos planteamos tan sólo con la llegada de la TDT. La aparición de nuevas cadenas disminuye el trozo del pastel del resto de cadenas, lo que debería hacerles mejorar en su programación. La final del Mundial es tan sólo un hito más en las pocas posibilidades que puede aportar la televisión en el dispositivo actual, donde 16 millones de personas han visto el partido, ¿dónde estaban el resto de españoles? De todas formas, la cuestión de este artículo no es hablar sobre la capacidad de medición de audiencia de los sistemas actuales, sino ofrecer alguna vía posible de mantener audiencia y mejorar cobertura.

La TDT y los canales temáticos han aportado nuevas fragmentaciones a esta audiencia televisiva, pero no se debe sólo a esto, sino más bien a la irrupción de Internet, con todas sus posibilidades para los medios de comunicación y para las redes sociales. Del mismo modo, se debe también al cambio en la forma de vida del público, que pasa más tiempo en la calle y busca estar conectado (de forma online) con los contenidos y canales que le interesan.
Ante este panorama, las cadenas autonómicas se encuentran en un momento de cambio. La fragmentación les afecta, pero siguen contando con apoyos clave, por un lado la financiación por parte de la comunidad autónoma, por otro su potencia para encontrar e informar sobre contenidos locales, cercanos, que interesan a la gran mayoría de la población de cada zona.
De todas formas, los picos de audiencia de estas televisiones se observan tan sólo en momentos clave del mediodía y de la tarde-noche: cuando el público está en casa. Mantener la audiencia y mejorar la cobertura local para las televisiones autonómicas pasa por saber evolucionar hacia el digital signage.


por Roi Iglesias

La cuestión de la fragmentación de audiencias se viene creando desde hace años; no es una novedad que nos planteamos tan sólo con la llegada de la TDT. La aparición de nuevas cadenas disminuye el trozo del pastel del resto de cadenas, lo que debería hacerles mejorar en su programación. La final del Mundial es tan sólo un hito más en las pocas posibilidades que puede aportar la televisión en el dispositivo actual, donde 16 millones de personas han visto el partido, ¿dónde estaban el resto de españoles? De todas formas, la cuestión de este artículo no es hablar sobre la capacidad de medición de audiencia de los sistemas actuales, sino ofrecer alguna vía posible de mantener audiencia y mejorar cobertura.

La TDT y los canales temáticos han aportado nuevas fragmentaciones a esta audiencia televisiva, pero no se debe sólo a esto, sino más bien a la irrupción de Internet, con todas sus posibilidades para los medios de comunicación y para las redes sociales. Del mismo modo, se debe también al cambio en la forma de vida del público, que pasa más tiempo en la calle y busca estar conectado (de forma online) con los contenidos y canales que le interesan.
Ante este panorama, las cadenas autonómicas se encuentran en un momento de cambio. La fragmentación les afecta, pero siguen contando con apoyos clave, por un lado la financiación por parte de la comunidad autónoma, por otro su potencia para encontrar e informar sobre contenidos locales, cercanos, que interesan a la gran mayoría de la población de cada zona.
De todas formas, los picos de audiencia de estas televisiones se observan tan sólo en momentos clave del mediodía y de la tarde-noche: cuando el público está en casa. Mantener la audiencia y mejorar la cobertura local para las televisiones autonómicas pasa por saber evolucionar hacia el digital signage. Leer más “Ganar audiencia con el digital signage”

Foursquare, I Can’t Quit You

Hey, Foursquare, a social network with about 250 times as many users as yours just incorporated your core functionality and even co-opted the term “check-in” that you’ve been trying to trademark. Is it time to move on?

Not so fast. Foursquare founder Dennis Crowley tweeted a few days ago, “Call from my 86 yr old grandma: ‘Hello. I want to know if this Face-Book is like yours. It sounds like Four-Squared, but without the fun.'” Grandma Crowley, apocryphal as she may be, speaks the truth. Foursquare is still more fun, and probably always will be compared to Facebook Places. That means a lot, for now.

When Facebook Places launched, I first checked in at my agency 360i’s office and then tried it from a number of other locations in subsequent days. Most of the time, I also used a number of other location-based apps such as Foursquare, Whrrl, Gowalla, Yelp, SCVNGR, and FoodSpotting. Even if I tire of some apps over time, I’m not giving up any solely because Facebook Places is here. Here are five reasons why:

1) It’s not easy to tell on Facebook Places who’s near you. Foursquare now includes maps to plot your friends’ whereabouts, and in general it’s better at detecting who’s really nearby. Facebook’s algorithm currently places too much emphasis on how closely connected it thinks your friends are to you, but if a close friend I’ve known for half my life checks into somewhere in Iowa, that won’t matter to me when I’m in New York.

