Sunday, March 16, 2008

Stop! I've been deceived..

Explain to me the terms of ethical business standards and the ideas behind consumer deception. From my understanding ethics are those things that would prevent an act, decision, or transaction from becoming illegal and/or unsavory in a business practice. For the idea of consumer deception I believe that the consumer will have made a decision that was based on available data and later have learned that the decision was faulty because of mis or dis information. Essentially, what the consumer thought they were getting was completely or partially different from what they actually got.

While the understanding of these two terms may seem like an exercise in futility, it is blatantly apparent to me that many people will use these terms in association with issues that do not necessarily fall within their parameters. For instance, the Internet search engine industry is a huge business. Google, Yahoo, MSN, Dogpile, Excite, and others are making billions of dollars by allowing consumers to use their technology in order to find websites that offer information on their entered quarries.

With a complete understanding of how people use these sites, it must be asked if these same companies are using advertising in an ethical and non-consumer deceptive form? Why should it be important for consumers to know who or what is considered an advertisement? Obviously there are a plethora of responses that can be had if this were an open forum, but the only true answer should be that it isn’t important.

Consumers are exposed to paid and unpaid advertisements in many places on a daily basis. Why should the Internet be any different? It shouldn’t be and that is the point! As consumers make free quarries (remember, consumers don’t associate a cost with a quarry because they are not being charged), isn’t is acceptable to believe that the companies that paid a fee for inclusion when certain words were sought, that they should be held in higher standing than those that were simply web crawled with spiders? Also, isn’t it true that most consumers have a predetermined idea of what they are looking for, as well as a personal evoked set of brands?

The entire situation boils down to one thing; that is the consumer ultimately has the ability to make the final decision on which link to click. This action alone falls within the boundaries of fair play and ethical operations. Why should sites that pay for inclusion be ostracized with a label when other sites (who did not pay for inclusion, but are still included) are not?

I find this to be a terribly misguided perspective and believe that labeling has only a negative impact on the perceptions that consumers have. Indirectly this type of action can damage an advertising opportunity. In my opinion the only deceptive and unethical act that will come from this will result in a negative action against those sites/brands/products that can pay for inclusion.

Thoughts?

Matt

The ethics of searching...

So, this week’s discussion revolves around the question confronting Internet search engines. That is, are paid and ranked advertisement links ethical if they are not listed as such?

Personally, I find this to be a no-brainer of a question. The short answer is that they are totally and completely ethical. These ads should not and do not need to be listed or segregated from the myriad of other links, simply because they are paid for. From the perspective of the non-paying site, there might be a sense of unfairness, but in business, there are always companies/ businesses that cannot afford to advertise in every location. While they may not have the resources to communicate through a particular medium, there is no one telling them that they cant.

Obviously in this instance the laws of business come into play. Additionally, the laws of supply and demand determine the market place in an e world. If consumers have a bad experience or feel inconvenienced or deceived, they always have the option to not return to that website and to not utilize those services in the future.

Ultimately the consumer is what determines if something is unethical, unfair, or falls outside the lines of fair competition. There are already laws in place that are aimed at preventing collusion, monopolization, and consumer gouging. More rules and regulation regarding the identification or placement of advertising will only move to further the restrictions that gird the boundaries of the advertising and e commerce worlds.

In most cases, persons that have no vested interest in the outcome must review issues involving ethics and deception. For e commerce marketers that can afford to be listed as the first find in a search engine query, this is a very small and annoying issue. For those marketers in this medium that cannot afford to pay for advertisement, this may seem like a mountain of an issue. Business is rarely fair, however, it is the competition within the industry that causes this to be such a hot button issue.

In think it is a dead issue that can be chalked up to the laws of consumer capitalism!

What do you think?

Matt

Sunday, March 9, 2008

I cant see the forest because of the trees!

