Then What?

Then What?

Here is some excellent reference research from MarketingVox detailing the decline in traditional TV viewership and the increase in viewing online.

With growing number of network TV shows available for viewing online, over 20 percent of TV viewers watch some amount of prime time programming over the 'net, says a study by Integrated Media Measurement Inc. (IMMI), MarketingCharts reports.
If this doesn't provide a compelling reason for marketers to switch more of their marketing over to online I don't know what will. Not to overstate the point, but if TV is the sacred cow of advertising, then this type of research should be the pneumatic gun in the slaughterhouse for media planners.

With fragmentation you have to be quick nimble and flexible. Those are all things that pharma/med device companies are being forced to become and evaluate in their marketing.
I am not suggesting that everyone run out and start advertising on Lost episodes on ABC.com, but there has to be some level of recognition that online is becoming and will be the primary marketing channel--very soon.
Brand Web Sites

Brand Web Sites

ComScore recently released the results of a study indicating that brand Web sites ate the most effective online marketing tactic for pharma marketers.

The study evaluated the impact of banner ads, search marketing, and visits to a brand Web site on a brand’s awareness, favorability and sales results among both patients and prospects. The study found that getting a patient to visit a branded Web site is the most effective form of online pharmaceutical marketing, with an incremental patient adherence rate nearly 20 percentage points higher than among those who did not visit the Web site and an incremental new start rate for prospects nearly 5 percentage points higher than the control. Meanwhile, exposure to, and interaction with, online ads also improved adherence rates among existing patients. Patient’s exposed to an ad showed a 4.0-point lift in adherence and patients who interacted with an ad exhibited a 9.5-point lift.
Excuse me if I am a bit cynical, which by my definition is an optimist who has been disappointed more than once, but is this news that revolutionary?

“This is why it is essential for marketers to develop fully-integrated campaigns that not only raise awareness and educate consumers but that also drive visitation to a site.”

Umm, no kidding. The trick is to get them to to your site and engage with them. I'd say that strategic goal has been around since day one of the consumer Internet. The whole attract, acquire and retain model is not a new one. I guess this puts some metrics around it, but it reads like old news since fragmentation of the audience is making it harder and harder to get people to your site. That's why I discuss widgets and content distribution because YOU have to be where THEY are at and it's typically not at a pharma/med device Web site unless they are already a customer or are in a info seeking moment. But that moment is probably shared with May Clinic, WebMD, RevolutionHealth, etc. The trick is to engage them.
Dazzle and Delight Me: Video

Dazzle and Delight Me: Video

There seems to be a bit of growth and movement towards the use of video online. It's evident that bandwidth is not the problem, but brands haven't fully embraced video quite yet. I think the reasons for this are many. First and foremost is the cost/effort to do this effectively online when most pharma/med device organizations are still struggling with creating an interactive Web site and struggling with the 10 years in the making "overnight" growth of the Internet as a place to target consumers.

The prevailing thought is that great content, storytelling and non-overt messaging is the path to
engagement. A good post over MediaPost discusses this here and an article from Ad Age again that discusses information videos as subtle brand builders.

A couple of the site detailed include Howcast and Howdini. It's not unreasonable to expect that system of sites and cross-pollination of this content for people to access. The trick is how do you get your message across in a non-intrusive way? This image comes to mind in describing what it will all look like. This is true for blogs today and even more so for the coming crush of branded video content. {check out Web sites as graphs}



For Pharma/med device companies, one way is creating the non-branded content and "sponsoring" it to direct product placement. Co-promotion will likely become big as people partner with third-party organizations such Mayo Clinic or Cleveland Clinic for content and credibility.

It will be interesting to track over time as I firmly believe that video will continue to grow--significantly at the expense of other media. I saw this as I watch HGTV, write a blog post and set-up a brand channel on YouTube....

I see brand Web sites becoming something like Rachael Ray's Web site, which whatever you think of her, it is immersive and pretty darn engaging. Now, she just needs a widget to extend the content...




How to grill a perfect sirloin steak

Overhyped?

Overhyped?

There is an adage for sports columnists that goes something along the lines of, "the job is to watch the battle from the mountaintop and then ride down and bayonet the wounded."

