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Rich Tehrani
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Marketing

Trends and Surprises Regarding Google's 2011 Advertisers

January 25, 2012

Google’s 2011 revenues were $37.9 billion last year and 96% of that money came from ads. Now I know what you are thinking. Where is all that money coming from? Well thankfully, the people at Wired put together an infographic that explains it all.

Analysis of FT and NYT Paywall Success

January 9, 2012

For newspapers looking to offset falling advertising revenues via increased paid subscriptions one solution is to raise prices of the printed versions of your product in order to gently nudge loyal readers online. A great analysis of how two newspapers the Financial Times and New York Times have been successful in doing so comes from Frédéric Filloux of The Guardian who explains that the NYT has increased their print prices by 25% in the UK and the FT has had a whopping 40% increase over a similar time period.

The article goes on to explain how the FT has a simple strategy when it comes to paywalls – you get less and less free articles per month unless you pay. The NYT has a more convoluted strategy which has a few tiers – and the article says both newspapers have models which work.

Does PhoneDog Lawsuit Mean a New Twitter Revenue Opportunity?

December 27, 2011

Gadget review and news site PhoneDog is suing a former worker Noah Kravitz over a Twitter account even though when he left the company he changed his Twitter handle from one which implied company sponsorship (@PhoneDog_Noah) to one which didn’t (@noahkravitz). Kravitz said he had the company’s blessing until they changed their mind after Kravitz began promoting PhoneDog competitor TechnoBuffalo.

As a result, his former employer is suing for $2.50/month per Twitter follower or $340,000 over eight months. PhoneDog says in its complaint that this amount is in line with industry standards but it is unclear which standards they are using.

Will Microsoft Departure Kill CES?

December 22, 2011

Can one major defector kill a trade show institution?

It happened with COMDEX – the show got so big that it exerted tremendous pressure on companies to spend more and more money to keep their coveted locations on the show floor. Location – being in the North Hall of Las Vegas was so important in fact that companies acquired others so they could improve their location! And as the desire to be in an important location increased, show organizers decided to increase the sizes of the booths exhibitors had to take in order to remain in important halls.

New Interactive Intelligence Quick Spin Cloud Contact Center Trial Portal

October 17, 2011

Coming off the first six months of 2011, Interactive Intelligence enjoyed cloud-based revenue growth numbers of 58% while orders increased a whopping 146% during the same period. Moreover, the cloud accounted for 26% of the company’s total new order dollar volume in the first half of 2011. Company CMO Joe Staples said the following to me in a meeting in New York, “We are seeing a huge shift towards the cloud.” He continued, “It is talked about in every single deal we are in.”

As a refresher – the company started selling a hosted solution in 2005 but relaunched its cloud-based communications as a service or CaaS solution in 2009.

Tehrani Speaking on Lead Generation Webinar Tomorrow

October 16, 2011

Women's Rights: The Next Frontier of Product Marketing

September 26, 2011

History shows us commoditized markets can be fertile ground for differentiation and pricing power if a product or company is innovative, branded properly and/or connects emotionally with purchasers. In the tech space we think of Apple and Bose, while in the food arena brands like Häagen-Dazs, Grey Poupon and Purdue Chicken show that no sector of the market is immune to establishing high-end merchants.

Ethical Oil

And this is all I could think about when I came across the legal fight between the Kingdom of Saudi Arabia and the Ethical Oil Institute an advocacy group whose message involves switching from Saudi oil, a product supporting human rights abuse to Canadian oil sands.

The Turnover Epidemic and the Toll it Takes

September 23, 2011

As I look out at the technology landscape I find it surprising that replacements of marketing personnel whether initiated by the company or people resigning seems to be near an all-time high. As I have stated before, the job of marketers is tougher than ever – they have to deal with online and offline media, social, search, events, web seminars, community building, landing page creation, testing, email marketing, article writing, blogging and public relations on a daily basis. We are at the point where marketers should be injecting Red Bull into one arm while injecting Maalox into the other.

To make matters worse, the scrutiny marketers have to deal with is at an all-time high meaning investors, CXOs and presidents are demanding accountability for every cent of spending.

Sure, Ads Don't Influence You, & You Aren't Reading This Headline Either

August 31, 2011

I have always been fascinated by advertising - it is a huge part of the business I am in, selling ads in-print and online. What is amazing to me is the idea that an advertiser no one has ever heard of will advertise a "bet the farm" product for a short time and expect to have success rates similar to the latest Apple device to be proceeded by the letter "i."

In my discussions with entrepreneurs, you often hear them lament - why aren't these boxes shipping faster? And you have to remind them that perhaps because they start at $250,000 and they don't have a name brand or single customer reference yet.

In my experience, if you build a better mouse trap, the world will not only not beat a path to your door, you will likely go bankrupt unless you effectively have a program in place to generate demand, influence prospects and continue messaging to them via advertising to influence them to open their wallet.

The most successful companies I know are the ones in any industry which have consistent branding. Geico is a great example as is Nationwide Insurance and Cablevision via its Optimum series of TV ads.

Probably the best example of advertising working is asking anyone over the age of 40, "How do you spell relief." If they can't recall "R-O-L-A-I-D-S" it would be a shocker and the ad series run by the antacid company hasn't been seen in at least a decade if not more.

The point is, advertising is about subtle influence - no one wants to think they are influenced by ads so you have to be delicate and stick your brand in the mind of the buyer before they need your product.

In the business-to-business space, we don't generally have many impulse buys - the pack of gum in the grocery store for example.











Latest Trends in Speech Technology, CRM, IVR, Collaboration and Cloud Computing

August 14, 2011

Speech analytics in greater demand

At the recent SpeechTek 2011 conference in New York I gained some great insight into the state of speech technology. For example, Jeff Schlueter of Nexidia told me his company’s speech analytics solutions have been in greater demand in this current economy as the desire to control costs has led to increased adoption of speech analytics. In addition, the company has released version 9.0 of its Enterprise Speech Intelligence product suite which cuts the TCO in half and allowing for customers to handle even larger amounts of data.

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