Big Marketing Ideas Blog


Friday, April 24, 2009

The "Counter-Slander" Campaign

BMW Counter-Slander CampaignHeard about BMW’s "Marketing Ambush?"

In Santa Monica, California, Audi posted a billboard advertising their new car as a direct competitor to BMW’s. The billboard sported the smug headline: "Your Move BMW."

How did BMW respond?

They purchased the billboard right next to Audi's billboard, added a billboard extension and, countered with the one-word headline: "Checkmate."

This marketing ambush is a brilliant move on BMW’s part. The ad is a beautiful combination of expert media placement and inspired copy writing.

This is the perfect example of the Slander-Campaign Strategy. It's also a great argument against the slander campaign strategy.

Learn more about this and other campaign strategies from JDM.

Monday, April 20, 2009

RedZee Visual Search V. Text

RedZee Search Engine Got a call not long ago from a sales guy at "The fastest growing new search engine on the web"--or so he said. At JDM, we need to keep our ears to the ground so I took the call.

Apparently this fancy new search engine called RedZee, uses a visual interface rather than just the old-fashioned text-based stuff we're all accustomed to.

RedZee has a cute animated mascot developed by Pixar. The visual "Fan" interface looks a lot like Apple's Cover Flow. Which is great--for covers. But as a search interface, unfortunately, the form steps on the function.

While it's very nice to be able to see your search results as visual images, you can't really judge the quality of a search result from a thumbnail screen preview. Full-page text results allow you to determine the best results at a glance. Also the sponsored search results are not obvious, so it's difficult to determine the organic results from the paid.

Is JDM just too used to the tried-and-true search engine interface? Give it a go and let us know.

For more information about search engines with innovative interfaces see our post: "Search Engine Innovation."

Friday, April 10, 2009

Google Mobile - April Fools

On March 31st at 10-till midnight, Google posted the following on their mobile blog.

Ever had a word on the tip of your tongue but just couldn't remember it? Or perhaps blanked on a person's name in a socially awkward situation? Or even suffered memory deterioration due to ordinary aging or questionable life choices? If so, [Google] Brain Search for mobile may be for you. Using our new CADIE technology, we can now index the content of your brain to make it searchable, thus bringing you aided retrieval of memories.

Nice April Fools joke, but it makes one wonder.

If, today, the world's wisdom (I use that word loosely) is accessible in fractions of seconds and I still can't remember where I left my keys, is all that information all that useful? Perhaps the majority of information searched on the web is more akin to junk food than we might admit.

Related Mobile Posts:

Friday, April 3, 2009

Regulating Viral Marketing

According to Financial, U.S. advertisers are bracing for regulatory changes they fear will curtail their viral marketing efforts through emerging media like online social media and blogs.

The Federal Trade Commission is reviewing new guidelines on endorsements and testimonials that would hold links in the word-of-mouth chain liable for untruthful or exaggerated reviews of products or services.

For example, if a blogger received a free sample of sunblock and then incorrectly claimed on their blog the sunblock cured their ache, the FTC could sue the company for making unsubstantiated statements and sue the blogger for making false representations about the company.

The advertising industry has argued that the revised regulations are too stringent and would stifle innovation in the emerging fields of social media and blogging. It remains in favor of self-regulation.

The FTC argues, "The guidelines needed to be updated to address not only the changes in technology, but also the consequences of new marketing practices. Word-of-mouth marketing is not exempt from the laws of truthful advertising."

Unfortunately, word-of-mouth marketing is a creature all its own. The FTC will find it difficult to regulate product gossip online or offline. Advertisers have been trying to just influence that viral gossip for decades, but, people talk, they blog, and read whatever they like.

The advertising industry has done an exemplary job of self-regulation and U.S. consumers are some of the savvies in the world. What self-respecting American consumer would make a purchase decision based solely on what they read on someone's MySpace page?

Whatever happened to "caveat emptor" (Let the Buyer Beware)?

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