gary:
AOL doing things I think many people should be doing….I am serious! I really think what AOL is doing is very smart and I think many other platforms should be following the model!
The de facto strategy among the large portals for well over a decade has been aggregating content creation under the umbrella of the greater brand - AOL, Yahoo, Microsoft. However, as average internets user became more discerning, they - and advertisers - recognized that a big portal’s brand represented large but generic, undifferentiated traffic resulting in low CPM’s. What Gary didn’t nail home is that the big portals today should not be looking at growth via big ticket acquisitions (Twitter and Digg being the dujour favorites), but growth via differentiating their brand equity across niche-centric portals/content sites to increase CPM’s overall. This has less to do with being perceived as cool and everything to do with increasing your revenue via distributed targeting. The larger portals are in the best position to capitalize on the deep liquidity concerns among private niche content sites, a glut of dislocated talent, and the ability to throw massive undifferentiated traffic toward higher revenue branding. A whole lot of “win” to be had here, but there’s a ton of inertia and hubris attached with the big portal names.
And that’s just content. Imagine if they did the same with their IM/email properties and let them roam free in the wild to play in the tall grass, discovering something fresh and vibrant. Why AIM has allowed Twitter and Facebook to eat their status update lunch is beyond me (and yet, it makes complete sense).
Notes
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frankgruber reblogged this from gary and added:
Gary Vaynerchuk praises AOL’s approach to building brands by leveraging the traffic of the main
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signalfire reblogged this from gary and added:
It’s about branding. Gary brings it back to basics with a...timely observation about big...
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fillup reblogged this from gary and added:
guy’s wine info. Is he a tech genius too? :-)
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daryn reblogged this from gary and added:
had written off AOL’s future for a long time, but they’ve been making some...acquisitions...
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kellyreeves reblogged this from soupsoup and added:
Thank you, Soup! And I’d be lying if I said I didn’t enjoy this a lot. I’m coming up on my four year anniversary at AOL...
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debbiestier reblogged this from gary and added:
sooooo smart. He always puts words to...I’m thinking like 2 seconds before they form into...
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gbattle reblogged this from gary and added:
The de facto strategy among the large portals for well over a decade has been aggregating content creation under the...
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bigcrush reblogged this from gary and added:
shout-out for us at Urlesque? JK, but yes — larger “portal” sites creating niche blog networks is not exactly new, but...
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soupsoup reblogged this from gary and added:
agree with Gary here...few smart things AOL has done in a long time. He left off one of my...
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gary posted this
