Archive for October, 2007

The Death of The BIG Idea?

By October 31, 2007

Joseph Jaffe is lampooning the sacred cows of the advertising industry again. Today he took aim at the “elusive and coveted BIG IDEA.” He refutes the notion that there is a singular BIG IDEA out there. His main points: What a consumer thinks is a BIG IDEA may not be the same as what the […]

Joseph Jaffe is lampooning the sacred cows of the advertising industry again. Today he took aim at the “elusive and coveted BIG IDEA.” He refutes the notion that there is a singular BIG IDEA out there. His main points:

  • What a consumer thinks is a BIG IDEA may not be the same as what the marketer thinks
  • Everybody wants it yesterday PLUS no one wants to pay for it
  • Big ideas are equated to expensive ideas
  • Big ideas are similarly, full of hot air, fluff, inflated with self-importance, exaggeration and hyperbole

Instead, Jaffe claims that ideas are about potential. He says, “. . .the idea is a catalyst; a conduit; a means to an end…and NOT an end unto itself.” He suggests we should think of many small ideas, “capable of being internalized, understood and related to on an individual level.” It would be nice if he had provided some examples of this.

Small ideas are fine, if they’re all working from the same strategy and not a mishmash of executions and messages. In some cases small is the correct approach. But it’s difficult to discount such BIG IDEA successes as BMW’s The Hire film series, Audi’s The Art of the Heist, Stunning Nikon, etc. Maybe we should still reach for the stars with our feet on the ground?

So what do you think? Is the BIG IDEA best way to succeed? Or has the time come to think more on an individual level?

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Hulu peeks out from behind the curtain

By October 29, 2007

It’s still several months from officially launching, but Hulu, the long-awaited, oft-maligned, Hollywood-backed video site is finally being trod out in front of the media, and thus far the impressions have been fairly positive. The site is actually eschewing the user-generated content approach for now (although users will able to embed/vote/comment on videos) to focus […]

It’s still several months from officially launching, but Hulu, the long-awaited, oft-maligned, Hollywood-backed video site is finally being trod out in front of the media, and thus far the impressions have been fairly positive.

The site is actually eschewing the user-generated content approach for now (although users will able to embed/vote/comment on videos) to focus on studio-produced content. So even though the service was being considered a YouTube rival, its content will actually put it more in direct competition with premium content services like Itunes. However, its content currently is only viewable in a browser-based environment and is not portable/downloadable like Itunes content. It’ll be interesting to see if/when they make that critical jump.

The site will still be in private beta for several months, but its content is already being rolled out to partner sites at a rapid rate. AOL, MySpace, Yahoo . . . . pretty much all the big players except Google.

Note: Sorry for the overflowing embed, but resizing it messes up the formatting.

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Have your social network spayed or neutered

By October 26, 2007

In a sign of the times, a daytime TV icon is jumping onboard the social networking bandwagon. Price is Right to build new site and social network I guess it’s a good thing Bob Barker is retired as I’d have a hard time seeing an 83-year-old man promote something so Web 2.0. Then again, Bob […]

In a sign of the times, a daytime TV icon is jumping onboard the social networking bandwagon.

Price is Right to build new site and social network

I guess it’s a good thing Bob Barker is retired as I’d have a hard time seeing an 83-year-old man promote something so Web 2.0. Then again, Bob is kind of timeless and the show was still as popular as ever among college kids when he retired.

And for the record, his signature line to “help control the pet population” is apparently still alive and kicking even in his absence.

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Go Wild With New York Zoo Animals

By October 17, 2007

The New York Zoos and Aquarium has developed a Web site that allows visitors to transform themselves into an animal, or combination of animals, of their choice. I made myself a gaz-dog-bush-fro-con-at-horse, going a bit over the top. The site also educates as the user creates, by offering up facts about each animal that you […]

The New York Zoos and Aquarium has developed a Web site that allows visitors to transform themselves into an animal, or combination of animals, of their choice. I made myself a gaz-dog-bush-fro-con-at-horse, going a bit over the top. The site also educates as the user creates, by offering up facts about each animal that you add to your Avatar creation. The final product can be emailed to a friend and printed out.

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Are You a Part of the Social Media Conversation?

