June 08, 2009

Marketing IS the Product IS the Marketing (short clip with Jason Kilar / HULU) Image by gleonhard via Flickr The 3-minute daily AdAge video shows always provide some interesting morsels. In this short excerpt, below, Jason Kilar (Hulu's CEO) says: "We don't have a marketing department because if our product isn't going to sell itself on its own merits we've got bigger problems". This is very much how I look at the role of Marketing, going forward, as well. My 4 cents on this topic: Design the marketing right into your product or service, from the get-go - if people will not want to share what you are offering, that's where you need to start! Instead of paying to grab people's attention (which usually means disrupting them, several times), invest in your product to be so attractive, or better yet, addictive, that your users will promote it for you. Word of MOUTH and word of MOUSE is what will drive your success more than anything else, so that's where every cent is well spend Once a good many people are using your product or service, enable and encourage them to share all that goodness with their friends and peers (great examples for that include Nike+ and the recent T-Mobile Life's for Sharing campaign); put 'share this' and 'tell your friends' links and widgets everywhere, and integrate things like Facebook Connect, Google Connect and Twitter. The best way to activate your users as voluntary brand-messengers is to allow them to co-create, to engage, to get involved - and of course, to talk to them, to build relationships. This is the key to Twitter's rapid growth. Related articles by Zemanta Finally: Disney, Hulu Deal Announced [Digital Daily] (digitaldaily.allthingsd.com) Hulu locking up streaming video market, one deal at a time (arstechnica.com) Shifting values and the Future of Advertising (blip.tv)
A new economy of Links & APIs, and the Interdependent Content Ecoysystem It feels like things are moving increasingly fast now - the global economic crisis has either really catalyzed people and companies into action, or it has completely paralyzed them; but there is no way to stay neutral. On my end, I am certainly seeing a lot more demand for the development of immediate (2-3 years) future scenarios than ever before - guess that's a good thing! A new kind of currency is developing, and it's based on how connected, appreciated, vetted & verified and available you are. This can be expressed in a myriad of ways, including via the number of links that you are getting, the amount of followers and retweets you are getting (however superficial that may seem, at this early stage), the number of people that subscribe to your blog feed, and if you run a network, how many companies are building your business on-top of yours (i.e. via the use of APIs). Of course, beyond that rather primitive approach of pure volume and easily trackable stats lurks the much tougher question of real meaning, context, merit and quality, i.e. it is really the quality of every single node in your network is what matters, not just their sheer number. While this Link Economy (see Jeff Jarvis) is, of course, not new, it is certainly getting a real boost from the likes of Twitter and Friendfeed where it appears that good links do matter a lot, and some Twitter search results now often trump good old Google search results. This "you are what you share" mantra is, of course, just one expression of the Web'whatever.0' principle of "success is the result of adding value not extracting value"; and clearly those that add the most value now get the most mentions i.e. links or retweets etc. If this...

Gerd Leonhard

Keynote Speaker, Think-Tank Leader, Futurist, Author & Strategist, Idea Curator, some say Iconoclast | Heretic, CEO TheFuturesAgency, Visiting Prof FDC Brazil, Green Futurist

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