Author Archives: John Koetsier

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Strategies: building paid, earned, and owned synergies into marketing mix modeling

Synergizing paid, earned, and owned media boosts ROI up to 1000%. And if paid media is the quarterback, organic is the offensive line. Together, like fine spices and horrifically mixed metaphors, they can form a tasty, successful whole.

But how do you build paid, earned, and owned media synergies into your marketing mix?

Where do you start?

Get the full story in my post at TUNE’s blog …

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Marketing Technology 2018: 350 Marketers, CEOs, And Influencers Predict The Future

What technology will change marketing the most in 2018?

73% of marketers think it’s artificial intelligence or a technology dependent on AI. 20% think it will be voice-first technologies and smart assistants. 3% think it will be email, and 1.5% think it’s the good old fashioned world wide web.

A few others?

They think it’s the stupidest question anyone could ever ask.

Over the past two weeks I asked 345 marketers, CEOs, and influencers the same question: What technology or set of technologies will impact marketing the most next year?

Influencers like Joel Comm and Tamara McCleary responded, as did uber-analysts Jeremiah Owyang and Brian Solis. Academics like Julie Albright from USC and Stephen Andriole from Villanova School of Business answered, and top executives from companies like Salesforce, SAP, Optimizely, SAS,  Segment, Dun & Bradstreet, and Microsoft also took out their crystal balls.

Get the full story in my post at TUNE’s blog …

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Synergy: How marketers amplify owned media with paid and paid media with owned

Treating paid marketing and owned marketing separately costs marketers conversions, ranking and revenue. Most marketers evaluate channels separately, or, split out paid, earned, and owned marketing.

The result?

You leave 50-100% of your potential results on the table.

I recently asked almost a hundred CMOs and marketing executives: How do organic and paid marketing influence and amplify each other? Their answerswere astonishingly insightful, and provide powerful evidence that marketers should seek and exploit synergies not just within but all between all their marketing channels.

Get the full story in my post at the MarTech blog …

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TUNE VP of Marketing Jennifer Wong Hits Forbes’ 30 Under 30 List

We are extremely proud and excited to announce that TUNE’s vice president of marketing, Jennifer Wong, made the very prestigious 2018 Forbes 30 Under 30 list recently in the Marketing & Advertisingcategory.

Forbes says that there is typically only a 4% acceptance rate for nominees, so this is one of the toughest best-of lists to crack. Wong hit the list just in time: she is now 29 and in her last year of eligibility.

I asked her a few questions about the process, her feelings, and what she’s working on next.

Get the full story in my post on TUNE’s blog …

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Mobile is the ecosystem: All marketing channels by degree of mobility

Mobile’s not a channel. We know that. It’s an ecosystem within which all the digital channels increasingly live.

But increasingly, mobile is influencing non-digital channels as well. That’s because mobile is the three-foot PC … the laptop that never leaves our side … the supercomputer in our pockets.

So what’s that look like?

In other words, how mobile are the traditional marketing channels? Here’s one way of looking at it …

Get the full story in my post on TUNE’s blog

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Bitcoin hits almost $19K, Coinbase crashes under buying pressure

Bitcoin seems unstoppable. Perhaps tulip bulbs did too, in the 1600s.

The price of Bitcoin crashed through $19,000 today, just days after hitting $10,000, $12,000, and other psychological barriers, and then retreated to $18,000. Many cryptocurrency experts are predicting Bitcoin will hit $50,000 or even $100,000 as institutional investors continue to pile in.

The pricing chart looks like a classic bubble before the crash.

The question is: how long can this proceed?

Get the full story in my post at Forbes …

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Channel synergy: How paid marketing boosts organic, and how organic marketing feeds paid

How do you boost marketing efficiency 35%, 150%, or even an absurd 680%? Simple: you do what top marketers like Sandra Rand have done.

Which is: synergize paid, earned, and owned marketing channels.

As top marketers have learned, blending marketing campaigns across both paid and organic boosts both, sometimes in surprising and unexpected ways. Conversely, treating each channel as individual and separate costs marketers massive savings, much-needed insights, and huge potential upside.

Last week we looked at the results this generates: almost pure alchemy. This week, we’ll look at why channel synergy works.

Get the full story in my post at TUNE’s blog …

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National cryptocurrencies? All currencies will be digitized, cryptocurrency expert says

Bitcoin has burst through the $10,000 barrier and Ethereum is bumping up against $500. But today’s important cryptocurrencies might just be the loud and noisy open act to the really big deal of the next decade.

