Archive for June, 2009

Merovingian Knot (video)

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Monday, June 29th, 2009 digital 3 Comments

Notes from the Field: Made Up Words; Digital Jargonisms

web potato – the new couch potato

digital natives – the kids who dont know what newspapers are or what linear TV is

digital immigrants – old(er) ad execs who arrived on the island of digital, praying someone would save them from it help them figure it out

professional malpractice – preaching about digital when you’ve never tweeted or facebooked

obd – obsessive branding disorder

twinterns – interns who were hired to twitter

timeshifting – watching TV at whatever-the-hell-time they want

placeshifting – watching TV at whatever-the-hell-place they want

addressable audience – old(er) ad execs thinking digital gives them more tools to target (address) individual consumers with unwanted ad messages

niche-busters – blockbusters but for smaller (niche) audiences

analog dollars for digital dimes – with the greater efficiency and measurability of advertising in digital mediums, for every dollar taken out of analog mediums, only dimes need to be put back into digital to achieve similar or greater effect

I know I am wasting half of my ad dollars; I just don’t know which half — is more like “I know I am wasting 99% of my ad dollars” (banner ad click through rates are generously at 1%, which means the other 99% is known to be, for sure, wasted — no more guessing necessary).

measured media = TV, print, radio — which equals not really measurable at all

(old) branding – the process of systematically duping customers into buying inferior products by mis-information, dis-information, and lying

(new) branding – consistently delivering on the promise of superior products through rapid, customer-driven innovation

re-intermediation – re-insertion of a digital middleman whose job it is to filter, prioritize, and deliver only what is relevant and timely

click farms – banks of low-wage workers who click google ads to earn a living rather than do farming

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Saturday, June 27th, 2009 digital 1 Comment

The Perfect Babe – Megan Fox (pics)

Megan Fox  — The Perfect Babe Product Placement

megan-fox-1 megan-fox-2 megan_fox_covers_june_2009_ellemegan-fox-babemegan-fox-pink-strapless-dress

No, this post is not about Megan Fox. Well, yeah it is.  But it’s about the MARKETING of Megan Fox.

Megan Fox has been around in films and TV since 2001 (see filmography below).  But it wasn’t until 2007 when she starred in the first Transformers movie that she burst on the scene and became an overnight mega celebrity, especially online (see Google Search Volume chart).  If you look at Ford’s search volume during the same period, there was NO lift in search that was detectable — there probably was some lift, but it is simply not detectable.

So Megan Fox went from very very little awareness to not only massive awareness, but also massive demand — people remembered her name and even took action (performed searches on her name). If some product placements would have had only 10% of the success of the “megan fox” product placement, they might actually justify the immense cost a bit better (millions of dollars paid by the advertiser to the movie makers to place products into the storyline of the movie).

And why is she “perfect,” in the marketing sense, of course? Her search volume has not only sustained but also continued to grow. She was not a flash in the pan that went away after the advertising/media dollars stopped or the public interest died off (see the snuggie and etrade search volume charts below).

megan-fox-search

ford-search

snuggie

etrade-baby

megan-fox

transformer girl, second girl in transformers, other girl in transformers – Isabel Lucas

isabel-lucas-transformer-girl

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Wednesday, June 24th, 2009 analytics, SEO 3 Comments

What is Web 3.0? Characteristics of Web 3.0

2009 06 16 What Is Web 3.0

2009 06 16 What Is Web 3.0 – Presentation Transcript

  1. What is Web 3.0? Dr. Augustine Fou June 16, 2009. June 16, 2009.
  2. Evolution of the Internet microprocessor 40 yrs 10 yrs 20 yrs 5 yrs present web internet 2.5 yrs social networks e-commerce 1.5 yrs Web 1.0 Web 2.0 Web 3.0? June 16, 2009.
  3. Evolution of the “Web” content commerce search social networks social content social search social commerce As each stage reaches critical mass, the next stage is tipped into present June 16, 2009.
  4. Key Characteristics present web 1.0 web 2.0 web 3.0
    • Speedy
    • more timely information and more efficient tools to find information
    • Collaborative
    • actions of users amass, police, and prioritize content
    • Trust-worthy
    • users establish trust networks and hone trust radars
    • Content
    • content destination sites and personal portals
    • Search
    • critical mass of content drives need for search engines
    • Commerce
    • commerce goes mainstream; digital goods rise
    • Ubiquitous
    • available at any time, anywhere, through any channel or device
    • Individualized
    • filtered and shared by friends or trust networks
    • Efficient
    • relevant and contextual information findable instantly

June 16, 2009.

