Archive

Marketing

If you happen to read a newspaper today or for the next few, Samsung, is launching an ad campaign to somehow stop the line at Apple stores around the world from forming. Good luck with that. The newspaper ads is simply a shot of the two phones together with the tagline “It doesn’t take a genius” with a rundown of arguably superior features of the Galaxy S III compared to the features of the iPhone 5. Pretty clever, I guess.

Unfortunately, the leak on a few news sources before publication and Apple fanboys/girls have decided to fight back. With a few of their renditions. Pretty clever. I personally like the PSA anti-bully one below. Nothing makes it more serious than pointing out which tech company is the bully.

Samsung has a pretty clever ad campaign here. These ads are running in a few newspapers around the country. In my opinion, those who will probably view these ads will be people who are late adopters and may be thinking about purchasing their very first smart phones or purchasing one as a gift. Smart on Samsung, if they recognize this potential. But in reality too much negative feedback has been created with the ruling against Samsung in their copyright case with Apple.

Just move on and stay away from that whole debacle. Yes, any press is good press, but public opinion has already swayed in favor of Apple. It will take a much stronger push than a comparative ad between the Galaxy and the iPhone to change that. If your phone is really strong in features and supposedly leap years ahead than the iPhone, use the phone as your tool. Not words. Show off your phone in action. Create the desire.

Recently, a CNN iReport citizen journalist published a news item breaking the news of Steve Jobs heart attack. (CNN’s official statement to the fake news item) The aftermath of this false news item was the sharp drop in Apple’s share. This resulted in an SEC investigation being launched to pursue if the item was to force a sell off on Apple shares, which would result in a very bad consequences for the “citizen journalist”. The fun part is that this “citizen journalist” may never be found and punished to the fullest extent of the law.

So, I posted an entry last week about citizen journalism, referring to CBS eye mobile blunder. I am not a great fan of citizen journalism. I agree that it gives new sources an ability to increase their scope of content for their viewers. But the biggest negative that I see with citizen journalism is the freedom of it all. Journalism, news reporting, in general involves a great deal of fact checking. Being a “citizen journalist” does not give you the freedom to post whatever you want. You have to be responsible to the news and to the readers or viewers you are informing.

Look, real journalists become journalists because they earn the right to be. Your average joe or jane on the street, who call themselves “citizen journalist” will never be a true journalist. All they ever will be is an innocent bystander who was at the right place at the right time. Nothing more, nothing less. They have no credibility other than being their own viewpoint.

The solution that seems most plausible is the control and management of the content. The whole point of these citizen journalism websites is that users can post whatever they want. Users must govern themselves and make sure that each user is properly using the website. But if CNN or CBS were to control the users for the sake of their own credibility and revenue, will users still use the website afterwards?

Youtube, Flickr, Myspace, etc., basically any user generated website have rules and regulation on how their users have to act. But the users didn’t leave. They either didn’t care anymore or took a shortcut to avoid the system. They also did not leave because these websites were almost vital to people’s lives. Is CNN iReport or CBS Eye Mobile vital to the lives of their users?

‘Interesting, though, the citizens’ definition of “news.”‘ – Learmonth, Advertising Age

Media is a changing landscape. Everything is coming into the web. TV, Films, and Music will all one day be delivered on the internet. With that a cultural change is brewing. What is entertainment? Users are more inclined to view things that are not necessarily pushed down their throat. People are the ones in control of what they want to see, but negatives come with this freedom. CBS found out the hard way.

CBS has jumped the interactivity bandwagon and have given viewers a website all their own. In the spirit of digg.com, CBS has created a social news network website called CBSeyemobile.com. On the website, users upload pictures and videos that give a first hand account as the news happen. CBS is not the first TV network to invest in this strategy, CNN has prominently placed youtube videos and twitter messages in their live broadcast to expand their content.

CBS found a market that they could infiltrate with their brand name, and a pie got thrown into their face. They basically did not expect users to upload NSFW content on their website. Negative content like this can hurt the brand and the website technology.

Advertisers are not willing to put their name next to the service because of a negative image associated with it. But if CBSeyemobile.com were to control the content and have moderators find items that are news-worthy, would users feel less inclined to put their content on the website. It’s the double edge sword of creating a social news website when you’re depending on money streaming in from main street. You either lose business or you lose users, which is important. A balance has to be expressed inside the organization, and the true skin of CBSeyemobile will show.

Read the advertising age blog post here.