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Archive for April, 2014

Marketing Lessons for Manufactured Housing? Forbes Reports Online Ad Revenue vs. Broadcast TV

April 13th, 2014 No comments

On 4.10.2014, Robert Hof writing in Forbes colorfully reported that, Perhaps the iconic pose of our era is someone squinting at a smartphone screen–replacing another iconic pose, the couch potato pointing a remote at the TV screen.” Hof says that's due in part to the use of hand-held devices, such as tablets and smartphones, which led online ad revenue to now exceed that of broadcast TV.

This is a first, but not an unexpected outcome!

Citing the Interactive Advertising Bureau (IAB) as his source, Hof points out that cable TV still exceeds broadcast and online ad revenues, but the gap is shrinking. The IAB report lays out these facts:

  • U.S. interactive advertising revenues for 2013 hit an all-time high of $42.8 billion
  • 17 percent growth in online revenue, from 2012’s landmark revenues of $36.6 billion. 
  • Broadcast television advertising revenues ($40.1 billion)
  • Digital video, a component of display-related advertising, brought in $2.8 billion in full year 2013, up 19 percent over revenues of $2.3 billion in 2012. As a result, it also increased its share to become the fourth largest format, directly behind mobile.

  • Search revenues totaled $18.4 billion in 2013, up 9 percent from 2012, when search totaled $16.9 billion.
  • Display-related advertising revenues in 2013 totaled $12.8 billion or 30 percent of the year’s revenues, a rise of 7 percent over $12 billion in 2012.
  • Retail advertisers continue to represent the largest category of internet ad spending, responsible for 21 percent in 2013, followed by financial services and closely trailed by automotive which account for 13 and 12 percent of the year’s revenues respectively.

Here are some gems from the IAB report in a graphic format.

credit-iab-report-posted-cutting-edge-marketing-sales-blog-mhpronews-com

When you see “search,” realize that this is one of many reasons Google is getting megabucks.

Think about resources such as Google Ad words, but don't forget to check out our Joe Karn's report – Get your Business on the Top of Google…Guaranteed? – on this hot subject! Joe lays out a potential solution for those who want to use Ad Words, but don't have a huge budget for it. Don't miss it!

Are you Doing the Right Online Marketing?

Note the next highest percentage of revenue in the online report that goes to banner ads.

Banner ads have been a key part of what The Louisville Manufactured Housing Show and the Manufactured Housing Institute have used on MHProNews.com to drive traffic to their events. MHI reported recently that they are up 39% over the same time frame last year, and what else can you point to that is new in their promotion besides exposure on MHProNews.com?

Dennis Hill has laid out facts about the trends on the Louisville Show, which previously had been canceled in 2010, and was brought back in 2011. The big change for the show was again the use of banner ads and articles on MHProNews.

Don't Blow Your Budget! One Size does NOT fit All!

Let's be clear, there are a range of resources online that can yield success, which is part of what this IAB report that Forbes has covered showcases.

A web marketing pro outside of manufactured housing, and not familiar with our industry, might suggest a google ad words campaign to boost the turnout at an industry trade show. We'd say, 'waste of money.' Why? Because adwords generally targets the public at large, and the trade show audience is laser focused. The most viable tool to reach them are the ones we are currently using!

Could there be others? Sure, but that would take a different report than this one. The point is that one size does NOT fit all.

Are You Online? Do You Have an Updated Website?

A prominent state association executive reported that in his state, well over half of the communities had no internet website. Ouch!

Contrast that with the major MHC players, who usually have a serious investments in websites and other online marketing dollars. Or or most MH street retailers, who normally have a website, even if it is 4 to 10 years old (and if so, then it shows…).

Having a modern website, that is mobile friendly, is necessary for modern marking.

As important as websites, social media and other internet based resources are, you can't overlook the rapidly rising role of digital video and its role in marketing.

