Comments on: Understanding ‘the Because Effect’ and some Metacrap for the Masses (1) http://sub.adoimagazine.com/blog/index.php/2008/06/02/understanding-the-because-effect-and-some-metacrap-for-the-masses-1/ The return of the 'blow by blow' Sledgehammer, since the heydays when he wrote weekly for The Star and later, the New Straits Times under the same infamous pen name. Tue, 20 Apr 2010 16:58:23 +0800 http://wordpress.org/?v=2.8 hourly 1 By: Jeff Zweig http://sub.adoimagazine.com/blog/index.php/2008/06/02/understanding-the-because-effect-and-some-metacrap-for-the-masses-1/comment-page-1/#comment-1035 Jeff Zweig Wed, 04 Jun 2008 15:42:01 +0000 http://sub.adoimagazine.com/blog/index.php/2008/06/02/understanding-%e2%80%98the-because-effect%e2%80%99-and-some-metacrap-for-the-masses-1/#comment-1035 MA, are you really sure that metacrap "will be a thorn in digitally interactive persuasion campaign or (urgh) digital brand strategy"? Unless you're relying very heavily on search I'm not sure that this would be a problem. And even if you were to rely strongly on search, as Cory D points out in his metacrap article, although not perfect, google already does a pretty good job of delivering relevant results because of the power its spidering/indexing programs. And these algorithms are getting better and smarter all the time. I believe that Google's search engine market share in Malaysia is something like 90+% so that's good news for us. Plus with a proper plan of media integration (online only or offline mixed with online), search is probably not going to be the main traffic driver for most online campaigns for most well known brands anyway--unless you're doing something special like crisis management. By the way, I'm not making an argument here against search engine optimisation or search engine marketing--in the right context they can be very effective strategies. As far as the semantic web goes, I look forward to the possibilities for brands that it makes possible. I believe it presents yet more exciting, first mover opportunities for those brands that know how to take advantage of it--just like with social media, there is plenty of low-hanging fruit just waiting to be plucked. The key is that brands should make sure they get the right advice on how to exploit these new opportunities. MA, I know you like making provocative statements and I certainly enjoy reading and responding to them, but I hope you're not trying to make a case in your next post that will give brands more reasons not to try to do more things online. I would really hate to see brands have even more “reasons” to raise more objections to digital, which is one of the most powerful, effective, measurable (yet sorely under-utilised) communication channels that now exists in Malaysia. Jeff Zweig Chief Guru, Web Guru Asia http://www.webguruasia.com MA, are you really sure that metacrap “will be a thorn in digitally interactive persuasion campaign or (urgh) digital brand strategy”?

Unless you’re relying very heavily on search I’m not sure that this would be a problem. And even if you were to rely strongly on search, as Cory D points out in his metacrap article, although not perfect, google already does a pretty good job of delivering relevant results because of the power its spidering/indexing programs. And these algorithms are getting better and smarter all the time. I believe that Google’s search engine market share in Malaysia is something like 90+% so that’s good news for us.

Plus with a proper plan of media integration (online only or offline mixed with online), search is probably not going to be the main traffic driver for most online campaigns for most well known brands anyway–unless you’re doing something special like crisis management. By the way, I’m not making an argument here against search engine optimisation or search engine marketing–in the right context they can be very effective strategies.

As far as the semantic web goes, I look forward to the possibilities for brands that it makes possible. I believe it presents yet more exciting, first mover opportunities for those brands that know how to take advantage of it–just like with social media, there is plenty of low-hanging fruit just waiting to be plucked. The key is that brands should make sure they get the right advice on how to exploit these new opportunities.

MA, I know you like making provocative statements and I certainly enjoy reading and responding to them, but I hope you’re not trying to make a case in your next post that will give brands more reasons not to try to do more things online. I would really hate to see brands have even more “reasons” to raise more objections to digital, which is one of the most powerful, effective, measurable (yet sorely under-utilised) communication channels that now exists in Malaysia.

Jeff Zweig
Chief Guru, Web Guru Asia
http://www.webguruasia.com

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