What is in a connection?
Like James Burke's show "Connections" from the late 70's on the BBC, Chris Linnet over on Search Engine Land also outlines the linkage between two disparate events. This time it is the launch of Sputnik in 1957 and today's ability to search for local options, like pizza.
Seems people really like connections, linkage, etc. -- something marketers should consider as part of branding. In fact, Hill and Lederer propose this notion in their 'brand molecule' approach where a product is part of an overall network of connections, some explicit some not.
Tuesday, October 23, 2007
Thursday, October 18, 2007
Campaign Dips
What are the benefits of slogging through the tough patch?
In both Seth Godin's new book, "The Dip", and Chris Matthews' "Life's a Campaign" the central concept is about sticking with your dream/goal/objective and overcoming the hurdles thrown in your face; including the fact that most things take seriously hard work to achieve. The "Dip" argues that there is a trough between the beginning of something and a successful final outcome; "Campaign" argues that nobody wants a level playing field, no matter what they say. So, when launching a new campaign or product there is a very natural tendency for the world to conspire against you.
Sometimes it is worth the effort to persevere, sometimes it isn't.
"Superstars" know when they're in a dead end; they quit, move on and don't take it personally. Marketers should do the same.
In both Seth Godin's new book, "The Dip", and Chris Matthews' "Life's a Campaign" the central concept is about sticking with your dream/goal/objective and overcoming the hurdles thrown in your face; including the fact that most things take seriously hard work to achieve. The "Dip" argues that there is a trough between the beginning of something and a successful final outcome; "Campaign" argues that nobody wants a level playing field, no matter what they say. So, when launching a new campaign or product there is a very natural tendency for the world to conspire against you.
Sometimes it is worth the effort to persevere, sometimes it isn't.
"Superstars" know when they're in a dead end; they quit, move on and don't take it personally. Marketers should do the same.
Wednesday, October 17, 2007
Internet History and Web 2.0
How did we get to here?
In a recent article published in Chief Marketer, I argue that a fundamental issue with the Internet is that it was and remains a collection of destinations. Born out of the need to connect computers in the event of disaster, we're still leveraging destinations as a core marketing concept. So every new idea is yet another place to go. - just try to come up with a unique domain.
I don't know about you, but I don't want to go anywhere new anymore. Like any and all forms of advertising before it, the concept of a hot new website will diminish.
In a recent article published in Chief Marketer, I argue that a fundamental issue with the Internet is that it was and remains a collection of destinations. Born out of the need to connect computers in the event of disaster, we're still leveraging destinations as a core marketing concept. So every new idea is yet another place to go. - just try to come up with a unique domain.
I don't know about you, but I don't want to go anywhere new anymore. Like any and all forms of advertising before it, the concept of a hot new website will diminish.
DMA - Buzzless Again, But Steady
What was new at the DMA?
Last year I wrote that the annual conference was a bit flat. This year was more of the same, but maybe that's the way it should be -- we're just working hard o achieve our clients' objectives. The best practices of 'being direct' are crossing the chasm with other forms of marketing. In a note on spending, "DM will make up more than half of all US advertising."
Another sign of the times, the interactive pavilion was integrated into the main area -- no more trudging underground to a place far, far away. More importantly the concept of integrated campaigns started to make sense to vendors from all walks of life.
Last year I wrote that the annual conference was a bit flat. This year was more of the same, but maybe that's the way it should be -- we're just working hard o achieve our clients' objectives. The best practices of 'being direct' are crossing the chasm with other forms of marketing. In a note on spending, "DM will make up more than half of all US advertising."
Another sign of the times, the interactive pavilion was integrated into the main area -- no more trudging underground to a place far, far away. More importantly the concept of integrated campaigns started to make sense to vendors from all walks of life.
Monday, October 08, 2007
Goldilocks and Article Length
What is the right length for content?
Readers' attention span varies by medium - print, online and blogs. Emailing with Tim Parry of Chief Marketer about an upcoming article we discussed a submission that was "WAY too long for the Web." This got us thinking about the 'ideal length'.
Here are my PowerPoints:
Readers' attention span varies by medium - print, online and blogs. Emailing with Tim Parry of Chief Marketer about an upcoming article we discussed a submission that was "WAY too long for the Web." This got us thinking about the 'ideal length'.
Here are my PowerPoints:
- Blogs -- 100 words or less and focus on one point.
- Online articles -- 600 to 800 words to communicate a single idea with support
- Printed articles -- 1,200- 1,500 words to develop and explore a concept
Monday, October 01, 2007
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