MWIB_260209_p004 19/2/09 17:05 Page 4 INTERACTIVE INTRODUCTION Leave the clichés behind – online has changed the face of marketing forever I've never been a fan of clichéd business speak. For years people have been telling me to “think outside the box” and to put “all my ducks in a row”, and through gritted teeth and clenched fists I have complied, while eagerly anticipating the day when we, as marketing professionals, can just converse like normal human beings. Recently the Internet Advertising Bureau carried out a survey to find the most hated, cheesy business phrases in the UK today. Unsurprisingly, right at the top, with an overwhelming majority, was “blue sky thinking”, a phrase which – although great in its day - has become representative of an old, stale, ridiculously corporate and unimaginative mentality. In fact, it seems to me that people who use such expressions probably live under decidedly murky skies and are probably trapped in that proverbial box, unable to even see an opening, let alone be able to think outside it. Think of something new to say! As a medium, we cannot rely on the tried and tested formulas of yesterday. We can’t simply aspire to be progressive, or just talk about pushing boundaries and the endless possibilities available with online, unless we actually achieve them. I’m sure the phrase “team work makes the dream work” was hugely inspirational when it was first invented, but we no longer live in the “Mad Men” Fifties (as much as I love that TV programme). Maybe it’s a matter of pace. Having worked in digital for a number of years now, I’ve certainly noticed that some media folk have been moving too slow in an era characterised by growth, incredible technological development and consumer behaviour that becomes more sophisticated by the day. Even now, online is sometimes seen as a box that we just have to tick when implementing our communications strategies, without considering it right upfront with more traditional media. These people are now in the minority and, believe me, we’re working on them… But there are also some that have a tendency to move too fast, always keen to grab hold of that next big thing and run with it into the great unknown. How many marketers do you think hopped into virtual world Second Life with grand plans aplenty, only to hop right out again when the press coverage died down? There’s nothing wrong with living in the “now”. Let’s not get bogged down with what worked in the past, or carried away with the promises of the future. In my mind, this book is exactly what the industry needs – to concentrate on the realities of digital advertising, such as what works, what doesn’t and what tactics marketers should be employing right now to get the best from their budgets, and establish a long-term online presence. Most importantly, it’s been written by the experts who know and understand that even ten years since its creation, internet marketing presents us with a great deal to be excited about. We should be excited about interaction. Each time a consumer engages with your ads online, it should be considered a success. Each positive review, encouraging comment, each person who becomes a “fan” or “friend” of your brand, of their own accord, is one more loyal customer to add to your band of faithful followers. Because with online, those relationships are likely to be longterm ones. We should be excited about all the opportunities to extend your brand. Who cares whether it’s Web 2.0, Web 3.0 or Web C3PO, we know that online empowers you to talk to consumers on their own terms, in their own language, and that this can be extremely effective. Mobile is relatively unchartered territory at the moment, but every day eager clients are asking us how it’s done, and what the medium can do for their brand. We should be excited about results, because online is the most accountable medium and with tools like search, email and affiliate marketing, we can drive sales instantly, and refine our activity to get even better results next time. And, most of all, even when times are tough, we should be excited about advertising, because it will always be one of the most dynamic, creative industries to work in. If I had my time machine working, once I’d done all the obvious things, such as preventing global disasters and making a note of all the winning lottery numbers to date, I’d go back five years just to prove to all those sceptics that online really has changed the face of marketing forever, and it’s only going to get better. And then I’d probably go back to HHCL’s offices in 1994 to make sure the phrase “does exactly what it says on the tin” was never invented. Kieron Matthews <strong>Marketing</strong> Director, IAB 4 <strong>Marketing</strong> <strong>Week</strong> <strong>Interactive</strong>
MWIB_260209_p005 19/2/09 18:13 Page 5 Digital disciplines Search 7 With search marketing performance at a plateau, clients need reassurance that it can deliver Email 13 Marketers must focus on improving content if email’s potential is to be fully realised Affiliate 17 Relatively unaffected by the downturn, affiliate marketers look forward to a period of growth Web 2.0 23 Social networks are indispensable tools for building online awareness and brand loyalty Online 27 Making maximum use of the budget remains the online sector’s greatest challenge Mobile 33 Despite a disappointing last year, new technology could help mobile achieve its promise in <strong>2009</strong>
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