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Audio Content Through Podcasting
Moving onto the audio-only side of the spectrum, radio station like podcasts have proved invaluable to customers as viable methods or vehicles for marketing products, brands and launches. But how did this occur? The capacity to add audio feeds and notifications to RSS did no harm. Secondly, when audio content was liberated from the need for one large download and delivered itself in the form of continuous audio clips, the concept of pod cast shows took off. Internet audio podcasting is essentially free, bar the minimal hosting fees and some cheap equipment. A podcast show reaches a potential worldwide audience, creating the capacity for anyone to create shows and essentially listen to them. Another huge attribute was the availability of those podcast feeds through iTunes. This basically means that all iPod users can simply subscribe to a feed (no cost), and then every time they plug their iPod onto their computer, the new shows from their feeds automatically download and are copied to the iPod.
The Old Rules of Marketing
The keyword in terms of new age marketing is ‘’Engagement’’. By this I mean the power of two-way communication, the right to disagree…the old age adage of having two points of view and communicating them across a medium where your company is actively involved. Gone are the days where marketing equates to advertising and branding. It is more complex and cost effective now. No longer are you trying to appeal to the masses, but rather a select few with the knowledge and intent to convert. I work in the TV industry, albeit with total focus on marketing and e-commerce, and I am gobsmacked as to the lack of knowledge companies in this sector present their customers with. It’s all about viewership, but viewership accounts to nothing if it does not lead to a conversion. Would you prefer to have 10000 visits on your site with a 1% conversion rate, or 5000 visits on your site with 6% conversion rate? So how is the latter achieved? Only by giving the customer everything they need to know, every selling point, every counter argument that allows them to freely make that purchase.
Let’s Get Engaged
A lot of people ask David Scott ‘’The New Rules of Marketing and PR’’, how to market a commodity product? Their immediate thought process on high volume sales pertains to lower prices than competitors or better distribution in terms of reliability or delivery times. But his response remains the same, ‘’Create interesting information and people will find it, share your ideas and tell your stories’’. Sandy Beaches and Sunny Locations are a commodity product. In 2009 Tourism Queensland created a brilliant contest called the Best Job In The World. The winner essentially would get paid $150k for a six-month blogging, video posting and social media gig. Awful, I know….The contest required each applicant to post a one minute video explaining why he or she should be chosen.
2 ½ Hemispheres – No More Posts For Next Few Months
I am going to make a concerted effort to complete 2 ½ Hemispheres over the coming months. I cannot see myself getting through this without some serious evening and weekend work and thus, unfortunately, what that means is I have to take some time out of the post writing as I am just too short on time. My working week is probably now more hectic than ever…ranging from 9-hour days to 12 or 13 sometimes and I don’t believe I have the mental stamina to run both of these in parallel. Added to this, there is interest in what I have done so far, that said…a massive amount of work is still required if this is going to be any good. So, my dear friends, I bid you farewell and the next time we talk…I will have completed my book and fingers crossed…it will be published and available for all to read. Signing Out…The Failed Actor…A.K.A. Peter Goodall
Thank You Mentor…Thank You Very Much
I wanted to take a breather from the do’s and don’ts of e-commerce to say a very big thank you to someone who decided to take the time and put a little faith in me. The world, and this crazy little place called London can be an incredibly cold journey when no one is looking in your direction. I don’t know whether good things happen to good people…but what I do know is that we live in a world where ‘me’ is a commodity that is traded in abundance. So when one is the recipient of the polar opposite, it’s hard not to be affected by it in a manner that goes beyond mere thanks. It is unusual, uncommon and mostly unheard of, but I was fortunate enough to experience the full flow of it from a source that barely knew anything of me, my dreams, my ambitions…and most importantly my shortcomings. Even through the most trying of times, this source of light guided me in a direction, which now equates my life to moderate success at worst.
Audio and Video – A Bare Necessity
Audio and Video on the web are not new or groundbreaking in any form or manner. Clips have been available since the beginning of web time but until recently, neither was used much online because content was too hard to locate or near impossible to browse or receive updates from. The migration of audio and video to the forefront of useful and engaging content happened as a result of sites like iTunes and YouTube. Obviously high-speed Internet connections did their part in enabling just about any and everyone with a pc to upload music and videos at will. Anyway, my point is that multiple forms of online video have now become common place and include things like product reviews, executive speeches…in fact, you name it and I guarantee you I could find an engaging viral version of it.
Blogging at McDonalds
The famous Golden Arches have had their share of abuse and criticism in the past, but unlike the majority of large organizations who choose to remain nameless and faceless, they have directed themselves into the blogosphere by launching ‘’Open For Discussion’’. This blog focuses on social responsibility within the company and includes blog features with commentary on issues revolving around sustainability of the environment. Now believe me, if there is one person who would like to jump on the bandwagon regarding fast food and their poison, it is I…but credit where credit is due. This blog is incredibly well written, updated regularly and has a genuine feel about it, which allows for pure unadulterated customer engagement.
The Old Rules of PR
Remember the days when the only way to get out there was through the media. This was done through companies connecting to journalists via press releases and hoping they connected with their readership. The fact is that nobody saw the actual press release except a handful of reporters and companies would have to have a significant story before they were allowed to write it up. Jargon was cool, because all the journalists understood it and it was very taboo to send a release unless it included quotes from customers, analysts or experts. The bottom line is that the only way buyers would learn about a press release was if the media wrote a story about it. Not only that, PR and Marketing were separate disciplines run by different people with separate goals, strategies and measurement techniques. None of this is true anymore.
email : fa@thefailedactor.com
Name
The Failed Actor
Age
Neither a Spring Chicken, nor a Pensioner
School
Of Life
University
Of Love
Last Job
Protege to Entrepeneur
Current Job
E-commerce
Favourite quote
Do not look where you fell, but where you slipped
.
Highest Salary
Nowhere near enough
Lowest Salary
4 Pounds Per Hour
Worst Job
Anything Admin Related
Fear
I have many
Dream
Light, Life and Love
Status
Single
Disposable
Income
Ha Ha Ha Ha
1) It's not the event...it's the interpretation.
2) Between Stimulus and Response, we all have the Freedom to Choose.
3) Discoveries are not made by following instructions, but rather by going off the main road and trying the untried.
