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One Degree Posts

Clicks are People Too — More from the CMA Digital Mktg Conference

Published November 11, 2005

While the conference was a couple weeks ago, the information is still very fresh and (slowly) making its way from my notebook to your screen. The presentation by Bryan Eisenberg of FutureNow (also a ClickZ columnist) focused on site conversion and how we need to look at the whole encounter a visitor has with our website, as each click they make is a micro-conversion to the final action we wish them to take, be it to purchase, subscribe, download, request sales follow-up, etc. The way to make it happen is with Personas.

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Big In '06

Published November 10, 2005

Attempting to predict future online advertising trends has always been a perilous business. One minute, rich media formats are the apple of every media buyer’s eye. Next thing you know, blogs have materialized from nowhere to take top billing. At Ad:Tech New York this week, international interactive marketing and technology company “24/7 Real Media took a stab at forecasting”:http://www.247realmedia.com/about/press_2005/2005-11-08.html what would be big in 2006. If the company is right, we could be in for an exhilarating year.

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Where Did Viral Marketing Start?

Published November 9, 2005

While doing some “ego surfing on Google”:http://www.google.com/search?q=%22ken+schafer%22 I stumbled upon something I wrote seven years ago and completely forgot about.
Back in September 1998 I wrote “Viral Marketing at its Best”:http://www.o-a.com/archive/1998/September/0118.html a post to the (at the time) incredibly influential “Online Advertising Mailing List”:http://www.o-a.com/archives.html run by “Cliff Kurtzman”:http://www.kurtzman.biz/.
This was the first time I wrote publicly about viral marketing although we at Sony Music had been working on viral things back in 96 and 97 even though I don’t think we used the word back then.
My post is a deconstruction of the then new idea of “Wish Lists” with an aside to explain “forward to a friend” links:

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