It is inconceivable that we should allow so great a possibility for service to be drowned in advertising chatter
- Herbert Hoover on radio, 1922
Julie Fleischer, Kraft’s director of data, content and media speaks about Content Marketing at Kraft and states the obvious but yet unspoken and very welcome truth: brands shouldn’t post content they don’t deem worthy of paying to distribute.
The days of free organic reach are rapidly coming to an end. If you wouldn’t spend money behind it, then why do it? It’s shouting into the wind without making a sound. How many of us are guilty of being slaves to a calendar or posting cadence?
In other words: if only 4% of your followers read it, it’s just an expense. If it is so good that you want to pay to distribute and it brings in results, great. If not, don’t do it.
Or doesn’t. Soon, we’ll find out when Like turns to buy. And how often. Or not.
Apparently, Facebook is partnering with Stripe to power a new “Buy” button.
I’m sure it’s going to be perfect from a technical point of view. But will it work?
I don’t really care. It’s certainly not something that will keep me up at night. But I ask: how much bullshit have we accepted so far no questions asked about “interactive advertising”? I am especially sceptic when all the “interactivity” which is offered and asked for is to do what the advertisers want, namely click, which as we all know is something nobody does, or, as in this case, buy. Gimme your eyeballs, go check out my shitty website and buy ‘em things! I’d be surprised if this worked on a large scale.
Facebook Content Marketing is the most stupid thing I’ve heard about in 15 years in this field. And I’ve seen a lot of bullshit. Here’s how it works, or doesn’t. You create a Facebook Page for your company, i.e. an official, boring corporate page in a place where people go to goof off while at the office. Then you start producing “content” for people to “consume”.
If you want to understand why Scotland said NO, look no further than this post and the attached Pdfs. People over 55 voted strongly against independence (57% to 43%). People over 65, almost 3:1 against independence (73% to 27%). Why? Not surprisingly, given the age of those who voted against independence, because of worries about pensions (see table 3). But pensions were only the second reason voters gave for voting No.
The number 1 reason was by far (57 to 37) that they want to keep the Pound Sterling and want none of that crap called the Euro that we have on the Continent. The only question which remains partly unanswered is how strong support for the Pound is across the different age groups, but it looks like an independent Scotland is unlikely even in the future if that means having to join the Euro-club. I personally can’t blame them.
If you asked me: Will Publicis buy Criteo? I’d answer: how am I supposed to know? What I can tell you, however, is that it’s a deal that would make sense. Certainly a lot more sense than the delusional idea that Publicis could “merge” as an equal partner with a much larger American company like Omnicom which, of course, just wanted to gobble them up.
Not to mention: Criteo could bring Publicis what they were apparently after, i.e. the number-crunching power they need if they want to stand a chance in the new digital advertising landscape — something that Omnicom never had, to my knowledge.
In this regard, few deals if any at all ever seemed as dumb as Omnicom-Publicis to me.