The failure of VEVO gets worse

Despite the ongoing hype by the music industry suits about VEVO being so great, users stay away in droves. Some recent and very contrary views explain some of the issues.

As we noted in an earlier post, VEVO has really low visitor numbers – click here. The news has been getting worse. Even when people visit the site they run away again, fast. Here is the chart to prove it:

bounce rate of vevo compared with youtube and myspace

The higher the Bounce Rate, the less time visitors stay. Google Analytics specialist Avinash Kaushik has stated: “My own personal observation is that it is really hard to get a bounce rate under 20% while anything over 35% is cause for concern. Above 50% is worrying.”

The chart shows YouTube is fabulous, very close to the 20% optimum. Even MySpace, despite its troubles, has still managed to stay below 40%. But VEVO is still climbing, now well into the extreme danger zone.

So it is silliness in the extreme to see Mary McKnight, aka @REBlogGirl at a Major Record Label, make extravagant and incorrect claims about VEVO. She said: “VEVO has really taken off … and is driving in more people than Hulu! The premium content model is leveraging fan base against both artist brand and artist product to deliver exactly what the fan wants – the ON DEMAND ALL ACCESS PASS to their favorite artist. It’s a simple model and it is working on Vevo.”

Except it is clearly not! Why do major music labels continue with this selective blindness to what is really important to fans.

A WordPress and Twitter mash-up

The combination of DIY copy-and-paste of Web 1.0 is now well and truly gone. Look at this clever new mash-up between WordPress and Twitter.

Now, all I have to do is get Twitter to automatically tweet about a new post …

Oh, that happens already! Perpetual virtual motion!

3 clicks and 8 seconds – scary update!

3 seconds to load a web pageThe June 2010 Web Analytic Clinic carried out by Marketing Experiments suggests that your web pages must, within three seconds (yes, 3 seconds), answer the questions:

  • where am I
  • what can I do / buy / get here
  • why should I participate / buy

In the ‘old days’ – 2 years ago! – the mantra was 3 clicks and 8 seconds. The new finding shows that:

  • users are bored with bloated websites
  • users are not happy having their time wasted
  • users want websites to be twice as responsive

Think about TV and the attention span of viewers. With hundreds of channels it’s easy to flick to another one if a show or advert fails to engage. With the web there are millions of ‘channels’ to click to.

The marketing gurus at iON suggest three solutions:

  • answer the what (what you can do) before the why (don’t bore us with how good you are)
  • present the ‘problem’ before the solution (old school marketing speak)
  • back up your claims with credibility (so no boasting or hollow testimonials)

As iON say: “Your website should mimic the clarity of a newspaper headline, not the subtlety of a murder mystery novel.”

The GAP between consumers and marketing – laid bare

Marketing Gap Tracker 2010There are a few ads and marketing campaigns that capture the attention of huge audiences – did anyone mention meerkats? But the vast majority of campaigns fall into the ‘also ran’ category. New research helps us see why.

A 2010 survey of consumers and marketers reveals what marketers believe is important. There is a wide gap in some important areas when we also look at what consumers are influenced by.

It’s no surprise that the highest ranking for consumers is given to brands they trust. Marketers are a little behind on this, but the next three metrics show consumers and marketers are fairly close.

The final three metrics, however, throw large spanners into the hopes and aspirations of marketers and designers. The consumers don’t really care! So it’s thumbs up for:

  • brand/company that’s known/trusted
  • relevant product or service
  • personal, targeted communication

But, and it’s a big BUT, there are very wide gaps in the final three metrics. When marketers rate something as twice as important and, ye goddess, 3-times or even 5-times as important, someone needs to get back to basics. Sorry, marketers and designers, but consumers are mostly looking for quality and relevance. In short, it’s thumbs down for:

  • interesting packaging
  • fun themes
  • design and appearance

Consumers are now a bit too savvy. They can see a great product or great deal, but they can also be turned off by smoke and mirrors. The final message might be:

If you’ve got a great product or service, be straight about it in your marketing.

Third of Americans can’t be bothered with the web!

The breakdown of the American dream? Or just that some folks are too smart to get all tangled up in the current “new fangled” mind accessory?

The latest news is that over one-third of Americans have a distinct lack of interest in broadband and, by that, the web. The reasons given are extremely revealing also, showing that the former front-runner in all things electronic is now dropping behind.

Don’t need it – not interested: 38%

Nearly 40% of those saying they don’t have broadband also say they’re not interested. The country with “everything on, all the time” has, apparently, reached some sort of saturation. Are they too busy already, with enough information coming in via TV? News channels? Radio? Mall life?

Too expensive: 26% / Computer lack: 18%

Here’s another 44% of those without broadband saying they can’t afford it, in one way or another. The service providers, in conjunction with hardware and software companies, have put broadband and the web out of reach of about 20% of the total American population! This, in the “greatest country on God’s earth”? Astonishing.

Here’s the pie graph so you can draw your own conclusions:

non-adoption of broadband in USA 2009

Google, Facebook, Twitter, the web, internet, email – they ALL live!

No, neither the internet nor the web “are dead” and certainly not even dying! EVERY eComm in our headline is GROWING and exponentially.

So let’s ignore the lazy journalists in the news media (newspapers, magazines, tv). And let’s ignore those shallow thinkers that pretend to inform the tech blogs.

pie chart exampleHere’s the thing:

Google = bank

Facebook = hairdresser

Twitter = coffee shop

Every person will go to any one of the six examples as many times as they need. What makes the difference? Easy:

  • current age
  • current economic status
  • current location
  • current culture
  • current technology
  • current peer group

But even more important, most people in developed and developing countries will go to all of them! So the numbers don’t really matter.

Just because more people go to the coffee shop doesn’t mean it is more important than the bank. It doesn’t even mean the coffee shop is more popular.

So ignore the pretenders. An ‘expert’ is really a ‘tryer’ if you go back to the origin of the word. They are trying to make you believe something is important when it is not. They are left behind in their muddled ‘thinking’ while Social Media streaks ahead.

Facebook is now LOSING users and traffic

As we have predicted for the past 6 months, Facebook is in serious decline. But now, on top of concerns over private information being sold to advertisers, plus the cover-ups of complaints about pedos, it is LOSING market share among users aged 18-25 and 35-44.

The lack of enthusiasm towards Facebook from other countries – reported in yesterday’s post (see below) – is another reason growth has slowed. Research in the past has claimed Facebook can gain up to 6 or 7 million users per month. In June 2010 it gained a very small 320,000 according to market research from Insider Network.

facebook advertiser statisticsFurther problems for Facebook revolve around the games and apps – the money is not there! For example:

  • Zynga is the top app developer with about 50% market share
  • Number 2, Electric Arts, has only about 15%
  • Zynga made only $250m in 2009 (from about 250m users)

In other words, the most successful app developer for Facebook could gather only $1 (ONE DOLLAR) on average per user per year!

By any business model, that is rubbish.

The money is not there in advertising either. Facebook allegedly “served” 176 BILLION ads in the first quarter 2010 yet made less than $80 million profit in 2009. The hype about Facebook and its value is just that – hype. It will make a few million for a handfull of companies. It is NOT the future of the web and NOT the future of social media.