A Measured Approach

Why is simple so difficult?

That’s a question I often think about. Early today (4:00 am) I was up and reading my email and came across a great, 2005 study on the power of simple copy. Its title: “Consequences of erudite vernacular utilized irrespective of necessity: problems with using long words needlessly” more

This weekend I saw the new Zappos.com TV ad and was intrigued. Here it is:

I liked the ad simply because it’s different and gets noticed. I do, however, feel that they could have made an offer and helped more effectively drive traffic to the site. As it stands, it’s simply an exercise in branding.

That being said, more

Here’s my annual list of what to expect, marketing-wise, in the upcoming 12 months. Time will tell how accurate these are, although my 2009 list was fairly spot-on:

#10) Mobile advertising will still NOT flourish in North America in 2010. However, if the Google mobile phone becomes a hit it could make a late-year run and enter 2011 with great momentum.

#9) The web will continue to grow and play an even more important role in great, measurable marketing. Websites that create relevance, with smart use of microsites, and also help develop a dialog, will reign supreme. One-way websites will be viewed as antiquated and ineffective; YouTube will grow in its importance for traditional TV-based advertisers (:30 second commercials will decline greatly). Google Analytics will continue to gain users and importance.

#8) Wal-Mart’s attempt to compete with Amazon will prove more

Good for Susan Boyle! The “Britain’s Got Talent” and YouTube sensation can now claim to have the best-selling debut album of 2009 and that she’s a world-wide recording star.

Again, this demonstrates the almost unbelievable power of the internet (ask Tiger Woods for a different perspective). I was among those who pre-ordered the CD from amazon .com and let me tell you, the disc is very good. I would not say great, but her rendition of the Rolling Stones’ “Wild Horses” is worth the price of the disc alone….

In an effort to improve efficiencies by 10% or more in its movie recommendation model, Netflix asked anyone who was interested to prove that they could do so over their current model. Three years later they have a winner.

This is good PR, but even better business, as Netflix understands that by engaging people to make their service more efficient leads to an increased bottom-line. They become participants, not just customers. more

The sorta famous “White Board” Ads running for years by UPS (featuring THE actual creative director on the account at The Martin Agency) are being mocked to bring notice to, according to the microsite: “Why is mega-corporation UPS trying to use its political clout to get a bailout from the U.S. Congress, leaving you to pay the tab?”

Details, along with the videos can be seen at this link.

Ahh, the power of the web. Your thoughts?