Posts Tagged 'tag'

Buying Platforms

Twitter
Image via Wikipedia

Been presenting on line concepts to several bigger clients like Nike Europe, Tommy Hilfiger and Kluwer. I talked about the impact of a free use of the internet and how to infiltrate existing platforms like Twitter.  The confusion is the same with all marketers: “How do we reach our potential target group with no money?” I reply with the same question: “How much money do you spend on traditonal media like tv and print?” The key is not to spend it on split seconds of attention but on full minutes or even hours of engagement.

I’ve found this interesting and extremely good explanation by Seth Godin. The new way of marketing is not to rent eyeballs but to get people on board of our platform. For this we need to 1) buy a platform, and to 2) make sure people join. Read his full story on his great blog.

Compared to the cost of renting eyeballs, buying a platform is cheap. Filling it with people eager to hear from you… that’s the expensive part. But if you don’t invest in the platform, you’ll be at a disadvantage, now and forever. The smart way to build a brand today is to invest in the elements of the platform… the product, the technology, the websites (plural) and the systems you need to make it easy for people to show up at your very own trade show. And then embrace these people and shoot for 90% conversion, not .5%.

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Tag Marketing

With tagging you could describe anything as anything and search for items in a fashion that is more in line with the way people really look for things. How to split an atom

Acadiane 1986, France, june 2005
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If you can’t explain Tagging from a users point of view, no company would see the use of it. It’ll only sound like a lot of work and a nerd thing. My approach to explain is based on this car salesman. A client enters his show room and without looking around he starts asking. “I’m looking for a nice car. Do you have one that is affordable in a 2.0 liters series?” The salesman instantly knows which Citroen matches. The client continues: “Does that come with that beautiful soft grey leather and a navigator?” The client is still standing at the door. The salesman shows three photo’s of his collection. “These three match your criteria.” he replies. It turns out to be less affordable but the client accepts, picks one and wants like a test drive. Sold.

If all information online would be offered like this you wouldn’t need to search, read, or browse. You would be able to instantly find your way to your information. You also throw away large and complex websites. You need nothing but one page with a search field. It only requires some skill to systematically add tags to your content. But I think even a child could do that. It’s a matter of will.

Tags can be used with semantic ordering your information. The question for the 2.0 liter simply pushes away all smaller options and brings the bigger ones to the front. It’s a natural way to determine what to offer. Delicious example of using tags. 🙂

Tagging also makes marketing a bit easier. You don’t have to be honest in giving tags. Just be careful not to push it too far since the client is not totally stupid. Don’t tag the Citroen C5 navigator as ‘user friendly’.

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