http://blog.publicisdigital.com.au/2007/04/04/podcasters-conversation-tops-amazon/ updates from the digital world Tue, 26 Apr 2011 23:29:02 +1000 http://wordpress.org/?v=2.8.4 hourly 1 http://blog.publicisdigital.com.au/2007/04/04/podcasters-conversation-tops-amazon/comment-page-1/#comment-240 David MacGregor Mon, 25 Jun 2007 09:31:50 +0000 http://blog.publicisdigital.com.au/2007/04/04/podcasters-conversation-tops-amazon/#comment-240 An interesting case study. I'll take a close look at the links. One of the observations I would add is that all of the techniques you describe undoubtedly work, but not in every case. There is no magic recipe or formula that will guarantee a corresponding success for you or your clients. One of the key differences is the direct voice or connection between the audience and the product or service. If the conversation seems mediated or in some way separate from the brand then the authenticity bubble bursts very quickly. In my experience the forms of communication you detail are individual and personal. Imagine someone calling you on Skype on behalf of someone else or leaving a comment on a personal brand on behalf of a brand. It already feels creepily like spam, doesn't it. Ornately executed campaigns like the online Lynx experience ( http://lynxvice.com/) by Unilever bring old world interactive ideas to play and, no matter how well it has been put together, it still has the sense of something made up. The kind of success Scott Sigler has achieved comes from a sesne of personal connection and 'ownership' that brand theorists have been, well, theorising about for years. The much heralded 'one on one' marketing prophesised by the DM business in the mid 90s (with nerry a mention of the Internet) is finally upon us. It will take a mind shift to make it work for our clients and a willingness to fully immerse ourselves in the task. An interesting case study. I’ll take a close look at the links. One of the observations I would add is that all of the techniques you describe undoubtedly work, but not in every case. There is no magic recipe or formula that will guarantee a corresponding success for you or your clients.
One of the key differences is the direct voice or connection between the audience and the product or service. If the conversation seems mediated or in some way separate from the brand then the authenticity bubble bursts very quickly. In my experience the forms of communication you detail are individual and personal. Imagine someone calling you on Skype on behalf of someone else or leaving a comment on a personal brand on behalf of a brand. It already feels creepily like spam, doesn’t it.
Ornately executed campaigns like the online Lynx experience ( http://lynxvice.com/) by Unilever bring old world interactive ideas to play and, no matter how well it has been put together, it still has the sense of something made up.
The kind of success Scott Sigler has achieved comes from a sesne of personal connection and ‘ownership’ that brand theorists have been, well, theorising about for years. The much heralded ‘one on one’ marketing prophesised by the DM business in the mid 90s (with nerry a mention of the Internet) is finally upon us. It will take a mind shift to make it work for our clients and a willingness to fully immerse ourselves in the task.

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