How interesting and in many respects so true. That can be applied to many things and when it comes to digital media in general and social media in particular, the mountaintop is getting full with people calling the death of blogging, social media, etc. All in an effort to say that they called it.

Well, for those with a short memory, you only have to go back to 2000 to understand that not every company was started to become Google and innovation and growth means some succeed and some fail and some get bought. That's how it works. However, social media isn't going to die, but it will be incorporated into how you go online and the next wave of innovation is coming up right behind it. It's not that prescient to make that judgment.

Ad Age has an interesting related article.
Facebook Connect: Corporate Web Sites

Facebook Connect: Corporate Web Sites

I saw this over at web-strategist.com. Interesting.

One key announcement is Facebook Connect which allows for authentication on 3rd party websites. Then users can visit third party sites, login with their Facebook ID, connect with their friends and update their Facebook newspage –all without visiting Facebook.com
Umm, while I personally love the idea of this, most companies are not going to open Facebook to their corporate Web site. At least no regulated company or any company with a CTO who schemes ways to limit access and increase productivity. If the gatekeepers are banning fantasy football and eBay they aren't going to allow you to poke friends on Facebook.

In the future, I can see this taking hold because it is nearly inevitable, but in the short term, this will not be happening at most pharma/med device organizations--not as long as you can't control the information. If anything Google and YouTube will get there first with corporations as they push a full suite of offerings and developing brand channels on YouTube makes$ video distribution simple and free.
Customer Centric_Experience

Customer Centric_Experience


I had the chance to work with Forrester and Kerry Bodine. She's sharp. I especially like the work Forrester has done around customer centricity and customer experience.

In light of less TV, less, print, more portable devices, more gaming, more fragmentation and more difficulty in reaching your target, why more companies across all industries aren't taking up a customer experience initiative. In my view and I were CMO for a day I would put this in as a leading initiative. The notion that a customer wants a 360 degree experience is still at the nice to have stage in pharma/med device oganizations, but I think that the expectations are accelerating so fast that there will be an inflection point coming that will force organizations to put something in place that marries the web, call centers and all marketing touch points. There will be a consistent message across media, consistent data collection and retrieval and consistent brand and product experiences. That in and of itself lends the impression that the company has YOUR interests in mind and not always their own.

Is this easy? Heck no, it's actually complex, difficult and in most cases transformational, which means you need to have a transformational approach to making it happen. Not impossible, but until the C-Level sees a need or you're able to make it some one's great idea who makes the decisions it's not likely going to happen.


Apps Are The Microsites of Social Media

Apps Are The Microsites of Social Media


A Social Media ad network. Interesting premise. I agree that apps are the micro sites of social media, but I am slightly skeptical about the ability to monetize that traffic in a real way that benefits the advertiser.

The whole premise is that social media is user controlled and this has lead to fragmentation, it's hard to control the message, etc. So with the baseline of understanding will a brand come in and be effective on Facebook or MySpace? Perhaps an unbranded approach may work if done well.

For health care organizations, this level of advertising is barely on the radar. So my question is, are a traditional agencies/media buying firms making these types of recommendations to their clients? Are they even aware at an in-depth level enough to make credible recommendation about other ways to reach customer targets? Are the company marketing managers willing to take a chance to try to push this type of segmentation and micro-segmentation targeting through social media networks?

My guess is no, no, and no. So, until someone daring takes a chance (like Pfizer with Sermo) I don't see this taking off from a pharma/med device perspective. I do however hope that there is someone out there in a company that is being daring, creative and pushing for change...
Widgets Part II

Widgets Part II

Okay, here is an example of maybe stretching the widget concept a bit too far. I guess I may be proving their point in that I am blogging it, but not in the positive. Outside of fashionista or "cool deals" type of blogs, I am stretching my imagination to think of the useful applications for this. If they give me a cut of each sale then I could set up a little site, a little Adwords and refer my way to $50 in affiliate marketing revenue a month, but I don't see that happening.

Your Thoughts?

