Posts tagged with Internet Marketing

Ruining the fantasy of customer ownership

Attention spanLot of talk this week about who owns the digital marketing customer. Brands and ad agencies claim they own the customer's data. More than a few panelists at Thursday's Digiday sessions said that if the customer is paying a network or site for interaction privileges at that moment, then that site owns the customer. To all those who say they can own the customer, here's a newsflash: no one owns the customer.

Nor does anyone rent the customer or loan a customer. Any company that thinks they can own the customer, or the customer's data, or the customer's digital experience, has a weird type of business neuroticism. That neurosis might be best cured through a little reality therapy. The reality is, customers may pay you time, attention, and revenue, but they give you no more than that. The goal of internet marketing is to create the opportunities for that attention and revenue.

5 comments

Ford leads with interactive effort

fusion hybridAgainst all odds, and against all business logic, the early signs look like Ford Motors might be turning around. Unlike GM and Chrysler it has turned away government bailout money, seeking instead to get its house in order through more efficient operations. And unlike GM and Chrysler it internet effort is meshing with its product line and positioning.

The auto maker has taken at least some market share gains every month for the past year. And although it is prone to the same disastrous numbers that have led to those trips to Capitol Hill and concessions from its unions, some of its numbers are looking up. Ad Age reports that in the first two months of the year, the number of qualified buyers who planned to buy a Ford jumped 16% from 2008. Qualified buyers who intended to buy GM fell 12% and Chrysler 33%.

0 comments

Barnes & Noble makes a move, finally

B&NIt would be easy to feel a bit sorry for Barnes & Noble. It is the biggest brick and mortar bookseller in North America, fighting the good fight for literacy against a tide of economic disaster. It has been laid waste by the internet and in particular, Amazon, one of the most innovative companies ever. Competing against Amazon in the 90s was kind of like playing Michael Jordan in his rookie season. You just didn't know how good he was until you lost to him. Then, after the B&N business model was hit hard, the printed page is being attacked by eBooks.

But this here is business, young man, and it's no time for the faint of heart. No longer is B&N employing the  the "if you can't beat 'em don't join 'em" strategy. It has finally, and admirably, made a move that doesn't involve closing stores. Late last week it purchased Fictionwise, an eBook retailer that is rumored to be developing a Kindle-competitor, hand-held eBook reader.

0 comments

Razorfish digital marketing study goes beyond the hype

clark kokichDigital marketing will get a few disruptions in the near future, according to this version of Razorfish's Digital Outlook Report.

While most of the press attention has gone to the agency's bullish outlook on social media (surprise, surprise), the warm fuzzies stopped there. Consider the following predictions from Razorfish analysts and executives:

2 comments