It has been a busy week, and I just returned home from DC after midnight last night/this morning. Still, there’s lots of good reading material available for you this weekend, so let’s take a look at my recommendations.
- Pew found that 15% of American adults do not use the Internet or email. About 2/3 of those people don’t think it’s useful or that the risks of using the Internet are too great. Why it matters: When planning digital campaigns, it’s important to recognize that not everyone depends on the Internet throughout the day – and a large percentage of people don’t use it at all.
- New York City will make all public NYC government data available online by 2018. Why it matters: As more government data becomes freely and easily accessed, it opens up opportunities for communicators and entrepreneurs to tap into a wealth of valuable information.
- New research shows that 80% of college students remember funny ads. Why it matters: When creating ads or content, it’s important to consider what will resonate with the target audience – and sometimes humor is the best approach. At the same time, it’s hard to be truly funny and easy to make missteps when trying to use humor.
- Procter & Gamble spends 25% to 35% of its marketing budget on digital activities and has a particular focus on content marketing ROI. Why it matters: Two reasons. One: that’s a substantial chunk of investment and should signal to others the importance of digital. Two: you can’t just throw money at digital and not focus on the ROI of the specific activities.
- Since the dawn of online display advertising, publishers have focused on increasing page views to drive up the number of “impressions” that they can sell to advertisers. Digiday now suggests that the days of focusing on page views may be numbered. Why it matters: Savvy advertisers understand that quality matters and tricks like putting content into slide shows to boost the number of potential page views for one story don’t really serve anyone’s interest in the long-term.