Posts Tagged ‘Marketing’

How long will your old marketing prowess last?

June 7, 2008

No doubt things are changing – the question is really has it changed?  Did you spend the last 4 (or more) years of your life studying a field that just did a complete flip?  What types of companies are looking for marketing “geniuses” whose college pedigree reads “Graduated 1995”?

I posted this on Twitter a few hours ago and I could not get it out of my head:

“If you are in marketing and you don’t use FaceBook, Twitter, MySpace and/or you don’t blog – get out. The field  will be passing you by soon”

There is still time (I think). When I see companies like the Undercurrent popping up it makes you wonder what value traditional marketing brings now a days.  Undercurrent is hiring “mavens” to spread messages with a virtual interview through a blog post asking you questions like “How would you spread a viral video”.

When I think about this I get scared.  Not because I don’t think that these types of things are cool (because I do) – but because there are a millions of marketing professionals out there who are going to lose their  jobs.

Remember door to door Encyclopedia Salesman (great book about that by Herman Miller – Death of a Salesman). Yeah – if your dad was one of those back in the early 80’s you know what I am about to ask – “Where is he now?”.  Replaced that’s where.

Tree falls in the woods…

How about the “Million Dollar Homepage” – do you remember that?  Here is the significance of that “experiment”- if you did not hear about this before it was posted on CNN, Time Magazine or any other mainstream media – it probably meant that you were already out of the picture.  This is the funny thing about where we are right now – there really will be an “in” and “out” crowd.  The reason this will happen is because there are information flows on the Internet that travel virally and if you aren’t near anyone that catches it (understands it)- you won’t even know it happened. In this case – a tree will fall in the woods and those near it will hear it and unless you talk to them you won’t know.

So when you think about the people that heard about the Million Dollar Homepage through non-traditional networks you begin to see where things are.  Those people have been entrenched in networks where information like this travels and they are essentially 2 years (plus) ahead of you – seriously.  This is how people like Michael Arrington has made his recognition – he is in the know – in an unfathomable way – point in case.

There was a great post today by Jeremiah Owyang which addressed where most corporations are on Social Media.  If you have not come to terms with what Social Media means and you have not come up with a plan to work that into your marketing plans than you better get a move on.  That 20 year old 1st year marketing college grad is suddenly looking a bit more attractive than you.

So for those that don’t have your bearings – here are some terms that your competition are going to be very familiar with shortly:

  • Viral Loop
  • Viral Networks
  • Double Viral Loops

There is still some time – if you hurry.  Good thing this is all documented and you understand the basics.  Good luck.

“Scary-smart” and Microsoft in the same sentence

February 6, 2008

Yeah – I know – which is why I was so intrigued by the article. It’s located over on CNN.com with the title “Microsoft tinkering with scary-smart ad spots” and it definitely grabbed my attention.

With the impending bid for Yahoo still looming news about Microsoft’s latest advertisement projects are very interesting. We already know how a company like Microsoft can use distribution channels (the OS) to drive revenue to other products (Desktop Publishing and Workplace Communications). Now it seems that the purchase of Yahoo is another mechanism for Microsoft to exploit one channel to benefit from another.

Unfortunately, it is genius and, it represents a big push for the company to continue its strife to take over the world. Scary – very scary.

I am a big proponent of smarter ads and also could care less if my “actions” on the Internet are tracked by “big brother”. Look, the Internet is a tool. If it doesn’t get smarter what good is it. So, I have stated before here that I want the Internet to learn about me and understand what I like and don’t like. Present me with advertisements that make sense. Don’t show me things that I would never be interested in.

Part of me feels that if we get more targeted ads, then we won’t need so many. Instead of having to blanket a site with many ads hoping to reach a site visitor, they could have one spot that is guaranteed to reach visitors. If I can go to a page – look at the ad – say quickly “yes” or “no” then move in it wouldn’t bother me. So, I am glad that someone (Microsoft or not) is working hard to turn this crazy out of control advertisement world on its head. Shake out what doesn’t work.

One of the projects that they are working on stated that it could “… scan(ned) videos for surfaces where product images could be inserted…”. Who knew that vidoes had “surfaces” but I guess if it did then we could certainly use them for product placements.

Another project built “transcripts” from a video using voice recognition so that it could supplement the video with targeted advertisements (on the side of the video) which correlated with the content of the video. Hell ya. I am in.

Building systems that make advertisement companies smarter will help us – we are consumers – we buy things. What are we really afraid here (besides the impending takeover of the world by Microsoft)?