Marketing Madness in 60 Seconds: 5/22/09


Alan Wolk and others weigh in on how to get people talking about your brand online in a recap of a panel on social media marketing that’s good to read if only for the reminder there are things that can be controlled and things that can’t and it’s important to know the difference.

Setting goals and communicating through channels your target audience actually pays attention to are good tips from Forrester Research in a recent report , even if they are so commonly accepted as to occasionally go without saying. But it’s also a good idea not to let a channel go unused – especially one that’s relatively low-maintence and with high-reward – just because it doesn’t reach X percentage of the population. Companies might find that what starts out as a 15-minute/day exercise becomes much more productive because there’s an unexpected audience there.

Brian Morrissey once again tackles the issue of cause-marketing being a tactic some brands are using in order to become part of the conversation stream.

It’s interesting to read this story about how advertisers are trying to buy single network shows as opposed to being forced to buy ads in lower-rung programs in addition to audience favorites. What’s interesting about it is that it mimics to some extent the practices of the movie industry that led to the Paramount Accords, practices that forced theaters wanting the new star-filled film to also agree to book B-movies. Along with that, advertisers are wanting to follow a show across multiple platforms in leiu of just buying a bunch of TV programming.

An agency, a network and a consumer retail brand walk into a bar. And test video ads.

Another nice piece about in-theater advertising and how it’s becoming more attractive to marketers look to reach that audience.

TNT and TBS are introducing a product called TV in Context that attempts to pair commercials with contextually relevant scenes in the shows the spots appear during. The idea is to bring the same sort of contextual feeling to TV that people are accustomed to on the web.

Corporate Communications

Shel Holtz is relaunching his Employee Communications Manifesto wiki. That could be an interesting and informative resource for just about any company, but especially, as Holtz mentions, for companies bringing on a bunch of new staff.


Minyanville Media president Kevin Wassong thinks that networks are destroying their own brand equity as they feed content to Hulu and push for that venture to succeed and create an “uberbrand” there. I think what brand equity networks had they lost a generation ago. I don’t care what network “Castle” appears on and never really did. It’s on ABC, it’s on NBC…who cares? I just want to watch the show. Hulu allows me to create my own program schedule, which is what I’ve wanted all along. Ironically the one area where networks can still build a unique brand – the news side of the organization – is the one they’re most likely to make cuts in whenever times get tough. So they’re doing things backward. Create the entertainment uberbrand. Make news your differentiating feature. [via Lost Remote]

Cision (my former employer lo these three years ago) has introduced JournalistTweets, a directory of journalists on Twitter. Neville Hobson has more information about it.

Gavin Hall and Alex Rudloff, two of the miscreants I’ve met at BlogOrlando the last couple years, get profiled in The Orlando Sentinel around their Twitterholic creation.