Marketing Pilgrim Published: “Cup of Joe: Are You Marketing For Sh*ts and Giggles?” plus 2 more |  |
- Cup of Joe: Are You Marketing For Sh*ts and Giggles?
- Is Do Not Track Something to Worry About?
- Gowalla Upgrade Adds Foursquare and Facebook
| Cup of Joe: Are You Marketing For Sh*ts and Giggles? Posted: 04 Dec 2010 05:55 AM PST
Oh, to be honest I am actually pretty confused about exactly what or how this new product works. But for the 20 seconds it took me to look over their beautiful site, that didn’t matter. Will I buy their product? No, I mean I don’t understand it! In marketing we often hear folks say, “people want to be entertained”, which is true. But it’s also true that if you are doing nothing but entertaining your audiance without communicating your brand’s message then you are pretty much doing it all for sh*ts and giggles! And if that’s all you are interested in, more power to ya! So the real question is, when do you entertain and when do you inform? Here’s a tip: Education is needed when you are innovating. For example, when our fearless leader Andy Beal launched Trackur in Febuary 2008, he needed to not only sell his new tool, but also sell the concept of Online Reputation Management as well. Therefore a month later he published the first and only book on the topic! Here, Andy, knew that at the time ORM was so innovative that he needed a vehicle to communicate the underlying concept. Now, as a result we have an extremely competitive ORM consulting and tool marketplace because of Andy’s work. Other products that aren’t that innovative can be more entertaining without the need to educate. Take for example Old Spice. Here we see a strictly entertainment-driven campaign. Education wasn’t needed because let’s face it, hopefully, everyone knows what deodorant is. Talented marketers are able to mix both entertainment and education to create campaigns that engage their audiance in ways that stimulate their minds and their funny bone!
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| Is Do Not Track Something to Worry About? Posted: 03 Dec 2010 04:05 PM PST
As of this morning, a dozen plus blogs and news outlets have chimed in on the topic discussing everything from the possibility of it becoming a reality and who will be hurt if it happens. Multichannel news covered a Time Warner media VP’s appearance before the subcommittee on Thursday. Joan Gillman’s point was that “Do Not Track” would interfere with the “vibrancy” of the internet in that it would restrict a company’s ability to be marketing innovators. When that didn’t fly, she tried hitting them with the old, ‘it’s the little guy who is going to get hurt’ tactic. She pointed out that small businesses need targeted advertising in order to make the most of the lower number of visitors to their sites. Gillman and media expert Debra Aho Williamson,both raise the issue of, shall we say, complications arising from a non-targeted ad system. For example, without tracking cookies, a website doesn’t know to cap an ad after so many repeats and then there’s the whole convenience thing. Says Williamson to eMarketer;
Proponents of the bill say all of those concerns are petty in the face of privacy leaks and big brother surveillance. Where some find an ad that knows where you live to be helpful, others find it creepy. I’m somewhere in between. There are two things everyone agrees on. The advertising industry isn’t in a position to self-regulate this problem anytime soon due to the complexity of the way ads are delivered. And, that complexity is why most believe this will be impossible to implement. The Do Not Call list works (to some extent) because most people only have one or two phone numbers. But on the web, ads are controlled by a variety of vendors that respond differently to a half dozen different web browsers and the system is evolving and changing everyday. Look where we were only five years ago. How can the government hope to enforce a set of rules and systems that could be obsolete less than a year from now? I believe that most legitimate advertisers don’t want to cross the line on consumer privacy. The trouble is even with GPS and a dozen check-in programs, that line isn’t always easy to find. What are your thoughts on Do Not Track?
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| Gowalla Upgrade Adds Foursquare and Facebook Posted: 03 Dec 2010 01:26 PM PST
Gowalla’s latest update allows the user to see the check-in updates of their friends, even if they’re using rivals Foursquare, Facebook, even Twitter and Tumblr. Josh Williams, CEO of Gowalla had this to say about the decision:
Gowalla also upgraded their system to make checking in easier with a quick tap system that auto fills much of the needed info. Other new features include the ability to easily see location “highlights” from other Gowalla users and “tips” from Foursquare users. Other new features include the ability to bookmark places you want to return to or visit in the future and a notes program that allows you to leave a note for a specific person the next time they check-in at that location. “Frank, don’t order the chicken salad if Henry is working. Trust me.” I don’t know if the folks at Foursquare will be unhappy or indifferent about this piggybacking move by their competitor but for consumers it’s a great answer to an ever increasing problem. With so many different kinds of social sites and activities, finding ways to combine and filter the streams is always top on the list.
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Recently a new site launched that has had a lot of folks talking on social media. The designers are using an innovative scrolling design with high quality illustrations to entertain and sell their brand. 
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