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Is Anyone Still Leading an M-Life?
April 24, 2006
Comes now a very bold, it's-about-time dictum from Advertising Age, that galloping-toward-extinction dinosaur of old media:
It is bordering on derogation of duty for a marketer today to commit to a campaign that isn't integrated, particularly in terms of the way it marries offline components with the use of Web tools such as search and even online retail, yet many still start their years by parceling out budgets into media-by-media silos, sometimes even competing agencies, that often don't communicate, much less collaborate.
We see the media silo effect frequently on the SEM side, as a brand will have committed a budget for the year and then, with a new product launch, have no water left in the well for extending out search efforts to meet and integrate in the mix real-time. A companion AdAge.com article has a wonderful exemplar of this phenomenon, frozen in time by its sheer incompetence:
After a consumer's curiosity is piqued by watching a broadcast branding ad, they head straight to the Internet to uncover more information. If the advertiser didn't invest in keywords on search engines, they end up where AT&T did after spending millions to introduce m-life (its mobile initiative) in Super Bowl ads four years ago. Consumers flocked online to find out what m-life was. But since the telecom hadn't purchased any search terms related to the ads, consumers remained clueless about the concept. AT&T was nowhere.
Nowhere indeed. But we do know that an m-load of cash was flushed into the old media silo of Ogilvy and Mather to make m-life come to life; so how much would it cost to make m-life die? A simple 301, search friends, and now we have before our eyes the greatest, most breathtaking disappearance act in non-integrated branding history: http://www.mlife.com
All posts by John Lustina
posted by John Lustina at April 24, 2006 01:38 PM
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» Is Anyone Still Leading an M-Life? from SEO Files
[Source: SEO Speedwagon: Intrapromote Looks Under the Hood of SEO] quoted: If the advertiser didn't invest in keywords on search engines, they end up where AT&T did after spending millions to introduce m-life (its mobile initiative) in Super Bowl ads f... [Read More]
Tracked on April 24, 2006 08:13 PM