The Marketing Companion

America has been through a tumultuous election cycle, perhaps the strangest and most divisive time in the country's political history. What does it all mean? Sure, a lot has been written about this, but it's rare to get a behind-the-scenes glimpse from a person who was in the very heart of the process. This week in our new Marketing Companion episode, Tom Webster provides extraordinary insight into what happened on election night and what it means to those of us in marketing.

  • What happened to the polls, and what does it mean for the accuracy of market research?
  • The downside of probability calculators and how they might have impacted the election.
  • The role of "social desirability bias" and how it shows up on social media
  • Was the election won on Twitter?
  • How big data and analytics delivered the election win
  • The importance of the focused message and a movement
  • The impact of fake news

If you listen to one podcast, it would probably be This American Life with Ira Glass. But if you listen to TWO podcasts, you should listen to The Marketing Companion. Right? Check it out: Resources mentioned in this episode: Larry Rosin's post The Hidden Group that Won the Election for Trump If you can’t access the episode above, click on this link to listen to Episode 91

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com,

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Affinio is now offering a FREE eBook co-authored with Mark Schaefer called How to Identify, Understand and Grow Your Ideal Content Audience. Check it out, as well as their new free audience Discovery tool. Affinio is an advanced marketing intelligence platform that leverages the interest graph to understand today’s consumers. Affinio believes that if we can understand individuals at a deeper and richer level, then we can fundamentally change the way people relate to one another. By understanding the interests and cultural DNA of key audience segments, marketers are empowered to take an audience-first approach to making meaningful connections with ideal consumers. Find out how at Affinio.com.

Direct download: Understanding_the_US_election_and_its_implications.mp3
Category:Social Media Marketing -- posted at: 6:09pm EST

I want to share a statistic that kind of blew my mind. In 2011, about 20 percent of non-game Internet revenue came from content subscriptions (to stuff like Hulu, Spotify, Amazon Prime, and Netflix). The bulk of the revenue has historically derived from advertising. Today, that number has completely flopped with subscription-based revenue at 80 percent -- in just five years! And content-based subscriptions will account for more than half of all internet consumer media growth in the next five years. These projections came from Activate CEO Michael Wolf's presentation this month at a recent Wall Street Journal Conference. What makes this trend even more remarkable is that "cord-cutting" (getting all your media from the internet instead of traditional TV and cable) is only growing at just 1 percent per year. Growth in cord-cutting has been blunted because just 12 percent of the U.S. has access to the minimum speeds needed for multiple pay TV video streams. In our new episode of The Marketing Companion, Tom Webster and I dissect this trend and its implications for marketing.

The new media economy and advertising

I commented that the amount of video content being consumed is exploding, driven by two trends:

  • Viewing is now asynchronous, meaning you can view it any time you want and even consume in a binge
  • Fueled by subscription revenues,  channels like HBO and Netflix can take greater risks on quality long-form storytelling

An entirely new media economy is being driven by this content-driven trend, and the news is not good at all for advertisers. The millions of hours consumers now spend with subscription content is "unaddressable" by advertisers. Essentially, the places to even spend advertising budgets is drying up. This trend also explains some of the content/carrier alliances and mergers. Could this open up new marketing opportunities? The development of this new media economy is simply a fascinating idea and you'll not want to miss this recorded conversation.

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com,

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers and outreach, content research and planning, and competitor research. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Affinio is now offering a FREE eBook co-authored with Mark Schaefer called How to Identify, Understand and Grow Your Ideal Content Audience. Check it out, as well as their new free audience Discovery tool. Affinio is an advanced marketing intelligence platform that leverages the interest graph to understand today’s consumers. Affinio believes that if we can understand individuals at a deeper and richer level, then we can fundamentally change the way people relate to one another. By understanding the interests and cultural DNA of key audience segments, marketers are empowered to take an audience-first approach to making meaningful connections with ideal consumers. Find out how at Affinio.com.

Direct download: The_content_dominance_strategy1.mp3
Category:Social Media Marketing -- posted at: 4:53pm EST

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