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Posts tagged 'marketing'
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Posted on March 29, 2007
Disney's Bob Iger sums up the digital landscape, but there's more to it
BY JAMES CLARK
In a two part series released by NPR radio show and podcast, Marketplace, Disney CEO Bob Iger shares his understanding of the current and future digital arena.
"Disney acknowledges the consumer power in the marketplace today. Where that puts us in terms of the rest of the world or the industry I'm less concerned. It was a real priority of ours to focus on the consumer. What digital technology has done, it's created a huge power shift, or authority shift, from the creator and the distributor, the old world, to the consumer, the new world." - see transcript
Both of these interviews highlight a topic that I have been thinking about a lot lately which is that the distribution playing field is as close to flat as humankind has ever known. However, it doesn't mean an equal opportunity to gain the attention of an audience (consumer, as Iger says).
Putting brand aside for the moment, think of Disney as a startup with an immense budget and highly creative staff. The advantage that they have in gaining the attention of a digital audience is marketing. That simple.
When was the last time that you saw an ad for . . . let's say, Ask a Ninja on television, print or billboard promoting that their next show will be coming to a theater near you? Better yet, you ever hear of NinjaLand? NinjaLand might be pretty cool, come to think of it. I digress.
To maintain the attention of an audience is subject to dollars, talent, hard work and luck. Disney and other "old media" don't have a monopoly on any of these. They may be ahead in the dollars category but with the ever increasing new, good content coming from small and independant producers 24/7 it shows there's no substitute for the last three of these, talent, hard work and luck for seeking profit or the ability to make a living from your digital work. But money and a marketing budget can put you over the top and make your goal a reality.
To put it another way, because the marketplace is allowing you to set up a booth and sell your wares doesn't mean that just because you're doors are open they will come. First someone must find you (marketing - dollars). Second they have to like what you are selling (quality content - talent). Third you need to open your booth every day with a smile early in the morning and close it after dark with that same smile, including holidays (dedication - hard work). Fourth is an opportunity that will get you closer to your goal that you wouldn't have recieved prior to opening your booth (hard work - luck).
Posted on January 24, 2007
5 Tips for Smarter Digging
BY JASON CORMIER
The social media site Digg has become tremendously popular -- which gives it considerable power to enhance your search visibility.
If you're not already using Digg, it's worth checking out to learn how it works. Even if you never become a regular Digg user, it's helpful to know what to do if some of your online content (or someone else's content that mentions or links to you) gets "Dugg," becomes popular, and sends a sudden spike of traffic your way.
I recently created a video tutorial called Digg Basics. If you're brand new to Digg, this 12-minute tutorial explains how Digg works and shows you how to register with Digg, how to Digg and get Dugg, and more.
Of course, there's much more to Digg -- and to all social media services (there are so many similar ones) -- than I could possibly fit into a short basic tutorial. So here are five tips to help you make the most out of Digg and avoid common pitfalls...
Posted on January 18, 2007
The Cycle of Choice - Supernovas and Black Holes
BY JAMES CLARK
In Seth Godin's post The Cycle of Choice he had a great visual representation of how markets are busted open by innovators, then followed by a fade.
One look at this graph and I thought it looks like a Black Hole - where a bright star (Burton, Apple, Ford) attracts customers, runs out of fuel, reaches the end of its life, collapses into itself then explodes out sending its customers and ideas into every corner of the market.
So maybe marketing follows the laws of science. There's a bright new star in the industry that attracts customer at an astounding rate gaining tremendous mass, but eventually the fuel it lives on (innovation, authenticity, flexibility, customer loyalty) runs out and market forces (competition, customer service, cost of growth) cause instability that leads to a collapse and Supernova explosion.
What you have is death by success, and in this scenario the death of star is a Supernova - exploding everything out into the market creating new solar systems and new stars.
"The Rise and Fall of Ziggy Startdust and the Spiders From Mars"
Posted on September 20, 2006
Conversational Relevance: John Cass Nails It
BY JASON CORMIER
Here's what PR blogger John Cass had to say on the role of conversational media in marketing. I couldn't have said it better.
"Effective blogging is about joining an existing conversation, rather than interrupting your audiences' conversation. What that means in practicality is that a corporate blogger does not pitch their articles to other bloggers, or ask for links directly. Rather a blogger should look for opportunities to join in an existing conversation. Make comments with relevant statements on another blog or write a follow up post on your own blog."
So true, so true.
I think that's the core of what's irked most people about traditional marketing for decades: It interrupts their conversations. It tries to foist messages (or, more accurately, "messaging" -- ugh) on them. It's attempted attention hijacking. It's like someone who shows up at a party, walks up to strangers, and blurts, "Enough about you, let's talk about me."
Way to go, John.
(Thanks to David Wilson for the tip.)
Posted on August 22, 2006
The iTunes Marketing Explosion
BY JENNIFER EUBANKS
Steve Rubel over at Micropersuasion.com has posted some interesting news about Apple iTunes.
It seems that the ever-popular music score is branching out even further, entering the realm of video games. Links are to be embedded into an upcoming game known as "Eternal Force" which will allow users to click links that take them directly to iTunes in order to purchase the awesome song they just heard in the game.
Rubel speculates that if this initiative is successful that it could open up myriad marketing possibilities--one such example would be adding links to songs in the television programs offered for download. This is soemthing that will be interesting to watch develop, especially if it can be done in a non-intrusive manner. If the method of delivery is too annoying or distracting for the user, they run the risk of being consciously ignored, or else the user turns to alternate methods of obtaining the sought-after content. However, I also think that if I was watching a show or playing a game and heard a song, but had no idea who it was by, I would love the chance to easily obtain it. It's instant gratification at its finest.
Right now iTunes has a remarkable hold on the downloadable media market. It helps that it is extremely easy to use, offers almost every album, audio book, television show imaginable, and is linked to what is still arguably the best portable audio player. They are in a prime position to test out the latest ideas in marketing. And, if the rumors of an iPod capable of supporting video rentals and digitized books, magazines, and newspapers, then the possibilities are almost limitless. Traditional advertising still has its place--but advertising successfully in on-demand content seems to be the wave of the future that Apple is in the position to ride.