So, we want to create a website that will have a high adoption curve, serve a purpose, and become a measurable part of a marketing campaign. That in a nutshell is the holy grail of e-commerce. If it was as easy as it sounds, there would be no website failures.

However, much like a politician, the very next question to come will be, how? How are we going to create a website that has a high adoption curve, how are we going to make our website part of our marketing measurement metric, how will we know if it has served its purpose?

These and similar questions can be answered through individual analysis. In order to create anything that people want, marketers have to understand the people who want it. Once marketers understand their consumers, all the other questions will become easier to answer.

It may be true that a website will serve no purpose at all. It could also be true that the measurement metric may need to be changed in order to capture the true audience of a website, which conversely may be a completely different audience that was previously had before the website existed.

The point being here, marketers and web developers need to know who their audience is before they start with the nuts and bolts of a website. Potentially, less of a technology investment may be needed in order to make the target market functional on the website. While it is understood that the Internet in general requires some basic navigation skills, it is also known that a somewhat guided tour of a website is available. Thus, limiting the perks on the initial pages may prevent viewers/readers from becoming overwhelmed.

In this instance I have believe that a detailed understanding may be both informative and fiscally beneficial. Taking a step back from the trees and limiting the amount of initial detail may allow many developers to see the forest and prevent information overload for some consumers.
Thoughts?

Keep it simple stupid!!

That is the motto that web designers should follow when trying to make something productive for a business and its consumers. To many times consumers are left in the lurch of technical lingo and difficult to navigate websites when trying to become more interactive with brands and products via the web.

This week, the focus has been on what makes up good website design and what are the intangibles that need to be incorporated to ensure a successful website. In my opinion, the age-old adage of, “keep it simple stupid” should lead the way. This catch phrase offers a lot of wisdom and is fairly easy to remember.

In the world of high tech gadgets and an ever more speedy Internet, simplicity could save, or make millions! As marketers, it is important that we recognize not everyone is tech savvy and versed in the latest website trends.

What can be done is to be observant that what is put together offers exactly the information that is important. Additionally, it needs to be in an uncluttered and organized fashion that allows for easy navigation. The results and opinions of the consumers who view these types of websites are continually positive.

The alternative is that only a limited and power user population will be able to enjoy a website that only offers high tech and cutting edge features that not all are in tune with. So, the next time we are looking to put something on the net, lets make an effort to ensure that it is pertinent for the goals of the website.

Sunday, March 2, 2008

Youth market potential. It is worth it?...

The youth market of today is a booming industry for marketers and brands. To take an objective and critical looks at the body of this market segment, we have to look at the spending power of it.

In initial interpretation this looks to be a fairly insignificant group considered the apparently limited purchasing potential of this group. However, a closer look reveals that the youth market segment has a far greater purchasing capacity than previously thought. Not only does this group posses their limited income from part-time employment/ parental allowance, but they also have the exponential spending power of parents and non-nuclear family members and friends.

An example of this would be a crib mobile. We can classify this as a youth purchase because an adult has no real need for a mobile, other than they have a child or would like to provide it as a gift. Therefore, this example is perfect to illustrate the spending power of children that comes from non-direct sources.

In this manner many brands and marketers have had to create a novel approach to marketing and force the adult to have an emotional response to a product that is intended for a child in order to illicit a purchase. For these instances there is seldom any buyer’s remorse or negative inferences regarding the product because there is always a positive response from the child, parent, or person whom receives the gift on the child’s behalf. The only instance where there may be some issue is if it is a duplicate purchase.

Similarly, brands have made an attempt to coral parents and children through marketing at such young ages. Examples of this are Oshkosh Be Gosh and Fisher Price. Both of these companies are mainstays in the youth market and have longevity through early adulthood (0-17 years of age). In addition to their longevity, these companies have created brand fidelity with consumers from early life. When these individuals have children, they will recall these brands and make them part of their evoked set.

