I’m headed to SES San Jose next week as both a member of the media covering the event and a marketer to learn from talented practitioners in the SEM industry. I’ll be covering the event in as real-time as possible with TopRank Online Marketing team member Jolina Pettice for the Online Marketing Blog.
I’m a fan of interviews, but for all the wrong reasons. I enjoy the questions more than the responses. I also tend to analyze the reasons why the interview is taking place and what the motivation was for seeking out that specific person. In any case, the marketing and Web industry as a whole provides no shortage of interesting interviews in all possible formats. Text, video and audio all have pros and cons.
DRM is failure. It will never work because the whole concept of digital rights management goes counter to the nature of an open system. Every industry which has previously tried to use it has failed miserably and future attempts will be no different.
Ignore the fact that DRM disrespects customers and essentially treats them like criminals for a minute and consider what it represents: an attempt to close/control the most useful and beneficial network our society has seen because it disrupted a dated business model. DRM tries to treat the web as if the same rules of tangible media apply – which of course is not the case.
For big, larger than life plays, successful web PR is based on great content and pull ideas that tell a story. But what about the less obvious yet more frequent daily mentions, links and endorsements that are a regular part of the web? They’re not about buzz so much as they are about relationships.
Buzz is a vital element of digital PR, however that’s just half the equation. The other half is relationships, something the web lets you form organically over long periods of time. Buzz is the first step, the introduction, the way to get on the radar of those you are looking to connect with. Without buzz you have nothing, but buzz without forming relationships puts you at the same spot.
There is one commonality among every successful web publisher or influential web personality: persistence. It’s so simple, yet so effective.
In networks, we find self-reinforcing virtuous circles. Each additional member increases the network’s value, which in turn attracts more members, initiating a spiral of benefits.
Techdirt is running a great experiment on a business model concept that is applicable to anyone who produces digital content. It would be useful for musicians, photographers, video producers, bloggers or anyone in between to take notes here.
The formula is simple:
Connect with Fans (CwF) and give them a Reason to Buy (RtB).