That is, the end of cash as we know it.

“All currencies will be digitized,” Bitt founder and director Gabriel Abed said today at TechBeachretreat in Jamaica. “Cash has seen its days.”

Get the full story in my post at Forbes … 

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Twitter CEO Jack Dorsey on US Treasury Secretary’s view of AI: ‘Stupid, irresponsible’

Jack Dorsey is not one to shy away from controversy on issues he cares about. One of those for the socially-minded CEO of two billion-dollar startups, Twitter and Square, is the U.S. Treasury Secretary’s Steven Mnuchin’s stated views on artificial intelligence and jobs.

“We have a treasury secretary in the US who said that AI will not cause job loss for 50 to 100 years,” Dorsey said today at TechBeach Retreat in Jamaica. “It’s not just stupid … it’s irresponsible.”

Get the full story in my post at Forbes …

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Amazon AI exec: 8 key challenges to AI’s global domination

Amazon, Google, Apple, and Facebook are rushing to build artificially intelligent smart systems to serve us, connect us, help us, and … increase their own profits.

(Of course, not necessarily in that order.)

But there are at least eight massive challenges to artificial intelligence — and most of them are not technological. Amazon’s director of cognitive interfaces for Amazon Web Services AI Pilar Manchón talked about them today at TechBeach Retreat in Jamaica.

Not surprisingly, many of them are about data and its uses.

“We all like having a real nice personal assistant that helps us,” Manchón said. “To do that we have to share huge amounts of private information.”

The eight core challenges are:

Get the full story in my post at Forbes …

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10 things change agents do, according to Coca-Cola, Starbucks, Visa, and the NFL

Change agents are the indispensable leaders of digital transformation in organizations small and large. But what are the changes that you need to be a change agent in your company?

Spoiler: it’s not just a strong desire for change.

Brian Solis, principal analyst and futurist at Altimeter, studied the biggest brands in the world for five years. Today, he released a report highlighting what executives in leading companies like Coca-Cola, Samsung, Starbucks, Visa, and the NFL told him.

According to the report, change agents have 10 common characteristics. They typically …

Get the full details in my post at Inc. Magazine …

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Local entrepreneurs are using blockchain and cryptocurrencies to rebuild Puerto Rico

Almost 40% of Puerto Rico has still not been reconnected to the power grid. 30% of the cell towers are still down. People are still in shelters because their homes have not been rebuilt, and many  other challenges remain.

Sounds like a problem for blockchain and cryptocurrency?

“We’re leapfrogging the developed world,” Enrique Martinez, the CEO of WebCapitalists, said today at TechBeach Retreat in Jamaica. “We’re bringing solar panels to Puerto Rico … and can now create a market for electricity using cryptocurrencies and blockchain.”

Get the full story in my post at Forbes …

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Venture capitalist: 65% of startups fail for this single reason

65% of startups fail not because of product-market fit, not because of lack of funding, and not because of the inexperience of their founders, says Paul Ahlstrom, co-founder of Alta Ventures.

Actually, they fail thanks to premature scaling.

Get the full story in my post at Forbes …


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5 simple ways to boost marketing ROI 2X, 5X, or even 10X

Channel synergy is an amazing thing. And when you intentionally cook up some good chemistry between paid, earned, and owned marketing channels, you can multiply your results exponentially.

I recently completed extensive research on marketing synergies. (Full disclosure: I consult with TUNE as a mobile economist.)

Here are five stories from marketing experts who synergized paid, earned, and owned channels and achieved outsized results.

Get the full story in my post at Inc. …

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Messenger bots: How one brand hit 500K subscribers and 84% retention

If there’s one thing we think we know about Messenger bots, it’s that retention sucks. In other words, people leave just as fast as they come in, meaning it’s hard to build a consistent audience.

Think 4% D7 retention.

That’s four out of 100 people sticking for more than just one week.

In fact, just this past March I told Botscamp attendees that really good chatbots had 10% retention, and the very best of the best entertainment bots — think movies, music, celeb gossip — achieved a 57% user retention rate. That’s not bad … but the 4% average is scary-looking for CMOs and marketers considering bots as a form of customer engagement.

Just last week, however, I saw data from one brand’s chatbot with a stunning 83.61%  week-one retention rate, and a still-very-good 46.62% at week four.

And the bot isn’t even a very smart one.

At least, not yet.

Get the full story in my post at Forbes …

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Dear Apple: No HomePod, no Alexa support means Apple Music is scrooged

Apple, this is a Dear John letter. Except, I’m John, and I’m thinking about breaking up with you.

