What is the value of an ad not seen?  Worse yet, what is the value of an ad seen but not acted upon?  For years we as marketers have worked hard to turn the Internet into a place where ads are proactively blocked, filtered, and ignored.  Agencies are paid to increase list size, not list quality.  Rather than put time into properly segmenting our prospects and compiling an offering that is relevant, we collect information in any way possible and blast emails to everyone.  This is because we choose quantity over quality thinking we’re getting the best bang for our buck.  We’re not. Read the rest of this entry >>

Cred , short for street credit , slang for your reputation .  Defined as:  commanding a level of respect due to experience in or knowledge of issues affecting those environments.  Cred is traditionally associated with young, trendy people in urban areas.  Today in marketing 2.0, however, it’s a unit of exchange within the emerging reputation based economy.  Simple terms: more cred = more value; more value = more dedicated customers; more dedicated customers = more $$.  So, how’s your cred? Read the rest of this entry >>

In discussing new media marketing most of the questions I get widdle down to "how do I get my message out?"  This is a very Marketing 1.0 perspective on Marketing 2.0.  We’re not going to talk about that.  What we are going to discuss is all the other, non-billboard-like, uses of new media. Read the rest of this entry >>

Browsing the message boards the other day I saw someone posted the question: "what’s the best day to send an email campaign?".  Immediately, the fundamental flaw with this question jumped out at me, i.e. it does not take into account the individuality of the customers you are marketing to.  In fact, such a broad question doesn’t even take into account the preferences of the segment or, for all I know, the preferences of any single country.  Marketing 2.0 is about knowing your customers and cultivating relationships.  It’s about catering to their needs as individuals, not as segments, and certainly not as "the best day to send an email". Read the rest of this entry >>