10 new buzzwords you might like (but not need)

Nevermind the fact that there are sooo many marketing buzzwords out there already, enough for a prolonged bullshit olympics, behind this link are 10 more you most likely haven’t heard yet – but might well hear often in the future 🙂

Here are some examples:

2. Viruseful.
Viral marketing initiatives that are actually useful.
„Not only did Shave Everywhere make me laugh—I was able to configure and purchase my new electric razor online“

4. Emotrics
The analytical measurement of emotions.
„Yes—we’ve seen the metrics. But what about the Emotrics? We need to measure emotional engagement!“

6. Intercommunes
When people meet on the internet, form communities and eventually move into a commune together. For real.
„When I first started participating in social media, I didn’t leave the house. Now, I never have to leave the Intercommune.“

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A short story about „death by search“

James Cherkoff tells us a nice little story about how tight marketing programs, the nice shop in a nice part of town, well trained sales people, the glossy leaflets and the good reputation of certain type of kitchen brand has been made obsolete by one single search on the web about what other customers of this brand had to say. The opinions were mostly negative and James ended up cancelling his order.

Of course, you would always have consulted other sources – most of all your closest peers – about opinions on any high involvement product or service. But the chances that you find many sources with the same brand of kitchen (car, dishwasher, etc.) in your closest range of peers was and is rather limited.

With todays possibilities to find opinions on anything on the web (even stuff you didn’t want to know about), it is ever more important for brands to keep their promises. People are fearing the moment of the totally transparent consumer, but hey, brands already face this complete transparency!

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Conversational Marketing might outpace traditional marketing (sometime)

Interesting. There is a post at the „social media today“ blog that states that conversational marketing will outpace traditional marketing by the year 2012. The main obstacles at the moment seem to be:

“Manpower restraints” – 51.1%

“Fear of loss of control” – 46.9%

“Inadequate metrics” – 45.4%

“Culture of their organizations” – 43.5%

“Difficulty with internal sell-through” – 35.8%

The second point should be easier to manage, once the first point has been solved. But that needs success on point 5, which depends on point 3, because point 4 necessitates success on point 3. Confusing? Yes. But doable. And very necessary.

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Links & News, 12.11.07

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Google and the liberation of mobile phones

Clever, very clever indeed. Google announces the Open Hand Set Alliance and liberates the 33 participating mobile phone operators from the claws of proprietary systems. From the Google Blog:

Android is the first truly open and comprehensive platform for mobile devices. It includes an operating system, user-interface and applications — all of the software to run a mobile phone, but without the proprietary obstacles that have hindered mobile innovation. We have developed Android in cooperation with the Open Handset Alliance, which consists of more than 30 technology and mobile leaders including Motorola, Qualcomm, HTC and T-Mobile.

It appears to carry very similar objectives as OpenSocial which was announced only last week. Google seems to favour open standards, so that the web as a plattform and mobile phones as the future personal device for everything will stay open and free. This should enable innovation to the benefit of the user, no doubt about that! But it might also serve Google quite well.

Why? I can only guess: Googles revenue models are still mostly built on advertising. So Google needs scalability in customer reach, which they can only keep increasing with ready access to information and users. As social networks are obviously becoming the dominating platforms for users to interact with, and mobile devices probably being the first choice for going „online“, then Google needs to be able to freely play on these grounds.

In the future, I think the key to revenue will most likely not reside in just delivering content, i.e. producing or transporting it, since there will be soooo much of it. And it is very labour intensive to produce it. Instead, it is much more efficient to

  1. intelligently aggregate and sort content (which Google already does)
  2. adequately aligning this content to the needs, preferences – and most importantly: intentions of the users.

Regarding the second point, I think it is fairly obvious that Google should be way ahead of the competition in gathering the necessary user data. Think about Google Toolbar, Google Analytics and Google AdSense, nevermind the main site, the search engine itself. They should have better tracking data than anybody else, which they can put to work for solving the second point above.

One thing that can stop the (nearly) endless scaling of Google’s model into the long tail of every single social media profile and mobile device is „artificial“ restrictions such as walled gardens and operating systems. So: very clever to launch initiatives to at least partially open up social networks and mobile phone operating systems.

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