The traditional paper publishing is losing its position in today’s age. Fewer people read newspaper and magazines, most books have an electronic version and everybody wants to find what they want, exactly when they want it, which is supported by extended available options in digital media. I am an exact example of people who don’t read paper anymore when I have a choice. It’s just so convenient to carry one iPad!
In this scenario, the publishing industry which derived its food and water from printing is finding new and creative ways to stay alive. In addition, Amazon has taken a lot of control in the industry. Almost every book is available there and they decide the price. Increased circulation of used books has also impacted the industry which has been only possible by increasing access and e-commerce. In this highly dominant and complex age for the industry, books which are focussed on history suffer a lot. Many people do not find enough interest in reading such books and so no body buys them! But, don’t you think that it is important for our younger generation to still receive the vast knowledge available in old books, if not from books then from some other source which is more attractive.
On the same lines, University of Chicago in a joint venture with Touchpress and the Field museum created an application that can be used to learn about gems and precious stones available in the museum. This app was created because the book about them was not popular and the people from museum were concerned. The name of the app is : Gems and Jewels. This application was a super hit. It was the app of the week on iTunes (which is an achievement in itself). The application is a virtual HD interface to view the stones, pinch-zoom, rotate them for 360 degree view. Each object has a detailed story about them written by VP of The Field museum. Students and parents have highly appreciated the app as it is educational and interactive and fun to work with. Total 300 amazing objects are listed on the app. It is sold at $13.99 and almost 6400 times was sold within few initial days. On the other hand, the print version did not sell comparatively well.
This is an example of a successful transformation of publishing industry to better suit time and trends. I am sure we will witness several new and creative ways this industry adapts.
An event full day full of energy, nervousness and excitement. HGCC regional came along very well and special. Hats off to the team leaders who bought such a great success to HULT.
Things that caught my attention were -
The ideas – Great ideas in the room. Very impressive and practical ideas were brought on the floor.
Ambassadors - A very well suited choice of title for volunteers who helped the assigned team through the D day. The name filled all the ambassadors with a sense of responsibility and of course pride!
The blue look – Everything was blue. We (at least me) looked like an Indigo airlines airhostess, getting ready at 6 am when the house is sleeping and wearing a blue scarf. so good. :D
The team – The teams I was assisting were from Finland and Boston. Very energetic teams. The Boston team was all girls and had a very strong team. The Finland team was very energetic and have been all excited about the event for quite some time. One thing I loved was they watched a waka waka song right before their presentation!!
The pictures – I just loved them!!
Did you know what was the first conversation using the internet?
It was the 3 letter conversation supported by a telephonic conversation. The 3 letters were LOG from LOGIN but the computer crashed before finishing.
And did you know the first picture posted on web was the one attached? Wow, it’s amazing to even see this. It’s the picture of a music band from those days.
There have been a number of events that the World Wide Web is the way it is today. It took several successes and failures for us to achieve what we have today.
It may surprise you to know that 75.6% of total world’s population is on internet. So what should surprise you is where the rest 24.4% of the population is?
Well there are a number of interesting stats which you might be interested to look at:
The amazing growth of internet users has been a revolution of information, energy and activism worldwide. The availability of internet to the 75% of population is in itself a big achievement! I mark it as the most successful and important achievement for internet. It is this availability that has influenced the businesses that gave rise to the Google, Facebook and twitter.
I remember the first computer that came to my house. My dad got this second hand personal computer from somebody which was in very good shape. The computer operated on DOS and we had no idea what to do with it. I and my sister soon learned to play games on it. If you know the DAVE(name of the game), we spent our most time playing it. Then, we got a windows based PC which was much more interesting and we learned to use it pretty early. But we didn’t know what to use it for. Eventually, with the internet making its way in our house, we have been forever hooked on it to. Now, I spend my most time on computer or I call it the web. Even if I am not using it, I am connected. I do realize that I fall in the population who is addicted to check mails every 30 mins and can’t live without it.
But this has revolutionized my own personal life for good. I am more textative, if not talkative. I am more receptive of criticism, friendships and networking. I raise voice for things that doesn’t seem right and I support causes I want to by finding people who think like me, easily. It gives me, as a user, the freedom to express and make choices. Internet has given me an extra hand at things I couldn’t do alone. I can drive discussions, power, motivate and energize movements.
(If you want to know what I have on mind while I say this, check: http://sutradharsmarket.wordpress.com/2011/11/01/anna-hazare-social-media-india/
OK, but how does it affect the businesses? All the power, freedom and independence has not only affected my personal world but has drastically impacted the environment in which the business operates. So, in order to stay here longer, businesses have to be careful, active and aware of the happenings around them, especially the ones about them.
