Category Archives: Marketing and Web 2.0

I used to have jobs focused on marketing. I’m not in that world anymore. These are some of my thoughts on how it could be done in a less disgusting way.

Why Podcasts Are Remarkable, and a Mea Culpa

I know in my day-to-day interactions with people, I talk a lot about Content being very important and a driver. Ironically, my blog has not been the best example of that. I do have a lot to say, and I will be posting here more regularly in order to say it. A lot of my musings can be found via Twitter, and there are many many links that I’d like to be able to comment on flowing through the Linkblog on the side, powered by my Delicious.com account. To start down the path, here’s a video by Christopher Penn that summarizes in a remarkable manner the reason why your business should (or should not) be in the podcast world. Important points: Metrics don’t matter, reaction matters. Podcasting is easy. Focus, focus, focus.

Link: Christopher Penn at the Inbound Marketing Summit

Creating Customer Evangelists

Some quick notes. Has been covered before, but whats a blog without redundancy. The music biz would do well to read.

  • Ask users what they want, what they expect, what they love and what they hate
  • Dont ever “protect” users, especially from themselves. Users dont need us, we need them.
  • Make your process transparent
  • Your true evangelists should be your best friends
  • Enable and encourage your users to be part of the discussion
  • Get the @#%! out of the way

A joke for one person.

receiptSee that receipt there on the left?

That’s PAYOLA.

Microsoft and Epic Records to Offer Ongoing Exclusive Entertainment Content on Xbox Live
The online entertainment network features Natasha Bedingfield as first Artist of the Month, and offers music videos and Game with Fame sessions.

REDMOND, Wash., and NEW YORK  March 16, 2006  Microsoft Corp. and music giant Epic Records today announced an agreement to make available a full year of exclusive artist content and high-definition music video downloads free for all Xbox 360 gamers. Over the next year, Xbox 360 and Epic Records will showcase 12 up-and-coming artists through the Artist of the Month (AOM) program via the Xbox Live service, the first and only unified global online entertainment network. Through the alliance, millions of Xbox Live members can enter a monthly sweepstakes with a prize of gaming against some of the hottest musicians through the Xbox Live Game with Fame” program.

“This program really taps into the passion and excitement that surround both video gaming and music,” said Cory Llewellyn, vice president of Epic Records Digital Marketing and Promotion. We are excited to bring our strong roster of developing artists together with Xbox Live for a variety of great experiences for consumers.

Image of Cory Llewellyn from Twitter
Image of Cory Llewellyn

Read more about why my friend Cory is so good at his job at microsoft.com.

Talking myself out of a job: Online Marketing is dead, and Web 2.0 killed it.

Online Marketing is dead, and Web 2.0 killed it.

Who cares if an album is a featured artist on AOL or Launch or MSN anymore? The pendulum is in the process of swinging so that what ends up getting music in front of people is whether pitchfork or largeheartedboy or buzzgrinder likes it, and whether they have a MySpace page that you can add to profess your love (something I like to call the EgoWeb – the space that people have online that says ‘look at me, this is what I like, arent I so cool?’)

I’m not saying we’ve hit critical mass yet; certainly more people use LiveJournal to gripe about their lives or post naked pictures of themselves, but we’re headed to a place that’s scary for companies that want to have some sort of influence over how their media is presented to the world, and where it can be seen, especially for those specializing in products that aren’t necessarily that blogger-friendly (i.e. Classical music to name one totally random example)

Being on both sides of the fence (as both a blogger and a marketer) it’s a difficult thing to mesh. On one hand, as a consumer I’d put more faith in having someone whose tastes I know mesh with mine recommend something, however on the other hand, there is ever-increasing number of blogs and other individual points-of-presence and no easy way for companies itching to spread their content around to be as relevantly ubiquitous as possible to communicate on a broad scale. This leads to the ‘marketing’ being run by people with no particular interest in bridging the knowledge gap that inevitably will appear when there isn’t an effective way to get new music to people who aren’t lucky enough to get every release a label puts out and so won’t necessarily know when something they might like will appear.

I guess I just wish I had more faith in the populist approach it seems the web is turning slowly toward. As they say, when everything is important, then nothing is important, and the chance of any one thing to rise above the noise gets lower and lower as the number of myspacers and bloggers approaches infinity.

Hey, anyone want to enter to win a CD and a stereo?

Anyone?

Just click here!

[Update: talking to mrg led me to this addendum]:

Sure there are influencers, the *coff* Ultragrrls and such, those who always seem to have a handle on the Next Big Thing a year before everyone else, and though those people will always force themselves to get a seat at the table, where is there room for content providers at that pre-posting level anymore? Or is there. Everyone loves to vilify labels, but if you’re a local band from Arkansas who would have been good enough to get signed to the mighty Columbia bulldozer of publicity who would have gotten you on the cover of Spin, does having a MySpace page and getting mentioned on Coolfer really end up having the equivalent impact?

I’m hardly an industry apologist (spend 5 minutes with me talking about how we’re treating our consumers and you can figure that out), but…I think you guys are gonna miss us if we leave.