southparc.

According to some gurus, our web-based-world will experience major changes over the next few years. And it will not just be ‘the same web, only bigger. No way. We are creating ‘the One’, that is one big computer(system), connecting everyone to everybody to everything. Our phones, laptops, tv’s and other devices will transform into (no more than) ‘windows’ to look into ‘the One’.

But there’s more. In the near future, all ‘things’ will also become part of this mega-system. All our stuff will be connected to ‘the One’, communicating and sharing data. Your shoe will share stories with the world. Where it’s made, when, by whom, what ingredients are used, how many times it has been used, where it is right now (check Google maps!)…

Ping! Hi John, this is a message from your BMW. Could you please be so kind to check my oil, it’s dirty and has not been changed since 11 November 2009! Please solve this problem within 3 days, otherwise I will have no other choice than to tell “the One”…

I can’t wait to have a good conversation with my coffee machine or an indepth discussion with my wife’s shampoo…

How about you?

Ben

Nice to meet you mr Jones. Likewise. Got a website? Yes, of course! Why? Uhhh, what do you mean? Well, what’s the purpose of your website? Uhhh… be out there and tell our story! I see. Any other targets set? Uhhh, no. Okay, so your website is more or less a digital brochure, right? Uhhh, yeah. Does anybody care about your story? Uhhh, I don’t know, to be honest… Do your visitors ever return? Uhhh…

Are you relevant to them? Uhhhhhhhhhhhhhhhhhhhhhhhh…

Ben

A growing number of experts claim that “Advertsing is dead” and the post-advertising age is here. Old school ‘interruption’ tactics are over. Consumers have taken control of media and are powerful enough to completely ignore you. The only stuff they will see is the stuff they choose to see. So getting attention comes down to developing a distinctive story, creating great branded content that is both interesting and relevant, and make it available in a smart way.

We agree. Do you?

Ben

“Could you please help me… I need your expertise on this…”. We love to be asked. In fact, most people do. And as far as we can judge, the entire 2.0 world is ready to share knowledge and ideas. To be heard, to be engaged, to help and improve. So why not use this potential to the max?

Let’s call it “ask-marketing”. And it’s simple. You have to make sure that your branding strategy and positioning is in place. And you need to develop some distinctive, high quality core content. Make this content available via an open and transparent platform and than start asking relevant questions to all involved.

In this way, you can stop trying to do it all yourself. You can leave the inside-out way of doing business behind. Start beta. Just ask for added value. Your audience will love to help. Creating new ideas, developing new opportunities, building new platforms… Take them seriously, be honest, be thankful… and you’ll never be alone again.

What do you think?

Ben

‘Make’em love you or hate you. Just don’t leave them indifferent’. Pretty straight forward quote we found on the web.

We  think brands are a lot like human beings. You can fall in love with them. Be loyal to them. Want to spent time with them. Develop a relationship. And like with friends, open dialogues are vital for mutual understanding and respect.

That’s why brands should alow their corporate content to spread to many social communities and join global conversations on all relevant topics. And, if possible, facilitate these conversations in or near their own website, improving trust, relevance and credibility.

As a result, we expect corporate sites to become more like platforms for customer discussions and not just brand/product pitches.

Question: are corporate websites getting irrelevant due to the new way of info sharing?

Ben

Share ownership of the brand. What a great concept. Just let go of control. Open up, be honest and be transparant. Turn communications into conversations. Create unique content and make it available. And last but not least, accept that word of mouth still rules and let the outside world do the talking.

Your reach will grow, your credibility will improve and your brand will prospher.

Simple, isn’t it?

Ben