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Posts Tagged ‘HotHouse’
Here’s a video we produced recently for HotHouse Interactive to announce their recent move to new premises. Simon is the star and Ray has a cameo at the one-minute mark!
I was listening to an interview recently with the head of Razorfish, one of the world’s largest digital agencies (If you want to keep up with what’s happening in the digital media, I can recommend Susan Bratton’s Dishymix program, it’s very informative).
It was both surprising and refreshing to hear this fellow, Clark Kokich, frequently use phrases such as “none of us know anything” about digital media, “we’re actually inventing this as we go along” and “there are no experts”.
If the head of an organisation that is billing hundreds of millions a dollars a year in digital media is prepared to admit this, it’s time for all of us working in this space to come clean. This is the guilty secret of digital media “experts” all over the world: no one really knows what consistently works. There are a few principles to be applied, but unlike traditional media - be it advertising, marketing or publishing - there is no established framework that ensures a certain level of response to a program or campaign.
If someone tells you they have a fool-proof way to engage your customer base and turn ordinary customers into raving fans, guaranteeing huge exposure and profits, they’re bullshitting you. We’re all still experimenting with clients’ money.
So why on earth should customers take their money out of traditional marketing and advertising budgets and give it to online? Well, one big reason is that traditional methods are becoming less and less effective as the world’s embrace of online irrevocably changes their life habits (you can hear more about this in a Zazoo-produced podcast interview with Ad Age colunnist Bob Garfield published on the HotHouse blog this week. Be warned, this interview is not for the faint-hearted.). You need to find alternative ways to reach your customers, or else your competitors will get there before you.
Ready or not, your world is changing. Finding your way in the dark with someone who has a torch, however dim, is more effective than sitting there cursing the dark. And those torches are getting brighter all the time.
- Ray Welling, Content Guy
I was interviewed a few weeks ago for an article on social media marketing in NETT magazine. The article, “Not all conversations are markets“, published this week, canvasses the views of a range of communication and marketing experts about issues in social media facing businesses today. It covers areas such as:
- What department should be responsible for social media? (My vote went for the marketing department)
- Should you try and control what your employees do and say on social networks, particularly during work hours?
- Should businesses create “trusted avatars” and “sock puppets” (unidentified company spokespeople who try and create and steer conversations on social networks)? (The overwhelming answer was ‘No’)
- Should you buy lists of friends? (Again, ‘No’)
- What’s the proper etiquette for joining in on conversations in social networks?
It’s worth a read (of course I would say that, wouldn’t I?).
While on the subject of self-promotion, here are other marketing/social media articles and podcasts we’ve produced recently, for the HotHouse blog:
- Ray Welling, Content Guy
We’ve just published an article on the HotHouse blog on using social media tools such as LinkedIn and Twitter and the impact they can have on “brand you” as well as your company. There’s an accompanying podcast interview with Chuck Hester, whose book “Linking In to Paying it Forward” explains his philosophy on using LinkedIn to help others.
HotHouse blog article: http://blog.hothouse.com.au/2009/07/08/the-link-between-personal-and-corporate-branding/
Podcast interview with Chuck Hester: http://blog.hothouse.com.au/2009/07/07/hothouse-podcast-paying-it-forward-through-social-media/
Shameless self-promotion: We published an article the other day on the HotHouse blog about online ad networks. There’s an accompanying podcast interview with APAC Digital MD David Holmes. The HotHouse blog is full of news and opinion on developments in the online space.
Warning: shameless self-promotion alert!
Zazoo has been producing a series of podcasts on e-marketing for interactive marketing agency HotHouse. Here are some links to recent podcasts:
- Online conversation marketing: are you coming to the party? - Ray interviews US digital PR guru Chris Abraham
- A complex beast: online advertising today - Simon interviews Digital Cadet’s Brendon Cropper
- Digital opportunities for PR - Simon interviews Alan Parker from Burston Marsteller
- What the experts can teach us - Simon interviews US digital connector Susan Bratton
Also, visit the HotHouse blog for erudite commentary on the digital industry!
Zazoo partner Simon van Wyk has gone on a rant against interactive ad agencies. You can read it at his HotHouse blog or on the media marketing site MuMBRELLA. Check out all the comments - positive and negative - on the MuMBRELLA post - he has really touched a nerve!