In all, the youth market is a booming market and one that has a vast array of purchasing opportunities. Marketers would be well to place their product with a high visibility in this area and capitalize on the long-term brand relationships that can be developed early on.
Thoughts?

Ethical considerations for minority and youth population segments...

So, is marketing to minorities and children unethical? I think that this is a fairly good question and one that can be answered with a resounding “YES”!

Before we go down this road, lets qualify a few things. First, marketing and targeting minority populations and youths has their fair share of pitfalls. Each of these groups have several taboo’s about what you can and cant say, as well as what is appropriate to mention for the purposes of marketing.

The point of reason stands that if there is a product that is obviously intended for a specific group, then there is no need to beat around the bush and market it as something else. An example of this would be chemical hair straigtheners: While it is understood that women of non-color could use these products, the vast majority of the consumers are ethnic women who have a specific need for this product.

Would it be unethical to market this product directly to the consumers who use it? I say yes. It would be doing a dis-service to women of color to pretend that they don’t exist, simply for the purpose of being politically correct. This in my opinion is a perfect example of an unethical act.

Similarly, the youth market needs to have the veil removed. While it is understood that the naivety of today’s youths my be quickly eroding, it still wouldn’t be prudent to offer adult type marketing forms in order to develop brand relationships and fidelity. We should be aware and address the group that we are marketing to in a true and inspired way that is on par with the level of the consumer group.

In all, the ethics of marketing will rest with the marketer themselves. The consumer will tell the marketer through statistical data if the job done was effective or a waste of time. Many times, ethics will guide the marketer to ultimate success.
Thoughts?

Sunday, February 24, 2008

So whats the skinny on mobile messaging?

Here is a question, is "new" a perception that is only in the eye of the beholder? For how long is something considered to be unique or novel? For example, lets say that a consumer has used a phone for a number of years and presumes to know everythign about the phones capabilities. Then, the consumers child barrows the phone and shows the consumer that a virtual attendant is available for a commonly used service.

The consumer had spoken about and even had conversations with the company who provides the service and still had no idea that the service was available. So, after a number of years the consumer is finally shown that there is a virtual attendant that can be accessed via his mobile phone and is capable of providing all of the services that had been wished for.

The question again is, for how long is something considered to be novel or unique to a person? Is it when the technology or tool was developed, or is it when the consumer discovers (in this case through a serindipitous discovery) the item regardless of the time that has elapsed since the products introduction to the market?

I can see that there will be a number of wheels that are turning in regard to this question, so Ill come clean. Did mobile messaging pass me buy with the virtual attendant from Delta airlines? I use Delta every week and have continuously for almost 3 strainght years. I have had conversations with Delta representatives regarding ideas for virtual attendants and mobile updating that fall outside the standard, "your flight has been canceled" updates.

I wanted the meat and potatoes virtual attendant that will help me navigate the Atlanta airport in a more efficient mannner. I want this virtual attendant to tell me to "hurry, because your plane is boarding in concourse C", while Im in concourse A!

Until this week, I had no idea that this was such a widespred already in use almost out of date service (in a wordperfect 1.0 kind of way) that is no longer considered to be new, novel, or unique. As a matter of fact I still have not seen this service in application, but evidentlly it does exist because I was told so.

I would think that being a "Gold" level member (2 years running) that I would have been alerted to this feature. I receive multiple email messages and texts from Delta on a variety of topics and for a variety of reasons. None of which has ever notified or alerted me to the availabiliy of a virtual attendant. So, to me, this is a very new and state of the art development. To others, appartently, this is old news and is yesterday's dirt sock.

In this case, who failed? Was it the consumer (me) that failed to inquire or ask the proper questions in order to be informed of the availability of such a product, or was it the fault of Delta for not responding to the demand and inquaries of a valued consumer (me) to provide them with the most recent and available technology for travel assistance? I just wish I would have known about this tool in order to avoid or, at a very minimum, diminish my travel angst during high volume and delay filled days in the Atlanta jungle!!

Thoughts?

