I just had a nice briefing with Zillow.com. In the midst of telling me about their behavioral targeting, which slices up their site based on where in the buying process someone might be, Greg Schwartz mentioned a campaign they ran for John Deere that took a slightly different tack. Based on the square footage of someone's property, John Deere targeted ads for different kinds of lawn mowers. So someone with 4 acres got an ad for a riding mower, while someone in a more urban setting would get a weedwacker ad. Simple and effective.
I'm still trying to get my mind around MTV's Soundtrack, in alpha as of today. It's a site that will try to blend artist and fan communities (with some social networking features from Flux) with editorial content and listening and discovery and, well, you see what I mean.
For one thing, Soundtrack's arguably most innovative feature is literally a soundtrack, that is, a navigation/programming music experience that's sync'd to what songs are playing on MTV shows in real time. Take a look, it's weird, but it's not much like anything you've seen before.
Jupiter surveys show that hearing a song on a TV show is a powerful discovery tool. MTV shows "The Hills" features 12 to 15 song cues a show, and "Parental Controls" up to 50. MTV will be steering viewers to Soundtrack with on-air pop-up prompts.
Soundtrack is all over the place, and it's definitely an alpha-release product right now. Playback without volume control? C'mon, guys. And there's some weird disconnects between 30 second clips and full-track streams. But I'm intrigued - intrigued, not convinced - by the idea of a network-centric, rather than show-centric (compare the CW) music programming approach.
OK, I admit it — I'm addicted to the Getting Things Done (GTD) method of managing tasks. However, I've tailored the system heavily for my work as an interactive marketing analyst, and this affects how I interact with other people, including those who want input into my research agenda.
My overall approach Basically, I manage most of my work electronically. I use email/Outlook tasks for almost everything I should do, RSS for almost everything I should know, and social networks for professional and social interaction.
Why? To answer this properly, it's important to understand GTD concepts, starting with the concept of contexts.
This has nothing to do with anything, except that:
a) my Mom's a Canajun, and my dad was raised in T'ronta
b) my sportswriter buddy assures me hockey players really are regular guys, which makes them a pleasant contrast to the other Big Jocks of Pro Sports:
Quoting Sports Illustrated's Peter King - a football writer - (btw, anybody noticed that SI.com is now a must-read, giving ESPN.com a run for the money?):
Marketing is a great place for interactive experts to test their skills and strategies. However, it's far from the only area where digital thinking can have a huge impact. Whether to grow your agency or your in-house career, here are a few more opportunities to consider:
I have been known to say the TV industry is a little more "disciplined" - code word for less ego-driven - than movies or music. I should have known better. Must-read blow-by-blow story in the Journal of NBC's and Dick Wolf's squabbles over licensing Law & Order.
"...He is a rhinoceros, and he attacks with his horn ready for combat," says Tom Fontana, the executive producer of a number of hit television shows, including NBC's "Homicide: Life on the Street," and a close friend of Mr. Wolf. "What makes it difficult to work for NBC is that they're like a pack of wolves, always nipping at the rhinoceros's heels."
A friend of mine walked past the Softbank store on his way to work this morning. He told me that the queue to buy iPhones stretched all the way from the store to the national stadium. That's a long line... I didn't quite see how it could be possible...
But then I read that more than 800 people camped out over night to be the first in line to get an iPhone.
And when I looked at Facebook, I saw that all of my friends are caught up in the excitement. A British friend of mine in Tokyo, an American friend in San Francisco and a Japanese friend (in Tokyo) were all using their status updates to talk about getting an iPhone.