So: is this really where we’re at? Is this the best we can do? You gather a bunch of followers, and then spam them with a nice, web2.0, 140-character message saying:
“double whopper plus fries for only $1.99 at a McDonald’s near you”
You gotta love this! It’s like email spam marketing, but for the web2.0 crowd! ;-)
So, Twitter is going to launch an advertising solution, because…
People are constantly “talking and engaging with brands, sharing their feedback” […] “What if brands start to participate?”. He added that the company will make it “explicitly clear that a sponsor” paid for the ad, and make it “relevant and useful, so the user doesn’t think of it as an ad”.
How many times is this wrong? People talk about brands and products, and companies should jump in with… ads? Was somebody complaining about there not being enough ads? Really? Call it the advertising delusion. And what about the part in which they say that the ads will be clearly marked as such, and yet so useful that the users won’t think of them as ads? Listen up, Mr. Marketer. If people are talking about your company and your products, the only way to participate in the conversation is to talk back. That is, to let people in your company freely talk back about your products and services and their problems and what they can do to minimise them. Any other “solution” will do more harm than good.
AD 2000: DoubleClick. AD 2010: DoubleClick by Google. Duepuntozero, insomma. Da che si capisce che anche le nuove dotcom – ah, no, non si chiamano più dotcom, le dotcom erano quelle dell’altra stagione, quella che adesso pudicamente chiamano web1.0 – dipendono dalla pubblicità. Quindi, dov’è tutta sta novità di questo web2.0? A parte gli angoli smussati, le tagcloud e i nomi ancora più stronzi di quelli dello scorso giro…
Google ha completato l’integrazione con Doubleclick – tenendo il nome del peggior online brand di tutti i tempi, secondo me. A questo punto, per quanto può funzionare, tanto per chi la compra quanto per chi la vende, la pubblicità online funziona. Siamo vicini all’optimum tecnico, insomma. Liberi poi tutti, chi di provare a vendere servizi premium più che pubblicità, chi di usare il web per dare servizi ai propri clienti invece che per far loro lo shampoo e il lavaggio del cervello, chi di lanciare improbabili twitter aziendali, chi di provare a vendere la propria pubblicità in modo slegato e indipendente da Google…
