No One Cares About Your Products – ClickZ

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No one cares about your products – that was the message that really hit me at Incisive Media’s SES NY two weeks ago.That message was delivered by David Meerman Scott – marketing speaker and bestselling author of “The New Rules of Marketing and PR” and the new book “World Wide Rave.” He was the keynote speaker on Tuesday.

That sentiment isn’t really revolutionary. But the profound truth of it is probably more relevant than any time in the past.

Let me tell you a story.

My friend Greg and I had been talking all week about getting some good pizza in the big city. This is no easy task. If you look at this Google map, it’s very clear the place is infested with pizza.

If you are only going to eat pizza one night, choosing the “best” place is daunting.

Actually, for the last couple years coming to SES New York, I just took the listing on Google Maps first page with the best (and most) comments. For two years in a row that was John’s Pizzeria. They currently have 234 reviews listed in Google with an average of three and a half stars.

But it’s not the stars that kept me coming back. It was the actual comments people left:

The BEST…Hands down.
By Kelly – Mar 2, 2010
This is the best pizza in NY. If not the entire world. I have tried them all and this is the WINNER.

John’s Pizzeria – Fantastic
By A TripAdvisor Member – Jan 15, 2010
We went there for dinner 3 times during our holiday in New York and the food and the service were consistently excellent and we just wish we had gone there every evening! Definitely try it out!!!!

By A TripAdvisor Member – Jan 7, 2010
the doorman at our hotel recommended to go here for some good pizza. we werent disappointed, the first night we went we were seated in the first part of the restaurant and didnt realise how big it was until we went back the 2nd time.

That’s all I needed to hear. These people came to New York with endless choices of restaurants and they went to John’s Pizzeria multiple times. I went once and loved it. The next year I brought a party of 10 people there. And they loved it. The user reviews were spot on.

This year I thought it would be fun to try something different.

Greg dug a little deeper into the results and came up with Keste Pizzeria & Vino.

Granted, it “only” had 36 reviews, compared to John’s 234. But its overall rating was a solid four out of five stars. But that wasn’t what pushed him to select this place. Check out some of these reviews:

By TheBigOne – Jan 17, 2010
Took my fiancee there tonight. We are both ‘hard core’ foodies. VERY friendly staff. Service was great. Pizzas were some of the best I have ever had. Cooked to perfection. Ingredients tasted extremely fresh.

Best Pizza – ever!
By msasala – Nov 29, 2009
We ate lunch there today – it was by far the best meal we have had in NYC! We remembered Roberto from when he was in Pittsburgh and made sure to stop by. It was so good!

The pizza is delicious, refreshingly…
By TonyB1196736 – Aug 7, 2009
different and indisputably authentic. The reasonably priced wine list (of wines that are actually good on their own and as complements to the meal) and the interesting selection of beers make Keste a standout lunch or casual dinner destination.

This looked like an underground treasure of the city. And you know what? Those anonymous reviewers I’ve never met in my life once again did not disappoint. The place rocked.

But here’s where the story gets interesting.

I asked Greg if he went to Keste’s Web site.

His answer was, “I accidentally clicked on it. But it was all Flash and annoying so I just backed out and got back to Google.”

This interested me to no end. As I thought about how David Meerman Scott said no one cares about your product, I realized there is transformation happening.

People don’t care what you say about your products. They want to know what other people say about your products.

If we don’t realize this, I believe our Web sites will become obsolete.

People simply won’t go to your site because they know it’s just filled with puffery, marketing-speak, and straight-up meaningless content.

Another quote I got from David Meerman Scott was, “Stop talking about the product. Talk about the people who are buying the product.”

If you want to have any relevance in the conversation that is going on about your brand, you would do well giving your prospects some straight-up truth about who you are and what you sell.

All of this is reflected in the search engine results. User-generated reviews and blog posts increasingly dominate the top results for your brand name. We all need to be thinking of off-site optimization in this brave new world of search engine optimization in the second decade of the 21st century.

SES and ClickZ are both part of Incisive Media.