Widgets + Content + Cool Delivery

Widgets + Content + Cool Delivery

I touched on how content delivery is changing fast a little while back and I am continue to see things that really stretch your imagination from a business perspective for delivering content. The shift to user controlled and generated content has happened very quickly. The potential of widgets coupled with targeting via social media networks is virtually untapped in the health care area. Although I see where brands may have to go outside of their normal comfort zone and develop content that is non-branded since consumers repel any overt advertising. Very exciting opportunities to create novel distribution channels for content.

The examples are many and span all traditional media....music, books and movies.





Connecting Dots...

Connecting Dots...

There is a line in one of my favorite movies, The Breakfast Club, where the "Rebel" John Bender in one of many rants pulls his shirt sleeve up to reveal a cigar burn, the line is "This is what happens in my house when you spill paint in the garage."

So, what does this have to do with interactive marketing and healthcare? I continue to track reports out of Warsaw, IN about Zimmer, the leading pure-play orthpeadic company and who I have talked about in the past, continue to recall products and lower their sales forecast for the year, the first thing that came to my mind is, "This is what happens when you fail to develop a strategy for moving from consulting agreements to direct to consumer marketing."

I also think it is interesting that their CEO, David Dvorak, is a lawyer, since it is instilled in Law School to look for the risk and negatives in situations versus the positives. I think that conservative training may influence the approach for handling the physician consulting agreements.

From the outside in it looks like Zimmer has more than a few obstacles to overcome and I'll be the first to say that big ships don't turn easily.

Also connecting Warsaw is a true life documentary that is coming out called American Teen that is essentially a real life The Breakfast Club. IT was filmed in Warsaw in 2006....


Pharma/Med Device + Blogging

Pharma/Med Device + Blogging

This isn't a new post from Jeremiah over at Web-Strategist.com, but I was going through some old materials that provides fodder for posts and thought I would throw it out there simply because it's good water cooler conversation.

First, the title is interesting in that he assumes that Pharma/Med Device ignore blogging. I would argue that nothing could be farther from the truth. It is likely a very frequent conversation in many organizations. Despite the likely perception at research organizations like Forrester, organizations generally have an idea of what they're doing. They hire firms like Forrester to validate what they would like to do; not entirely figure it out for them. I can be convinced otherwise, but that is a very arrogant approach.

Having been in the industry for 9 years I can say that the legal and regulatory risks are many as pointed out here and here previously and the positives simply don't outweigh the negatives at this moment in time.

The sheer structural change required to monitor and respond to comments and adverse effects is too much for most organizations. His view is surprisingly simplistic and doesn't value the complexity involved in moving large organizations. Change only occurs under a few premises--and is usually by force. Social media and blogging haven't quite forced the hand quite yet.
If you have some time....

If you have some time....

Following up on a post from last week, here is a list of Web 2.0 apps via Logic + Emotion.
File Under: Skeptical

File Under: Skeptical

Via MediaPost, Google recently released a study indicating that search aids brand awareness.

More than merely a direct-response tool, search marketing is a great brand-building vehicle for consumer packaged goods advertisers. That was the key finding from a new study just released by Google entitled "Brand Value of Search."


Besides being really self-serving, I'd like to see the actual data that supports search impression delivery as "free brand lift."

You only have to do a simple search yourself to understand that searches aren't quite that simple. As a Web site owner, you should concerned with conversions, which depending on the goals of your site could be a purchase, a registration, product demo view, etc.

Impressions are great, but I would be hard pressed to stand up and credibly talk about the brand lift as a result without a little more data to bear that out.
Content is King, Distribution is Queen

Content is King, Distribution is Queen

I've been thinking a lot lately from a business perspective about content portability and how to remotely address the increasing fragmentation that is occurring. Tough for business struggling to reach people and get them to a brand Web site.



Here are a few ways to do it:

Widgets:

The Interactive Marketer

Widget Like Banner Ads

Brand Channel:

Johnson & Johnson



Annotations
While We're Talking Apps

While We're Talking Apps

Happened upon Snaps.com via Interactive Marketing Trends.

For a health care oriented site that really tries for disease state information credibility, this could be a useful tool to link off to organizations and 3rd parties to add credibility--not to mention interactivity on any number of levels...
Because...

Because...

It's my blog and because I can. The best scene from "No Country For Old Men."

