Dansu Dansu

Idėjų šturmuose agentūrose, susitikimuose su klientais netrūksta skambių frazių apie komunikacijos internete svarbą. Šiais laikais kiekvienas agentūros arba marketingo berniukas (mergaitė) žino: “You cannot be fired for buying IBM”, t.y. “You cannot be fired for suggesting social networks and other online stuff”. Bet kiek tai veikia?

“Online Publishing Insider” autorius Ari Rosenbergas turi drąsių pasvarstymų:

1. Podcasting. If an over-hyped platform falls a hundred miles short of expectations, can anyone hear it? The issue here is and has always been measurement. You can only count the “drops” of those who downloaded the podcast, but it is unclear how many listened to it. If a solution to this issue has arrived, it has not helped resuscitate this massively over-hyped online extension.

[...]

2. Online video. What percentage of video plays on the Web are not suitable for product managers and directors of marketing of any age or brand?
I bet that number is north of 70% — which leaves a nice business but not “the business” those driving the online video hype bus would like you to believe. Before you invest in the creation of video content, ask yourself, “What percentage of my audience visits my site from an office computer between 9 and 5?” People at work have a difficult time listening to video, so if a bulk of your site’s users visit while at work, you will be disappointed in the volume of video inventory created relative to your investment.