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iPad = iPain for Media Planners? – ClickZ

By Hollis Thomases

Another Apple device; another bout of hype. Apple’s latest launch, the iPad touch screen tablet computer, began shipping this past weekend, making news everywhere as reviews, expectations, and new announcements continue to stream in. In the most simplistic terms, the iPad is like a larger iPhone…except without the phone. Because it has a larger screen and its own built-in Safari browser, it theoretically presents more and better advertising opportunities. For media planners, however, it also presents multiple hurdles. Here’s why.

Yet Another Platform

Earlier this year, Forrester analyst Josh Bernoff wrote about what he called the “Splinternet,” in which he described how efforts to achieve standardization in the digital industry are disintegrating as new devices (iPhones, Kindles, FiOS TV, etc.) come about, all of which require programming unique to each device. Bernoff believes this splintering will bring an end to 15 years of the Internet‘s “golden age.”

He has a point. Ask any ordinary Web banner designer to build you an ad-supported iPhone application, and she’ll likely defer to a mobile specialist (though this is changing as more demand for these apps drive the need to learn this skill too). The iPad is no different. It will require iPad versions of programmed content. Though Apple has already signed on some marquee publishers for iPad, how many others will follow suit remains to be seen, partially because no one knows how well or how quickly the iPad will catch on. For advertisers seeking a broad reach, this doesn’t make the iPad ideal. Pain No. 1.

Ad Creation and Delivery Challenges

Good media planners try to plan for efficiency – they want to maximize their advertisers’ dollars while helping them best achieve their goals. This often means restraint when it comes to ad placements and creative assets: you want to be able to use the same creative assets in multiple placements across multiple buys. The iPad, however, will be a unique buy unto itself and one that does not enable the use of the most popular creative platforms out there: Flash. If you want to avoid having your ad broken or not served at all, be sure to provide a non-Flash (animated gif or static) ad to traffic as a back-up. These ads, however, with their less rich experiences, don’t appeal as well to the user. Pain No. 2.

Though the rich media mobile ad network Greystripe seems to have a beta-testing workaround it’s developed in conjunction with Adobe, the company behind Flash, that just adds another layer of required adoption in order to deliver Flash-enabled ads. Pain No. 3.

Recognizing the importance of advertising, of course, Apple has developed its own ad platform (are you ready for this?) – iAd, which it will launch tomorrow according to news reports. No one has been able to really say what the iAd platform will do or allow. But most speculation centers on the functionality and targeting capabilities of mobile ad provider, Quattro Wireless, which Apple acquired several months ago. Media planners will probably rejoice if iAd enables location-based ad targeting, but not knowing much of anything about iAd at this point forces everyone into a wait-and-see holding pattern. Pain No. 4.

The Matter of Adoption

As with any new technology in advertising, media planners must focus on critical mass: does this solution bring our advertiser enough eyeballs or the right kind of eyeballs? No doubt, the first batch of iPads will be purchased by Apple devotees. But how well will it sell beyond that and at what pace to make it worth considering? Recent media buyer focus group research conducted by consulting firm Frank N. Magid Associates revealed concerns about the degree of iPad market penetration, use and adoption, ad tracking (will traditional tracking pixels work?), and measurement standards. Pain Nos. 5 through 8.

Magid did find that media buyers felt positively about iPad’s “always on” connectivity, the opportunities for localized targeting and more interactivity thanks to a larger screen, quality video and mobile TV, Apple’s brand impact, early adopter ad reach, and the truly mobile retail potential. Magid’s research also found the potential for the iPad to eventually cross the full spectrum of user demographics equally: from millennials to boomers.


Lastly, there’s the question of where dollars for iPad advertising will come from. If budgets are broken down between mobile and Web, which budget will suffer; or, do you need to find discretionary “testing” dollars altogether?

Ugh, yet another pain.

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Plataforma profesional para enviar notas de prensa on-line permite enviar una nota directamente a los periodistas, con la ventaja de que el usuario puede filtrar la sección o secciones de interés.

