Big Brands Take Top level Domains To TUMBLR

We met with an old friend and Tumblr brand strategist inside Tumblr’s NYC HQ last week and talked about what’s happening with brands on TUMBLR.

We were shocked to hear that 5 global brands have already moved top level domains to Tumblr.  That’s right global brands are dumping their websites in favor of a micro blogging platform.


1. now powered by Tumblr

2. now hosted on Tumblr


Skittles brings the Rainbow to Tumblr (unicorns optional)


Ruffles moves to Tumblr with the #roughlife campaign


Ivory Soap move there top level domain to Tumblr

Let’s look at why:


Tumblr has a world class hosting infrastructureBacked By Yahoo and With a cadre of developers dedicated to improving Tumblrs awesome every day. End to end software, server and connectivity all in one house with paired software and hardware improvements) this is what makes great web properties run really well. and what most dedicated servers are supposed to be before they fall well short of the mark of excellence. How do we know Tumblr will be good at this? Remember GEOcities. Yeah so do we. In 1999 GeoCities was acquired by Yahoo!; at that time it was the third-most visited Web site on the World Wide Web. There were at least 38 million user-built pages on GeoCities before it was shut down in 2009 (Good job Yahoo). But TUMBLR has revenue, a feat Geocities was too before it’s time to get big brands into.

Baked in Virality

Every piece if content is super easy to engage with, share, and reblog. Instead of betting big on a Facebook page where you are waiting to get .1% of Facebook’s total traffic to your page and then even less to click through to your website. The whole branded web experience lives in a native environment with 199.1 visitors per month.

Built for Mobile

The Tumblr experience strips all of the fluff out of web browsing and puts as little as possible between the user and the content. Window dressing is nice but todays web user is on a mobile device, driving, Swilling a half-caf soy latte, and trying to get the 3 year old in the back seat to daycare and get to work on time. It fast. It only takes a thumb to manipulate, Youtube videos play in place, Instagram photos show in place, and stuff can be automatically shared from Tumblr to Facebook. TUMBLR is built for the dual screening multi tasking over caffeinated, ADD stricken american consumers. As a result 50% of active Tumblr users are on mobile.

Content Comes First

Conversation on Tumblr are ONLY around shared content. No content no interaction. No annoying posts like “my cat rolled over” that still keep the mass market at arms length from Twitter. Nor the deluge of auto-selected Cyberdyne curated Hal 9000 controlled content from fbook. (sorry Mr. Z.) and unlike GPlus people actually use it because it’s built for people not software.

Advertising Opportunities

Tumblr is not a DIY mass market ad platform yet ( and we hope they don’t race to the bottom to become one) Tumblr has real advertising for real scale companies. The little guys can get by on producing awesome content and leveraging virality. Tumblr’s leadership is treating the channel with some respect and making sure the brands getting first page promoted Status and mass outreach are capped with reasonable enough minimums that the users feeds aren’t overrun by advertising and promoted clickbait. They’ve even partnered with agencies to build strategies hand in hand with their advertisers.

It’s Time To Test Now!

Our visit made us rethink our relationship with the social web. Committing to go all-in on Tumblr is letting a handful of early adopting brands turn every post into an easy to find, easy to interact with and easier to share trackable nugget of content marketing gold with the full hereditary nature of Viral shares plain to see and analyze. No more digging through wonky analytics to find influencers, it’s all super transparent to you and your followers and the influencers.

We are starting to believe that If you have a consumer facing brand a custom Tumblr site and a strong Content strategy may be a bigger winner than most any other CMS on the market. Stay tuned for some tests as we look at how Tumblr performs in moving feet not just mouse clicks.


The Single Worst Question in the Web Business: What does a website cost?

What does a website cost

this question is one of the hardest questions for web designers/ developers and customers to address. On the custom side we all want to know what kind of budget should i prepare for a project, and how much time, money, and energy will it take on my part to get it done.

That is a fair request.

However on the inverse side no two customers come to a web designer at the same stage in their ideation process, and idea development can be costly for both parties.

Imagine going to a restaurant and saying: “I want food. How much will food cost?”

Depending on weather or not you want one course or 5 and if you will have cocktails or not, and how many people are in your party “food” could cost any where from $6 to $6000.

This is effectively the question that we web marketing folks get when a customer says “what does a website cost” there needs to be a lot more discourse about how developed your idea is, and what kinds of pieces and parts are included. If you are talking about a mission critical website that will run your entire business model that requires 24×7 monitoring and has to provide service for millions of users per hour, well that costs quite a bit more than a brochure ware website that includes three points about your company, a poem, and some stock photography.

I would warn that the later does you no good in differentiating you from your competitors. In many instances I have seen companies in a competing market with the SAME stock photography on their websites as their competitors. They got websites, they were probably inexpensive, and they probably function meaning they pull up when someone types in the address. But why would you willingly spend a single dollar on that kind of result?

Your website is the professional face of your company, and until you are in touch with the goals of your website project you can’t really address the cost of the website.

What is developing a loyal following of customers that believe in your brand as the best solution in market and send you a steady stream of referrals worth?

If you ask a web designer to elevate your brand to a status position above your competitors, that is a more specific request but even then the developer will need to know what you are up against. If your competitor has three points and a poem you can reach status quickly, but if your competitor has a website that does client services, and online billing/ e-commerce, and transforms into a private jet to fly customers to a secure meeting location in the cayman islands, well that’s a bit more intense.

The bottom line is web design/ development costs are subjective.

The best place to start is with Goals for your web project. Tangible revenue or cost management based goals. Then you can talk intelligently about what a realistic budget is and you and your web team can partner to find the best solution.

Any web designer/ developer that isn’t willing to work with you on those kinds of terms, probably isn’t able to help you define a solution that actually improves your business. And if it won’t be a real business improvement, why are you willing to authorize the expenditure anyway?

New Report Shows Design Quality is Third Most Important Factor to Web Users

the folks at web designer wall and at webcopyplus did a great job compiling this article that shows what web users are rapidly turned of by. with ever climbing bounce rates and a constantly expanding volume of sites these points could be the difference in your site working for you and your site turning away potential customers.