2) Foursquare’s tips are pretty useful. Yes, there’s a lot of blather, but when I checked in at the White Plains, N.Y. train station on Friday and saw all the tips urging people to avoid the men’s room, I don’t care if I have the Seinfeldian syndrome known as uromysitisis — I’m finding a different place to go. Whrrl is even more focused on recommendations, and FoodSpotting has directed me to some delectable dishes. Facebook will need great content.


IMG_0097 Here’s today’s column, originally published in MediaPost’s Social Media Insider

Hey, Foursquare, a social network with about 250 times as many users as yours just incorporated your core functionality and even co-opted the term “check-in” that you’ve been trying to trademark. Is it time to move on?

Not so fast. Foursquare founder Dennis Crowley tweeted a few days ago, “Call from my 86 yr old grandma: ‘Hello. I want to know if this Face-Book is like yours. It sounds like Four-Squared, but without the fun.'” Grandma Crowley, apocryphal as she may be, speaks the truth. Foursquare is still more fun, and probably always will be compared to Facebook Places. That means a lot, for now.

When Facebook Places launched, I first checked in at my agency 360i’s office and then tried it from a number of other locations in subsequent days. Most of the time, I also used a number of other location-based apps such as Foursquare, Whrrl, Gowalla, Yelp, SCVNGR, and FoodSpotting. Even if I tire of some apps over time, I’m not giving up any solely because Facebook Places is here. Here are five reasons why:

1) It’s not easy to tell on Facebook Places who’s near you. Foursquare now includes maps to plot your friends’ whereabouts, and in general it’s better at detecting who’s really nearby. Facebook’s algorithm currently places too much emphasis on how closely connected it thinks your friends are to you, but if a close friend I’ve known for half my life checks into somewhere in Iowa, that won’t matter to me when I’m in New York.

2) Foursquare’s tips are pretty useful. Yes, there’s a lot of blather, but when I checked in at the White Plains, N.Y. train station on Friday and saw all the tips urging people to avoid the men’s room, I don’t care if I have the Seinfeldian syndrome known as uromysitisis — I’m finding a different place to go. Whrrl is even more focused on recommendations, and FoodSpotting has directed me to some delectable dishes. Facebook will need great content. Leer más “Foursquare, I Can’t Quit You”

Nissan Leaf Falls on the Side of ‘Innovation’

Earlier this year, when Toyota was facing its PR disaster over recalls of faulty anti-lock brakes and accelerator pedals, Rob Schwartz said Nissan looked at the situation and asked, “Why do we have to be No. 3?”

Nissan, which Schwartz dubbed an “alternative” Japanese brand that formerly stood for performance and design, is attempting to change that with a big boost in ad spending and a new campaign built around the theme, “Innovation for all.”

Schwartz, chief creative officer at TBWA\Chiat\Day, said the Toyota episode “opened our minds” to the fact that an opportunity existed. The strategy, outlined in the agency’s new campaign, is to own “innovation” in the auto category by using Leaf, the brand’s electric car, as a halo.

The “Innovation for all campaign” soft launched in July with a TV spot featuring Lance Armstrong bemoaning all the tailpipes he’s followed over the past 20 years of biking. Then Armstrong lauds the Leaf, which he notes is “100 percent electric, no tailpipe.”

Nissan is breaking five more spots echoing the theme, including one called “Innovations” that celebrates new technologies the brand is introducing, like smart phone apps and the use of recycled materials in the cars. On Sept. 9, the brand plans to introduce “Polar Bear,” which takes on global warming by showing the threatened species hugging a consumer who bought the Leaf.

Jon Brancheau, vp, marketing at Nissan North America, said the Leaf is meant to be the “poster child of innovation” for the brand. Brancheau acknowledged that the model, which goes on sale in December at $32,780 (not including a $7,500 federal tax credit), is not for everyone. He said communication at the dealer level will stress that the model only gets about 100 miles per charge, so it wouldn’t be ideal for long trips.


– Todd Wasserman
Earlier this year, when Toyota was facing its PR disaster over recalls of faulty anti-lock brakes and accelerator pedals, Rob Schwartz said Nissan looked at the situation and asked, “Why do we have to be No. 3?”

