Sometimes Apple Thinks Too Different - Don't Fall into the Same Trap

The Techno Marketer blog had a great post about changing the rules of the game. In his case he talks about how the remodeled Apple store no longer has a checkout stand - but since they didn't communicate this change customers wrongfully formed in front of the 'Genius Bar' instead. Too different, too fast, and without communication - not good.

Although this is clearly a B2C example I think similar mistakes can be made by B2B companies with all of the hype around Web 2.0. We are still in a transition phase and while RSS is hot and growing it's not a substitute for email (at least not yet). Blog readership is exploding but the global uptake is still lagging. Podcast usage is growing 'tenfold' according to Forrester but they have a ways to go before they can be considered mainstream. The rules of marketing are changing but I’m wary of getting caught up in the hype and abandoning traditional mediums that have served me well. Another reminder that a hybrid approach of old and new approaches is usually the best way to go.

Marketing 2.0: "The Less We Sell, The More People Want Us"

I thought the first podcast was good but the second one was even better - Marketing 2.0: Creative Destruction of Advertising - Part 2. Again Eric Vidal, advertising and new media leader at WebEx, talks with Chris Peterson, president and CEO of Chautauqua about Marketing 2.0. Here are my highlights:

Eric starts with his sound bite, "Marketing 2.0 is a shift that has dramatic implications on how Marketing get created, distributed, consumed and responded to."

Chris explains that these implications change the process, skill set and deliverables for marketers. For example there is a shift from a single message to many messages, copywriting to editorial writing and print media to innovative custom packages which he explains as "variations of advertorials."

The most valuable part of the podcast to me were the examples they provided:

• WebEx changed their online banner ads to lead with content including white papers, 3rd party content, videos and podcasts. This resulted in more clicks, more interaction - for longer and ultimately more leads. What they learned from this is, "the less we sell, the more people want us."
  
• A family entertainment park in Austin, TX wanted to increate their number of visitors. They created a 2-3 minute documentary about the park and had employees and customers talk about how much fun they have working and being there.The video was then used on their website as well as new content areas on local family entertainment sites. The friendly, open and honest format is really what got more traction.


• Microsoft took a key business white paper on hosted email services and turned it into a Wiki. They then hired a professional technology journalist (with full exposure) and went to IT message boards and blogs and invited people to edit it and ultimately help shape how Microsoft talked about services. Thousands of people came to the site and participated.

Final thoughts were about getting around naysayers and Chris' advice is, "'just do it and beg for forgiveness later." I have to admit that's been working for me!

Marketing 2.0 - Another Perspective

To continue on my first post of defining Marketing 2.0, Eric Vidal, Director of Marketing Communications at WebEx and Chris Peterson, president and CEO of Chautaugua created this insightful podcast "Marketing 2.0: Creative Destruction of Advertising."

This 15-minute podcast is time well spent. It starts off defining Marketing 2.0 and explaining why it's more than "Social Media Marketing." Eric explains, "Marketing 2.0 is a shift with dramatic implications about how marketing gets created, distributed, consumed and responded to."

Chris added, "We've lost control over the marketing conversation. People used to use marketing as a source of information for new products and services but now they are turning towards friends, family, strangers - people all over the world and ignoring traditional marketing output."

Eric then provided examples of what this has meant to WebEx’ marketing mix and their move towards "informing rather than forcing a message." WebEx does this through more podcasts, web seminars (on the WebEx platform of course), white papers and third party reports which are more credible.

Chris explains how these shifts require a "fundamental re-tooling of what marketing has been doing" and that rather than focusing on a single compelling message we need to focus on what content types will appeal to our customer base.

Eric ends the event by reading the Marketing 2.0 Wikipedia entry which I’ve posted to and asks other marketers to participate by further defining this term.

There's a part two to this series which I'll write about tomorrow...

Newsletter gone cold? Warm it up in the Web 2.0 Oven!

I have to admit, I love newsletters. As a "traditional" communication medium, you could do far worse. One of the problems with traditional newsletters though is that they're sent out in the format I need to send them in, regardless of what my customer wants. That just changed with a new Web 2.0 technology called FeedBlitz. With a recent announcement they are turning up the heat by claiming to not only send my newsletter via email but they also enable delivery via Skype, AIM, Twitter, RSS - and my favorite, an audio podcast!

This service has only been out a week so I can't give it a personal endorsement yet but I'm working on changing that. If you have a chance to try it please let me know what you think.