With your music, at least.

This week Apple announced that its Amazon Echo and Google Home competitor HomePod, a smart speaker that 70 million American adults would be interested in, will be delayed until next year.

This is not necessarily fatal, but it is bad. Seriously bad. Apple is missing out on not only the gargantuan consumer-gasm that is Black Friday and Cyber Monday, it’s also kissing the Christmas giving season goodbye.

Get the full story in my post on Forbes …

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Facebook exec: No, our app is not listening to your conversations

We’ve all had that moment: you were just talking about a product, and the very next day — or hour — you see an ad on Facebook about it.

The idea that Facebook is listening in on your conversations and tailoring ads based on what it hears seems to be gaining currency. Last year, The Independent claimed that a professor at the University of South Florida found evidence that Facebook was eavesdropping, although the actual words attributed to Kelli Burns are not so clear-cut.

That story continues to pop up on social feeds, and people resonate with it.

“We talked about Lexus in the car – and guess what: My friend got a Lexus ad,” Julie Albright, a professor at the University of Southern California said recently. “And he’s never gotten that before …. right after the conversation.”

Get the full story in my post at Forbes …


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Quantifying channel synergies: how better-together paid, earned, and owned strategy boosts marketing results up to 1000%

Treating paid, earned, and owned marketing separately costs marketers conversions, ranking, and revenue.

Ultimately, it ends up leaving 50-100% of your potential results on the table.

Used strategically together, however, each can amplify and multiply the other. At TUNE, we’ve just completed a massive report showing how marketers are boosting conversions on paid marketing and magnifying impact on owned media. This means more owned and earned success, higher conversions on performance advertising, better retention for brand marketing, and much, much more.

That’s all good in theory, but evidence is better.

What kinds of results are marketers seeing when they synergize paid, earned, and owned channels? Here are just a few of the examples we collected.

Get the full story on TUNE’s blog …

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How synergizing earned, owned, and paid media can 10X marketing ROI

Hundreds of millions of paid clicks, millions of paid app installs, and hundreds of marketing campaigns clearly indicate one thing: treating earned, owned, and paid marketing as separate entities costs brands hundreds of millions of dollars annually.

The good news?

Synergizing earned, owned, and paid channels is relatively easy. And, dozens of other marketers have paid the price in high-ticket test campaigns so you don’t have to.

I recently completed a major report on paid and organic marketing with TUNE, a mobile marketing platform. The goal was understanding at a deep, analytical, and numbers-based level what synergies exist, and how they interact.

Get the full story at Forbes …

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40% of Black Friday top 5 sellers are Amazon products; 60% are smart home gadgets

Two of Black Friday’s top five selling products are Amazon products. Three of them are smart home gadgets.

According to Wikibuy, the top five sellers were:

  • Echo Dot 2nd Generation
  • Fire TV Stick with Alex Voice Remote
  • TP-Link Smart Plug
  • Instant Pot 7-in-1 Pressure Cooker
  • 23andMe Personal Genetic Service

The top toys were …

For the full story, read my post at Forbes.

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TUNE, Google, and AI: Redefining the customer journey with machine learning

Artificial intelligence is reshaping both martech and adtech. It’s creating new experiences we could never create with convention technology, and it’s enabling new insights we’ve never before been given a chance to see.

Last week TUNE partnered with Google to highlight some of those experiences and insights, and you can listen to the entire conversation here.

One of the key places machine learning is helping marketers?

Understanding the customer journey.

Knowing where your customers come from, and how they come to make a purchase decision for your product, service, or subscription, is critical. In fact, it’s so critical that marketers tell us that better customer journey visibility would improve their marketing ROI by a staggering 70%.

Get the full story in my post on TUNE’s blog …

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New VR streaming service: BitTorrent meets Blockchain meets YouTube meets Twitch, an eSports-streaming Twitch competitor, is launching a new decentralized streaming network  powered by blockchain. The resulting network will act like BitTorrent, where files are distributed globally on thousands or millions of computers, and distribution nodes on the system will earn cryptocurrency tokens by caching and relaying video streams.

And the founders have the king of digital video, YouTube, squarely in their sights.

It probably doesn’t hurt that YouTube founder Steve Chen and Twitch founder Justin Kan are advisors.

Get the full story in my latest post at Forbes …

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The 9 inventions Americans think are mostly likely to happen in 50 years

Will your car will be driving you in 50 years? Will you 3D print a new jacket or bag at home, or see a cure for cancer happen in your lifetime? Or, do you think you’ll be able to vacation on the moon?