Short Films..

So, I saw this cute short video for a phillips nose hair trimmer. This video was very intertaining, whitty, clever, and informative. The question from here is, what did it accomplish? While I will admit that I now know more about nose hair and man's second puberty, I still do not know if this was an effective way of marketing to a consumer base.

Lets look at this from the perspective of the targeted consumer. A nose hair trimmer has one focus, men that have been through puberty, plain and simple. I know a few women that could stand to utilize this tool, but the vast majority of the consumers who need and utilize this product are clearly men (post 1st puberty).

Idealy, we should be able to split the population of the U.S. in half; there are potentially 150 million men that could benefit from the use to this product. From the short film it can be inferred that young professional (not yuppie's) type men are the target for this marketing media form. It can also be inferred from the short film that me over the age of 50 are also part of this targeted group.

The problem that I have with this marketing form is that I fall within this set of characteristics but had to look rediculously hard to find this commercial. So, this begs the question, was this an effective effort for Phillips and their nose hair trimmer?

I would say no. The form is very limited and and is essentially the lesser cousin of in-game advertising! In my opinion most people will watch or observe this medium just for the entertainment value. However, brand recognition and demostration are very important aspects that make this an enticing option for marketers.

While I was entertained, I was not motivated to inquire about Phillips or its nose hair trimmer. Futhermore, I would find it hard to justify the budgeting for such small endevors that potentially have a very limited reward for marketers.

If you have a varying opinion, please let me know!

Sunday, February 17, 2008

The RSS revoloution..

It seems that most inventions or inovations that occur within the context of the Internet are done so at the cost of marketing. Pop-ups were a unique was of communication, then came the pop-up blockers. Next, the pop-unders came into effect an the blocking software effectivly was mdified to prevent these notices also. Additionally, the mouse-over and playful attempts at in-game advertising are also now seeing the market shift towards preventing these instances from asserting themselves on the public that interact with Internet.

However, the apparent last true bastian for the Internet purest is seemily under attack. The attentive RSS feed is begining to find itself set squarly in the crosshairs of the marketing and communications worlds.

Internet users typically had been able to save an RSS feed to their desktop and simply see the updates from the selected sights that they chose to subscribe. These mostly text versions of website information are (were) the stripped down, meat and potatoe versions of website info. For Internet purests this meant one thing, and one thing only. They only saw the information that they were looking for! There were no bells and whistles that would lead the weary Internet surfer to another linked site. This was simply an information channel!

Now, Marketers are starting to see the value of such RSS feeds and are begining to find ways of advertising in RSS feeds. As the novelty and awareness of the market that is available to marketers through RSS, the more focus and emphasis will be placed on this available form of communication.

As with most things, the novelty and unique nature of RSS has caused this trend. As this becomes more popularized, savvy Internet users will have to find a better way to receive their text only updates. Until then, it appears as though the sharks smell blood in the water!

Thoughts?

More mobile marketing...

In a discussion I was having this week, the topic of mobile marketing and mobile communication came up. This topic was brought up because of a little time managemet issue.

So the story goes like this: We were due to leave the Baton Rouge Airport at 0700. At 0530 I received a notice (via text message) that the 0700 flight we originally had been confirmed on was now canceled. Subsequently we were rebooked on the 0745. Unfortunatly, the text message that was sent to inform us of the flight cancelation did nothing to inform us of our connecting flights out of Atlanta.

So, that was what caused the conversation. The conversation, however, touched on a few unique points that would benefit air travelers and reduce the amount of anxiety and stress that is unique only to air travel. Bluetooth travel updates in the airport concourse would be fantastic. Additionally, Free WiFi for air travel related information would be openly welcome. The third issue that came up (and quite possibly the most interesting) was that of a virtual travel partner. If the airline of choice can create a unique reward account to store all of the travel information, it should be able to have an individual conversation with its consumers while they are physically in the process of traveling.

