Gales Network • Brand building from the inside out

12 December 2007

Let's Review, Shall We?

Lot's of bits and bites have flowed under the digital bridge this year. Here's a review and reflection on some of our hot button issues of 2007. If you need a refresher, all BIRs are posted here.

Net Neutrality: This concept of equally delivering all Internet traffic was snubbed by the FTC, which urged restraint regarding broadband provider regulation. Sen. Byron Dorgan (D-N.D.), chairman of the Senate interstate commerce, trade and tourism subcommittee emerged as a net-neut champion, opining that prioritizing web traffic will stifle innovation. Meanwhile, Verizon has been a most vocal opponent of net neutrality, contending that it may inhibit innovation that could benefit end users seeking web-based applications and access. The jury's still out, but individuals and businesses that use the Internet in any meaningful way should give this issue some brainshare.

Digital NARM: This year marked the first time the National Association of Recording Merchandisers dedicated a platform to all things digital at their annual convention. Next year promises greater focus and participation as the music industry, indeed, all industries continue to grapple with Internet commerce.

Music and Entertainment Discovery Tools: Copyright law revisions, in spite of licensees and licensors intentions, may be thinning out the music discovery space. Curiously, while increased rates paid by Internet radio stations (anyone who streams music for listening rather than offers downloads for sale) were expected to have a devastating effect on little guys trying to carve out a bit of digital heaven, the big guys are experiencing model-melt. Among the potential casualties are Yahoo and AOL Music. This one won't be over 'til the fat lady sings (and gets paid her fair share).

Microsites: If you've got any depth of information, multiple product lines or services presented on your website, microsites are a great tool to improve user experience for clients, customers and businesses, alike.

Customer Service: Who isn't reminded of customer service during this joyous holiday season? Service is changing in many ways behind the gross differences between Gen X, Y and Boomer customers. Your brand's equity is materially impacted by your customer service practices. Asking yourself "How would I like to be treated?" or "What would I want?" will only work if you are a member of every market segment that you serve (not likely). You've got to think about your audience and ask, "How would they like to be treated?" A good place to start? Your website. It's a highly concentrated presence of your brand and accessible by just about anyone interested in your product.

Ringtones: Not so much about ringtones; this Big Idea was innovation. One BIR reader was puzzled why anyone would pay $4.99 (or whatever) for a ringtone that they could legally generate themselves for free using a website that offered that service. One word: convenience. And the product innovation that created that convenience provided an additional income stream for an industry that sorely needs it. In case you're wondering, the biggest master ringtone of 2007 belongs to Shop Boyz "Party Like A Rockstar" which reached the one million sales mark in just six weeks.

What's on the horizon? 2008 will bring thoughts on these topics and more...

Widgets: What's that annoying thing popping up on your desktop? Relax, it's a widget and depending on who created it, where you found it and what it does, you might actually find it useful.

Social Networks: "Social" is in danger of becoming the most over used buzzword in the history of marketing...or is it? There seems to be a social component to everything Internet. We'll look at Social to define it and explore how it impacts life in the digital age.

Print Media: Will Spot get a break from fetching you the morning paper? Are magazines just dead trees? Is print in danger of extinction or in the midst of evolution?

Happy Holidays! Thanks for your time and interest this year.

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The Big Ideas Report separates the real issues (Big Ideas) from the noise, so that it’s possible to move forward with confidence or simply converse intelligently with others. We identify issues that have a material impact on your business, define them succinctly and suggest a position, so you can get going. Part fact, part opinion, part alchemy, that’s The Big Ideas Report.