Fluent surveyed 3,240 American adults about which inventions they think are most likely to occur in the next 50 years, and the results are interesting to say the least.

Most likely to happen?

Global WiFi coverage, say 54% of Americans, followed by self-driving cars being widely available and used. And right behind that, a medical technology that would save the lives of tens of millions globally: a cure for cancer.

Get the full story in my post at Inc. Magazine …

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3000 Americans: Facebook likeliest to die, Google most indispensable, Apple least needed

Facebook is the tech giant Americans think is the most likely to die in the next 50 years, according to a recent survey of 3,240 adults. Google, on the other hand, is most likely GAFA company to still be running searches and serving ads in A.D. 2068.

GAFA, of course, is Google, Apple, Facebook, and Amazon.

A solid third of Americans say Google will still exist at that time. Young people are more certain of this: 38% of 18-34-year-olds agree, compared to 31% of those over the age of 35. But Facebook is the least likely company to still be around in 50 years: only 17% of Americans think the big blue social network will withstand the sands of time … and the constant changes in the tech industry.

Get the full story in my post at Forbes …

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Book me as a speaker: New profile

Need an awesome speaker for your next event?

I’m super-pumped to now have a profile on, where people “find speakers who do things that matter.” People like Brian Solis, Tamara McCleary, Jeremiah Owyang, Bryan Kramer, Bonin Bough, Dan Ariely, Sandy Carter, and Catarina Fake are on, so I’m honored to be in their company.

My profile is right here …

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How to allocate mobile web vs mobile app install marketing budgets

How do you decide how much to spend on mobile web marketing and how much to spend on mobile app install marketing?

You have a limited marketing budget and you want the most return out of it. You want immediate ROI, sure, but you also want to set yourself up for the long term by enhancing and growing owned assets.

And … you want to know: should you focus on app installs, or one-off product sales?

A large business-to-consumer TUNE client recently asked me this question, wondering if there are industry standards or benchmarks around this. Sadly, they don’t really exist … but there are guidelines that can help enterprises and brands navigate challenging mobile marketing waters.

Here’s how I answered …

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Stephen Hawking issues stern warning on AI: Could be ‘worst thing’ for humanity

Physicist and thinker Stephen Hawking appeared on-stage at Web Summit in Lisbon, Portugal today via telepresence to warn humanity about the development of artificial intelligence.

“AI could develop a will of its own,” Hawking said in his signature computer-generated voice. “The rise of AI could be the worst or the best thing that has happened for humanity.”

AI and robots are already threatening millions of jobs, Hawking said, but can be used for pro-social purposes as well. That won’t just happen by accident, however. Hawking said there’s a lot of work that needs to be done to make it happen.

Get my full story at Forbes …

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Tim Draper on Bitcoin: ‘In 5 years if you use fiat currency, they will laugh at you’

In 2014 Tim Draper bought 30,000 Bitcoin for under $20 million. Today, it’s worth almost $215 million.

Tech startup founders tend to live in the future, seeing future developments that most can’t yet perceive as achieved facts. The same is true, apparently, of venture capitalists. Tim Draper has led investments in companies like Skype, Tesla, and Twitter.

“In five years, if you try to use fiat currency they will laugh at you,” Draper told me at WebSummit while wearing a tie with cryptocurrency logos on it. “Bitcoin and other cryptocurriences will be so relevant … there will be no reason to have the fiat currencies.”

Read the full story in my post at Forbes …

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Uber + NASA: New partnership to bring flying taxis to Los Angeles in 2020

The original Blade Runner movie showed flying cars in Los Angeles in a fictional 2019. Today, Uber announced a new partnership with NASA to bring its air taxi service to life just one year later.

In fact, the company predicts that its service will be deeply integrated into Los Angeles’ transportation ecosystem by the 2028 Olympics in the city.

Uber calls the project Elevate, and it consistes of a drone-like four-passenger electric helicopter that is much quieter than typical helicopters, travels about 60 miles on a charge, and can be recharged in just four minutes — less time than it takes to load passengers.

Read my full post at Forbes …

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This big data marketing firm claims to have a perfect track record in winning elections

The data and analytics firm that has been credited with helping Donald Trump win the U.S. national election a year ago has a perfect track record in helping its clients win elections.

At least, on elections where the company does all the work.

“I think we have a 100% track record,” Cambridge Analytica  CEO said today at Web Summit in Lisbon, Portugal. “That’s about 30-100 campaigns.”

Get the full story in my post at Forbes …