The biggest threat to privacy today isn't from governments, corporations, hackers or terrorists. It's from people who use the latest social-media technologies to broadcast events of their lives, from minutiae to rites of passage, so that anyone can see them. It's the new age of lifecasting, and most of us will wind up taking part in it, voluntarily or not. As consumers take part in the trend, marketers are starting to adopt it, too.
Challenge: Boost awareness of a cause largely overlooked in the developed world and reach new donors. Solution: Leverage social marketing forums. Results: More than 77,000 Web hits since the campaign began in January 2007. The average user of Second Life, a Web-based virtual world in which residents (represented by animated “avatars”) interact with their surroundings and each other, is 33 years old, American or European, technologically savvy with a relatively high income. Not exactly the type of person you would expect to relate to the challenge of finding clean water. But, thanks to the work of the nonprofit Global Water Foundation (GWF) and communications specialists, French|West|Vaughan (FWV),
EDITOR’S NOTE: I am delighted to welcome as a guest columnist Robert Yoegel, vice president, online publisher at North American Publishing Co., the parent company of Business Common Sense. —DH The story of Allison Stokke, the California teenager is hot … this nice little girl in sports bra, short-shorts and firm grip on a pole has taken the Internet by storm. And she did it to herself. Or maybe she did not do it to herself—did somebody else do it? Check out the “Allison Stokke” hyperlinks at the end of the story and judge for yourself. Crazes and Crazies The latest craze online is known as social networking, which
As more forms of pull marketing come into play, companies are faced with learning a whole new way to interact with their target audiences. Online social networks, such as MySpace, YouTube and Friendster, can be daunting to those marketers more comfortable with Consumer Reports magazine than ConsumerReports.org. Heck, it’s daunting even to the tech savvy, simply because these new media vehicles represent uncharted territory with little in the way of testing history to guide your marketing efforts. Rachel Honig, COO of Digital Power and Light, an online marketing firm in New York City that designs digital promotions, offers a few insights on how to best
User-generated content, or UGC, has been one of the hottest trends, and thus, buzzwords in recent years. Part media revolution and part marketing innovation, UGC takes the form of customer product reviews, blogs and sites that allow participants to share images, videos and text (think MySpace, YouTube). Not long ago, at least one of these media forms would have been alien to the masses. Now, UGC is fast becoming commonplace. And that means it’s time for the next acronym. Let’s call it UGP, which stands for user-generated product. (I have no hopes that this term will stick, but seeing that the only catchphrase for this
When I was editor of Inside Direct Mail, I kept my eye out for trends in the mailstream. And there have been many to see throughout the years: vouchers, double postcards, repositionable notes, oversize efforts, billboards, magalogs. But mailstream trends aren’t the only ones worth noting these days. Cultural trends also can be worth consideration when crafting direct marketing messages. Given that consumers expect advertising and marketing to reflect their personal tastes and lifestyles—even their particular aspirations—copy and imagery must keep pace with these developing trends. A whitepaper on mega-trends from brand consultancy Hiebing crossed my desk a few months back, and it identified eight
What was your free time like when you were a teenager? I loved shopping at the mall and talking on the phone with my best friend for hours about life's critical issues (or nothing at all, if you subscribe to my parents' interpretation). Teens these days engage in many of the same activities, albeit via more advanced technologies. But they also have the time and knowledge to put a hurting on your brand image. "The most dangerous thing to your brand is a kid with a blog," joked Andy Sernovitz during a presentation at CADM DM Days this past March. Well, he was sort
What was your free time like when you were a teenager? I loved shopping at the mall and talking on the phone with my best friend for hours about life’s critical issues (or nothing at all, if you subscribe to my parents’ interpretation). Teens these days engage in many of the same activities, albeit via more advanced technologies. But they also have the time and knowledge to put a hurting on your brand image. “The most dangerous thing to your brand is a kid with a blog,” joked Andy Sernovitz during a presentation at CADM DM Days this past March. Well, he was sort of