Archive for February 2011
This book is a great introductory book on digital marketing. It’s a bit out of date, but the principles are still good. It’s actually a bit amusing and educational to see how the authors predicted the world would look a few years ago and compare it to what it actually looks like.
I would expect this good work from a book with Ogilvy’s name plastered on the front cover. The authors, Kent Wertime (from Ogilvy) and Ian Fenwick (from Sasin 25), certainly know what they are talking about and go in-depth on the subjects. And they cover a lot of subjects. This book is rather thick. Wertime and Fenwick cover the various digital channels that are making their way into marketing meetings. My favorite section was “Games: The New Hollywood,” but they also cover things like Television and IPTV. From there it is on to how to use all these channels. Here, Wertime and Fenwick do not go channel by channel. Instead, they, correctly, emphasize using channels together. They provide a step by step guide on how to do this.
It’s a very thorough book, but if you are looking for an in depth advanced read, look elsewhere. As their inclusion of a step-by-step guide on building a digital marketing plan might suggest, they are aiming for beginners. The authors take the tone of talking to newcomers who don’t know anything. They describe everything from the ground up. They do go into pretty good detail but you will probably know most of it already if you are already familiar with digital marketing.
But even an advanced practitioner can walk away satisfied. The authors provide a very interesting way of looking at digital channels and organize everything very nicely into trends and principles so that you can easily grasp the highlights and how that information all fits together. Even if you already knew the information, this is worthwhile. This is true both for their discussion on digital channels and their “How-To” section.
I also enjoyed the writing style. Regardless of the break out case studies in little boxes, a personal pet peeve of mine, it was quite easy to read. The conversational tone and the use of examples made it interesting.
So, I recommend this book. Again, it is a bit out of date, but as I’ve already stated, if you are already familiar with digital marketing, you’re reading this because of how they approach the structure. Be warned, though. It’s a bit hefty.
So Facebook did it again. They tweaked with the system and made people grumble. This time they changed how photos are displayed. As you can see, my picture of Fluff is now displayed in a window that looks a little like a slide-show program you mike have downloaded to your computer. Personally, I like the change. It looks sleek, the slide-show function is more prominent than before, and it doesn’t require pushing the back button when I want to get back to my news feed. I don’t even have to hit the “x” to close it. Apparently this was a frequently requested feature, but the reaction I’ve seen has been mixed.
Really, though, is this anything to even grumble about? To be sure, I haven’t seen an uproar, but still. Why do we even care? One suggestion was that since we all use Facebook so frequently, when they change something it is like someone has rearranged our kitchen cupboards. I can see it. But honestly, this isn’t our kitchen. It’s not even our property. It’s Facebook’s. Yes, they seem to have a habit of changing things just to mess around (remember them changing the font size of our News Feeds? Yeah.) But that should make it all the more okay with us. We should be used to it. Yet we still have this, “What did you do?!” reaction.
We all feel like we own a bit of Facebook since we use it so often. But we don’t. Use does not convey ownership, particularly if the use is free.