I mean really, who goes to the kiosks? The people who need a virtual travel partner who will help them adjust to issues as they pop up during the course of their travel. The best way to do this would be through the use of Mobile to Mobile (M2M). Imagine recieveing gate updates on flight delays as you are pulling up to the airport or are on board a landing jet and arriving at the gate.

For savvy travelers, this would save an abundance of time and prevent needless questions for the gate attendants.

Any thoughts on these issues?

Matt

Sunday, February 10, 2008

SPAM..

No, not the friendly canned delicacy that comes in the space age can and sites coveniently next to the TANG! No, this is a malicious and seriously irritating form of marketing, which actually boarders on harassment be some very unscrupulous cyber entities.

The idea of SPAM and the people behind it have been around since Al Gore invented the Internet. However, not until the mid to late 90's did the real relavance and understanding of SPAM take place.

To some, SPAM was an efficient way of distributing the message of the their products to multitudes of people without the cost of a traditional direct mail marketing campaign. Additionally, SPAM could create databases of Internet email addresses, without the need to purchase a house list for a tremendous cost. But alass, to no avail! SPAM was abused.

frivilous marketing and an over dependance on immediacy made SPAM the no-no of the cyber world. Today, the Federal governement has gotten involved and created the Caned-SPAM act, which limits the type and purpose of most SPAM mail. This act was aclaimed by the citizens who were tired of having their inboxes filled with Viagra offers, while legitamate Internet based companies were in a tiff because of the restrictions that the Act placed on their business.

Surely there is some middle ground, right? Well, even today, some 15 years since the Canned-SPAM Act, there are still complaints from both sides; one calling for more restriction, while the other cries for greater deregulation. This whole SPAM issue has simple ruffled the feathers from both sides of the argument, but what everyone has failed to realize is that this entire arguement has actually created a new line of business. SPAM filtering has become a multi-million dollar a year industry and does not appear to be slowing down. Essentially, this arguement has created a nutrient rich environment for new market development in the land of Capializm.

Thoughts?

Mobile Marketing

So, there I was... Watching the evening news when my phone rang in a manner that alerted me to a new text message. I picked up my phone to read the new message and found that it was a marketing message from my cell phone service provider! Although the message stated that I had received the message at no charge, it brought to light the potential for marketers to reach individuals via a cell phone; rather than the traditional method of a land based phone line.

There are significant differences between the two forms of marketing contact, most notably the cost. However, there are other differences which make marketing via the cell phone much more invasive and iritating. The first of these reasons is that people who own cell phones typically have them on or near them at all times. This means that the likely hood for interuption is that much greater. Telemarketers or other such persons can and do call the house phone at all times of the day, but I am typically only there for 5 hrs per day.

The second frustrating issue regarding mobile text message marketing is the inconvenince of having to acknowledge the mear presence of a call or new message. In church, at work, during a doctors appointment, or another otherwise inconvenient moment make this form of marketing a irritation to say the least.

Potentially, if there were a way to segment a day part that would be a known marketing time and also be provided at no-cost to the user, then I think that this form of marketing could have great potential. However, until this form of scheduling occurs, I believe that this is a media form that is best left alone. That is,.. for the overall reputation of the brand or product.

Thoughts?

Sunday, February 3, 2008

Super Bowl Review..


So now that the Super Bowl has concluded, the active critiquing period of the commericals that aired during the game will begin. I almost find it to be a complete waste of money for marketers, but it appears as though advertising on TV during the game has become a status symbol.

Essentially, if you are able to pony up the coin for the commercial time slot, then you (the brand advertised) can become part of an evoked set of brands. Take for example GoDaddy.com. This brand has religiously advertised during previous Super Bowls. As a matter of fact, they had two plays of the same commercial in one previous Super Bowl. Talk about shelling out the cash!!!

