…for the sake of blogging.
And the same goes for every aspect of the digital realm. With more and more buzz words flying around like fighter planes on marketing missions, we’ve begun to wonder why?
Why use a blog for a product launch or promotion if the product doesn’t naturally lend itself to it? The answer is simple. It looks good on paper.
Portfolio Director, “What have you guys done to bring this promotion for toasters to life online?”
Brand Manager, “We’ve got a micro-site with loads of features and a blog that’s going to allow consumer interaction!”
6 months later
Portfolio Director, “The above the line was seen by a million people. How’d the micro-site do?”
Brand Manager, “We got 4 000 visitors and a mixed reaction to the blog, but it’s a new idea so it’ll take some time to launch properly.”
It’s a fictitious example, but I swear to you I’ve heard very similar conversations amongst varying levels of clients and between agencies and clients. The simple truth is that just because you can create a blog doesn’t mean you should. The result of an agency throwing around buzz words and adding expensive online components that don’t deliver is experienced everyday when we encounter clients who are sceptical about things like blogs. Mis-application of online elements is the fastest way to escort them out of your marketing mix for the future, where they might have been vital ingredients for success.
HelloTruth? A complete online strategy doesn’t have to involve every online element you can get your hands on. It’s the right combinations of technologies that lead to success and the right combination comes from understanding what your specific consumer’s needs are, before you select technology for the sake of it.
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