This is becoming more and more of a problem, as many firms are calling themselves digital, but yet all they do is throw clients money into Google Adwords.
Today's media players aren't investing in better ads. They're investing in more — and more toxic — ads. Uh oh: it's the economic equivalent of the subprime crisis. The parallels, to me, are too striking to ignore.
t's true and it is kind of depressing. For all the talk about changing the way marketing works and relying on word of mouth and tapping into networks, there is still a whole lot of screaming until somebody listens going on.
And notice how they are asking fans to e-mail ten friends, tracking results with CRM software. Are any of us, supposedly sophisticated database marketers, doing this? Notice their CRM-based tracking via Twitter as well.
Goal: Win the war.
Strategy: “Divide and conquer.”
Tactics:
CIA spies gather intelligence.
Navy Seals knock out enemy communications.
Paratroopers secure the airports.
Armored Divisions race in and divide the opposing army’s forces.
Drone attacks take out the enemy leadership.
An overwhelming force of infantry invade.
Hand-to-hand combat.
Have social marketers been kidding themselves that consumers "friend" brands on social media because they are passionate and want deep and meaningful relationships? Recent data suggests that perhaps all consumers really want from brands on social media is a good deal and great customer service.
a geographic shift in power, the rise in new media, and an increased focus on marketing information and insights.
If the business magazines do die, a few too many Warren Buffett covers probably won't be the reason. Not being smart enough in a very complicated world may be.
This is the set of links that I used to demo Twitter by going down through this list to show why Twitter is such a valuable marketing tool.
Introduction
Monitor
Sell
Support
Engage
Prospect
Surfing or skateboarding (shows how to eliminate extraneous results such as “surfing the web”
How I Tweet
- Find
StumbleUpon, specifically toolbar
- Write
- Tweet
Button and Frames
Automatic, tweets: Holy Kaw campaign
Case Study: Fandango
Monitor Roger Ebert or grab his RSS feed
Monitor Movies.alltop or grab its RSS feed
Stick RSS feeds into Objective Marketer
Tools
One Forty Twitter app store (disclosure: advisor)
Tweetdeck for Mac or PC
Tweetie for iPhone
Adjix for shortening, repeating, and scheduling.
Tweetmeme to build traffic (disclosure: advisor)
Twitterfeed to insert RSS feeds
Twitterhawk for automatic tweeting based on keyword searches
CoTweet for a “CRM” approach (disclosure: advisor)
Objective Marketer for tweeting (disclosure: advisor)
Best Practices
Always be linking—“inform.”
Always be responding.
Always be getting retweeted.
Dogmas to Ignore
You should “me-form.” You can but only if you’re Lance Armstrong.
You should not repeat tweets. You shouldn’t if they’re boring, and you have only 100 followers. You can if they’re not, and you have thousands of followers.
You should not automate tweeting with feeds. You shouldn’t if you don’t want to have a life, but you can if you do.
You should not use ghosts. You don’t need ghosts if you’re omniscient, but more smart people looking for good links is always better.
You should make everyone happy. If you’re not pissing someone off on Twitter, you’re not using it right.
You think about your conversion activities differently when you realize that the customers you acquire today will spend 1.6 times as much over the next four years. By balancing short-term and long-term profit, you optimize your online business for long-term success.
Parker confused merlot-based Bordeaux with cabernet-heavy blends; his favorite wine of the tasting turned out to be the lowest rated rate in his 2007 tasting of Bordeaux.
An army of video providers very quickly at very low rates to allow Demand to engage in digital wish fulfillment.
This is a hot topic, sometimes agencies push out “30% of our revenue is from digital” but ask them to define it and then ugly starts to show it’s face. If what they are saying is that 30% of their clients spend is for Google Adwords that isn’t digital, that’s a media purchase.
Oh, and the availability of metrics is not a reason to use a medium. Metrics are a tool not an objective. They don’t further your business, however good they look on a power point slide.
Is your agency ready?
For her sake, I hope it does better than my 8-track, book-on-tape ode to the telex.
The K12 program combines a high quality curriculum – using engaging online lessons and hands-on education materials – with professional teachers, advisors, and state-of-the-art technology that connect students to their school program. This gives families the flexibility to school at home, on the road, or wherever an Internet connection can be found.
Let's think of the mediascape as an economy. In it, there are two kinds of goods: wine and soda. Soda is low quality communication: thin information, low-quality information, and just plain disinformation. Wine is high-quality communication: analysis, debate, and knowledge.
Twenty Ideas
In times of change learners inherit the earth; while the learned find themselves beautifully equipped to deal with a world that no longer exists. " - Eric Hoffer
Right Media is the web's largest marketplace for "remnant" (otherwise-unsold) display advertising. Sellers of advertising space would typically rather sell their most desirable space elsewhere, where they can get higher prices. So Right Media is left with relatively less desirable ad inventory. Who wants to buy that space? In part, bottom-feeders whose ads have a tendency to deceive.
Beyond disrupting organizations and value as we know it, what is going to be the deep result of the use of Social Media? Many of us see it as at least making organizations more effective – faster, more informed etc. But I wonder. My growing feeling is that the widespread use of Social Media might soon enable us to gain the benefit of “Emergence”.
Director, SEO Analytics & Feed Optimization
MTV Networks Global Digital Media Group is seeking highly qualified candidates for the position of Director SEO Analyst and Rich Media Feed Specialist.
We’re so excited to announce that Microsoft has selected Radian6 as a social media monitoring tool supporting their Central Marketing Group. As a brand that is mentioned in 6% of all online postings per month, Microsoft has been paying close attention to user generated content for several years.
