Not long ago I predicted search companies would tie the searcher into the revenue stream. After all, if someone is making a buck from my interest and eyeballs, shouldn’t I be entitled to a cut? Today Microsoft announced CashBack, a program clearly designed to lure consumers away from Google to Microsoft’s Live Search. The upshot is, if you use Live Search and end up buying the product (online) from a participating retailer you’ll get a kickback, er…I mean rebate. While this program is tied directly to purchase, it’s only a matter of time before someone (probably Google) figures out how to include you and me in the revenue stream based on our search behavior. In the meantime, maybe Microsoft could increase their share of search by make it more fun to type “msn” than “google.”
Thursday, May 22, 2008
There are several sites now that provide a wealth of how-to information, including Howcast and Instructables. Far and away my favorite is Howcast, which blends professionally produced content with content from semi-professional enthusiasts. These sites provide an opportunity for marketers to reach influencers, especially for companies in this space (e.g. improvement retailers.) In addition to great how-to instruction, these sites provide a means for collaboration via social networking, allowing users to build profiles and find colleagues with similar interests. Sites like these for DIY enthusiasts and other sites like Pandora and iLike for music enthusiasts provide a new dimension to social networking by enabling people to expand their social graph to people with similar interests. Like a virtual Meetup, users will be able to connect and collaborate without meeting face-to-face. I’m looking forward to following this trend and being a part of it.
Thursday, January 03, 2008
Friday, December 28, 2007
Wednesday, March 07, 2007
That having been said, never underestimate the power of using those ideas as a springboard to a great strategy or creative concept. This seems to be the part that we frequently never get to. At some point we need to look at the ideas and apply the filter of “now, what can we do with these ideas to solve X, knowing our constraints.” We need to consider the tactical issues. Do we have the budget? Can we do it ourselves? Can we hire it out? All while not letting the complexity of execution bog us down.
It’s a challenge, but blue sky ideas tempered with a dose of reality can net far more concrete results. It’s interesting how often the best ideas in an ideation session come about when everyone is sick of brainstorming the topic.
Friday, February 23, 2007
In order to really understand the power of Second Life, you need to see my 14-year-old son. He spends hours on Second Life, talking to friends. They chat live with one another using Xfire and spend hours roaming Second Life. They build staffs, wings, tip jars. And throw fireballs and cast spells. They cause each others’ avatars to dance and do other crazy things. They prowl through this virtual world and meet people from all over the country…and the world. They talk, they interact and they socialize.
So, why is it that the industry sees the power in My Space, yet seems mystified by Second Life? It’s the ultimate in social networking. William Gibson fans see it as the first iteration of his famous online world. So, get with it. Get in there. Get a Second Life. And if you can figure out how to make my avatar stop dancing, please let me know.