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A recent article on ClickZ highlighted the growing demand for marketing to live by the same accountability guidelines that other departments have had to adhere to for years. The story was based on a panel discussion during last week’s Ad:Tech Conference in New York.
Much of the discussion centered around the exemption from hard metrics that marketing and advertising have enjoyed for years. In the past, it was easier for marketing to answer difficult questions regarding effectiveness by using soft data answers such as brand awareness scores or share-of-mind data. No more. Upper management and the board of directors want hard numbers on what type of return marketing is producing.
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Josh Hallett, a business communication expert, has shared what he believes are the four choices companies have in relation to the blogosphere.
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ExplorerDestroyer aims to boost Firefox‘s 11% marketshare by taking advantage of Google’s offer of $1 per referral to Firefox. They’re making it easy for you by providing scripts you can add to your site, (only a few at this point for popular blog/cms software, more coming) that along with some AdSense code, you can start earning a buck for every person you get to download Firefox. I can’t wait to see if Microsoft counters by giving away XBox360’s when you download IE.
Be sure to check out the humorous companion site: Kill Bill’s Browser which lists 13 funny but true reasons to switch.
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Unfortunately NBC and CBS have decided to each go in their own direction rather than join ABC by distributing the shows via the iTunes Store.
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Josh Hallett, a business communication expert, has shared what he believes are the four choices companies have in relation to the blogosphere. The four choices are ignore, listen, participate and lead. Unfortunately most companies choose to ignore the blogosphere entirely. Many times the companies that do choose to listen don’t handle the situation well (see Jeff Jarvis vs. Dell). Those that have chosen to participate or lead generally have been rewarded for their efforts.
Blogs aren’t the answer for every situation or for every company, but have you thought about how a blog might fit in your company strategy?
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