Archive for April 2008

Morgan Stanley March 2008 Internet Trends

An update on latest usage numbers, especially about social applications dominating web usage:


Have Fun!

Vote for marketing memes on the web

I should have known. The chances of having an idea first are really slim. So someone, Alister, to be precise, came up with the idea to block the URL for Marketing Meme first. A URL that could be the meme-tracker of the marketing world, just as techmeme is the meme-tracker of the technology world.

Not sure when he came up with this, of course, it doesn’t say on the site. All it says is: your vote and support is needed here. And the post behind that link was written in December of last year (so I am probably only 5 months too late – which is a decade in internet terms). Now he is asking us from the marketing community to help him to get the guys from techmeme to setup a special service for the marketing industry:

I’d be happy to see some nice ongoing volume of inbound links from SEM Search, but honestly, I’d really like to see Gabe Rivera over at techmeme.com create a “marketingmeme.com“, that removes SEM/SEO/SMO/PR/etc stuff out of techmeme and puts it under its own “engine”, building off, say, Lee Odden’s list, with some fuzzy logic around that, finding other on-topic blogs as well.

So if you’re interested in having such a service (I am, for sure!), go over to this site and put your vote in the comments!

10 new buzzwords you might like (but not need)

Nevermind the fact that there are sooo many marketing buzzwords out there already, enough for a prolonged bullshit olympics, behind this link are 10 more you most likely haven’t heard yet – but might well hear often in the future :)

Here are some examples:

2. Viruseful.
Viral marketing initiatives that are actually useful.
“Not only did Shave Everywhere make me laugh—I was able to configure and purchase my new electric razor online”

4. Emotrics
The analytical measurement of emotions.
“Yes—we’ve seen the metrics. But what about the Emotrics? We need to measure emotional engagement!”

6. Intercommunes
When people meet on the internet, form communities and eventually move into a commune together. For real.
“When I first started participating in social media, I didn’t leave the house. Now, I never have to leave the Intercommune.”

Building trust even when you don’t need it: Social Media Marketing

Seth Godin, godfather of good quotes, recently wrote this:

The best time to look for a job next year is right now. The best time to plan for a sale in three years is right now. The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.

Publishing your ideas… in books, or on a blog, or in little twits on Twitter… and doing it with patience, over time, is the best way I can think of to lay a foundation for whatever it is you hope to do next.

This is why, in my opinion, Social Media Marketing cannot simply be viewed as another tactical discipline within marketing – or even advertising, as many companies might currently think about it. You shouldn’t just do Social Media Marketing as a one-off, as part of a campaign (“we’ll have som TV commercials, some online banners, and, let’s see, some social media activities”).

It needs to be a strategic, long term goal to engage in Social Media activities, to build relations with the target audience, and to build trust for those moments, when you (urgently) need to activate your greatest brand/product fans…

The German ADC Grandprix winner

… is a really nice TV commercial by Nordpol:

Social Media in the 90s

Courtesy of one of my colleagues who sent this around today: Social Media always existed in one or the other form. Sometimes the means of communication were a little complicated or indirect, but there was no excuse for not having been able to communicate the way you can today.

Well, I am still happy to have the tools of today, even though I sometimes feel like they can turn me into an adult ADD…

Quantitative and qualitative influence in marketing

Over at the Online Spin blog, there is an interesting article about “peers vs influencers“. The question is, of course: who is your ideal target group. It’s the debate of Gladwells Tipping Point theory vs Duncan Watts argument, that there aren’t any network nodes more influential than others.

Joe Marchese says, there are indeed people who are more influential than others. But only in three dimensions – and they can vary according to topic, point in time and other variables for the same person:

–People have a quantity of influence: the maximum number of other people they can reach with a message.

–People have a quality of influence: the amount of influence they exert over those that they reach.

–People have types of influence: categories of “expertise” that other people assign to an individual.

If this is the case (if it is that easy), you can quickly deduct your target audience according to the marketing objective. Is it widespread awareness? Is it consideration? Is it increased sales?

Not sure if it is that easy. But it does sound nice to put these target groups against the typical marketing funnel. Only question remaining: can you always clearly distinguish one from the other these days? (I doubt that.)

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