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Advertising Age - CMO Strategy - Rethink Your Web Strategy or Fail
07.11.07 | No Comments

Advertising Age - CMO Strategy - Rethink Your Web Strategy or Fail is a great article addressing many of the oft-overlooked realities of online marketing. And while I strongly agree with 90% of what Nilofer Merchant has to say, I do differ on a couple of her “Best” and “Worst” examples (none of which, thankfully, are clients). Craigslist, a questionable inclusion to begin with (not really being a marketer, and a proud holder of “.org”), has revolutionized local advertising by being simple and easy to use- the “all text” interface that it is criticized for has not dissuaded millions of users from embracing it. True, it is in no way elegant, but the for-users-by-users feel is one of its strongest brand assets, and has let it succeed where many cleaner, slicker and flashier commercial properties have failed.

However, my larger issue with the top 3/bottom 3 is the attempt to draw an apples-to-apples comparison between widely varying categories and types of sites. What the “Best” share in common is that they are all services/ecommerce sites or apparel manufacturers (and in the case of Threadless, both). Threadless and Amazonall have enormous inventories, and having customers rate, share, and organize the selection based on personal interest is the only viable option, and one where they can take a relatively “product neutral” stance. I.E. “I don’t care if you buy a Sony or a Canon camera, as long as you buy it from me and come back”. Nike, Converse (owned by Nike), and Lego all reside in a space where customization is key to their category, have a short manufacturing cycle, and have enough sway that they can sell direct to the consumer. The Panasonic and Nikon “Worst” sites, on the other hand, represent an entirely different category. Customization from an appearance standpoint, in electronics is much farther down the list of consumer considerations than apparel, and the products themselves are have a much longer, more involved manufacturing cycle. Also, because they are created by manufacturers that are not in market leader positions (like Nike) their ability to own the consumer without ticking off retail partners is limited. Threadless, by seamlessly (pun intended) incorporating community content, digg integration, and strong social network tools is definitely a model to look to, but one has to keep grounded in product, manufacturing, and most importantly, consumer realities.

“Tag- you’re it” - Social News Services
06.19.07 | No Comments

Digg’s popularity is not news, in fact, many mainstream news sites, like the Washington Post have embraced social news services for some time, based on the fact that a story on the front page of digg can drive tens of thousands of extra visitors in a 24 hour period. What I find fascinating, however, is that marketers have failed, AFAIK, to incorporate social news services on their own sites. The investment to incorporate such functionality on a product page is minimal, and the return can be significant. It also has SEO benefits, and can create a long term presence within social networks for accurate product information. Unlike news organizations, which have to maintain objectivity, companies are also free to suggest tags to shoppers who want to share their finds with others, and while screening out negative tags is impossible, the vast majority of shoppers who have come to a page will follow a recommendation versus creating their own. As we see more and more search engines begin to incorporate user tagging into their rankings, it is likely that experience integrating services such as digg now will potentially give a significant edge to marketers in the not-so-distant future.

Digg v.3.0 is out of beta
07.11.06 | No Comments
Category: Tools | Digg

Digg annouced that it has taken the new categories off of beta, and users can now look at stories in the previously beta’d categories without having to register. To date, I’ve been relatively impressed with the additional stories that Digg users have included in the new categories - granted, not all of them are winners, and some of the newer categories (like World and Business) seem to be less beefy than others (like Entertainment), but all in all, its a handy tool to have.

Hitwise on Digg vs. NYT
07.07.06 | No Comments

LeeAnn Prescott over at Hitwise takes an interesting look at stats that give a “reality check” to recent speculation that Digg’s traffic and new content areas could make it as big as the NYTimes. I like her approach, which doesn’t just look at traffic or pageviews, but also demographics (for instance, the fact that “6% of Digg’s users were in the 18-24 age bracket, while only 9.5% of NY Times users were in that age group“), and where their traffic comes from.

Don’t get me wrong, I love Digg and think they have a great thing going, but I do think we’re looking at two different sets of users, vs. news consumers (and trackers) as a whole.

Digg 3.0 Up and Running
06.26.06 | No Comments

While you have to register to take a look at stories in the “beta” categories now, but its up. Some of the new stories & categories appear to be slightly less “dugg” than tech and gaming stories, but there are a lot of them - looking to see how they shake out with fuller commentary later this week.

Digg 3.0 Launches on Monday
06.23.06 | No Comments

TechCrunch has a review of the new Digg 3.0, which launches on Monday. The screenshots, part of TechCrunch’s review, make the new interface and system look very deep and exciting. I’m really excited to see how Digg’s current users will take to the newly added content options, and how many new users (i.e., those not of a tech bent) that it will attract.

Netscape makes a play for Digg audience
06.16.06 | No Comments

Netscape launched a beta version of the newly revamped site, an easily identifiable copy of Digg - but with more channels and a group of 8 “anchors” who will both monitor and create content. This comes right on the heels of Digg moving into new content channels as well.  I agree with Digg CEO that they should be “proud” of the Digg clones - the interesting thing happening with the beta right now (if you check it out) is that it seems Digg users are “fighting back” on the beta site by posting anti-Netscape news stories about Digg. Kudos to Netscape for leaving that type of content up vs. trying to cover up or control it - attempts to control or delete it would probably just instigate the community further. It’s also nice to see that there is the (somwhat) rational debate going on vs. random Netscape/Digg bashing.

Short Stuff for June 14th
06.14.06 | No Comments

Take a look at the new Digg (Valleywag)

More on in-game ads and product placement (now, with numbers!)(Marketingblurb)

Your mom might just have a Social Network profile - and not to spy on you! (eMarketer)

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