A philosophical point of view on the open web (that’s attempted to be answered from time to time). Was it just a fortunate accident?
I think the Web was a historical accident, an anomalous instance of a powerful new technology going almost directly from a publicly funded research lab to the public. It caught existing juggernauts like Microsoft flat-footed, and it led to the kind of disruption today’s most powerful tech companies would prefer to avoid.
Powa was founded in 2007 and launched last year. It is now generating in the tens of millions in revenue.
How they work:
Merchants typically use Powa as part of traditional marketing and advertising programs which enable customers to make more spontaneous purchases. Merchants prompt consumers to download Powa’s free app and input their payment information. Once they are registered, they are able to purchase items that have a “Powa Tag” by taking a picture of ads in print and online, or have an audio watermark embedded in TV and radio broadcasts.
Chief Financial Officer Anthony Noto said that after the fourth quarter the company will likely retire its use of timeline views, its main metric of usage that CEO Dick Costolo last year described as “a proxy for the amount of content our users consume.”
On the marketing power of a group of parody accounts:
Asa, Orr, and Rhodes all agree that it was the swarming of their networks that really bolstered support for LaBeouf early on.
“The parody accounts were the real reason Alex From Target became so famous. They gave him the initial exposure he needed to kind of get the ball rolling,” Orr said.
Some monetization data points:
“Lately I’ve been posting for different apps, and it can range from anywhere from $500 – $1,000 per post — it’s awesome,” Asa said. “I actually did an app tweet last week and I ended up getting the app 20,000 downloads off one tweet.”
80% of those who use social networking sites say they are concerned about third parties like advertisers or businesses accessing the data they share on these sites.
55% “agree” or “strongly agree” with the statement: “I am willing to share some information about myself with companies in order to use online services for free.”
Never believe the ROI calculation of a short-term promotion. It never accounts for all the zillions of dollars spent building the brand that made the promotion even possible. It may be a valid calculation of something, but it is not a valid ROI.