  1. Illustrative Examples – retail/shopping present web 1.0 web 2.0 web 3.0
    • what friends bought or want to buy
    • drag-to-share items which friends know friends are looking for
    • item collections
    • value in the aggregation

overstock.com amazon.com FB app: MyFaveThings

    • contextual reviews
    • reviews of reviews
    • what others bought
    • individualized recommendations

June 16, 2009.

  1. Illustrative Examples – social networks present web 1.0 web 2.0 web 3.0
    • aggregates all your online identities
    • syndicates all your updates to all social networks
    • social actions visible to friends
    • trust networks across geography, time, and interests
    • collection of personal homepages

geocities.com facebook.com peoplebrowsr.com June 16, 2009.

  1. Illustrative Examples – restaurant reviews present web 1.0 web 2.0 web 3.0
    • Yelp content vetted through a user’s trust network and individual recommendations made based on situation and need, in real-time
    • user submitted reviews
    • related items based on similarity of user preferences
    • infrequent publication
    • centralized editorial control

zagat‘s yelp need reco for great Italian + GPS + Yelp 5-star Babbo, been there, love it June 16, 2009.

  1. Illustrative Examples – photos present web 1.0 web 2.0 web 3.0
    • real-time, contextual “do you like this knit shirt?”
    • friends give immediate feedback
    • share photos with friends and strangers
    • enable visitors to tag and comment
    • individual albums

kodakgallery.com flickr.com ? June 16, 2009.

  1. Illustrative Examples – real estate present web 1.0 web 2.0 web 3.0
    • information vetted by fellow users, recommended directly an in context
    • listings plus relevant information like school zones, comparable sales, alerts
    • listings based on parameters

corcoran.com streeteasy.com trulia iphone app June 16, 2009.

  1. Illustrative Examples – encyclopedia present web 1.0 web 2.0 web 3.0
    • content is ubiquitous and available through any channel or device
    • trust network proactively forwards relevant info to user who needs it
    • created, updated, and edited (policed) by user actions
    • digitized version of printed encyclopedia

britannica.com wikipedia.com chacha.com June 16, 2009.

  1. Illustrative Examples – online coupons present web 1.0 web 2.0 web 3.0
    • coupons delivered contextually and proactively when user needs it (without the user even asking for it)
    • instant feedback
    • community action makes it more accurate and useful for others
    • collection of online coupons – value in the aggregation

dealcatcher.com retailmenot.com June 16, 2009.

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The Ads Won Awards for Crispin; But Did Nothing for Client BurgerKing – Whoa! Big Surprise

What Crispin’s Lauded BK Work Doesn’t Do: Gain Ground On McD’s

Since Hiring the Agency, King Earned Ad Plaudits but Hasn’t Closed the Gap

CHICAGO (AdAge.com) — For all of Burger King’s marketing triumphs with its ad agency, Crispin Porter & Bogusky, it has lost — and continues to lose — ground to its largest and most significant rival, McDonald’s.

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Source: http://adage.com/article?article_id=137472

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Monday, June 22nd, 2009 digital No Comments

making claims and alienating people

claims like this are not likely going to get me (or any other user) to switch to IE

windows-ie-claims

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Friday, June 19th, 2009 digital 1 Comment

Twitter hit a ceiling?

after a meteoritc rise, is reality (actually being useful – or not) catching up to Twitter?

twitter-ceiliing

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Monday, June 15th, 2009 digital No Comments

Too awesome/funny to not write about — Wolfram Alpha

how do you out-google Google? a computational search engine with a personality — awesome, costless marketing too.

1-life

2-chuck

3-man

4-hate

5-hal

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Friday, June 5th, 2009 digital No Comments

Did you Google Bing too?

seems like 40% of bing’s traffic comes from Google…   old habits die hard.

bing1

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Wednesday, June 3rd, 2009 digital No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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