Anyway, the point here is that the actual reward for these commercials are not in the 10-30 seconds that it takes to run the ads in front of 50 million people world wide. The true benefit of these commercials will be in the endless blogs, newspaper colums, and publications that will be dedicated to breaking each commercial down one-by-one. Then, these same outlets will rank and provide a historical perspective on where this years crop of commercials ranks all time.

The bottom line in all of this is that YouTube and the seemingly endless supply of new media outlets will keep this years set of SuperBowl commercials alive for much longer than the memory of the New York Football Giants Super Bowl 42 victory. In January of next year the buildup for the Super Bowl will not make much mention of the exciting game; rather the talk will be about the exorbanent cost of Super Bowl advertising and how this year (which will actually be next year) the commercials are going to be unbelieveable.

My overall opinion of the commercials this season was a 6. The only redeaming quality for this season was the AMP commercial! The ability to start a car through osmosis of free electrons gathered from a can of AMP should not be understated. As a matter of fact, someone should tell Al Gore. He could use this novel idea to decrease his carbon footprint!

Matt

Friday, February 1, 2008

Viral Marketing..




I can still remember the first instance of Viral Markeitng that I was witness to, or at least rememeber. It was during the Super Bowl a few years ago and Budweiser caught lightning in a bottle.

The Budweiser Lizards became a long running, humorous, and informative set of icons for the Budweiser brand. The whole point of the commerical was to create interest in the beer through the humor and cynical rants of the frogs and Louie the Lizard. Bud -- Weis--- Er, we could have been huge!!

That type of marketing, viral, proves a point. The dialog of a commercial doesnt have to contribute to the product being advertised in order to create interest among and consumer population. There simily has to be a hook that causes consumers to stop and investigate further. In this case it was the novelty of the characters and their antics.

I know that instance of Viral Market occured before the YouTube phenomenon, but could you imagine the splash and increased longevity Budweiser could have received from the proliforation of the Budweiser frogs and lizards? A perfect example of what could have happened would have been the "Wasssup" guys a few years later, again from the Super Bowl.

In the end, the practice of Viral Marketing will come down to targeteed and identified cousumer groups that have a relationship with the message or product being promoted or advertised. The content of the promotion will be what grabs the attention of the consumer, but the product itself is what will win the day for the brand. Consumers, much like horses, may be brought to the water, but they may not drink if they have not identified with the body of water.

Thoughts?

Sunday, January 27, 2008

New Media continued..


While on the topic of new media, it appears that the direction of most new technology advancements are moving society toward convergence. I don't mean convergence in the sense that all nations and people will become one (along with a world government); rather convergence will be the result of one seamless communications platform.

One bill, one outlet, and total customization will be the end result of convergence. I know that this seems to be a little to "Buck Rogers", but technology has been in a red shift since the early 80's. Shifting from large analog monolithic computers, too small, portable, light, and highly interactive personal devices that will accomplish all of the tasks we need, as well as entertain.

This shift was unavoidable due to human nature. Remember, the wagon drawn by the horse wasn't good enough. And like all improvements or presumed improvements, not until they are made and used, will we actually know their benefit or detriment to what we (as a civilization) consider progress.

I for one am excited about the prospect of a single, functional, customized, and user friendly device that will replace my cell phone, PDA, Palm Pilot, computer monitor(s), GPS, home television(s), video game consoles, satellite radio receiver, web cam, coffee maker, and kitchen range! I'm talking about the one-stop-shop that will reduce the amount of clutter and financial responsibility that is necessary to own all of those other, needed, products.

As for marketers, the use of this new convergent device has endless possibilities. Newspapers, commercials, interactive experiences, product demonstrations, sampling, and a multitude of other opportunities will exist for increased branding, brand recognition, database development, and consumer tracking (within constitutional limits).

These are most definitely exciting times to be working in a communications capacity!

If you are interested, here is the link that spawned my idea for the convergent topic!

