The focus of Emergence Media is to discuss new ways of thinking about online marketing – from Social Media Optimization to new takes on SEO-PR. Under such an ambitious goal, its important to not be distracted and imbibe too much of the “Cluetrain Manifesto” kool-aid. In that spirit, I’ll point you to two recent postings on the blogosphere:
“Top 5 Stupid Trends of Marketing 2.0” by Noah Kagan.
A choice excerpt on what is not a marketing plan (by itself):
3- You need a blog. Why? Do you really? Do people really care what your company has to say?
4- Digg will save us. You get 10,000 visitors one day of horny nerdy computer kids and the next day nothing. I always say relevance is key. Talked with Adam of Renkoo today and he agrees about quality always over quantity.
5- Oh donâ€™t worry, we have a MySpace Badge. It appears the new and ultimate trend in marketing is a badge / widget that people can put everywhere. This is okay but not as effective as people think.
“Seven Deadly Sins of Advertising Via Viral Video” via WillVideoForFood.com
1. Make a white and brown cow. Seth Godin has a term called â€œPurple Cow,â€ which refers to marketing that is â€œremarkableâ€ and worth paying attention to and talking about. Your viral video better be Technicolor Purple if you actually expect it to break through an increasingly crowded space.
2. Pretend youâ€™re not advertising. Nothing quite irrates a consumer like being secretly persuaded.
3. Spend a fortune on production.
4. Tell consumers instead of engage them. Donâ€™t think of your viral video as an adaptation of a 60-second spot. Obviously itâ€™s got to be irreverent, weird, funny and different. But more importantly, the web has the ability to make the viral event a dialogue.
5. Do a video contest because everyone else is. This online-video â€œcontest fadâ€ will continue, and it will become more difficult to activate consumers to promote your product.
6. Set unrealstic conversion metrics. After someone watches your video, what do you think theyâ€™ll do? Will 30% come to your site? Will 10% buy your brand in two months? Give me a break.
7. Throw in the towel and decide to just advertise around viral videos. Please donâ€™t give up and decide that itâ€™s easier to simply advertise around videos. There are certainly products and services that can do well through this, but itâ€™s the lazy way to approach online video.
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