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Posts tagged ‘Google’

Timothy’s 10 Characteristics of Today’s Traveller

November 23, 2013

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The 2013 Google Travel Study conducted by Ipsos is out and I am not enthused. Regular readers will know that I have a low opinion of surveys. At one time I was a stats person so i can’t fault the technical methodology (most of the time) with this year’s in particular. But I don’t think the consumer behaviour bears out the expectations that one can draw from Google’s and its conclusions.

Squillions of people are going to quote liberally from this study to make their points to spend more money on Mobile, Social and Video. Some will even use the “data” to support whole manners of business ideas and even the odd startup or two. But for me here is how I interpret the information that is presented.

Indulge me – this is how I interpret the report and why I think its high time we started thinking for ourselves rather than being pawns in Google’s game.

Timothy’s 10 characteristics of the traveller:

  1. Lack of trust – everyone lies on the web – reviews are never fully honest.
  2. Inspiration and Planning are NEVER linear …duh – what is this “funnel” anyway?
  3. Search is so screwed up in travel that I cannot get what I want when I want it. It’s a terribly frustrating process
  4. Collaboration is often mistaken for validation (and vice versa)
  5. Millenials are vastly different from Baby Boomers – Everyone is different, Geographically, Ethnically, Age-wise, me-wise.
  6. I always use multiple devices  AND multiple browsers in planning Рfrequently because I need to cross reference information.
  7. Video is a load of baloney. I don’t use it to watch videos – I do it for ways to see if the vendor is lying.
  8. Mobile does not equal a guy on the street booking a $4000 trip on his smartphone.
  9. I really need a place to capture, store, sort and process the things I find online that I want to bring together. No one does this.
  10. I am always looking for planning another trip – mostly the ones I will never take.

Do you agree with me? Well you don’t have to but I do want you to think about it. Read the report, even if it is a low grade work in my opinion. Then try and think about how the ever changing punter out there is being badly serviced. AND why the products and services most players have in the market are really poor and getting not better but actually worse.¬†

Finally please consider the “data”. if you are thinking of going into spending a load of cash on mobile – look very hard before you do. I am SO TIRED of being told how wonderful mobile is. Look at #8 above. Mobile is really about the user being untethered. That doesn’t mean he doesn’t use the Laptop. Do read the study by Expedia and this should help give you some context because that is based on some hard data. Google should be ashamed to put out this garbage.

The link to Google’s study can be found here.

Expedia Comscore’s study can be found here.

Cheers

Timothy

Digitial Ad Growth Powering Ahead – But Why?

November 16, 2013

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Google is laughing all the way to the bank (once again) and those other folk – Facebook, Twitter, Linked in are all smiling broadly too. The number from SIG on Digital Ad growth in the last quarter would make anyone smile – if you were one of the companies. However I am perplexed at the growth in Social ad spending because I dont think it is justified.

I have a belief that a lot of this is good money chasing bad as people dont really understand Social and no decent performance metrics for Social spend are yet out there to accurately reflect the effectiveness of Ad spend on Social.

I encourage you to read the report (Link below).ec2b9b14-ca8b-4c45-855f-bbc3460428b8

It certainly makes for interesting reading but I hope those who are opening their wallets to Social and closing them to traditional advertising REALLY know what they are doing because if not – some media will go away and we will be left with a ton of schlock stuff.

Cheers

 

The App Economy Hot or Overinflated?

November 26, 2012

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An article from McClatchy newspapers has appeared today across the USA extolling the benefits of the “App Economy”. Headline writers are salivating over words like “Sizzles” and “Hot”. However there is a real problem with this focus.

The sad truth is that Mobile Apps and now anything that used to be called an Application is being managed in a manner that cares little as to the value of what is being produced.

Metrics that count Apps as a requirement for a higher social score/ranking are just ludicrous (and I don’t mean the rapper either). So everyone jumping into Apps is a cautionary take of jumping and not thinking. The APP economy is simply nuts.

Have a read of my article in TNooz and then think very carefully if you want to bet the farm on developing Apps.