tag:www.mcewanhackett.com,2008:/blogs//2 2008-04-15T13:13:19Z Movable Type 3.35 tag:www.mcewanhackett.com,2008:/blogs//2.62 2008-04-30T12:45:27Z 2008-04-15T13:13:19Z

Another post from Seth Godin which postulates that the ratio of "message" to "noise" on the net is decreasing. Which on the face of it is absolutely correct. It is harder to get your message out to people now as...

post from Seth Godin which postulates that the ratio of "message" to "noise" on the net is decreasing. Which on the face of it is absolutely correct. It is harder to get your message out to people now as the amount of competing messages increases exponentially... But that's always been a fact of life in marketing, with the advent of newsprint, then radio, then TV etc, so how can we get better reception?]]> and what it is that you do to satisfy that desire, all the rest of it may become meaningless. ]]> tag:www.mcewanhackett.com,2008:/blogs//2.61 2008-04-28T07:51:28Z 2008-04-28T08:05:57Z

So another online music store has opened. So what? Well if the descriptions are true, then eMusic could be the start of true niche music marketing online......

So another online music store has opened. So what? Well if the descriptions are true, then eMusic could be the start of true niche music marketing online... According to it's own marketing eMusic "... stands alone as the only digital music service that is 100% focused on serving the needs of independent music fans and independent labels. Delivering almost two million downloads each month, eMusic is among the top digital music services, offering a diverse catalog of over 3.5 million songs from established and emerging artists in every genre from the world's top independent labels. eMusic was the first service to sell songs and albums in the popular MP3 format and the first company to launch a digital music subscription service. Unlike other services that severely restrict portability, eMusic allows members complete flexibility to burn CDs, transfer to MP3 devices and make multiple copies for personal use." So there you go... 1. A different payment model - based on subscription, but allowing you to keep your content if you cancel, 2. Unrestricted formatting for downloading, allowing flexibility of playback and of storage, 3. An editorial wraparound and a "people who liked this bought this" function. For me the most interesting thing about this is not the features above, because at any point Apple or Napster could incorporate the first two and already offer the third. It is the fact that eMusic is being aimed squarely at the independent music fan. If they can capture this segment of the market, they will also capture the attention and loyalty of the segment that spends most time online and spends more cash on downloading. And they could do it if they keep getting publicity like this from Rolling Stone magazine... "The indie iTunes — Hardcore music fans are migrating to eMusic, the iTunes Music Store's cheaper, cooler cousin." Gotta go now - am off to start my free trial period! tag:www.mcewanhackett.com,2008:/blogs//2.60 2008-04-24T10:52:25Z 2008-04-24T10:58:37Z

I've just heard that China now has over 221 million users online, slightly more than the USA, making China the largest single online market......

I've just heard that China now has over 221 million users online, slightly more than the USA, making China the largest single online market... The complicating factor of course is that access to all sites by Chinese users is limited by the state. However now, more than ever before, is the time to think about translating content (probably your key messages only at this stage) into simplified Chinese. In the next few days I'll be posting some more key steps that I think you'll need to action in order to ensure that this market sees your messages. tag:www.mcewanhackett.com,2008:/blogs//2.59 2008-04-21T10:37:06Z 2008-04-21T10:42:02Z

Just thought of this and not really sure whether anyone else has commented (apologies in advance if they have). The Mac Air ad shows the all new must have object of envy being unwrapped from an inter-office document envelope. Thats...

Just thought of this and not really sure whether anyone else has commented (apologies in advance if they have). The Mac Air ad shows the all new must have object of envy being unwrapped from an inter-office document envelope. Thats how thin it is! It then outlines all the modern non-wired, non-optically driven features it possesses. The problem for me is that in these email/facebook/twitter fueled communication networked days, who uses OR HAS EVEN SEEN an old distribution envelope like that in 5 years??? tag:www.mcewanhackett.com,2008:/blogs//2.58 2008-04-21T10:21:27Z 2008-04-21T10:36:56Z

A couple of weeks back, I came across the Google home page and it was reversed out - black where it should have been white. At first I thought that my MacBook display had given up the ghost, but luckily...

