Archive for the '21st century marketing' Category

When does advertising get wasted? When it’s blown away by the product its on maybe …

2 examples:
When it came to buying phones I never noticed for years that Vodafone sponsored my fav team Man U. In fact I do now use Vodafone but that wasnt me who did the procurement

This great Bob Dylan video clip - its masterful http://www.dylanmessaging.com/ . A great case of the viral trick being so strong you ignore the ads. But even as Dylan fan who has used it a dozen time this week I havent been tempted to look at the music it advertises - WHY NOT?

21st century marketing, humour | No Comments

Last week I was talking at a tech support conference in Milan about the impact of web2.0 on word of mouth. How fast and deep the word spreads and how it changes the nature of tech support and other industries. A great example came up afterwards.

Someone from Microsoft (MS) told me that they were getting great sat scores on Vista from the customers who were talking to them. But that contact volumes were way down on those predicted. Having heard several comments from colleagues in various countries who have “upgraded” I wasn’t surprised. They wouldn’t go to MS for help given the seriousness of problems they felt had been sold to them in this upgrade. A quick email round the 10 countries we work from showed this to be the case. They were using forums and blogs, anything but talking to MS.

The tech industry often leads the way in terms of how support and contact develops in other industries, so no one can be complacent. Witness the rush to claim compensation from banks and their penalty charges. They didnt try teh banks because they knew they wouldnt listen. But once consumers had a way of getting somewhere through collaboration (enabaled by web2.0) and sharing how to do it, the floodgates opened.

Maybe we need a process called “what our customers are not saying to us”. Or an alert for when traffic doesn’t do what it has done historically - the step function in customer behaviours signal changes of much greater depth than mere frustration

21st century marketing, Microsoft, customer experience, web 2.0 | No Comments

“How does it work? I dont know, its a mystery” as they say in Shakespeare in Love. 21st Century marketing as we reported in January’s newsletter is something which lots of marketing functions are still seeing as the dark arts (see http://www.budd.uk.com/nljan07.html ).

Attached is some interesting data about what some leading lights believe they’ll spend their money on in the virtual world. You can read the ful article at http://www.emarketer.com/Article.aspx?1004532. The bottom line is search marketing and inhouse email lists are better than rented lists and pop ups…..and a whole lot more.

Meanwhile, we’re looking for an out of work comedian to appear in our Kazhakstani customer experience videocasts….. And a process consultant to work in Kazhakstan. Now that’s sysmmetry !

21st century marketing | No Comments

The key thing is the way people think about viral marketing. A 20th century marketing man or woman thinks “how can I use viral marketing to sell more stuff?” . A 21st century man or woman gets a very different answer to what to do because they would ask “how do people interact with viral stuff and how can I help them do that in such a way that I help not hinder them?”

There was a great example on Radio 4 this week. Apparently staff at Somerfields have been piling up toilet rolls and jumping of them for a laugh, publishing the videos on YouTube. There’s aa example of someone walking the warehouse beams at http://www.youtube.com/watch?v=mNnusJT4ntU&mode=related&search=

Dire consequences from 20th century management taking a dim view. Great edgy publicity for 21st century marketers using YouTube to get the message out there. Now this really tests the theory that “all publicity is good publicity” !!

Hear some guys talk about the point at : http://www.bbc.co.uk/radio4/youandyours/items/03/2007_06_wed.shtml or read about it with links http://www.headshift.com/archives/003108.cfm .

21st century marketing, Somerfields, YouTube, viral marketing | No Comments