James Tuckerman
Wednesday, August 31, 2016
Authors Posts by James Tuckerman

James Tuckerman

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James Tuckerman is one of Australia's most accomplished digital publishers. He's an entrepreneur, angel investor, consultant, coach and public speaker. He is best known for launching Anthill Magazine, in 2003, from the spare bedroom of his parents' home. He was then 26 years of age. In 2004 and 2005, he was named Best Small Publisher in Australia by the ABA (now Publishers Australia). In early 2009, he reinvented the Anthill business model, abandoning its print origins in favour of a 100% digital product. Within six-months, AnthillOnline.com was listed by Nielsen Online Ratings among the Top 50 Business & Finance websites in Australia (http://anthillonline.com/about-us/). Since then, he has launched numerous digital ventures and helped other companies, large and small, make the transition online or helped them significantly improve their online commercial outcomes. To contact James, go to <a href="http://au.linkedin.com/in/jamestuckerman">LinkedIn</a>.

This article is the fourth in The Anthill Guide to Online Marketing for Small Business (and Startups) series. Last time, we identified common terminology associated with online marketing and revealed how some websites artificially inflate Page Impressions. Today, we continue this theme and look more deeply into the science of online advertising, so that you may talk like an expert, and get ROI!

Move over Old Spice. There's a new viral campaign in cyberland that's stealing your chatter. This addictive 'choose your own adventure' inspired advertising campaign for European stationary brand Tipp-Ex takes the viral power of bears on YouTube (think John West) and adds a layer of interactivity (think Burger King's Subservient Chicken).

Since extending the reach of Anthill's 30under30 awards to include 5over50, it feels like we’ve received nothing but criticism. Sure, enthusiastic ‘upstarts’ and ‘restarts’ have entered in droves. But the majority of direct feedback we've received can largely be paraphrased in three words: "What about me?!" So, after a short period of festering, here are my own (and very sincere) 24 responses to these 30 to 50 year-old critics.

The following clip takes the job application process to another level. The work of a Monash student and aspiring Junior Project Manager, it was submitted to Pollenizer and posted for all to see on YouTube. It was soon after spotted by MitchelLake and posted on the recruitment outfit's homepage. What's the moral of the story?

Channel nine contacted Anthill's Pitch Club partner in crime, Peter Christo, this week about a television program scheduled for November called The National IQ Test, hosted by Eddie McGuire. One of the teams will be 'entrepreneurs'. Want to hang with Eddie and give entrepreneurs a good name?

Many baby-boomers might be nearing retirement but most are far from retired. Many members of this very driven (and notoriously outspoken) generation are embracing the freedom of an empty nest, turning their backs on once stable corporate careers and employing wisdom earned to serve their own ends.

"I don't know the figures for how many people are directly employed in automotive manfacturing, I'd guess about 10,000, and we don't know exactly...

Funny? Hypocritical? Pure viral marketing gold? That's for you to decide. What's more interesting about this public spat is the underlying question it raises. What drives consumers -- expensive television advertisements to establish trust and, therefore, create the ability to sell products at a premium price or the opportunity to purchase online at discount rate?

In the online world, it seems there is not much demand for large graphics of this nature, despite their effectiveness at explaining an often complex message or set of principles. (We know this because we measure traffic with the obsessive zeal of a quantity surveyor on speed.) However, when we received a polite invitation from OnlineSchools.org to post a big graphic on the rise of Facebook, we couldn't resist.

The first in a series of four videos, The Website is Down has been driving technical support staff to tears (for both reasons) since it first appeared on Blip.TV over two years ago. It's not for everyone but if you've ever tried to provide guidance to the digitally illiterate or found yourself butting heads with technical support this is sure to make you chuckle. Salty Language Warning: Moderate

Five minutes of overheard conversation in any Australian watering hole or bus-shelter this week will tell you that Tony Abbott is a misogynistic mad monk and that Julia Gillard is a political assassin controlled by faceless apparatchik of the union movement. But are these the factors that will steer Australia in a direction that will create an economically secure and culturally harmonious nation for decades to come?

Among the belly-flopping corgis, astonishing Indian Pole Gymnastics and Justin Bieber clips that rise to the top of YouTube's most watched clips on any given day, it's rare to find something of substance. That's why it's forever reassuring to witness the rise of an opinion that is not built on a sound-bite or caters to the common view.

This week, the satirical commentary program rose even higher in our approval ratings when it unintentionally became a serious, political production house for the Greens when this 'fake' TV spot was aired on Wednesday night. Regular Gruen panelist Leo Burnett CEO Todd Sampson said on the program to its creators from Sydney agency Republic of Everyone, "It's the best ad The Greens have ever done. I'm sure you'll get a phone call". And they did.

While this election is unlikely to become Australia's first 'social media' election, it could be the first where citizen journalism trumps the traditional channels. In fact, these types of contributions are fast becoming the only interesting thing about the current election.

According to an article in The Australian: Fairfax Media should axe its Melbourne and Sydney daily print editions and focus on e-readers and online to boost earnings. Macquarie analyst Alex Pollak suggests Fairfax could get the ball rolling by spending about $50m to give away 100,000 e-readers to seed the migration of readers away from print.

Do you ever feel like online marketing options were deliberately designed to confuse? In this post, we reveal some of the strategies that media organisations don’t want you to know - the tactics they use to inflate their figures (yes, it’s real and happens every day).

It's such a clever, funny and well written advertisement. But it always leaves me feeling strangely conflicted. It's extremely effective in its capacity to communicate a disruptive message. And its creators could almost be described as visionary, producing these insights well before the rise of the social web. But is it an effective tool for selling Search and Banner advertising?

It's been an election dull enough to bore even the most Machiavellian of political pundits. With nothing much ado on the frontlines, the only option left for those in the commentary box is to... well... comment on the commentators. Fortunately, in the era of digital media, analysis has never been more interesting.

For beer consumers, I imagine this innovation might be an enormous boon (personally, I'm a quantity over quality type of guy). However, I suspect that the real commercial advantage drawn from the Beer Vault might not be its capacity to expand beer drinkers' palates and prevent wastage.

Based on dim-memory, subjective reasoning and a (slightly self-conscious) desire to create a traffic accumulating list of massive link bait longevity (like this one), we've created what we've (rather ambitiously) called, "The seven stupidest marketing stunts of all time." (The stunts are presented in no particular order.)

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