Desde ayer, 1 de abril de 2010, está operativo el portal, la primera plataforma profesional que permite enviar notas de prensa a los medios de comunicación sin necesidad de intermediarios. cubre un vacío en el mercado del gabinete de prensa, ya que hasta ahora el envío de notas de prensa requería pasar por una agencia, con el sobrecoste que ello comporta. “Desde luego, las agencias son necesarias, pero a menudo una pyme se encuentra desatendida porque únicamente necesita comunicar a los medios una noticia puntual, y está claro que eso no siempre justifica la contratación de una agencia durante meses o durante todo un año”, explica Aurelio Vázquez, responsable de contenidos de

Directo al periodista permite enviar una nota directamente a los periodistas, con la ventaja de que el usuario puede filtrar la sección o secciones de interés. La base de datos de easypress tiene la ventaja de que se actualiza constantemente, evitando así que los comunicados de los usuarios sean percibidos como spam. Actualmente hay más de 2.000 contactos de periodistas de diferentes canales: diarios, revistas, radio, televisión e Internet. El portal permite consultar el listado de todos los medios disponibles, aunque se trata de un listado dinámico en permanente proceso de actualización.

Proyecto pionero
Hasta ahora había plataformas de envío parecidas, pero o bien dirigían las notas a mails generalistas sin contrastar o, simplemente, se difundían sólo en alguna web de Internet. “La gran garantía de easypress es que cuenta con una base de datos elaborada a conciencia por un equipo de periodistas, y cuenta con un equipo de backoffice que actualiza y revisa los contactos, garantizando así el éxito”, explica Vázquez.

Acceder a los medios por 99 euros
Registrarse como usuario en es gratuito. A partir de ese momento, easypress permite enviar notas de prensa desde 99 euros. “No es un precio promocional, sino real, que da acceso a envíos con serias posibilidades de éxito si el contenido de la información es interesante”, explica Hèctor Benedito, director de Marketing de “Es una tarifa low cost en el sentido de que resulta extraordinariamente competitiva, pero se explica si tenemos en cuenta que el proceso está 100% automatizado y el usuario incluso recibe su factura vía mail de forma casi instantánea”, añade Benedito. Esta nueva opción, a un precio sin duda asequible para las pymes más pequeñas, abre también interesantes opciones para colectivos que hasta ahora no podían permitirse comunicar sus novedades a la prensa, como galerías de arte, grupos de música de reciente creación, pequeñas corporaciones municipales, etc.

Garantía Bcn press es una iniciativa impulsada por la empresa de comunicación Bcn press. El proyecto empresarial ha requerido dos años de trabajo. El desarrollo informático ha corrido a cargo de la empresa Bab Software Applications, a la que Bcn press encomendó el proyecto técnico con el objetivo de convertirse en la herramienta líder del mercado.

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Grey Argentina, elegida como la agencia más creativa de la red en todo el mundo

Agencias – Argentina
Grey Argentina, elegida como la agencia más creativa de la red en

(06/04/10). Tim Mellors, VP y Director Creativo Mundial de Grey mostró los trabajos más sobresalientes de la red y distinguió a la oficina de Buenos Aires como la más creativa de 2009. La designación se produjo horas antes de finalizar la reunión mundial de Leadership Global de Grey Group desarrollada en las oficinas de New York, a la que asistieron CEOs, directivos regionales, locales y líderes creativos. En esta nota, la palabra de los protagonistas.

Para elaborar el ranking de Agencias se suma el puntaje que cada oficina obtiene en el Council Creativo Global, que se desarrolla tres veces por año.

“Terminar primeros en el Creative Council de Grey Group es un gran honor y reconocimiento y, es el resultado de un constante trabajo de apoyo a la creatividad. El desafío más grande será seguir desarrollando trabajos que se conviertan en famosos y efectivos para nuestras marcas y clientes”, resaltó Santiago Puiggari, Presidente y CEO de Grey Buenos Aires.

Pablo Gil y Sebastián Garín, Vicepresidentes y Directores Generales Creativos de Grey Buenos Aires dijeron: “Quedar en la cima de cualquier ranking creativo es importante. Quizás uno en Latinoamérica no conoce todo el trabajo global, pero cuando lo ves te das cuenta que competís contra grandes ideas. New York realizó el comercial más votado del Super Bowl de los últimos años, la oficina de Francia fue la agencia francesa más premiada en Cannes en el 2009, Londres está haciendo trabajos para Toshiba muy buenos y Asia tiene un volumen y unos presupuestos que realmente asustan. Así y todo logramos destacarnos”.

FOTO: Pablo Gil, Sebastián Garín y Santiago Puiggari.

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