Nissan, which Schwartz dubbed an “alternative” Japanese brand that formerly stood for performance and design, is attempting to change that with a big boost in ad spending and a new campaign built around the theme, “Innovation for all.”

Schwartz, chief creative officer at TBWA\Chiat\Day, said the Toyota episode “opened our minds” to the fact that an opportunity existed. The strategy, outlined in the agency’s new campaign, is to own “innovation” in the auto category by using Leaf, the brand’s electric car, as a halo.

The “Innovation for all campaign” soft launched in July with a TV spot featuring Lance Armstrong bemoaning all the tailpipes he’s followed over the past 20 years of biking. Then Armstrong lauds the Leaf, which he notes is “100 percent electric, no tailpipe.”

Nissan is breaking five more spots echoing the theme, including one called “Innovations” that celebrates new technologies the brand is introducing, like smart phone apps and the use of recycled materials in the cars. On Sept. 9, the brand plans to introduce “Polar Bear,” which takes on global warming by showing the threatened species hugging a consumer who bought the Leaf.

Jon Brancheau, vp, marketing at Nissan North America, said the Leaf is meant to be the “poster child of innovation” for the brand. Brancheau acknowledged that the model, which goes on sale in December at $32,780 (not including a $7,500 federal tax credit), is not for everyone. He said communication at the dealer level will stress that the model only gets about 100 miles per charge, so it wouldn’t be ideal for long trips. Leer más “Nissan Leaf Falls on the Side of ‘Innovation’”

Who’s Calling? Some More Than Others

The idea that Americans are talking less on their phones and texting more might be true in many instances, but you can exclude a couple of groups of people from that category.

In a report released Tuesday, Nielsen, a consumer data and trend-tracking agency, said blacks are talking on their phones more than ever before, on average more than 1,300 minutes a month. Hispanics, the “next more talkative group,” talk on the phone 826 minutes a month.

Compare these numbers to whites, who only use 647 minutes a month of talk time, half the average of blacks.

In a blog post on Nielsen’s Web site, the company said it carried out the study in March by analyzing the phone bills of 60,000 mobile phone subscribers in the United States.


By NICK BILTON

Nielsen The number of voice minutes and text messages used each month by age bracket.

number of text messages a month

The heaviest use of cellphone minutes is in the Southern states.

location of most cell phone talk time

The idea that Americans are talking less on their phones and texting more might be true in many instances, but you can exclude a couple of groups of people from that category.

In a report released Tuesday, Nielsen, a consumer data and trend-tracking agency, said blacks are talking on their phones more than ever before, on average more than 1,300 minutes a month. Hispanics, the “next more talkative group,” talk on the phone 826 minutes a month.

Compare these numbers to whites, who only use 647 minutes a month of talk time, half the average of blacks.

In a blog post on Nielsen’s Web site, the company said it carried out the study in March by analyzing the phone bills of 60,000 mobile phone subscribers in the United States. Leer más “Who’s Calling? Some More Than Others”

New Hires at Twitter Put the Focus on Making Money

Twitter.

The hires round out Twitter’s sales executive ranks, and indicate that the start-up is moving into a new phase, focusing on revenue. [Más…]

Early on, Twitter refused to worry about how to make money and instead concentrated on getting people to use the service. In 2008, Evan Williams, Twitter’s co-founder and chief executive, compared the strategy to Google’s in its early days, telling me in an interview: “It was the classic story of not worrying about monetization yet and getting their product right.”

Since then, Twitter has evolved from a start-up trying to attract users to a household name. With 145 million registered users and $160 million in venture capital, Twitter has been increasingly shifting its focus to figuring out how to earn revenue.


Image representing Twitter as depicted in Crun...
Image via CrunchBase

By CLAIRE CAIN MILLER

Twitter is getting more serious about making money.

On Tuesday, Twitter announced that it had hired two new sales executives, continuing its pattern of plucking top sales executives from other Web companies. Adam Bain, former president of the News Corporation’s Fox Audience Network, will be Twitter’s president of global revenue, and Brent Hill, Google’s former head of financial services for the Midwest, will be director of sales for the Midwest at Twitter.

The hires round out Twitter’s sales executive ranks, and indicate that the start-up is moving into a new phase, focusing on revenue. Leer más “New Hires at Twitter Put the Focus on Making Money”