Smart Mobby Marketing
March 22nd, 2008

During the past week I have been attending Search Engine Strategies 2008 New York. The majority of the 7,000 attendees were professional adverting people — something I was for a few years long ago, in the 1960s. It was interesting to see that some of the basics of the field had changed little, and that the BIG changes were something that speakers were pinning on Web 2.0. One speaker talked about participatory marketing, and I thought of SmartMobs.

An example of the flavor of the new era in advertising/marketing was a card titled the “10 New Rules of Marketing” handed out by Omniture.com, a leader in online marketing. The first six rules pretty much repeated timeless marketing basics: accountability, measuring, automating, customer-centricity, the gut-feel test, and relevance. The rest would have been meaningless a decade or two ago:

#7. Online informs everything. Every channel is now beholden to the mighty Web site.
#8. If you don’t have digital expertise, you’d better buy some now. It may buy you a market-leading position.
#9. Meet the new CEO: Customer Engagement Optimization. Move over big guy – maximizing customer interactions from click to lifetime value will drive your business now.
#10. Rules? There aren’t any hard and fast rules anymore. Customers are king, fickle, and move fast, so once you’ve learned the rules, they’ve changed.

A phrase that I heard many times from speakers and in conversations was, “in the old days” it was like this or that. For the people at this conference, “the old days” means a few years, or even a few months, ago.


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