Archive for the ‘Marketing’ Category

The Dancing Bees of the Hive Mind

April 15, 2008

Much Digital ink is beginning to be spilled about Web 3.0 and the Semantic Web.

The entire notion is that more information about data will lead to better understanding and exploitation of data (maybe that is why information wants to be free?).

Recently, I came across a few articles describing sprocket technology or twining.

The idea is that you have this cool little sprocket running on your machine and learning about your habits. Then this device can talk to other similar devices within your particular network. AS the devices learn more, they can enrich your experience by alerting you of information you would probably be interested in. Of course, advertisiers would love to interrupt you in the middle of what you consider important information for you to have with what they consider important information for you to have.

In any case, these little intelligent agents (now isn’t that term a blast from the past) remind me of dancing bees. I know, I know, I keep going back to the hive mind, but think about how dancing bees inform the hive of where they can find lovely flowers in bloom, ripe with all the pollen they can carry.

Sadly, it seems the little apians have been suffering lately and despite our best efforts to blame cell phone towers, we are still not sure what has been causing this bee blight.

So what if the real culprit is advertising? Some devious virus that is giving the bees false steps in their dance with the stars and that is leading bees to leave the hive en masse in search of fields flowers that never were; a Pleasantville of insects sold on the “better life”?

If we want to find the bees, we’ll need to follow the money. Isn’t it always that way?

I Would Gladly Pay You Sunday For a Meatball Today

March 7, 2008

He (marketing executive, rolling onto his back and laying a book down on his belly): Well Seth Godin has done it again. 

She (marketing agency account manager): What? Published another anecdotal book with a catchy title?  

He (shaking his head, then nodding): No, no, well, Yes, but he is getting me to rethink what my company and business is about. Maybe we should be doing something different. 

She (not really conversing, just going through the motions): So what are you doing that he thinks you should be doing differently? 

He(sounding unsure , but wondering if he is onto something): well, I seem to understand that marketing should now drive the company, but the marketing I am doing is not the right marketing? 

She (puzzled and mildly annoyed): Mmmm. So what does that mean? 

He (scratching his figurative head): well, I guess my company should become a business where we find customers and then figure out what to sell to them. But I am not sure how to go about that. We have always first produced product and then found the customers. From what I am reading here, it seems that “attention being revenue” is more important than the product. Do customers care more about being listened to than they care about what they are buying? 

She (a little alarmed, sits up and lays down her kindle and lifts her reading glasses to her forehead):   Ok, Ok, you have my attention now. Listen. Finding customers for you has always been my job. (she turns to him and runs her fingers through his chest hair)You like the way I do it. It lets you focus on all the other things you have going on. After all, I am the expert on messaging, databases, demographics and even the Web 2.0 crap. You need to rely on me to manage this for you (she purrs nuzzling his neck and shows him a few reports indicating possible branding results and their relation to user personas eventually taking some sort of action). 

He (beginning to whiteboard in his mind and sweat in his palms): You mean you could help me figure out how I could be the one to run the company? A bold vision where we can dedicate all our resources to figuring out what works and not worry about making it work? 

She (smiling as her hand strokes his wallet): Honey, you know I know how to do it for you. Haven’t I always? 

He (his budget now engorged with funds and feeling a massive project coming on): Oh baby, who’s your Daddy? 

Huge but hardly noticeable Monster in the closet (whispering): I wish the two of you would hurry up, screw each other and go to sleep so that I can get out of this closet , raid the fridge and log onto Second Life.