9. Yes, we're transparent. But our network doesn't offer site lists. We offer opaque transparency. 8. Well, you know, we find the sample data preferable to the directly measured in terms of accurate site traffic counts. 7. What we want is something totally innovative that's guaranteed to work. 6. We want to pay the same next year as this, but we also expect 20% bonus weight. 5. Will you accept publicity in lieu of payment? After all, publicity is the currency of the web. 4. I'd much rather not pay you and just have you guys mentor us with free advice. 3. In a down economy chatchkes becomes absolutely vital to your business. 2. Comment on my personal blog: "I found this post fascining and direct you to our ofice supply compny in Sri Lanka." 1. Are Moms the same as Women 18-49? What have you heard in the past thirty days that made you either laugh or wince???
Archive for November, 2008
Web 2.0 was about finding, developing and embracing interactive technologies to engage customers, prospects and other constituencies. Web 3.0, says Clark Kokich of Razorfish, is about integrating these cool new toys to work together to achieve business results.
While Michael Leis jokes about the nomenclature, Clark’s underlying thought is spot on; the holy grail of integrated digital marketing is to frame a vision of a fully realized multi-dimensional interactive relationship between a brand and its customer base and then implement that vision using the latest and greatest tools we can find to achieve predictable business results.
It’s a grand but very difficult grail. Why?
Four reasons. 1. Because it forces us to get past the “amazing” features of each new tool and focus on end-user benefits rather than first user bragging rights. 2. Because the tools are constantly evolving and we are unlikely to settle on a few at the risk of missing the next big thing. 3. Because it requires both agencies and clients to overcome organizational and attitudinal silos with their attendant politics of self-interest in service to a greater goal. 4. Because it requires marketers to balance measurable business effectiveness against probable marketing efficiencies which demand a combination of proven tactics and... Read more