Some minor issues

As I finished the 8 new marketing questions, it’s time for a round-up.

Philippe Deltenre, Media Strategist at Microsoft Belgium, created a list of 8 questions traditional advertisers tent to ask while entering the new media space. I decided to answer these questions myself, and just finished the last question today. Kudos to Philippe and Kris Hoet (Philippe’s colleague at Microsoft) who managed to get a global audience with these questions.

You can find Philippe’s round-up at his blog.

This was the list of questions, each linking to my answer.

1- How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?
2- Is online advertising making sense without a decent website?
3- Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?
4- How can impressions be compared to television GRPs?
5- How intrusive should I be? (expandable formats, videos with sound on by default)
6- What does interaction rate (only available for rich media formats) tell me about the impact of my campaign?
7- Does the long tail change anything to the way I should communicate with my target group?
8- Why on earth do people use sites like second life?

It was a really interested experience. I loved thinking about it, and writing about it. Now, let’s go for the next challenge

Still 1 question to go in the new marketing FAQ: “Why on earth do people use sites like second life?”

Phillip finished the faq earlier, you can find his answer here, and an overview of all his answers here.
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Vorige zondag was er een debat over youTube op de 7e dag.
Aanleiding was een filmpje dat enkele misnoegde reizigers online geplaatst hadden. Misnoegd want ze kregen een boete omdat ze hun reductiekaart niet bij zich hadden (of zoiets). Ze filmde het gebeuren, gaven er commentaar bij en monteerde geweerschoten op het einde. En uiteraard heeft België niet meer nodig om weer op zijn kop te staan.

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Face it: measurability implies 9 out of 10 short term thinking. I understand the average CMO will choose a solution where his/her own effort will become clear over a solution that’s better for the brand but can’t be measured as a personal intervention.

This is wrong.

We don’t need ego-trippers, we need smart people thinking on the long term, making decisions that will benefit your brand not only now, but especially in 5, 10, 20 years.

The truly great brands made this investments. I’m thinking Apple, Nike, BMW, .. who’s tactical actions most of the time support long term goals: brand image.

Luckily smart people are around, like John Jantsch from Duct Tape Marketing (excellent blog) who approaches this subject by telling us we should planting seeds for the future. John turns this seeds in C’s: content, connection and community. These are the areas marketeers should work on al the time.

Good marketeers know this, and know how to make this their mission in the company.