Tag Archives: media

Blurred Distinction

Posted on June 6, 2008 | 1 Comment

Blogs are popular. To start writing a topical web log you are assuming that your voice is worth hearing, your experience and opinion can contribute something valuable and your entry or article is able to spark discussion.

Most people’s favorite topic is themselves. It’s a subject matter one is very familiar with. You are a true expert on you.

And if your experiences include starting a web company, it makes sense to begin writing about the industry you’re a part of. Bloggers are technically a part of the media. An important part for sure.

Following this line of thinking, if you’re writing about the space on a regular basis on a personal or company blog, does that qualify you as a member of the press? Even if you title is CEO? Or CIO? The distinction that separates the press from non-press is blurring.

There are two parallel threads of thought that a tech blogger will come to repeatedly.

1. What am I doing on a personal level within my organization to make that company prosper? What are the challenges associated with that task?

2. As a part of a social industry, what does this contribution make to the bigger conversation? What’s the cultural impact and implication of my efforts?

If you’re exploring these themes in your blog, and if this is general criteria is used to define your job function, a CEO could have a firm leg to stand on and declare his/herself a part of the press.

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Posted in Media 2.0, Social Web

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Shiny, Desirable Developer Magic

Posted on March 10, 2008 | 1 Comment

Anyone spending money wants to feel it’s money well spent. And can you blame them? After a retail therapy session I sometimes have buyer’s remorse. I’ve often been thankful for the 30 day exchange policy most department stores offer.

When that money is tied to marketing, the return on the investment is paramount. Different folks gauge a successful spend in different ways. Networking is valuable. Evangelizing the brand is important. Leveraging an audience is crucial. How can I get the most bang for my buck?

These days, due to an influx of web 2.0 technologies, custom solutions have become the norm. But customization has become about more than just integration. Media will forever evolve with technology. Media is technology. That’s kind of an all-encompassing statement, but it’s true.

Due largely to the magic of developers, a marketer wants more for their dollar because technology allows them more. They want a sort of ‘brand infusion’. It’s not enough to merely generate leads. They want a seamless presence with subtlety. A gentle look and feel. They want to market effortlessly, without appearing to market.

I’m not envious of those with careers in marketing. Sounds like an intense workload. They have to have a deep understanding of the technological possibilities that exist, choose the best channels, diversify those and then apply them to their organization’s message. One can never be complacent, as technology will never stop evolving.

I’ll stick with sales for now.

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Posted in Media 2.0

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Angles of Web 2.0

Posted on March 7, 2008 | Leave a comment

I spoke today with the Director of Marketing of a web content management organization. We had a really good chat about the two distinctly different ways companies can approach this web 2.0 thing, and wanted to share them with you.

1.     1. Operationally: how does this change my IT department’s functionality? Our network? Our licensing?

2.     2. The CMO’s Perspective: ultimately how do I promote my brand value? There’s a couple of things to consider under this angle:

A) Brand experience / emotional connection

B) Unique differentiator within the market

C) How do I ensure I am what my buyers want? How do I remain niche?

D) Supply chain

E) Here’s the doozy: Digital Interaction

The digital interaction portion of the perspective is the tricky part, especially as the market becomes more web 2.0 savvy.

He shared a story with me about one of his colleagues who was driving with his 12 year old daughter on the way to soccer practice. He asked her what she thought he should get her Mother for her birthday. The daughter replied that Dad should buy Mom an iPod, as Mom was forever borrowing hers.

zune.jpg

Dad asked her if she thought it might be better to get a Microsoft Zune, which he’d seen heavily advertised. His daughter rolled her eyes and told her Father that he obviously didn’t know anything about marketing. Dad laughed and asked her what she meant. His daughter replied that if you have to advertise a product, it’s obviously not very good.

From a 12 year old’s perspective, conventional marketing methods are trite and forced – they no longer engage but rather make pathetic attempts to grab attention. Media has changed so much, and it seems the youth almost have a better grasp on what works and what doesn’t.

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