What might the merging of the two biggest graphs of professional data mean for advertisers?
Source: The Microsoft LinkedIn Deal: What it means for advertisers
This graph shows the landscape of the merger. Basically linked in which has created a stellar positioning is business social network, suddenly has access to a entire new and huge database of business data. And its data that is currently not shared. For Microsoft it means access to a mobile platform that complements its business network. It will be interesting to see how it plays out.
Here is what the news item says:
“The LinkedIn acquisition gets Microsoft into social in a strategic way that complements the company’s existing, largely untapped user data. In Q1 2016, LinkedIn reported $154.1 million in ad revenue, a 29 percent year-over-year increase driven primarily by sponsored content. Bing Ads revenue rose 18 percent in the first quarter, which Microsoft attributed in large part to the adoption of Windows 10. And that brings us to the other pivotal piece of this acquisition — the foothold it gives Microsoft and Bing Ads in mobile, where it has been exceptionally weak compared to Google. LinkedIn’s mobile activity opens up doors for Microsoft that efforts like the Windows Phone and its search advertising partnership with Yahoo failed to provide.” And now “the LinkedIn acquisition would seem to pave a clearer pathway for clearer messaging and data integration.”
With this acquisition Microsoft is the defacto leader in “data on the professional world” – It has significant to advertisers:
What The Microsoft LinkedIn Deal Means for Advertisers
1. More refined targeting, particularly for B2B advertisers;
2. More reach with the addition of the LinkedIn universe of 433 million users; and
3. More commercial opportunities via Cortana, Micorosoft’s digital assistant, as it is positioned as “the professional’s” digital assistant.
As a hint of what’s to come, Microsoft outlined a vision for an Intelligent Newsfeed as a “new daily habit” in the acquisition deck.
For the complete analysis see http://marketingland.com/microsoft-linkedin-advertisers-180575
I wonder what will be the impact on other businesses in the LI network, namely Slideshare, The Pulse and the Instant Cusomer Network which Pulse Engage took over from Mike Koenigs a while ago.
More on digital marketing in digital media
marketing hotels and tourism online >>>>
Digital Marketing trends that are changing how e market hotels and tourism destinations.
Perhaps the biggest and most powerful force for change in travel marketing is Mobile, it is simple going to pull the foundation from under the pillars of all the established platforms.
Mobile technology is playing havoc now but when coupled with the consumer changes like the advent of millennials doing their own thing, it is devastating some businesses and many industry practices.
The new generation Z are said to “Wake up Connected” and what that means to travel is just begining to emerge!
global trends in travel marketing that effect hotels ad tourism destinations
The 5 Digital Trends Changing Hotel and Tourism Marketing seem as Shaping the Future of travel by Marketing Technology Blog and in the SDL infographic are:
“Social Amplification, Personalization, Digital Do-it-Yourself millennials, Visual marketing and Mobile.
Other factors and forces are at play including the increasing role of government to control the growing monopole of OTAs as the industry consolidates and the most successful get bigger. Governments are taking issue with fair rate policies and insisting that small hotels have control over heir marketing strategies and pricing.
While the digital trends above are forcing a shift in balance from the biggest to the global consumer and tourism provider – these other forces, like the possible end of rate parity now blowing in the wind, are also creating a more even playing field.
For the full article see Digital Marketing in Travel
3 Top Quotes About Travel Marketing From Starwood's Chief Brand Officer – Skift.
Starwood likes tecnology, They even have build their own application for Apple Watch that “opens hotel room doors and a robotic butler that assists hotel staff.”
But Starwood Cheif Brand Officer Phil McAveety says what they know is that “Technology is not going to win the hearts and minds of guests. Customers expect technology to be embedded before, during, and after their stay. They’re not going to thank you for it, they expect it. In the end, technology is not our business. Guests don’t stay in a hotel for an app.”
That is in fact one of 3 points that McAveety shared on stage at the Skift Global Forum in New York City, October 9, 2014. Skift
The ideas are not new and i tend to believe that technology is the new driving force of travel marketing. Right now we are sitting on an explosion of new techniques and system that automate marketing. We cant expect to market in t the digital age without this. We are expected to tweet, announce, share, engage, blog, video, communicate and publish on many platforms. It is simply impossible to do this without automation. And the tools are there.
What is the biggest problem now is understanding exactly what all the new tools do. This has become harder as most are opaque. There are writers networks that will will feature your articles but because Google is clamping down on Private Blog Networks they will not share the sites with you. Its hard to evaluate the platform but their are ways and that is all part of the new technology driven marketing. I’ll share more on this in my own blog in the future.
The Global Travel Boom.