Digital Video

We are spending more time doing digital interviews, which have been very popular. No surprise! Video is dominating online usage, and is bound to grow in its revenues, as the IAB report and Forbes suggest.

We've reported before in posted columns such as…

More Videos for Manufactured Housing Success!

…vivid, real-life examples of how videos can be used to make points and tell a tale. A key part of what the mainstream media does is interviews. Where are the interviews being done in our industry? Right here!

As an example, if you've not seen the just-added 10 minute interview with Chet Murphree of Deer Valley homes, please check it out. We now have two versions posted; one is about 3 and a half minutes, the other right at 10, both are found at the link below.

http://www.mhpronews.com/home/featured-articles/april-2014/138-general-manufactured-housing-industry-topics/7312-a-cup-of-coffee-withchet-murphree

So Many Tools! Which One is For You?

Imagine the many ways how video and online marketing could be used to impact housing professionals, investors, public officials and the home buying public.

The tools and resources – including modern marketing – needed to grow a for-profit or non-profit enterprise like yours are all in our grasp. If you need a hand in reviewing your budget and marketing program, feel free to give me a call at the number below to set up a time for a discussion. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach
ManufacturedHomeLivingNews.com | MHProNews.com |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking:

MHC-MD.com | LATonyKovach.com | Office 863-213-4090

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach 

Comparing Web Traffic resources Alexa, Compete, Quantcast and ComScore Vs. Webalizer

April 4th, 2014 No comments

From time to time, we get questions about web traffic analysis services, such as Alexa, Compete, Quantcast and Comscore. Are these accurate? And how do these services compare to a statistical resource, such as Webalizer?

Dennis Yu's analysis linked here, starts his critique with these words, Alexa is the most well-known of the traffic measurement services, but also the least accurate…” Another website boldly proclaims, Alexa sucks and here's why.”

credit=insitedesignlab-alexa-sucks-posted-cutting-edge-blog-on-mhpronews-com

For reasons that are professionally outlined in this article linked below, you will see why Alexa's allegedly flawed methodology is not useful for a specialized 'niche' industry, such as manufactured housing.

http://waystoavoidscamsonline.com/how-does-alexa-track-traffic-do-they-really-have-a-grasp-of-your-traffic

Note that the same independent report shows how Alexa can be "gamed." Note too that while we have referenced the studies linked above, you can find others online that come to similar conclusions.

Dennis Yu's analysis points out the weaknesses and relative strengths of each of the competing services, and he draws towards his conclusion by saying, But the most important tool to use in grading your site is your own analytics…”

So now we turn to website statistical resources – such as Webalizer – which reside on your site's server.

Small Business Brief wrote that compared to even Google Analytics, "…when analyzing traffic, "Webalizer stats are more accurate," an insight we've reported previously on MHProNews.com.

It should be clear that Alexa, which depends on interpolation of data from a limited number of  browsers that have their tool bar can't be as accurate as widely used Webalizer, which produces its data by residing in the server of the site being monitored.

email_icon_wikicommons-posted-mhpronews-comDon't be confused or bamboozled by someone who waves Alexa (or similar web services) results in front of you!

Depending on whether your interest is in having good statistics is for your own site, or better understanding another operation's website, information gathered from a respected resource such as Webalizer are best.

We should note that when we build websites for other companies, associations, individuals or operations, we routinely install Webalizer, for the reasons previously noted.

Because manufactured housing – especially the B2B side – is such as specialized field and faces unique marketing challenges, you are often best served by an operation that both knows our industry well and has a sound understanding of website design, SEO, analytics, the proper use of social media, email marketing and more. Don't hesitate to call us for insights and comparisons. ##

(Image Credit: InsiteDesign, Wikicommons)

L. A. "Tony" KovachL. A. 'Tony' Kovach
ManufacturedHomeLivingNews.com | MHProNews.com |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking:

MHC-MD.com | LATonyKovach.com | Office 863-213-4090

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach