rent versus buy

Categoria masini. Unde rent include si mersul cu taxiul.

comparison

gasit aici

recomandari

fie sunt de sus in jos, in care ai oameni angajati sa ti le faca pe diverse canale asociate unui brand.

fie sunt de jos in sus, in care ai o platforma care agrega user knowledge si ti le ofera sub o forma sau alta.

ambele modele se bazeaza pe publicitate, model de business care in secolul 21 nu cred ca mai poate fi luat in serios daca vrei sa fii in businessul de knowledge... plus ca, la nivel de produs:

Summing up, because of the current limitations in AI and any other computer-based analytical methods, human curation is essential at some point to get a result that can be relied upon and acted upon. The only question is whether the user is expected to provide the curation or whether it should have already been done inside the service.

In the case of Google Search, human curation happens when a user browses the search results. For Maps, human curation has to happen internally because users expect 100% accuracy and because it is the platform technology for automated driving directions. For advertising, human curation happens when a user shows interest and decides to click on it, which is a very rare event. For music streaming, human curation can happen by the use of the "skip" button, but in some situations, a more accurate playlist is preferred. For Google Now and other personal assistants, if they are to replace human secretaries, they'll have to be pretty accurate and hence need a form of human curation.

Another way of looking at is that a human created knowledge base allows others to build services upon that data, but not so much for an automatically built one. This is certainly the case with Maps as opposed to Search, and is very much the case in Bioinformatics.

This is the current state of automated analyses. AI might improve significantly and become good-enough for even demanding situations. However, I as far as I can tell, we're still pretty far off.

citatul e de aici.

un cerc vicios

In media e o problema de supravietuire, nu e nimeni lacom. Vrei sa vezi starea industriei media din .ro? Realitatea – Insolventa, Intact Publishing – Insolventa, EVZ si Capital – Insolventa, Adevarul – Insolventa, Mediafax Group – Insolventa

de aici

The time to buy is when there's blood in the streets.

truisme

foto

facebook ofera optiunea de blog in facebook

Optiunea de Notes din facebook, cu posturi mai lungi, va fi transformata intr-un mini CMS in interiorul facebook. Asta inseamna ca poti sa fii blogger in facebook, cumva redundant, daca privesti din punctul asta de vedere.

Insa cred ca de fapt e un pic mai mult de atat, probabil ca este un pas intermediar pentru a oferi publisherilor o optiune destul de solida de a-si publica continutul in interiorul Facebook aka Instant Articles. Orice publisher serios foloseste un CMS destul de bun in spatele propriului website.

Front-endul noului facebook notes aduce si este conceput de cei doi designeri care au facut Medium, un tool creat de unul din taticii blogurilor, Ev Williams, care acum vreo 15 ani a inventat Blogger si pe care l-a vandut la Google in 2003. Facebook i-a angajat in ianuarie pe cei doi, probabil ca au fost si discutii de achizitie a Medium intre timp.

cea mai buna recomandare...

It is a common theme in food economics that knowledge of people, or knowledge of social mechanisms, is often more valuable than knowledge of food.

Knowing whom to ask and also how to ask is also often more valuable than a detailed knowledge of a cuisine per se.

If you could know only one thing about a city’s food scene…

problema cu advertisingul online, un alt fel de explicatie

There are many names for digital advertising’s chaff: adtech and programmatic are two. Don uses “targeted.” I like “tracking-” or “surveillance-based.”

The original name, however, before it began to be called advertising, was direct response marketing. Before that, it was called direct mail, or junk mail.

Direct response marketing has always wanted to get personal, has always been data-driven.

Yes, brand advertising has always been data-driven too, but the data that mattered was how many people were exposed to an ad, not how many clicked on one. And not whether you, personally, did anything.

...lasand la o parte concurenta acerba care a facut ca inventarul foarte mare de pagini sa duca la un pret derizoriu, toti plannerii masoara (si vand mai departe) clickurile pe un ad, ca simbol al eficientei unei campanii.

Cu cat are mai multe clickuri pe o campanie, indiferent de felul in care o vinde, cu atat plannerul primeste un biscuite mai mare, pentru ca a facut un job mai bun.

Si asta e explicatia simpla pentru aglomerarea de bannere care sar pe tine strigand da click atunci cand deschizi un site. Toti plannerii vor cat mai multe clickuri si masoara performanta unui site in functie de un CTR sec dintr-un excel, fara context de campanie. Chiar daca a cumparat la mia de afisari sau un proiect special, plannerul numara clickurile si le da mai departe.

Si asta, asa cum se spune in citatul de mai sus, are o explicatie foarte simpla. Pe mediul online, foarte putine campanii mai fac diferenta intre brand advertising, adica asocierea brandului cu un tip de continut, care masoara cati oameni au fost expusi la un mesaj publicitar, si direct response advertising, care masoara cati oameni raspund la un mesaj publicitar.