A couple of weeks back, I came across the Google home page and it was reversed out - black where it should have been white. At first I thought that my MacBook display had given up the ghost, but luckily for my wallet it hadn't. It was Google's contribution to the lights off energy saving initiative... I didn't think anymore about it for another couple of days, until I saw a photo in the newspaper of European capitals in darkness (apart from - scandalously - London!!), and only then did I realise that it was part of a wider campaign. But then I wondered how much more potential visibility the Google page had than the fact that the Coliseum was blacked out for one evening? Apart from the fact that Google use far more energy keeping their server farms up and running, than you'd think; they must have reached millions over the course of that day. And should you be interested, unlike the other parts of the campaign, Google would be able to tell you EXACTLY how many people had seen the lights off message on their page. Which is a long way of reminding you that your online marketing can be monitored and refined through that monitoring to perform better. Are you learning the lessons of the old direct marketeers? Or do you just assume that its working? tag:www.mcewanhackett.com,2008:/blogs//2.57 2008-04-18T10:53:08Z 2008-04-18T11:08:58Z

After the Radiohead episode, it looks like more bands are looking for newer and more innovative ways of reaching their fans (and getting new ones of course) and persuading them to purchase their product. The latest idea seems to be...

After the Radiohead episode, it looks like more bands are looking for newer and more innovative ways of reaching their fans (and getting new ones of course) and persuading them to purchase their product. The latest idea seems to be a try before you buy version whereby fans can trial new music before buying. This hits two birds with one stone sometimes as with REM letting fans hear their new album via the iLike function on FaceBook recently. REM wanted fans to let them know whether their return to earlier influences was a good or a bad move, and also obviously gave them a huge PR opportunity... Now, Portishead (the authors of the soundtrack of a thousand aspirational dinner parties in the 90's) are releasing their long awaited third album via CD and iTunes as usual but are also making it available in its entirety via Last FM for a limited period. After this expires (or immediately if you like what you hear) users will be directed to online retailer sites to purchase the album. It'll be interesting to see whether this promotional route is effective or not. However, as REM discovered, it allowed them to fine tune the album running order (not certain if they used feedback to the extent of track selection) and to learn from the immediate reactions of their fanbase. A word to the wise however - both REM and Portishead are dependent on the perceived quality of the product and not an innovative promotional channel for their continued success...watch that space. tag:www.mcewanhackett.com,2008:/blogs//2.56 2008-04-16T09:02:55Z 2008-04-16T09:14:12Z

Phorm is a new service that will connect advertisers to their audiences by monitoring their browsing habits and then serving up ads that should reflect their interests or intentions. For example if you've visited a series of pages or sites...

Phorm is a new service that will connect advertisers to their audiences by monitoring their browsing habits and then serving up ads that should reflect their interests or intentions. For example if you've visited a series of pages or sites looking at say BMW cars you'll be served up ads from BMW retailers. Simple right? What could be wrong with that? http://news.bbc.co.uk/1/hi/technology/7349715.stm for a good overview of the debate in London yesterday evening.]]> tag:www.mcewanhackett.com,2008:/blogs//2.55 2008-04-15T15:47:03Z 2008-04-15T15:48:31Z

...after a short break...and it's good to be posting again....

...after a short break...and it's good to be posting again. tag:www.mcewanhackett.com,2008:/blogs//2.54 2008-04-15T15:30:51Z 2008-04-15T15:46:38Z

To communicate...to sell online...to build awareness...to do some good even. It could be all of the above or something completely different. But here's the thing. If you don't know why you or your organization doesn't know why the website is...

To communicate...to sell online...to build awareness...to do some good even. It could be all of the above or something completely different. But here's the thing. If you don't know why you or your organization doesn't know why the website is there, then you need to rethink. Take it down and spend the money and time on something else... At the last organization I worked for, this was a pretty obvious problem. With a few exceptions, the owners of the various web properties, didn't really know what their online presence was achieving, or even more worryingly what they wanted it to achieve... What this resulted in was a confused series of messages that our users had to negotiate before they could engage with the services and information offered. To be fair they aren't alone and are now expending serious resources into transforming the website into something more useful. The lesson is to always be clear about what it is you want to achieve and to be focussed and relentless in ensuring that your online channel aids the process of achieving this. Not easy, but essential. tag:www.mcewanhackett.com,2007:/blogs//2.53 2007-10-12T08:08:43Z 2007-10-12T08:25:30Z

As my friend Martin says about marketing, it's all too easy to treat it as the superficial topping on a not very good dish... Its the same with New Marketing or Web 2.0. They'll always be pressure from senior management...