Thursday, January 24, 2008

Technology and e-Marketing

This week the focus is on new media forms, the benefits and detractors that they have, and how they are most effectively used. In my example for the course discussion I chose to look at how technology was effecting media forms; rather than how marketers would react to changes in a media form.

One of the key observations that I made was that most respondents to my post focused on the "Green" effect of technology and the impact that technology would have on the environment.

Specifically, I wrote about Flexible Organic Displays. These displays are really cool. They will provide more options for marketers because their use will be substantially varied. These displays will allow users to come from behind their desktop computers and experience life in full and direct sunlight.

This is because the materials that are used to create these displays provide a fully visible display in direct sunlight. They also are water resistant and malleable. This means that newspapers, magazines, photos, and just about anything that can be put on paper, can become portable, durable, and electronic. In turn, this will reduce the amount of paper consumed (both new and recycled) for the purposes of creating periodicals.

Obviously this is a very small example of what this technology can provide, but for marketers, this is just the tip of the ice berg. Imagine the integration of Blue tooth, and other wireless forms of communication that will be available on something as big as a piece of paper, and can be carried like a scroll in a tube. An entire map, a picture of the evenings special (from the restaurant that you just walked by), live streaming video of a lecture or concert as you are mobile and not limited to a wired or stationary computer unit!

These ideas and many more like them are on the way. Moore's Law is more obvious now that ever before. This is a fun and exciting time to be in the technology and communications fields. I can only wait and guess as to what will be coming next!

Monday, January 14, 2008

The Big Ta-do!


Ok, so here is the big deal. I work for a biomedical research institute and deal with federal grants that are used to fund academic studies on various issues that resident PhD's have identified.

Presently, I'm working on a study call Weight Measurement and Standards for Soldiers. The premise of this study is to determine if the Internet is an applicable way of helping soldiers maintain or improve their levels of fitness in order to become combat ready. A secondary goal is to determine the efficacy of a website, which is designed to be the major tool in facilitating the study.

All of this sounds fairly straight forward and easy to execute, right? Well, there are a number of qualifiers that must be met in order to retain the funding for the study from the DOD (Department of Defense). The first of these qualifying events is that I (we, this lab) cannot identify any user of the website. By identification, I mean through email addresses, name, physical location, one-to-one interaction, etc. The level of anonymity that is required by the DOD is mandated by HIPAA (Health Insurance Portability and Accountability Act), internal IRB's (Internal Review Board), Continuing Review Reports, and the HSRRB (Human Subjects Research Review Board) that is run by the DOD. If you take into consideration all of those issues, you essentially prevent yourself from having any sort of consumer relationship, database building opportunity, or follow-up opportunity.

The second issue facing this project is that the audience is targeted based on geography. The reason for this is that the DOD gave us a group of people on which to provide this study, not taking into account the level of connectivity, the desire for such a product among this population, or a myriad of variables that factor into why low user statistics are represented.

The third issue facing this study is that because we have a targeted audience that is defined by the gates of a military installation (and not any tangible consumer research), I (we, this lab) cannot use mass media to promote or advertise the website to the targeted audience. We have to limit the exposure of the website to the targeted soldiers in an attempt to prevent data corruption from undesired users. This means that civilians that live in the local area need to be prevented from being exposed to the website. Essentially what I am left with are 3 people that will venture onto an installation daily and hand out brochures and T-shirts, hang banners in strategic locations, provide informative briefings at scheduled meetings and functions, as well as spread the word via word of mouth. You can see that this is a very low tech way to test a high-tech tool.

I'm sure that I can list a number of other reasons why this study and the execution of the communication/marketing plan are so difficult, but I think you get my drift.

My hope is that this course (619) will provide me with greater insight as to how I can improve my communication and marketing efforts through new media and thus improve the data that is recovered from my website.

I have read the article from the Harvard Business School. It offers a number of interesting ideas, but they are all dependant on one variable, Interactivity. It is very difficult to be interactive with a consumer when you cannot identify them or know their internet habits.

Matt