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Marketing 2.0 / Web 2.0

FutureNow Post
Thursday, Jan. 15, 2009 at 3:23 pm

It Ain’t About the Technology

January 15th, 2009

That’s my standard response when asked about Social Media.  That’s not to say technology is unimportant, but that technology never really changes how people behave, think, and feel.  Human nature drives that; technology only changes the constraints previously placed on human preferences.

If you’ve ever shared office space with colleagues you really liked and respected, you’ve already twittered.  You’ve already gotten a “feed” of interesting thoughts, updates, recommendations, etc.

Twitter simply allows you to do that with people in other…

...continue to read "It Ain’t About the Technology"

FutureNow Post
Monday, Dec. 22, 2008 at 10:32 am

Did Twitter Cost A Sale?

December 22nd, 2008

My friend Brian was checking out Dropbox on a tip from John Jantsch and they were feeding a Twitter search live feed onto their landing page. It is good in theory. The theory being that you create a bandwagon effect but check out what was said on the first live feed on the left:

“CaptainCowPie: Wow Evernote allows files to be stored and synched across computers and my iPhone. This may replace my Dropbox completely.”

Ouch! Talk about hijacking the conversation. Reminds Brian and me…

...continue to read "Did Twitter Cost A Sale?"

FutureNow Article
Tuesday, Oct. 28, 2008

The Brand That Sneezed Its Way to Success and Then…

October 28th, 2008

Caught a nasty coldIn an earlier post I challenged readers to come up with a brand that was built within the last 10 years largely upon advertising, and without the benefit of a manifestly superior product or service.

Most people failed by mentioning brands that were built well before the 10-year limit.  But one reader suggested Airborne, and I had to agree that it met the criteria, even if it was the exception that proved the rule.

How so?

Well, first off,…

...continue to read "The Brand That Sneezed Its Way to Success and Then…"

FutureNow Post
Thursday, Oct. 23, 2008 at 7:40 am

The Larger Truth Behind Apple’s New Commercial

October 23rd, 2008

First, if you haven’t already seen Apple’s new Mac commercial, watch this:

YouTube Preview Image

Now, before discussing the ad, please name a brand developed in the last 10 years that was built largely on the strength of its advertising.  Go ahead and think a bit if you have to; I’ll wait.

You might be able to name one, dear reader, but I’m betting you’ll have strained a bit to come up with it, and that you’ll only think of just one (assuming you…

...continue to read "The Larger Truth Behind Apple’s New Commercial"

FutureNow Post
Tuesday, Oct. 21, 2008 at 2:25 pm

Has Social Media killed blogging?

October 21st, 2008

Argh.

Wired’s (and Valleywag) Paul Boutin writes a eulogy for Blogs. Link-bait? Probably, but he certainly raised the ire of several in the online community, myself included. Heck, he even got me to crawl out from the rock I was hiding these past few months and pen a few words of commentary, in defense of blogging (yes, I recognize the irony ;) . I think Mathew Ingram wrote the best counter to Paul’s argument, so I’ll let you hop off and read his discourse…

...continue to read "Has Social Media killed blogging?"

FutureNow Post
Tuesday, Oct. 14, 2008 at 8:40 am

Gut Check For Retailers

October 14th, 2008

Customers have changed, and not just because of the economy. Simply because something worked in the past is not sufficient reason to believe it will work now.

Customers will look for reasons not to buy. Retailers will offer incentives. Customers will look for value. Retailers will offer promotions. Customers will look for more information. Retailers will ask their customers to provide content. Customers will hold retailers responsible for their entire experience. Retailers will continue to work in silos. Customers will find…

...continue to read "Gut Check For Retailers"

FutureNow Post
Thursday, Oct. 2, 2008 at 11:44 am

OnClick: The Online Marketing Virtual Conference Mashup

October 2nd, 2008

With the cost of travel going up and budgets getting squeezed we know not everyone has the opportunity to attend all the great conferences we have the honor to be invited to attend and present at. That’s why we put together a full day online curriculum for you to take advantage of.

9:00 am – 9:20 am

Seth Godin on how to get your ideas to spread:

YouTube Preview Image

9:30 am – 10:00 am

Avinash Kaushik on how to create a data driven culture:

YouTube Preview Image

10:00 am – 10:10 am

Mike Grehan on the future of…

...continue to read "OnClick: The Online Marketing Virtual Conference Mashup"

FutureNow Post
Friday, Sep. 19, 2008 at 6:02 am

7 Principles of Web 2.0 Copy – Twitter Style!

September 19th, 2008

Bryan likes to tease me about my (in his opinion) way-too-wordy, overly long, and serialized blog posts.  He has even started suggesting I join twitter to practice short-form writing styles (you can follow Bryan @TheGrok).  But since I need a distraction like twitter like I need a crack cocaine addiction, this twitter-style post will have to suffice.

So here you have it, the 7 principles of Gr8t Web 2.0 (read short-form) copy:

1.    Brevity – Twitter = learn to…

...continue to read "7 Principles of Web 2.0 Copy – Twitter Style!"

FutureNow Article
Friday, Aug. 29, 2008

Obama: The Online Persuasion Architect in Action

August 29th, 2008

You know that big windup jack-in-the-box of loud political debates? Let’s you and I put it aside for a while.

And please, I beg thee, take your own political goggles off for a few minutes and join me as I take you on a tour of online marketing done well. The fact that we’re talking about a marketing effort headed by a politician running for the highest office is incidental.

Regardless of where you stand politically, even the most jaded pundit admits…

...continue to read "Obama: The Online Persuasion Architect in Action"

FutureNow Post
Wednesday, Aug. 6, 2008 at 5:05 pm

One-shot Videos Miss Target While Campaigns Hit Bull’s-Eye

August 6th, 2008

penny pranksViral videos are typically one-off affairs: Numa Numa, The Machine is Us/ing Us, and The Inner Life of a Cell – stand alone videos, one and all. But the only successful viral marketing effort I am aware of, was launched as a campaign rather than as a single video.

And that makes sense, right? No matter how tightly integrated your business message is with the premise of the video, prospective customers will probably require more than one exposure to remember that business…

...continue to read "One-shot Videos Miss Target While Campaigns Hit Bull’s-Eye"

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