By October 12, 2007

The hype over online social networks is exploding. You hear the names flung around like tchotchkes at a trade show: MySpace, Facebook, Digg, Technorati, Del.icio.us, and so on. Whether you’re fully involved or still trying to figure out where your brand might fit, social media is driving a dramatic shift in the way marketers communicate […]


The hype over online social networks is exploding. You hear the names flung around like tchotchkes at a trade show: MySpace, Facebook, Digg, Technorati, Del.icio.us, and so on. Whether you’re fully involved or still trying to figure out where your brand might fit, social media is driving a dramatic shift in the way marketers communicate their brand message.
So where do you begin this new media journey? On your own doorstep, of course. Evaluate where you are, then start with small steps and work your way up. Some areas to consider. . . read more>

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Facebooks apps ruled by a few

By October 8, 2007

TechCrunch had a quick summary on something I’ve often wondered about. Facebook is definitely the hot site at the moment with a large and steadily growing userbase. Naturally advertisers and developers are flocking to it to try to promote their products. And given the weak performance of traditional advertising platforms on social media sites the […]

TechCrunch had a quick summary on something I’ve often wondered about.

Facebook is definitely the hot site at the moment with a large and steadily growing userbase. Naturally advertisers and developers are flocking to it to try to promote their products. And given the weak performance of traditional advertising platforms on social media sites the development of ‘apps’ as a way to market yourself has increasingly been seen as a viable new alternative.

But what sort of traction are these apps seeing? Is there really broad-reaching usage across a wide range of apps? Or is this like many situations and the majority of usage is concentrated into a small, select group? Judging by these numbers it seems to be the latter.

That doesn’t mean there’s not value to be had if you’re not one of the top apps. If there’s anything search marketers will tell you, there can often be a lot of value in the long-tail. But it does show the need to plan accordingly, especially in how much you’re willing to allocate toward development. If you’re seeking to hit a very select target it could still be a worthwhile endeavor. But if you’re trying to go after something broader-reaching you definitely have a more daunting task ahead of you.

On a somewhat related note, it also points to the need for more standards for widget-like applications.

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Google controls 40% of online ad dollars in Q1/Q2 of 2007

By October 5, 2007

Online advertising continues to grow at a very strong rate, up 27% over 2006 according to the IAB. But one company is obviously growing a lot faster than most (which is all the more amazing when you consider how large its revenues already were.) HipMojo Article I’m sure these most recent numbers from the IAB […]

Online advertising continues to grow at a very strong rate, up 27% over 2006 according to the IAB. But one company is obviously growing a lot faster than most (which is all the more amazing when you consider how large its revenues already were.)

HipMojo Article

I’m sure these most recent numbers from the IAB will be utilized heavily by Microsoft and others in their battle to try and knock down the proposed Google/Doubleclick merger. Longterm, I personally think Google will be fine with or without Doubleclick. But assuming the merger is approved it will only speed Google’s rush to become the dominant power in online advertising (with 40% marketshare, and growing, it pretty much already is.)

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Dove launches latest video spot

By October 3, 2007

As the father of two little girls this one captured my attention more than some of the strong previous efforts.

As the father of two little girls this one captured my attention more than some of the strong previous efforts.

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Wear Your Website – Scan Tshirts With Mobiles

By October 3, 2007

If you have a company website, this is the ultimate marketing tool—if you don’t mind total strangers scanning you with their camera phones. When a cell phone scans an “Extended Identity” T-shirts, it will visit the coordinating website. The shirts feature a datamatrix barcode, known as a “tag”. Using a mobile phone camera, a person […]

If you have a company website, this is the ultimate marketing tool—if you don’t mind total strangers scanning you with their camera phones. When a cell phone scans an “Extended Identity” T-shirts, it will visit the coordinating website. The shirts feature a datamatrix barcode, known as a “tag”. Using a mobile phone camera, a person can take a photo of the tag which is read by software on the phone. From there, it launches a browser and takes you to the website.
The shirt can be customized to link to any website, social networking page, photo, video or music file. That includes Facebook and MySpace, as well as Augme’s own profiles which are designed with mobile-viewing in mind.

Source: Trendhunter.com
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