Si, amestecand astfel mere cu pere, problema principala pe mediul online este ca astazi, la gramada, orice campanie este masurata ca fiind eficienta contorizand un numar de clickuri obtinute, ceea ce face ca spatiile media sa devina echivalentul unei casuta postala plina de junk mail. (tehnic, clickurile alea se traduc prin cat ma costa sa ating un user, care face diferenta in pitchuri si castigat bugete media, dar s-o tinem simplu)

Da, cei care vand programatic si behaviour based ads o prezinta ca pe o oportunitate (online interactionezi cu omul si ii dai targetat ce il intereseaza), insa ce sa vezi, calculele nu prea se potrivesc cu modul de comportament al consumatorului care nu vrea sa interactioneze cu mesajele publicitare, oricat insisti si alergi dupa el. Nici macar nu vrea sa fie prieten cu brandurile. Si de aia publicitatea la click functioneaza doar in cazul proprietarilor cu inventar cu cifre mari, care justifica jocul din continut aiurea si goana dupa trafic la orice cost al publisherilor. Junk ads la click e cam ceea ce gaseste azi in piata un publisher online care isi propune sa traiasca din publicitate.

Insa, traditional, rolul mediei si al brandurilor puternice de media este sa ofere acces la o audienta. Asta inseamna brand advertising. Atentia si conversia cad in sarcina celui care concepe mesajul publicitar. Astazi atat accesul cat si conversia sunt puse la gramada in sarcina publisherului, iar optimizarea pentru junk ads nu o poti face cu continut premium, care n-ar trebui sa aiba legatura cu publicitatea oricum.

Daca pentru o campanie vrei response advertising si vrei sa numeri clickuri sau chiar sa faci programmatic, asta o sa functioneze doar in cazul siteurilor cu un inventar foarte mare de pagini, astfel incat cifrele de conversie, mici de obicei in procente, sa aiba relevanta in raportul final ca valori absolute.

Daca vrei awareness, memorabilitate si diferentiere, o sa cauti branduri puternice cu care sa te asociezi. Iar asociere pozitiva cu un brand puternic nu inseamna mereu produs media cu cifre mari online. Contextul de piata insa face ca alocarea de bugete online sa fie invariabil masurata ca pentru junk advertising, cu FB si Google in pozitii imparabile. Astfel incat proprietarii de inventar mare de pagini renunta cu totul la incasari din brand advertising.

Iar creatorii de continut nu au nici un motiv sa scrie articole bune, ci doar sa aiba cat mai multe vizualizari. Si prin urmare, nu prea ii intereseaza parerea consumatorului final, care oricum primeste rezultatul final gratuit. A, pune-l sa plateasca pentru o experienta fara ads, asta e cel mai bun exercitiu de ipocrizie, mai ales intr-o tara de saraci.

citatul e de aici

despre continut pe internet

... with the rise of social media, a site's brand identity is a little less important with every year. Gawker is important to those of us in the media because it's Gawker, with its strong institutional voice. But to someone not entrenched in the world of the media (which is the vast majority of everybody), it's just another Facebook content provider. Social media has, essentially, turned every content provider into a syndicator.

Two things have happened to change all of this: the rise of mobile, and the rise of social media. Mobile has ultimately downplayed the importance of words. Indeed, the fewer, the better. (God forbid you are reading this on a phone.) Images and video are king.

And the rise of social has flipped the old writer/reader balance, restoring power to the reader. On social media, you share an article because you agree with the take, sure, but also because it says something about you.

Your social media feed is a curation of things you want people to know about you. Inconvenient truths, negative views, or anything too dark will be pushed aside.

2015 is the year the old internet finally died

Asta legat de consumer behaviour. La care adaugi un model de publicitate care nu prea mai functioneaza atunci cand faci continut online.

Au fost 10 ani in care cumva media s-a transformat de la un model top down la un model bottom up. Inainte stirile veneau de la media si erau discutate pe bloguri si forumuri. Acum stirile se fac din ce afli de pe facebook. Un model destul de haotic care mai are pana sa ajunga la un echilibru, previzibilitate si sens economic. Poate principala provocare pentru urmatorii 10 ani a publishingului online.

yelp renunta la brand advertising

Consumers are increasingly relying on our 83 million reviews when choosing where to spend their money, making Yelp the ideal place for local businesses to advertise. To better leverage Yelp’s strengths with consumers and local businesses, we decided to phase out brand advertising by the end of the year. We believe that eliminating brand advertising, which we also refer to as our display advertising product, will benefit the company over the long-term. The industry trend towards increasingly disruptive display advertising is at odds with our focus on the consumer experience, particularly within the app.

Direct brand advertising sales is in decline, while programmatic advertising has its own challenges with privacy implications, ever declining CPMs, and lower ad quality.

While we recognize there is a near-term impact on revenue and adjusted EBITDA, we believe this is the right decision for the long-term success of the company.

e un punct de cotitura.

echo chamber

An echo chamber is a situation in which information, ideas, or beliefs are amplified or reinforced by transmission and repetition inside an "enclosed" system, where different or competing views are censored, disallowed or otherwise underrepresented.

echochamber

Atlfel argumentele sunt pentru oameni mari, nu pentru baietzei cu aere, care habar n-au pe ce lume sunt.