November 1st, 2007
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In an earlier post I talked about why marketers should not approach digital media (online/ mobile/ DTH) with the ‘interruption’ marketing paradigm so prevalent in traditional media (TV/ print/ radio/ outdoors): because digital media is very good at engaging with a million customers one at a time, but very bad at reaching a million customers at one time. This is especially true for India, where mass media still hasn’t peaked in terms of either reach or credibility and digital media is still extremely niche and fragmented.
In another earlier post, I talked about how most marketers and agencies in India are still clueless about the basic principles of digital media. I’m sure that most Indian marketers are present on digital media on the basis of the 5% rule: during a campaign, 5% of the budget should be allocated to digital media. As a result, even when marketers flirt with the digital media, their digital media initiatives are almost always ad hoc, mostly ineffective and often quickly abandoned.
In my new ten-post series on how brick and mortar marketers in India should use digital media, I’ll describe ten small, but smart, tricks that you can rely on to fully leverage the potential of digital media -
November 1st, 2007 |
Posted in Internet, Marketing, Noteworthy, Trendspotting
| Tagged with Brick-and-Mortar, Buzz, Community, Context-Sensitive-Ads, CPC, CPI, Digital-Media, DTH, Interruption-Marketing, Mobile, Online, Permission-Levels, Permission-Marketing, Search-Ads, Social-Ads, Social-Networks, Text-Ads, The-Next-Marketing-Guru, Traditional-Media, Trendspotting, Wannabe-Web-Millionaire |
October 28th, 2007
People like us who understand social media, or pretend to, often spend all our time with other people like us. Which means that we often forget that we are part of a very niche sub-culture and most other people are not like us, and don’t understand the references we often take for granted.
I was reminded of this reality when I was reading chapter 11 of Chris Anderson’s brilliant book ‘The Long Tail‘. To prove the point that snippets of culture that are ubiquitous to us are often obscure to everyone else, Chris lists down 10 famous Internet viral memes and wonders how many people have heard of them. I had heard of 4 out of 10, but could be sure about only 2.
- Ellen Feiss
- The Star Wars Kid (original video)
- Dancing Baby
- Bert is Evil
- Bonzai Kitten
- Tourist Guy
- MC Hawking (website)
- 1337
- Subservient Chicken (website)
- First Post
Do leave a comment and let me know how many you have heard of. I suspect that most of you would have heard of less than 5, and it won’t be the same 5 either.
October 28th, 2007 |
Posted in Internet, Marketing
| Tagged with 1337, Bert-is-Evil, Bonzai-Kitten, Chris-Anderson, Context-Sensitive-Ads, Dancing-Baby, Ellen-Feiss, First-Post, Hugh-McLeod, Internet-Phenomena, Landing-Pages, MC-Hawking, Memes, Micro-Culture, Niche-Culture, Star-Wars-Kid, Subservient-Chicken, The-Long-Tail, The-Next-Marketing-Guru, Tourist-Guy, User-Generated-Content, Wannabe-Web-Millionaire |
