Monthly Archives: April 2012

What a waste! Failure to execute on mobile results in this.

This is 2012.

This is Canada.

This is the age of mobile.

Yet marketing teams continue to waste time, money and effort on deploying useless mobile engagement. The result of poor execution for the company; time, cost and failure to collect valuable user information. The result for the user; frustration.

What is most astounding to me is that during the entire process of building the strategy, mapping out the campaign and the associated collateral that somebody did not test this execution and say, “Wait a minute, this is not functional. We need a different execution”.

So, what has me going. Here is the scenario.

Early this week I met a long-time friend of mine for lunch at Original Joe’s in Kensington. I had the Fish and Chips and my friend had the Cob Salad. All in all the meal was good and the conversation even better. When we received the bill they included the following;

original joes kensington survey

I was impressed that they included a QR Code on the survey. To me this makes a lot of sense to capture feedback at the time of checkout. What also is smart is that by including a QR Code, it gives a person immediate access to the survey on their smartphone. This is definitely going to generate a higher volume of responses than waiting for a person to get to their home/office to complete the survey at OriginalJoesSurvey.com.

As I pulled out my iPhone, ready to provide some good feedback, here is what I encountered. Continue reading

Canadian Media Companies; Revenue Per UV and Thoughts on the Bell – Astral Deal

In the past 2-weeks some interesting news in the Canadian media space has happened. First, on March 16, BCE announced the purchase of Astral Media for 3.38B and second Borrell Associates has released its 2011 Revenue Survey, Benchmarking Local Online Media. There are 4 Canadian companies listed in the Borrell revenue survey which are Yellow Media IncTranscontinental, TorStar Digital and PostMedia and their ranking by north american digital revenues are #7, #14, #21 and #24 respectively. The largest 3 players in terms of revenues where AutoTrader.com, AT&T YellowPages.com and Groupon.

Borrell does some interesting comparisons in their report such as average online revenue per site by operator and average per-market ad revenue for local pure-play internet companies. In the latter category Groupon leads followed by Craigslist.org and AutoTrader.com. However, I wanted to take a more CDN view of this data.

First, I decided to take a look at the past 6-months average ComScore UV’s for each of the networks listed above.

The data is as follows;

Continue reading