In deference to Peter Kim’s M20 list of marketing blogs, of which this feeble effort now resides in 12th place, I need to stay on topic and be pedantic about marketing.
In the spirit of this week’s random theme, here are some random topics which I have been thinking about lately:
1. Facebook: joined in January to the horror of my daughter, who has lived on the thing since it was launched. Now spend more and more time there without knowing why. I intend to do a deeper anthropological study of the phenomenon and make the argument that the company needs to be there in a big way. Initial fears: it is a closed system; it is spammish; it is a great demo for our public sector/college marketing efforts. It needs to be watched as part of our Social Media Marketing monitoring efforts.
2. Vibrant Media/Intellitext: I remain opposed to this insertion of advertiser links within editorial copy. This begs the question of can an ex-journalist be effective as a marketer?
3. Corporate Blog Policy: Ours is being reviewed. A new general counsel and the discipline of an annual review is now in process. I have a new personal corporate blog policy: I am going to see how long I can go without mentioning the “L word” and I don’t mean Lebanon. Why? This remains a personal endeavor and if I want to talk about the company I’ll do it on a company blog.
4. Agency Disintermediation: The “D-word” of the 90s, you know, the end of the middle-man, death of a travel agent, extinction of the human modem — the crumb catchers who act as a go-between. Ive been thinking a lot about the role of the traditional advertising agency and clients given the rise of the global interactive network and the consolidation of ad servers by the big players. I need to think carefully on this topic, but for now, I see clients going direct to the networks, and fragmenting their interactive operations across boutiques (viral agencies, microsite developers, ad servers, email outsourcers, etc. etc.)
5. Content Effectiveness: I need to embark on a project to rigorously quantify content effectiveness, fall out points, A/B and multivariate testing. I know the framework exists, I just need to focus on discovering it.
6. Social Media Metrics: lots of thoughts about the marriage of social media monitoring, actions/outreach and impact/ROI. Need to spend some time in NYC this week discussing the metrics, but I believe there is a major brand management move in the offing.
7. Conferences: I’m not a conference goer, but there are more and more beginning to pile up on the calendar. I thought conferences were somewhat doomed, but now the whole BarCamp thing seems to be breathing life back into them.