Comments on: Understanding the Culture Within Online Marketing http://www.ionology.com/blog/understanding-the-culture-within-online-marketing/ Results Driven Intelligence from iON Wed, 16 May 2012 14:10:19 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Alex http://www.ionology.com/blog/understanding-the-culture-within-online-marketing/comment-page-1/#comment-2078 Alex Wed, 24 Nov 2010 22:10:12 +0000 http://www.ionology.com/?p=1114#comment-2078 I just stumbled upon this post. I'm only a quarter Irish so I'll stay out of the analogy discussion... but I don't think I've heard anyone else make your point about what online marketing is about half as well as you. The idea that it's about understanding is wildly important, and of course the listening and engaging parts matter a lot too. When Steve Jobs showed the first iAd for Nissan, he showed a portion of the ad where you can see graphs of how far a dollar gets you in various cars, including Nissan's new electric car. Users can play around with this graph, or can rotate the car with their finger in another section. That ad let's you UNDERSTAND the value the car brings, not just receive the message. I knew this concept was important but I didn't have a simple way to describe it. Now I do: new media at its best can transfer understanding, not just messaging. Thanks, Alex <a href="http://www.insegment.com" rel="nofollow">www.insegment.com</a> I just stumbled upon this post. I’m only a quarter Irish so I’ll stay out of the analogy discussion… but I don’t think I’ve heard anyone else make your point about what online marketing is about half as well as you. The idea that it’s about understanding is wildly important, and of course the listening and engaging parts matter a lot too. When Steve Jobs showed the first iAd for Nissan, he showed a portion of the ad where you can see graphs of how far a dollar gets you in various cars, including Nissan’s new electric car. Users can play around with this graph, or can rotate the car with their finger in another section. That ad let’s you UNDERSTAND the value the car brings, not just receive the message. I knew this concept was important but I didn’t have a simple way to describe it. Now I do: new media at its best can transfer understanding, not just messaging. Thanks,

Alex
http://www.insegment.com

]]> By: Niall McKeown http://www.ionology.com/blog/understanding-the-culture-within-online-marketing/comment-page-1/#comment-26 Niall McKeown Fri, 27 Nov 2009 07:40:53 +0000 http://www.ionology.com/?p=1114#comment-26 Good point Aaron. The analogy may be a little imbalanced. What I was trying to express is that many orginisations use online marketing as if they were sending direct mail or creating an ad. Simply educating the customer in best practice isn't enough. The customer needs to understand the culture themselves and to do that they need to experience blogs, twitter, facebook etc. Many orginisations I visit place the responsibility of online marketing in the hands of a junior member of staff that gets the technology but doesn't have the experience to create good communications. They are only interested in signing off the final 'designs' of a campaign and in most online marketing exchanges, design is not a consideration so they don't feel they have a role to play. I feel that it is senior managements' responsibility to understand the culture (but not necessarily the tools used) to create a good online engagement with their customers and advocates. To do that, they need to get hands on experience. Thanks for your contribution. Niall Good point Aaron. The analogy may be a little imbalanced.

What I was trying to express is that many orginisations use online marketing as if they were sending direct mail or creating an ad. Simply educating the customer in best practice isn’t enough. The customer needs to understand the culture themselves and to do that they need to experience blogs, twitter, facebook etc.

Many orginisations I visit place the responsibility of online marketing in the hands of a junior member of staff that gets the technology but doesn’t have the experience to create good communications. They are only interested in signing off the final ‘designs’ of a campaign and in most online marketing exchanges, design is not a consideration so they don’t feel they have a role to play.

I feel that it is senior managements’ responsibility to understand the culture (but not necessarily the tools used) to create a good online engagement with their customers and advocates. To do that, they need to get hands on experience.

Thanks for your contribution.

Niall

]]> By: Aaron Savage http://www.ionology.com/blog/understanding-the-culture-within-online-marketing/comment-page-1/#comment-25 Aaron Savage Thu, 26 Nov 2009 07:40:29 +0000 http://www.ionology.com/?p=1114#comment-25 That is one hell of an analogy you have put up there. I can't fault it but I wonder if it says more about politics than it does about digital marketing. How do you expand on that and talk about relating strategy to it and from there to getting results? I wonder if the image is actually too strong for the application, after all I don’t think anyone is going to start slapping themselves on the back and saying well done, problems in Ireland over, never to return, where as digital marketing , once you do immerse yourself in it, does have a goal in understanding that is a lot easier than solving decades upon decades of problems. Aaron Interactive Mix Limited http://www.interactive-mix.com That is one hell of an analogy you have put up there. I can’t fault it but I wonder if it says more about politics than it does about digital marketing.

How do you expand on that and talk about relating strategy to it and from there to getting results?

I wonder if the image is actually too strong for the application, after all I don’t think anyone is going to start slapping themselves on the back and saying well done, problems in Ireland over, never to return, where as digital marketing , once you do immerse yourself in it, does have a goal in understanding that is a lot easier than solving decades upon decades of problems.

Aaron
Interactive Mix Limited
http://www.interactive-mix.com

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