The other day I wrote an article about truly being productive: making the right business decisions to reach your goals. In an example, I showed how an online site owner (Marvin) thought out his business plan, launched his site, built up traffic, followed quality articles on productivity to become more efficient, yet he networked (online) with Apple followers, which crippled his ability to sell advertising for his gaming site. Quite a few people asked me, “Tyme, couldn’t Marvin work out a deal with Apple?” and theoretically, it makes sense does it not? Apple users are loyal, Marvin has the following…why not? Let’s look at the situation more carefully.
What are Marvin’s options?
Marvin has a gaming site, focusing on console and PC platforms. Marvin’s site is similar to GameSpot, Joystiq or Kotaku. Marvin’s site is thriving. He creates quality content and his traffic numbers were increasing. In this area, he did the right thing. Let’s be honest – most sites never make it this far. To monetize his site, Marvin needs to give advertisers a return on their investment (ROI) on their console and PC games. In short, advertisers would only advertise on his site because they felt he could help them sell their games or increase their exposure.
Marvin’s social network were mostly Apple users who were publicly anti-Microsoft. In comparison to his competition, if Marvin tweeted his links or shared his articles via social networking tools, they would receive the same results because the people he associates with online is in direct conflict to the content he creates. They might own Xbox 360s (which one could easily say is extremely hypocritical because, if Microsoft was “bad”, why buy the console?) but he would not get the same results (or even close) as his competitors, resulting in gaming companies advertising with the competition instead of Marvin.
If Marvin wants to align himself online with Apple users, and have a gaming site, a better fit would be to have an iPhone (cell phone) gaming site or online games like Facebook games. Of course, the income possibilities aren’t anywhere near as good as having a traditional gaming site. Let’s also consider that Marvin opted not to cover those types of games initially.
Let’s keep things in perspective. Online “friends” are usually people who aren’t your friend. You only interact with them online, you do not see them, and unlike true friends, you cannot expect these “friends” to aid you if you are in need. It’s sort of like the “friend” who swears he/she is your buddy, but if you are having financial troubles, will use the excuse “my spouse will not let me give you the money…” That’s the classic “using the spouse as an excuse”. Your true friends come through for you when you need them if it is in their power to do so, just like you come through for them. If the wife does not like the friend…well, I covered that earlier. Those “friendships” do not work out anyway. It is a complete and total conflict. This does not mean you cannot be cordial. “Friend” is not a correct term to use. Don’t kid yourself.
Marvin “friends” online were mostly cordial associates. Marvin definitely needs to change things long-term if he wants to monetize his gaming site. No one likes to throw their money away. To monetize his gaming site, Marvin needs more gamers following him. Gamers, on average, see computers and consoles as tools to do what they want. For example, many hardcore 360 players have PS3s, and they detest Sony. Gamers play where the games are. If Sony does something bad today and people talk about that bad thing this week, that’s normal. Over the top: criticizing Sony for everything they do but the person happily plays their PS3.
If Marvin’s audience was more in line with his content, Microsoft, Sony, EA, Bioware, etc. would be more inclined to advertise with him.
Why not work a deal with Apple?
Logically, that makes sense but unfortunately, there is a problem. One search on AdAge (or similar sites) and you will see that Apple focuses on TV ads, and when they do advertise online, it’s on the big sites like The Wall Street Journal or New York Times. From that standpoint, the odds of Marvin getting Apple to advertise on his site are slim. Let’s think about why for a second. Apple users are fiercely loyal. When Apple announces an event or a new product, Apple users spread the word and are in line as soon as the product is available or are refreshing the live blogging on the event like it was their last meal. Because Apple users are so loyal, they’ve created the environment where Apple has no need to advertise heavily online. Microsoft users on the other hand, are not so loyal. Even the hardcore Microsoft users are fair. This forces Microsoft to have to work for their sales; hence Microsoft has a larger advertising budget, online sales being one of their methods.
But a more obvious question: why would Apple advertise on a gaming site that covers games for consoles and PC? Again, it is a mismatch between the type of site and income possibilities. There is no reason for Apple to advertise on Marvin’s gaming site, especially since Marvin would have a hard time giving Apple a ROI.
Let’s be real…
Many people do not have reasonable success because they’ve prohibited themselves from obtaining it through their actions. I say “reasonable success” because being a millionaire isn’t the plan for most people no matter how badly they want it. However, there are people who could have it but are not making solid long-term decisions.
Remember, obtaining success is easier than maintaining it after achieving it.