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Loading ...Mark Simon, VP, Industry Relations for Did-it.com, has some strong advice (and opinions) for CMOs when it comes to new media marketing. In an AdAge article, Ditch the Lunatic Web Content Crazes, he lays out 10 strategies/trends/fads that he thinks are useless and should be avoided.
Here they are:
1) Anything having anything to do with virtual reality.
2) Anything that has to do with the phony recommendation industry.
3) “Smart ads” that aren’t so smart.
4) “Searchless” advertising.
5) Audio-reliant video pre-roll spots.
6) “Human-powered” search engines.
7) Knee-jerk algorithmic media buying.
8 ) Behavioral targeting that goes too far.
9) Twitter and its microblogging ilk.
10) Intrusive mobile marketing.
Best to read the article of course as he gives details to all ten. But I’m wondering if any of you agree or disagree with the points he makes.
Filed under: New Media Marketing, SEO and SEM, Search Engine Strategy, Second Life, Twitter
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I’m not in second life, but i think he’s just empirically wrong here. Folks have already made money in second life. I think educational institutions will increasingly go in that direction. I think folks marketing to educational institutions and techno geeks should at least consider Second Life. Government might also be a possible client. Folks that are into Second Life are also into like people are into Saturns or any other tight communities. If you honor them and their community in your marketing, my guess is it will work out for you. Alternatively, I think he’s correct to suggest that it perhaps shouldn’t be the bread and butter of a campaign. Having a corporate conference room, perhaps in an island environment makes sense as long as its budgetarily not outrageous.
Twitter, likewise, is still primarily tech lovers and bloggers. If current trends continue, in 12-18 months this will likely be different.
Human power search. Perhaps I misunderstand him, perhaps he’s point out that folks that are in a human search environment will pay even less attention to ads. The moderate success of Mahalo and Cha-cha in combatting Google is certainly notable. Seems like a decent niche to at least explore.
Thoughts?
Agree on Second Life for the most part. It is too new for many marketers to fully understand it. Its residents are still getting their feet wet in there and they may join with no desire to be marketed too. So there’s a learning curve.
Twitter is fine, but it is also hype. You’re right. Tech lovers love it. It hasn’t really penetrated the mainstream like it could, so it will take a while for it to hash itself out.
One thing that was interesting was his point about “smart ads”. Ads that, as a result of behavioral targeted are that much more targeted. Behavioral is producing some great results, but once a second person hops onto the computer, the whole thing could become a wash. Data is skewed.
My guess is that he wrote this to counter much of the hype that we’ve seen the past couple of years. But, like many contrarians, he’s gone overboard.
More on the success of Second Life:
I think his example of IBM to criticize Second Life is unfair. Business plans that over-invest and don’t plan and don’t listen fail. As Homer would say “Doh!!!!!”
Alternatively, the author should have sited the run on the bank that recently occurred. An early August Tech Review speaks to problems in SL related to the banks and stocks. Alternatively, I don’t think that marketers that are looking to work in the Second Life environment were banking on their return in Lindens. Dude, its virtual! Hence, the environment can be a success, even if the economy is in the tank. In fact, that means real estate should be cheap. (although I haven’t really thought about the effects on interest rates or inflation)
Also, thats good news of IP lawyers, who is also a nice niche market for marketers. Bankruptcy and perhaps divorce lawyers should also make bank. In fact, even SL banks that manage to create economic backing should be in short supply and would be a decent niche market.
Finally, why couldn’t the SL just make a Third Life or some other virtual colony with secure banking if the Linden economy fails? This is especially true if players have the option to use their old Linden dollars in this alternative virtual world.
[…] 12th, 2007 · No Comments One of the blogs I read a lot is Marketing Conversation. They recently posted a list from Ad Age article entitled “Ditch the Web Content […]