Équation Humaine

Let’s face it : we’re not exactly becoming brighter by using Google. In fact, in the traditional education sense, we’re getting stupider, at least with certain types of tasks. However, we’ve learned to do something else. We’ve learned how to use Google to get information. It sounds like an evolutionary step, a natural progression. Instead of using your brain, you’re using something else - something that works faster and easier. It will be interesting to see how this - if it keeps up, and my bet is that it will - will affect our ability to think in the future.

Source : mashable.com, Social Networking News.

Who says you can’t buy love?

Trying to tap into the burgeoning power of blogs as promotional tools and fed up with the jaded attitudes of professional critics and TV feature writers, studios and networks are flooding bloggers with free stuff in hopes the flattered recipients will reward them with positive coverage. Flowing into the trough is everything from fancy gym bags and toasters to video iPods and free trips. Some networks — in the spotlight this week as they unveil their fall schedules to advertisers — have even borrowed a term from the technology industry to describe the strategy : blogola.

Source : online.wsj.com, The Wall Street Journal Online.

Stinky Durian
Durian is a fruit from Southeast Asia that can be charitably described as smelling like stale baby vomit. It is also revered by millions and served with pride in many Thai and Malaysian households. Most of all, it’s a great way to learn about marketing.

Songpol Somsri, a scientist fascinated by the durian, has spent decades cross-breeding more than 90 varieties of Durian and come up with a stinkless variety. No odor.

This is what most marketers do. They listen to complaints from non-customers (”why don’t you buy from us?”) address them and wait for the market to grow. After all, if the people who don’t eat Durian don’t eat it because of the smell, then removing the smell ought to dramatically increase the size of your market.

Except this almost never works.

Non-durian eaters don’t have a ‘durian problem’. They aren’t standing by, fruitless, impatiently waiting for Songpol Somsri to figure out how to make a stinkless one. Nope. They’ve got cantaloupes and kiwis and all manner of other fruits to keep them busy.

The feedback you get from non-consumers is rarely useful, because the objection they give is the reason they don’t buy from you, not the thing that will cause them to affirmatively choose you.

Will stinkless durian revolutionize the marketplace? Possibly. I’ve been wrong before. But if I were a durian farmer, I’d work hard to make durian stinkier.

Source : sethgodin.typepad.com, Seth Godin is a bestselling author, entrepreneur and agent of change.

I speak with marketing professionals every day (both client and agency side) who are defining social media strategies but are not themselves active users of social media services, much less students of them.  They market on blogs, but aren’t themselves bloggers (or even regular blog readers.)  They define strategies for social networking but don’t themselves use social networking sites like MySpace or Facebook.  Of course they are burning to “do something” in Second Life but often haven’t even gone through the registration process (if they have, many more don’t make it past Orientation Island.)  And never mind newer social services like Twitter and Tumblr — they’ve never even heard of them (but as soon as they do, they’ll want to find ways to tap those tools for marketing purposes too.)

Yet, when all is said and done, they don’t understand why their social media campaigns didn’t work…

The rules are different here than they are in traditional media — and you can’t learn those rules by lurking around on the outside.  I’m probably preaching to the converted (if you’re reading this blog, you’re probably of like mind) but it is pretty obvious that we’re in the minority.  Lots of people talk the talk; I don’t see nearly as many walking the walk.

Source : gregverdino.typepad.com, Greg Verdino is VP/Emerging Channels at DIGITAS LLC.

Suite à la présentation Infopresse, nous avons eu plusieurs commentaires de la communauté, on s’en réjouit, ces derniers furent générallement positives! Il est possible de télécharger les présentations en français et en anglais à partir de notre site web au http://www.hueagence.com/

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Nous allons bientôt mettre en ligne un exemple de cartographie d’un cas réel.