Look at an example. I has a bad experience on Skype because of may be bad connection at my friends place and right away I submitted my feedback. I also spoke to another friend on Facebook and tweeted that Skype just doesn’t work. I did this because I was very upset. The truth is I am a perfect fan of Skype. I love it. But one bad experience made me all crazy, and I sent a bad reference about the service. I might forget it soon, but the person who was about to download it, may not even try it!
At the same time, businesses have a new spectrum of opportunities. Customers are more vocal about their needs, they tell you where they are, what they want, how much they will be ready to pay for it and much more. These opportunities are multiple, dynamic and trapping them effectively is a challenge. Fortunately we have support from a number of tools available to help like Google analytics and a number of consultants, books (Web Analytics 2.0 by Avinash Kaushik)are also helpful.
Businesses have to be more user-centric. Ranging from web site layout, content assembly to applications and services have to focus on the right customers you want to target. Developing your business around the customers is a way of getting them more interested, more responsive and more interactive. An example of this is Dell computers. Dell has a full interactive set up for their business. Although the business model is based on “delivering-only-when-ordered strategy” but I see it as a very interactive, friendly and responsive business model. They ask you to tell them what you want to choose!
Hence, the rise of internet and the growth has transformed the way businesses as well as customers behave. Simple focus and redesign can largely help businesses to survive and thrive in this interactive, dynamic and people centric environment. I would say that businesses have been highly active and successful in attaining the attention but the challenge of sustaining that attention and keeping the position, still remains.
An awesome video about web 2.0.
jkilian asked: Prakrati, are you a liar (in terms of being a marketer)? :)
If I said yes, I would be lying?
but, if I said no, I wouldn’t be a marketer? damn! ;)
And the Digital Marketing class has just started! Very excited about it!
Me too jake!
All marketers are liars– Seth Godin (via jkilian)
Digital Marketing has drastically transformed from the age of website-click rates to complex analytics which require thorough knowledge and skills to create successful programs. A number of internet applications are available in market to help marketers make this job easy. But do we as marketers really know how to use them?
Web analytics 2.0 by Avinash Kaushik teaches people who are keen to learn these tools in the most powerful and flexible way. These tools like Google analytics, enables marketers to listen to what customers are indicating by leaving evident or hidden impressions. It gives marketers an opportunity to customize content linked with the products and services to these customers as per their needs.
“Web analytics seems enigmatic but it is not. It is just complicated.” This is the message Avinash Kaushik tried to convey in his latest book. He has done a great job in making the complicated analytics, very simple and practical. The book is written in a way that one can sit with the book and understand the use of web analytics on his computer screen. It’s a very strong learning guide for people who do not know how to use the analytics or for people who don’t get results. Examples, steps and results are repeatedly explained which makes the book distinguished from many other books available in the market.
One feed forward for the author from my perspective would be to use lesser space in writing. Too much of trendy words and thoughts have taken a lot of space and the book seems to be longer than it should be. The first three chapters do not add so much of value but occupy a lot of pages.
On the brighter side, Avinash has tried to cover all essentials of the subject to give a tangible presence of the content, methodology, procedures and outcomes. He also discussed the relevance of the metrics, measurement criteria and the sole purpose of the websites in details. He mentioned that managers and analytics must take precision for the data instead of accuracy and demonstrated quite well using pictorial descriptions. In fact he emphasized that, “An educated mistake is better than no action at all” and he described it in his different writing style, “Critical few, baby, critical few!” these statements point out his opinion that how many analytics waste their energy to get a perfect data rather than collecting sufficient data and start processing.
Although Avinash seems to be an admirer of Google Analytics, he did a great job by covering almost available online tools and software related to web analytics. He has discussed the goods and the bad for many tools and then proposed the ones he likes most. In this way, the reader gets a fair idea about what’s useful.
Avinash has talked about segmentation as a critical step in understanding the target audience for WebPages. He has been very pictorial and realistic in mentioning that you cannot target everybody, you need to get a focus and then understand the focussed set of people’s needs. He also emphasises on using the correct metrics. For example, metrics like visits per page are so popular where as important ones like bounce rate or exits slip unnoticed most times. This is where the chapter on measuring success comes as a good dose of reality which describes what right measures are and how few marketers get trapped in unrealistic expectations.
Reading further about digital marketing and web 2.0, a number of methodologies came forward. One of the approaches is more oriented towards data collection and the other approach is more client or customer oriented. The Web Analytics 2.0 book presents an overlapping combination of both of these approaches. Avinash has talked about using the metrics to understand the customers in a very down-to-earth fashion which makes this book very handy and convenient to marketers.
By the end, Avinash expects readers to become ninjas who will be able to carry out all he has explained. I absolutely agree with him that if followed as described, the book can be a very important resource of knowledge and better digital marketing.