Archive for February, 2010

Are You Extraordinary? Marketing Lessons From The Healthcare Summit

Posted by Rob Rose on February 28th, 2010 at 12:00 am

Have you ever been to one of those corporate off-sites?  You know the ones I mean - where the agenda is filled with all kinds of progressive, well-intentioned paradigm shifting, super-important initiatives.  And then, when you get there, it's nothing but a series of 45 slide PowerPoint presentations where the presenter reads every word of each slide.
This is usually followed by checking email in the hallway (to get real work done), then a lively "life coach" in the afternoon that you just know lives in a van down by the river.  And then it's all wrapped up with an awards dinner of chicken, beef or fish, a bad comedian and copious amounts of alcohol.
The first part of that was what the "bi-partisan" Healthcare Summit held this week in Washington looked like to me.  No matter which side of the argument you fall on, it was as if they all got together beforehand and said "let's get an off-site meeting together. We'll get everybody motivated, and I'm sure we'll get a lot done".  Even when every collective eye rolled, they did it anyway.
Obama, ever the good CEO, set the tone in the beginning by reminding everyone why they were all there. Then each attendee, in turn, gave their opinion of... Read more

Trends with Traction: Below the Belt is on the Rise

Posted by Adam Kleinberg on February 26th, 2010 at 12:00 am

Gentlemen… do you have dirty balls? I mean you clean them, but do you really clean them enough?
Planting this lingering doubt is more than just a provocative trick I've concocted to get you to read on. It is the marketing strategy that Axe has devised to compel millions of young men across the globe to shell out a few bucks for a new product called the Axe Detailer that helps you… well, clean your balls.
Take a look…

If you're uptight, you may find the video Axe put out to be offensive. If you're not, you'll note that this video is hysterical. If you're nineteen, you might be in your car on the way to Target to pick one up.
Success requires a skillful touch. No, not on your balls. In your creative department.
Axe is not the first brand to push the boundaries of "good taste," speak to a consumer on their own terms, and be shockingly awesome. Advertising has... Read more

Creativing :: The creepy addiction of Chatroulette, Foursquare's real impact, and trouble ahead for online advertising

Posted by Doug Schumacher on February 26th, 2010 at 12:00 am

What's going on in new media marketing, pulled from social bookmarking site Creativing.com:
Tweet of the Week
I've been sitting in LA traffic so much today I wrote a pilot. I need a Final Draft app.
The Surreal World of Chatroulette – NYTimes.com
If you haven't seen this site, check it out. Like the NY Times writer, I think it's faddish, but also feel it's part of a segue to more anonymous online content experiences.
5 Ways Foursquare is Changing the World
Of these, the Mayorships and the game element (badges) are the real differentiators for Foursquare. The other features mentioned will increase in value as the Foursquare community grows.
How the Global Fortune 100 are using social media: some statistics | FreshNetworks
Some curious stats out of this analysis. Between Twitter, Facebook, YouTube and Blogs, companies are using blogs the least. That's interesting, because blogs offer the most content ownership of all four, which a lot of brands seem pretty concerned about.
I'm also surprised that 68% of Global Fortune 100 firms are actively using a YouTube channel by adding 10 new videos each month. That's a good rate of content development.
NYT: Apple Purges Blue Apps from Online Store
Another in what's a growing list of situations where Apple's... Read more

Data Is Hot Now – Commoditization Is Around The Corner

Posted by Jay Friedman on February 26th, 2010 at 12:00 am

Back in April I gave a presentation and the first question from the audience was, "What is the most significant trend in the next 12 months."  Well, based on JEGI's Tolman Geff's presentation at the IAB, I got it right.  Data providers and aggregators have entered the mix and are a key part of the online value chain now in 2010.  Moreso, this data costs money but advertisers aren't willing to pay higher CPMs, so other player's margins are getting squeezed.
Nothing illustrated the importance of data like the slide where Tolman showed Burst on one side and Interclick on the other, Burst being an inventory aggregator and Interclick being an audience aggregator.  Burst, Tolman says, is valued at $200,000 and Interclick at $110MM.  I personally believe both valuations are a bit extreme, but point taken.  Focusing on audiences is the way of the future.  But hold on there.
Remember a few years ago when the notion of "premium" became a big deal within ad networks? Once it was out there, every ad network was more premium than the next, each touting wallstreetjournal.com through nameyobaby.com as premium sites.  Forget the site name, it's premium!  But that passed.  Advertisers and agencies came to... Read more

Will people pay for content?

Posted by Brandt Dainow on February 25th, 2010 at 12:00 am

There's been quite a bit of talk about whether newspapers can restrict content to subscriber's since Rupert Murdoch said he was going to restrict his news outlets online.  Rupert never says anything unless it serves his business interests, so I doubt it was a co-incidence restricting Google access while signing a deal with Bing in which they will have complete access (for a fee) happened at the same time as he was publicly trying to "save the future of newspapers." Today Neilssen released a study into what people will pay for.  The PDF is at http://blog.nielsen.com/nielsenwire/reports/paid-online-content.pdf  The key findings are:

78% believe that if they already subscribe to a newspaper, magazine, radio or television service they should be able to use its online content for free.
71% say online content of any kind will have to be considerably better than what is currently free before they will pay for it.
79% would no longer use a web site that charges them, presuming they can find the same information at no cost.
People are ambivalent about whether the quality of online content would suffer if people could not charge for it —34% think so, 30% think not; 36% have no idea.
62% believe that once they purchase content,... Read more