Posts Tagged ‘blogs’

Paul Boutin, Blogging and a Puerile Understanding of Mass Communications

Wednesday, Nov 12 2008

In Issue 16.11 of Wired Magazine, Paul Boutin, a correspondent for the Silicon Valley gossip site Valleywag, wrote an essay advising his readers to give up on blogging.  He writes:

Writing a weblog today isn’t the bright idea it was four years ago. The blogosphere, once a freshwater oasis of folksy self-expression and clever thought, has been flooded by a tsunami of paid bilge. Cut-rate journalists and underground marketing campaigns now drown out the authentic voices of amateur wordsmiths. It’s almost impossible to get noticed, except by hecklers. And why bother? The time it takes to craft sharp, witty blog prose is better spent expressing yourself on Flickr, Facebook, or Twitter.

Paul concludes:

As a writer, though, I’m onto the system’s real appeal: brevity. Bloggers today are expected to write clever, insightful, witty prose to compete with Huffington and The New York Times. Twitter’s character limit puts everyone back on equal footing. It lets amateurs quit agonizing over their writing and cut to the chase. @WiredReader: Kill yr blog. 2004 over. Google won’t find you. Too much cruft from HuffPo, NYT. Commenters are tards. C u on Facebook?

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Would you pay?

Monday, Sep 22 2008

I read a lot of blogs. All of them are free. The content is good content; and if any of them were to go away I would definitely be disappointed.

So I ask this…would you pay for your favorite blog to keep it around? MORE

The Tip Of The Spear

Friday, Sep 5 2008

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Mark Hass, CEO of Publicis’ Manning Selvage & Lee, recently stated the following in the July 28, 2008 Advertising Age article $80 Billion? Online Display Market Is Being Overhyped:

Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated media piece. Let’s see where consumers take the product and brand, and shape advertising and the rest of the marketing opportunities around that.”

The hypothetical example he provides in the article is “how Febreze might target college students by handing out samples on move-in day. Soon it becomes a subject of conversation within a social network of that community (and if it doesn’t, a brand can suggest it become one, asking students what they’re going to do to make their rooms smell better when their parents come to town).”

While we haven’t been as bold as Mr. Hass, we too at Brunner Digital espouse to our clients that they should be engaging social-media and utilizing it to help mold their advertising campaigns. As our own Creative Director, Ernie Mosteller, wrote in his last post about effective websites, we know it is about content. Content that is compelling to consumers. Content consumers will keep and that they will share. Discover what consumers are doing with your brand on Facebook, MySpace and relevant blogs. Update your site with the brand engagement trends you see in these social-media. You already know it will be attention-grabbing because consumers are creating and sharing it on their own.

The same standard can be applied to 360° advertising campaigns. Given digital dynamic printing and digital production, your direct marketing and broadcast should be able to morph as quickly as your website.

For this to happen, advertisers need to seriously reflect about themselves and their brands. Consumers now expect more-engaging forms of content in every brand marketing communication. If social-media isn’t the tip of your marketing spear, it should at least be a plane of the blade.

5 things you can do before 5pm today.

Saturday, May 17 2008

Being submerged in this industry, it’s easy to make assumptions about what people know and don’t know about digital marketing. Some recent conversations with clients and prospects have reminded me that while pretty much everyone has a website and knows how to use email, most are still just trying to figure out search and blogs, let alone Facebook and Twitter…

With that in mind, I thought it was a good time to step back and offer up 5 things that can be completed before 5 PM today. These are smaller parts of much bigger design and strategic picture, but they will at least get you started and pointed in the right direction; setting the stage for when it’s time to expand your digital marketing initiatives.

Let’s assume it’s 11AM…OK, go. MORE