Monday, 2 August 2010

Daily Links for 02.08.2010

Facebook and Amazon Team Up to Make Gift Shopping Easier | Fast Company
I may be in the minority for alot of the privacy vs. marketing issues given my inherent bias, but I quite like the idea of collaborative shopping and auto suggestions. Now, that being said, I like the ability to share product interests and items across the network more than suggestions (which entail the possibilities of a retailer having a mass of data on me), but I realize the two are somewhat linked.

The Facebook/Amazon feature should really have some traction on birthday and anniversary suggestions, though I imagine it will probably have to overcome quite a few hurdles on the privacy front first.

I think reach vs. 'depth of engagement' is a rather hot topic when it comes to usefulness of metrics for measuring digital marketing effectiveness. The basic instinct is to fall on the side of reach, but as creative examples within marketing communications have shown, with content and a target market that match the chosen channels, reach can be bounced as the defacto metric for all marketing choices. This isn't to say that reaching an effective amount of users isn't important, but as shown in the article, knowing the demographics of a user base can go a long way towards selling emerging networks/channels for marketing communications.
Tailored advertising content is already a given in digital channels, but somehow, it becomes a little creepier when it manifests in outdoor advertising. Given that there exists tangible evidence of what marketers know about you, right in front of you while on the go, it seems like any customization mechanisms need to be as subtle as possible. That's why when you look at the two methods used to tailor ads (facial recognition vs. a RFID carrying data), it seems like the less detail & extra parts involved, the better (at least for now). I'd assume in the near future, tailoring an outdoor digital ad to approximate age and sex of passers by may be more palatable than having individual level messaging.
A brilliant & snarky guide from Gawker on 'old media' discovering 'new media' darling Tumblr. I quite like Tumblr, even though my actual Tumblr has been consistenly neglected for the last 2 years. While I tend to prefer a full hosted blog set-up, I can definitely see the attractiveness of Tumblr given its ease of use and cool functionality.

That aside, the principles that come from all forms of mar comms online still hold true on services such as Tumblr. Consistent and interesting content and activity has to give users a reason to visit. Given the state of some of the pages (such as Rolling Stone's), it looks like some media outlets are getting this a little more than others.

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