The Real book is China and the figures of what that means is stunning. Chinese citizens now spend more on travel than both the United States and Germany. In 2012 Chinese travelers spent $102 billion on international travel over 40 percent up from 2011, according to Hotels.com. In the first three quarters of 2013 saw an increase in expenditure of 28% from 2012.
Europe too had 29 million tourists, a 5 % growth. It was spurred on by Central and Eastern Europe with a 7 % increase while Southern Europe and Mediterranean Europe rose 6 %. Asia and the Pacific also had an overall 6% increase in travel spend.
South America and the Caribbean were the poorest performers at this time but they too all have a growing market.
But the real news is all about China, which will soon be a tourism colossus,
Here are the facts as reported by the Chinese International Travel Monitor (CITM) from Hotels.com:
“- 75 percent of global hoteliers say Chinese travelers now account for up to five percent of their business. Nearly half (45 percent) say they have experienced an increase in Chinese guests over the last year, with the greatest increases coming in APAC (61 percent). Hoteliers see China as a positive growth market over the next three years with one in 10 expecting to see an increase of more than 50 percent and almost half (47 percent) anticipating an 11-50 percent rise”.
Overall more people everywhere are travelling and most of these the new rising middle class who are exploring the world visiting new countries. Its those Millennials again — see the blog on how Mariotte is focusing its product for this new market.
Facebook Ads in our Posts
I posted a link to an article about Booking’com to Facebook. To be exact I posted it to buffer an automated service that schedules links out to several of my profiles including Facebook.
The post looked like this (see on right) – A snipet of the article and a HUGE Ad featuring Booking’com. Now I did not POST that Ad, it was not even in the article I posted, so clearly it was Put in my post by Facebook…. Interesting!
Are our communication, post and shares now the new media for ads?
Maybe we should expect that because FB is a free service and they need to advertise client to support our community. But really, isn’t that a bit much?
Should we not have a say in who sponsors our posts? I think we should, what do you think?
I imagine this is done automatically within the ad system. It is fully automated so I don’t have a person to contact and discuss how I might control this in the future. That got me thinking just how social is social anyway. We are sharing and engaging with people many of which are using automatic tools even to answer comments on post, let alone post on many sites. I have not problem with automation to help get the job done – but are we paying too high a price for automation, is it making us all Anonymous to some extent.
In this case, I am unknown by Booking’com who have advertised on what I think is my Content. Lets not get into that argument, it’s not the point, it does not matter if it is my content or not. They are advertising under my name, I am pretty sure I own that…. I think!
Does this get muddy or what? But lets not get sidetracked. The advertiser here is in a post I wrote, bold and Big with Images and Text far in excess of my Post which is overwhelmed by their promotion. They probably do not even know it! They certainly don’t know who I am – and that is my point.
Anonymous in the ANTI Social Age!
Automation has allowed us to be everywhere, a million of us all at the same time, everywhere, all at the same time in the same place. Yet we are invisible in the noise and clatter of systems pushing text and images, ads and communications at us. Social Media we thought was about point to point, person to person and persons to groups and the end of Broadcast Media and mass communications. But it is not. It is becoming another form of mass media where our content is infused with propaganda not of our choosing and delivered to many we do not know and, to our embarrassment, to some we do.
We are in the age of mass media where content is often created by both consumers, suppliers and media, merged and mingled by autonomous systems and delivered by systems, to where we are not sure. Systems deliver our communication based on rules, assumption and directive we agree to. They go to sites, pages and people who in turn share, comment and create the next cycle and the next cycle of content and comments is merged, mixed and propagated by the channels and systems we subscribe to.
We don’t control it, and the worst is still to come.
For more information on Annonymous in the social age see my follow up post which expores the issue in more detail – new-social-media-in-post-ads-are-unfair-to-all-i
The Death Of The Search Engine – The Birth Of Personalized Digital Assistants – Chris Lang Writes.
How cool is thsi Chris is miles ahead of me now but I started writing about the world at a crossroads a good while back. And in 2009 the web was becoming a platform for participation, rather than a medium for delivery. In this paradigm shift in the intelligent web, thinking, communications, connection, engagement and expression seems to have a life of its changing everything.
Chris puts the icing on a rather stale cake I cooked way back nearly a decade ago. He believes that applications that are not Android, iPhone, Facebook, Amazon or Microsoft device specific will dominate the second wave of Google. Apple’s SIRI, Facebook VR Worlds and Amazon A9, or CORTANA, will take the reins from the big five and make it less about them and even more about YOU!
He even has a book about the future world called PLENZES – Way to go Chris, Going to buy that now.
Read the article here >>>>>