Check your fancy new Web 2.0 strategies at the door. Its all bunk and a waste of time! 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 Crazes” The article is fairly provocative and a tad on the hyperbolic side. The following is the top 10 web strategies that Mark Simon thinks Web 2.0 advertisers and marketers should dump:
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.
Thoughts? Agree with all 10? Did he miss one? What would Weinberger say? Has Mark Simon had a little too much of the Andrew Keen kool-aid? Oh, if you’d like to see my response and criticism, I weighed in over at Marketing Conversation on Twitter, Second Life, and Human Search.
2 responses so far ↓
Jonathan Trenn // September 12, 2007 at 12:43 pm |
I think one thing he didn’t empahsize enough is the concept of ‘astroturfing’. It got buried underneath the phony recommendations one. Edelman created a fake blog (flog) for Wal Mart and it cost them dearly. Sony got nailed for one around Christmas.
To me Second Life is externally mostly hype. For now. Not internally, but many marketers treated Second Life as (pardon the pun) the Second Coming of marketing. They were wrong. Companies need to learn how to approach these type of environments. Because if they don’t, it only hurts the concept of marketing.
compassioninpolitics // September 12, 2007 at 5:15 pm |
That seems to be a revolt against Walmart more than a revolt against lack of authenticity. Sony I can’t really account for.
I think erring on the side authenticity, honesty, and transparency makes the most sense.
I have a couple questions to ponder: The question is at what point does someone whose services are outsourced become apart of the organization? And, in a world in which “the world is flat” and outsourcing (even domestically) seems to be the norm won’t this become more common? Thanks for the convo.