50 Way Marketers Can Use Social Media to Improve Marketing

50 Way Marketers Can Use Social Media to Improve Marketing

Via chrisbrogran.com



50 Ways Marketers Can use Social Media to Improve Their Marketing

  1. Add social bookmark links to your most important web pages and/or blog posts to improve sharing.
  2. Build blogs and teach conversational marketing and business relationship building techniques.
  3. For every video project purchased, ensure there’s an embeddable web version for improved sharing.
  4. Learn how tagging and other metadata improve your ability to search and measure the spread of information.
  5. Create informational podcasts about a product’s overall space, not just the product.
  6. Build community platforms around real communities of shared interest.
  7. Help companies participate in existing social networks, and build relationships on their turf.
  8. Check out Twitter as a way to show a company’s personality. (Don’t fabricate this).
  9. Couple your email newsletter content with additional website content on a blog for improved commenting.
  10. Build sentiment measurements, and listen to the larger web for how people are talking about your customer.
  11. Learn which bloggers might care about your customer. Learn how to measure their influence.
  12. Download the Social Media Press Release (pdf) and at least see what parts you want to take into your traditional press releases.
  13. Try out a short series of audio podcasts or video podcasts as content marketing and see how they draw.
  14. Build conversation maps for your customers using Technorati.com , Google Blogsearch, Summize, and FriendFeed.
  15. Experiment with Flickr and/or YouTube groups to build media for specific events. (Marvel Comics raised my impression of this with their Hulk statue Flickr group).
  16. Recommend that your staff start personal blogs on their personal interests, and learn first hand what it feels like, including managing comments, wanting promotion, etc.
  17. Map out an integrated project that incorporates a blog, use of commercial social networks, and a face-to-face event to build leads and drive awareness of a product.
  18. Start a community group on Facebook or Ning or MySpace or LinkedIn around the space where your customer does business. Example: what Jeremiah Owyang did for Hitachi Data Systems.
  19. Experiment with the value of live video like uStream.tv and Mogulus, or Qik on a cell phone.
  20. Attend a conference dealing with social media like New Media Expo, BlogWorld Expo, New Marketing Summit (disclosure: I run this one with CrossTech), and dozens and dozens more. (Email me for a calendar).
  21. Collect case studies of social media success. Tag them “socialmediacasestudy” in del.icio.us.
  22. Interview current social media practitioners. Look for bridges between your methods and theirs.
  23. Explore distribution. Can you reach more potential buyers/users/customers on social networks.
  24. Don’t forget early social sites like Yahoogroups and Craigslist. They still work remarkably well.
  25. Search Summize.com for as much data as you can find in Twitter on your product, your competitors, your space.
  26. Practice delivering quality content on your blogs, such that customers feel educated / equipped / informed.
  27. Consider the value of hiring a community manager. Could this role improve customer service? Improve customer retention? Promote through word of mouth?
  28. Turn your blog into a mobile blog site with Mofuse. Free.
  29. Learn what other free tools might work for community building, like MyBlogLog.
  30. Ensure you offer the basics on your site, like an email alternative to an RSS subscription. In fact, the more ways you can spread and distribute your content, the better.
  31. Investigate whether your product sells better by recommendation versus education, and use either wikis and widgets to help recommend, or videos and podcasts for education.
  32. Make WebsiteGrader.com your first stop for understanding the technical quality of a website.
  33. Make Compete.com your next stop for understanding a site’s traffic. Then, mash it against competitors’ sites.
  34. Learn how not to ask for 40 pieces of demographic data when giving something away for free. Instead, collect little bits over time. Gently.
  35. Remember that the people on social networks are all people, have likely been there a while, might know each other, and know that you’re new. Tread gently into new territories. Don’t NOT go. Just go gently.
  36. Help customers and prospects connect with you simply on your various networks. Consider a Lijit Wijit or other aggregator widget.
  37. Voting mechanisms like those used on Digg.com show your customers you care about which information is useful to them.
  38. Track your inbound links and when they come from blogs, be sure to comment on a few posts and build a relationship with the blogger.
  39. Find a bunch of bloggers and podcasters whose work you admire, and ask them for opinions on your social media projects. See if you can give them a free sneak peek at something, or some other “you’re special” reward for their time and effort (if it’s material, ask them to disclose it).
  40. Learn all you can about how NOT to pitch bloggers. Excellent resource: Susan Getgood.
  41. Try out shooting video interviews and video press releases and other bits of video to build more personable relationships. Don’t throw out text, but try adding video.
  42. Explore several viewpoints about social media marketing.
  43. Women are adding lots of value to social media. Get to know the ones making a difference. (And check out BlogHer as an event to explore).
  44. Experiment with different lengths and forms of video. Is entertaining and funny but brief better than longer but more informative? Don’t stop with one attempt. And try more than one hosting platform to test out features.
  45. Work with practitioners and media makers to see how they can use their skills to solve your problems. Don’t be afraid to set up pilot programs, instead of diving in head first.
  46. People power social media. Learn to believe in the value of people. Sounds hippie, but it’s the key.
  47. Spread good ideas far. Reblog them. Bookmark them. Vote them up at social sites. Be a good citizen.
  48. Don’t be afraid to fail. Be ready to apologize. Admit when you’ve made a mistake.
  49. Re-examine who in the organization might benefit from your social media efforts. Help equip them to learn from your project.
  50. Use the same tools you’re trying out externally for internal uses, if that makes sense, and learn about how this technology empowers your business collaboration, too.
51. I'll add 51 as mentioned in the previous post. Check out www.simplespark.com for all kinds of tools.
Sticky + Storytelling + Killer Apps

