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Project 100: Marketing in the Social Media Era

  
  
  
  
  

I recently participated in an interesting project as one of 100 marketing authors to contribute to a book called Project 100: Marketing in the Social Media Era.  This is a topic that is relevant to anyone in the marketing profession today.  Social media is about two way conversations, interaction, story telling and authenticity.  It is having your own private media channel to talk to your customers and prospects without the filter of traditional media.

Brand Journalism – The Dark Side?

  
  
  
  
  
Here is a very interesting take from David Meerman Scott on the possible movement of journalists from traditional media to creating meaningful content for companies.  It seems everyday media companies are cutting back and sacking writers and journalists.  (Old joke – When does a recession become a depression?  When journalists lose their jobs)  At the same time the content marketing/custom media business continues to grow.  More and more companies are creating their own content and private media channels to talk to customers.  Here is a clip from the Mr. Scott’s posting:
“Many organizations -- corporations, nonprofits, government agencies, and educational institutions -- finally understand the value of what I call "brand journalism," creating interesting information online that serves to educate and inform consumers. People in companies now realize web marketing success comes from creating content-rich web sites, videos, podcasts, photos, charts, ebooks, white papers and other valuable content.”

He gives advice to journalists to be thinking about taking their skills to brand journalism where they can tell stories and impart information to a different set of consumers.  It is pretty sage advice when looking over the current media landscape.  While we can joke about it being the “Dark Side” the fact remains that companies have grown far past the old fashion “advertorial” to creating compelling, rich content for customers and prospects.  Companies like Cisco are maintaining full-fledged news rooms online while leaving the advertorials to Vince the Sham-wow/Slap chop guy.

Will ads fail on the Web? Is Custom Media the answer?

  
  
  
  
  
Check out this article: “Why Advertising is failing on the Internet” written by Professor Eric Clemons of the University of Pennsylvania.  He makes a case why an ad supported business model may not work over the long term on the Internet.  One of his main themes is that pushing messages at consumers on the web is not a winning combination.  Below is a excerpt:
“Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites.  This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him.  The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them.  Indeed, there has to be some way to create websites that do other than provide free access to content, some of it proprietary, some of it licensed, and some of it stolen, and funded by advertising”

In addition he thinks that ads will fail because of the following:  consumers don’t trust ads, nor do they want them.  And, they don’t use advertising for research on the web since there are so many other sources of information available.

How to fix Detroit: Own your media channel. Part II

  
  
  
  
  

GM and Chrysler have presented business plans to the government in return for more bailout cash.  I don’t know if a new ad/marketing strategy is in the mix, but here is a take on what they are doing wrong and how to fix it.  Click here to read part I.

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