Future Marketing Friday
A couple of essential readings, you should buy into:
Dale Dougherty, Web 2.0 and Advertising: Do We See Eye to Eye?
An essential post with the questions that advertisers and web 2.0 companies are having regarding each other.
questions of both technology and media companies to find out what advertisers mean by relevance. She says she’d like to see advertising for new cars, even though she doesn’t own a car and doesn’t drive. She’s not in the market for a car but she’s interested in learning more about new cars through their advertising. How would an advertiser know about that preference, and would they care to know?
If sites or services become too commercialized, or as users catch on that the content is really a commercial in disguise, then they can choose to go elsewhere. They can shift their attention to a new site. I hope the threat of user migration is enough to keep Web 2.0 sites honest, and counteract the aggressive tendencies of advertisers.
Hugh McLeod, author of Gaping Void, revisits its Global Microbrand.
and posts more brilliant cartoons:
Source: Gaping Void
Customer 2.0 straight from Microsoft’s IT EA Team
It is not just about aligning to the business… it is about aligning with the business to the same end goal: the customer.
Fast Company explains why Did the Web Help Kanye Outsell 50 Cent?
The media blitz sparked by 50 Cent’s threat to retire only illustrates the growing advantage that the Internet, once seen as a threat, now offers to the recording industry. “There’s been a change in the past couple of years. New media was the underdeveloped stepchild. Now it’s first on the marketing plan”
, or how networks are expanding, not retracting.
For all the planners and buyers who struggled to understand the difference between ad networks over the past couple of years, the change will mean the end of sameness. For all the web publishers who strung networks together in order to extract a living, it will mean the end of anonymity. We are having something of a renaissance online and the harbinger of change is the network.
Word of Mouth is big.
Total WoM marketing expenditures are projected to climb at a compound annual rate of 30.4% in the 2006-2011 period to $3.70 billion as brand marketers take advantage of dedicated WoM marketing strategies for improved return on investment (ROI),
The big trend here seems to be the need for a closer relationship to customers, allowing them to narrow their profiles, choosing the way that brands reach them, and through new channels that favor conversations. Seems simple, right ? Some people even call it marketing.