Client Relationships and the Multi-Device Web | A List Apart

Matt Griffin in a great article at A List Apart titled Client Relationships and the Multi-Device Web that opens with this line: "When you step into the room with a client, you are a visitor from the future" and then goes on to state:

The web is fluid and mercurial. Our processes for working with it—and our clients—need to reflect that. It’s time for us to shed the vestigial mindsets we’ve inherited from the advertising world—the closed communications and drama of the “big reveal”—and build new systems based on honesty, inclusion, and genuine communication. We can bring our clients into the process right away, letting them see all the flaws and bumps along the way. Through this relationship they will become true partners—rather than confused, anxious bystanders—as we learn to better navigate this strange, evolving digital universe together.

If you work in digital marketing and talk to clients often, this article is a must read.

Interactive Marketers For Dummies (CEOs) | Forrester Blogs

George Colony in an article at Forrester Research titled Interactive Marketers For Dummies (CEOs):

If you want to figure out what's going on with your young, digital customers, head down to your marketing department and ask to talk to the Interactive Marketer. She will give you a full briefing on the emerging consumer and how your company is going to cleverly become top-of-mind with this demanding, fickle, and growing group.

One day, many CEO's are going to look back and ask themselves where it all went wrong. Technology is disrupting many industries and those that ignore the change will be left behind. Just look at Nokia, RIM, Borders, Blockbuster, and the music industry.

Consumers' behaviours are changing fast.

Businesses need to adapt and, to paraphrase Wayne Gretzky, skate to where the puck is going, not where it has been.

In most large, established corporations, the people that are closer to the customer are usually the Interactive Mangers and Social Media teams. The former need to keep up with technology and how it affects their customers; the latter monitor their customers through social media platforms and understand first hand what they're experiencing with respect to the brand. CEOs and senior executives would be smart to spend some time with them.

The Facebook Fallacy | Technology Review

Michael Wolff writing for Technology Review about the Facebook IPO:

The daily and stubborn reality for everybody building businesses on the strength of Web advertising is that the value of digital ads decreases every quarter, a consequence of their simultaneous ineffectiveness and efficiency. The nature of people's behavior on the Web and of how they interact with advertising, as well as the character of those ads themselves and their inability to command real attention, has meant a marked decline in advertising's impact.

The whole article is worth a read.

The Web Is a Customer Service Medium |

Paul Ford:

When it arrived the web seemed to fill all of those niches at once. The web was surprisingly good at emulating a TV, a newspaper, a book, or a radio. Which meant that people expected it to answer the questions of each medium, and with the promise of advertising revenue as incentive, web developers set out to provide those answers. As a result, people in the newspaper industry saw the web as a newspaper. People in TV saw the web as TV, and people in book publishing saw it as a weird kind of potential book. But the web is not just some kind of magic all-absorbing meta-medium. It's its own thing.

A great article. Go read it now.

Scotty, I Need More Slideshows! | The Brooks Review

Ben Brooks commenting on an interesting article in Adweek about a secret meeting prominent journalists and high-profile Washington Post executives had about the situation newspapers are in today:

You know what’s going to be funny, and by funny I mean funny: when advertisers realize pageviews don’t mean shit and that big media has been over inflating them for years with stupid shit like slideshows. At least I will be laughing.

This is one of those things that really irk me. Going after page views at all costs is bad for everyone.

It's bad for journalists, as it encourages dumb, sensationalistic articles at the expense of good, in depth journalism (anybody can do that). It's damaging to the readers as it fosters crap content, not to mention it's incredibly annoying when publishers break articles into multiple pages or put up slideshows. It's bad for advertisers, because it verges on lying to them. And it's ultimately bad for the publishers, because if journalists aren't happy, readers aren't happy, and advertisers aren't happy, what do they have left?

Artificially inflating page views is just wrong.

Disruptions to watch in 2012 | Denuology

Brad Eshbach writing about the disruptions to watch in 2012:

This is a time for connecting the dots. A time when teams are building tools that threaten decades old businesses and centuries old institutions. These digital tools of today are being bootstrapped in dorm rooms and conceived on whiteboards spread throughout the Valley and the Alley and the Loop. They are hustling to dismantle the business models of the past and fix problems that have been bugging our collective consciousness for far too long.

He gives examples of three industries that are ripe for disruption. I agree.

I would add advertising and media to the list of obvious industries ready for serious disruption. Although in this case, the disruption started a while ago and has been building momentum. It's not a 2012 thing. It's the big players, as usual, that are threatened by this change and are either trying to stop it or worse, ignoring it.

I think Walt Disney said it best.

"We're Going Digital" | Marketoonist

Marketoonist going digital Tom Fishburne in this post about going digital:

Should campaigns be media-driven or idea-driven?

Lately, it feels like the media tail is wagging the campaign dog. Many campaigns are built around a media platform, as if the media platform alone was the big idea.

It's a great question and one that frankly I'm amazed that marketers still ask themselves. Or worse, their agencies. I think Tom is spot on and I urge you to go read his post. The cartoon is just way too funny. I can see this happening in boardrooms all over the place.

'Action needed' to meet UK's cookie tracking deadline | BBC

The BBC explaining the new cookie laws about to take effect in the UK that essentially it will require all UK sites to:

  • Tell people that the site contains cookies
  • Explain what the cookies are doing
  • Obtain visitors' consent to store a cookie on their device

A live example can be found in the ICO website. It's an interesting approach to privacy concerns and at least it's trying to educate the wider audience as to what's going on without them knowing about it. But I don't think most people will understand this or even want to take the time to understand it. It's just way too geeky for most.

Other interesting bits from the BBC article:

There are on average 14 tracking tools per webpage on the UK's most popular sites, according to a study.

and then

The firm said that 68% of the trackers analysed belonged to third-parties, usually advertisers, rather than the site's owner.

If you use a plugin or browser extension to prevent or block cookies, you'll notice just how many tags are on some sites. They're not always bad though. When advertisers use them to serve more targeted ads, they do serve a purpose. The advertisers gets a better chance of being relevant and the customer gets to see only ads that might be of interest. However, it's when advertisers know too much about you and use this information the wrong way that I see an issue.

Nielsen is wrong on mobile | .net magazine

Following up on my previous post on mobile sites vs. full sites, here's a really good refutal to Nielsen's recommendations by Josh Clark titled Nielsen is wrong on mobile. He writes:

The answer is not building a separate website for every platform. That might've been fine when a new platform arrived every few years. But now that they seem to arrive every few weeks, that strategy is untenable. There aren't enough of us to support and design a fresh website for mobile, for tablets (for 7" and for 10" tablets), for television and for speech-based interfaces that are around the corner.

It's a content-strategy nightmare and a voracious resource hog to build and support separate websites for each and every platform, for each and every screen size, for each and every input style (touch, speech, text and so on).

Definitely with a read.