As my friend Martin says about marketing, it's all too easy to treat it as the superficial topping on a not very good dish... Its the same with New Marketing or Web 2.0. They'll always be pressure from senior management to put on the bells and whistles of social networking, mash-ups and so on, onto your corporate website. But if your website (and the customer service and experience wrap around activity) isn't right and does not reflect the web 2.0 "topping" it will still be the lipstick... here.]]> tag:www.mcewanhackett.com,2007:/blogs//2.52 2007-10-05T11:05:48Z 2007-10-05T11:34:15Z

Heard a story on the BBC this morning regarding a first time published author whose book "Olympic Mind Games" (print run approximately 300), is aimed at children. So far so what? But he's been contacted by the brand police at...

Heard a story on the BBC this morning regarding a first time published author whose book "Olympic Mind Games" (print run approximately 300), is aimed at children. So far so what? But he's been contacted by the brand police at London 2012, who have told him that in order that his book is not mistaken for "an official" publication, he cannot use the word "olympic" in the title... Now lets refresh ourselves about the brand values and attributes that were instrumental in winning the games for London...inclusivity, youth, access to sports, making a difference etc etc. I wonder if the Brand Manager hasn't got this one a little bit wrong here... tag:www.mcewanhackett.com,2007:/blogs//2.51 2007-09-19T17:14:36Z 2007-09-19T17:21:03Z

It was announced today that Facebook now accounts for 1% of ALL daily web traffic...Think about that for a minute. 41 million active users and growing...How many of your target audience are using this? How many of these do you...

It was announced today that Facebook now accounts for 1% of ALL daily web traffic...Think about that for a minute. 41 million active users and growing...How many of your target audience are using this? How many of these do you reach? If you can't answer these questions now you need to think seriously about how you're going to utilise this new network immediately. tag:www.mcewanhackett.com,2007:/blogs//2.50 2007-09-13T17:10:42Z 2007-09-13T17:18:23Z

This post from Seth Godin (bottom of the post) pretty much confirms the line I was taking in Tuesdays post. Basically, theres no magic bullet for negative comments about your organisation or business. All you can do is be transparent,...

post from Seth Godin (bottom of the post) pretty much confirms the line I was taking in Tuesdays post. Basically, theres no magic bullet for negative comments about your organisation or business. All you can do is be transparent, give a good service or deliver on the promises you make on your website or in the marketing materials you put out. I'd go a bit further and welcome the fact that people are commenting (even negatively), and take the opportunity to start to correct the image, right the perceived wrong or even just start a dialogue....]]> tag:www.mcewanhackett.com,2007:/blogs//2.49 2007-09-11T10:30:01Z 2007-09-11T11:06:45Z

Lately a lot of people have been asking about the potential downside of using blogs to market their institution or businesses. They are overwhelmingly alarmed about comments that may be derogatory or countering the marketing messages that they're putting on...

Lately a lot of people have been asking about the potential downside of using blogs to market their institution or businesses. They are overwhelmingly alarmed about comments that may be derogatory or countering the marketing messages that they're putting on the website or blogs. What should they do? interact with you or your institution. Allowing them to do so gives you the chance to address any negative comments and to start a dialogue. Obviously you're not going to be able to deal with all people through this approach, but hey, you can always reserve the right to disallow commenting rights to obvious crazies, offensive post and so on. What you do get is the reality of a genuine area where relationships are built up and managed. The casual reader sees that you are concerned with what they think of your services or offers and will be drawn into the debate. So there you have my answer. Obviously you need to put resource into managing the blog, but you'd do that anyway with such a potentially valuable communications channel wouldn't you? Maybe you'd need to get some of your students to work on it, and incentivise them. But the biggest effort then is to deliver on the end product - what will the student experience once they buy into your blog and come to study with you? After that would they be happy to post on it? Crack that and you have the perfect PR channel!]]> tag:www.mcewanhackett.com,2007:/blogs//2.48 2007-09-04T09:48:26Z 2007-09-04T10:00:24Z

Getting back from holiday is always so depressing isn't it? So I thought I'd cheer myself up by sharing this link. Hats off to Neil Boorman who has established himself as a brand (new eco-warrior/conscience of the middle classes etc?)...

link. Hats off to Neil Boorman who has established himself as a brand (new eco-warrior/conscience of the middle classes etc?) whilst carrying out a performance art/reality TV friendly stunt for the last 11 months. Neil burnt all of his branded possessions and has made do with homemade toothpaste during this time...]]> I'm not here to discuss whether this is a genuinely held view or indeed whether this is an activity doomed to failure. Of course this is nothing new - anyone remember "No Logo" by Naomi Klein? And the point I wanted to make is that the world will never be free of brands (even if that would be desirable in the first place), but that brands must be created and managed in a way that establishes a credible and deliverable promise.