Sticky + Storytelling + Killer Apps

I've talked about the growing importance of experience and storytelling here and here
in the past. I came across this nifty little app. I don't think this is going to change the world but it could be a simple tool for a small business to bring a little interactivity to the proceedings.

http://www.flypaper.com


While we're on the topic of apps or that could help a small business check this "crowd sourcing" site out.

Lastly, having a hard time keeping track of all of the new Web 2.0 apps? Try Simple Spark

Image courtesy of TechCrunch
Google Lively

Google Lively

Google is launching their version of Second Life called Lively. I'll leave the reviews to those better versed on virtual worlds than I because frankly I don't get it.

You can take a spin here:



Seeing this reminded of a song from the 90s from the band Cracker. Watch the video here and instead of "folk singer" replace that with "social networking" tool.

Social Goes Mainstream?

Social Goes Mainstream?

Adweek has an article about big brands such as Ford creating social media teams to transform the organization.

That intrigues me on many levels. It reminds me of the boom in the late 90s and early 2000s when companies put an "e" in front of everything and suddenly they were sophisticated when it came to being online.

It'll be interesting to track this over time to see how it shakes out.
Sears and Social Media = Huh?

Sears and Social Media = Huh?

Sears goes after the tween market. I've found that if you try to be cool it is really apparent that you're not cool.
Viral! + Buzz + WOM = WOW?

Viral! + Buzz + WOM = WOW?

So a few things have been bugging me for awhile...

Have you heard these phrases, "let's make it viral" or "let's create a word of mouth (WOM) campaign" or "I bet we can get some 'buzz' if we do X."

I think anything viral or buzz worthy falls into two categories: it's either a novelty or very unique and I am not sure an established brand, let alone a health care brand, can be or wants to be either.

has always been a significant Now on to WOM, it is beginning to really bother me that marketers think they can control word or mouth or worse yet that it is some new tactic or the result of the rise of social media. WOM is an influencer and will continue to be valuable, but you can't necessarily make it happen. it's organic, it happens naturally. Have a good product, be a great brand, WOM happens...

Social media didn't create WOM, but it has been heightened. Social media is a conversation and businesses can choose to participate in the conversation or not. If you don't, which is the primary challenge for regulated health care organizations because they are limited by legal and regulatory requirements previously discussed here, then you really don't have much of chance to "create a WOM campaign."

Next, I'd like to officially place a moratorium on the use of the word "campaign." Campaign implies something short term and specific. If you plan to do something about social media in your organization will be it be a short term campaign or will it be lasting? Will you weave it into the organization from a research, product development, customer service and marketing perspective? Will you use it to get closer to your customer and let their voice be heard? If not, don't waste your time.

