Wednesday, May 30, 2007

Hey! If CBS can do it . . .

Right now there’s a marketing professional standing in front of her CMO holding a print out of this blogpost and saying “Hey! If CBS can do it, how hard could it be?”

CBS is the “Traditional” in “Traditional Media” and there’s some credence to the thinking that if they’ve jumped onto the Widget Wagon the other media behemoths are sure to follow suit. For some time CBS has been fortunate to be very popular with the more “mature” audience at the cost of attracting TV’s most coveted viewers: the 18-34 set. You’d have to think that their willingness to cannonball into the deep end of the Web 2.0 pool is a sign that the “old guard” is more committed to trying to attract a new audience with how they position and deliver the content, not just the content itself. Also, this morning’s news regarding their acquisition of and their recent acquisition of and investment in Joost among others indicate that CBS Interactive is leading the charge and providing a good example for us all.

I’m already working on my “If CBS can do it . . .” slide!

Tuesday, May 29, 2007

In a World of 2.0 Advertising is No Exception

Check out this interesting article -Networks Try New Ways to End Ad Skipping - it's really about Advertising 2.0 and how television networks are forced to re-think their advertising strategy. Without commercials TV would not be free. So how do we revitalize commercials and prevent those thumbs from hitting the fast forward button?

Begin Advertising 2.0 - the concept of integration and interaction enters the commercial world - read the article for some interesting examples of how some networks are evolving commercial advertising.

Monday, May 28, 2007

The Marketing 2.0 Revolution

Marketers should be well aware of the shift that is happening on the web. The web revolution that is being defined as Web 2.0 is changing the way we communicate.

For Marketers, this changes everything. We as marketers need to evolve to Marketing 2.0. Using O'Reilly's model to define Web 2.0, Marketing 2.0 can be defined as:

Marketing 1.0 -----> Marketing 2.0
interruptions --------> integrations
transactions --------> interactions
commercials --------> product placements
press releases --------> blog posts
direct mail --------> email
push content --------> pull content (RSS)
collateral --------> videos
seminars --------> webinars / podcasts
business generated content --------> user generated content
building websites --------> building communities

View the evolving definition of Marketing 2.0 here.

As a marketer I will be learning and experimenting with these technologies as they continue to evolve Marketing as we know it. On this blog I will capture lessons learned, define best practices and provide thoughts and ideas from my experiences. I hope this site becomes an example of social networking as others begin to post comments and contribute to the conversation.