Lastly, a word on research. I think market research used in doses is valuable to glean some insights and/or prove your point, but it starts and ends biased. If used in careful doses it is good. Used too much, it creates paralysis and is one of the biggest wastes of time and money available.

How is that most start-up companies find customers and grow quickly with little to no research? Apple doesn't do research to validate their products. Avoid it in fact to keep biases out of strategy and planning or use it to validate your strategy and planning, but don't do it to figure out what you should be doing. If you're doing so you're probably already behind and grasping at straws.

Secondly, do you want to listen to your customers? Whatever your topic is, go find a message board and listen, you will find in an much smaller time frame and for little to no money find out exactly what your customers or would be customers want, feel, or think about you.

To take it a step further, if you are too lazy to go to a board to find out, sign up for Google Alerts, they'll do all of the work for you. Then when you think you have some insights go to Google Trends and see if you come up with anything.

Good Question?

Good Question?

Lifehacker poses an interesting question on what do you do to improve your work skills. Merely showing up doesn't make you better. Hard work and practice.

It is a topic that is an enduring question for me perhaps from Midwestern worth ethic or sheer paranoia--I'm not quite sure yet; and it's a question I've touched on before to some extent.





Image via Business Week.
Service + Trust = Remarkable Moments

Service + Trust = Remarkable Moments

You know it's remarkable when good customer service jumps out at you so dramatically that it makes you realize how much bad customer service is out there in all industries. I had two moments occur in the span of a few days that made me realize that customer service may not be completely, 100% dead.

It's been quiet this week as I traveled to Europe for some business. I normally fly United and while I am not in love with any airline I have little to complain about other than having to go through Chicago O'Hare most of the time. To avoid what is usually a mess at O'Hare and a less than 50% chance of making your flight on time, I elected to go through Washington Dulles.

As I was waiting at the gate in Indianapolis, the agent proactively called me and said something to the effect of, "I see your going to Frankfurt, I'd like to see you make it and I recommend that we re-route you through Chicago." So my curiosity was piqued and I dived in a little further asking what the issue was. She indicated that weather was holding some things up and the flight to Washington was likely to be delayed. She threw in the caveat though that the pilot thought that my flight would get out without a problem.

So here I am needing to get to Frankfurt without delay or otherwise miss the meeting I was going over for. I had a gate agent recommend that I re-route through an airport that I personally don't trust and a pilot via a third-party who was confident that it wouldn't a problem.

I looked her in the eye and asked what would you do? She replied, "I'd go through Chicago." So I put my fate and trust in her hands and you know what? She was dead-on. The Chicago flight was an hour later than the Washington flight, which hadn't even left as I took off to Chicago. I made it to Frankfurt a little later than originally expected but that had no impact on the meetings I needed to attend.

To me, that exemplified a few things, first that was a great service moment from Gail at United in Indianapolis. She didn't have to do that and the fact is, there have been many times when I have been in the same situation and that hasn't happened.

Second, I really felt like she had my best interests in mind when I asked her what she would do. While I almost exclusively travel on United for business that one moment, which cost her and United nothing, it definitely endeared me more to United.

Customer Service Moment #2, I bought a Poulan Pro blower last summer to replace my previous Poulan Pro blower that died after 4 years of blowing...I'm not necessarily a devotee to Poulan, but Lowes carries it and it does the job I need it to do.

So when I yank the cord out of my less than 1 year old blower, I'm not real happy and actually consider scrapping it and going to get another one. It was still under warranty and even if it is not the top of the line model I think that it should last for more than a year. So I take it back to Lowe's to get fixed. I have to sign paperwork pre-authorizing work up to $75, I contest this a bit considering the darn thing only cost me $100 and I am told that it is standard, can't be changed, blah, blah. I also read the fine print on the warranty and that does not cover cords. So now I am thinking I am going to have to pay $75 for a new cord when I could just go get a blower. Well, they fixed my blower and it didn't cost a penny and technically it should have. Somebody had to pay the service shop and I am not sure it is Poulan because of the wording in the warranty. While I normally lean more towards Lowe's than Home Depot anyway this small moment also endears me to Lowe's.

The point of the story? Customer service takes very little but can have a huge impact and create loyalty. The other point is that good customer service is hard to come by and remarkable when it does happen.
Direct Response Over Video (DROV)

Direct Response Over Video (DROV)

Interesting post over at Media Post Video Insider.

There has been activity in direct response from medical device organizations as a way to drive product placement. You can see this every time you see Wilford Brimley and Liberty Medical. The response can be an 800# or online with a program specific landing page. The writer, Eric Frachi, raises a few good questions, first among them is whether there will be a movement to online video vs. TV.

Good question. If you can target through an ad network focused strictly on health, I think it would work well on a number of levels and would certainly be more cost effective than TV.

Second is the landing page. MarketingSherpa has been my go to resource and is an excellent reference for optimizing landing pages.

I think we're closer to full DROV than he may think. Some enterprising DME or supply company will get there first and likely very soon.
File Under: Random Thoughts

File Under: Random Thoughts

Info from Ad Age about online spending continuing to go up despite spending decreases across most other media, which made me think about marketing and how online can and should be getting a healthier amount of respect in organizations. That has led me to Seth Godin and what have you done to get better?

Did you wake up today and decide to bring your A game to everything you do? Did you work smarter, check all of the items off of your to-do list? Do something to improve yourself and your organization?

In today's marketplace and economy can you afford not to bring your absolute best every single day?
The Soundtrack of My Life

The Soundtrack of My Life

Catching up on buying some music that I have been putting off for awhile and I came across this very nice site Last.fm. What I like about is that it aggregates the music and related videos. Being a Midwestern guy, the band The Why Store was at the height of their popularity when I was at IU and they are well represented on the site. Want to see a taping from a live gig at a local pub, no problem.

Cowboy Mouth from New Orleans is probably the best live show I have ever been too. They absolutely rock and you can't appreciate it until you've seen them live.

It's great example of social media and UGC



Cowboy Mouth....

Fun + 2.0

Fun + 2.0

I found this on The Social Media Marketing blog
Peer Influence

Peer Influence

Discussion about the power of peer influence over at MarketingVoices.

Extinction

Extinction

I stumbled upon this blog, The Harte of Marketing, via the Marketing 2.o group. Umm, I think she nailed it.

I get it, I really do. We are all busy, we all work too many hours, we have too many projects on our plates, it’s not our job, and we finished college and learning years ago.

That said I lost hours and hours of sleep, put off cleaning my house, and spent hours reading just trying to wrap my head around social media from a marketing perspective [and I’m not done yet!]. Trust me; I don’t think I am better than those who don’t have time for “this stuff” and I am far from being an expert. But what I am….is afraid of becoming extinct.


If you're connected to marketing, fancy yourself a quasi marketer, responsible for marketing in your company, whatever please explain to me who you are not immersing yourself in the Internet and Social Media.

Granted, this is a working in a large organization perspective, but, as I have said before and will say again, the marketing leaders of tomorrow are toiling away on Web sites and online media today. Fear is powerful motivator, push, drive cajole and otherwise convince those who may doubt that they need to get on the bandwagon ASAP....
SEO + Flash

SEO + Flash


One drawback to a very Flash heavy site has been the inability of search engines to crawl the Flash content. Well, worry no longer.

Adobe (ADBE) has conceived of a way for search engines to index Flash content, even pre-existing Flash content, without the need for developer intervention. It’s made content encoded in the Flash file format (SWF), which was previously undiscoverable to search engines, discoverable–and it’s given Google (GOOG) and Yahoo (YHOO) the tools necessary to discover it.

I think this is a fairly big boon for online marketers--especially those brand sites that want to create very engaging content and micro sites to promote products.
Cities of the Future?

Cities of the Future?

This has nothing to do with interactive marketing or health care but I think it is very cool and not out of the realm of possibility. The big question I have is will there be wi-fi via land based towers or will it be all satellite by then?

Lily pad cities

Photo from inhabit.com

Must Read!

Must Read!

Regular readers of this blog know I have been touting interactive marketing as a vital and integral component of the marketing mix for health care organizations. Interactive has finally been gaining traction for some time as an efficient and effective way to target customers. The idea of doing it has gained traction, however the reality of the level of difficulty in executing it properly has not quite sunk in yet...I'd love to have an Easy button.

There is a great article over at OMMA about the state of the interactive union...