Marketing Madness in 60 Seconds: 2/23/09

staticMedia Relations: The Wall Street Journal’s piece on the secrets of achieving viral video success is worth reading but I don’t think it goes deep enough into the role that media relations has to play. Very few things, especially if you’re talking about corporately-produced videos, have been successful that didn’t have an outreach component of some size or another behind them.

Virtual Worlds: The hype behind Second Life in particular and virtual worlds in general has been deflating for a while now, but now seems to be picking up some steam. The primary driver behind this shift is that many of the brands who rushed to be there after Newsweek/BusinessWeek write-ups have now realized they don’t know what they’re doing there, with the remaining ones only the companies that actually have a strategy and an audience.

Branding: The idea that a company would be able to apply for and get its own branded top-level domain name (i.e. “.deloitte” instead of “.com”) is awful in just about every conceivable way.

Brandweek’s Todd Wasserman looks at a number of branded iPhone apps and how well they’ve done.

Metrics: The “click” might not be the best measuring stick for online ads since it’s often the combination of a number of factors, especially exposure to other components in an overall campaign,, that can contribute to where and when an ad is actually clicked on. A re-thinking of the effectiveness of a holistic campaign could mean good news for online publishers willing to charge what the ad is actually worth by this judgment.

Marketers continue to push TV networks for ratings numbers specifically for their ads, not just the shows they’re embedded within. The networks, of course, aren’t thrilled about opening this can of worms since it means rates would drop, likely dramatically.

It’s not just the click that matters. By looking at how the visitor got there, what their experience has been and other metrics, marketers can make adjustments to where they place their messaging and how their site is designed for that user.

Social Networks: Much of the growth happening on social networks is coming from the over-35 demographic. That’s in large part because the under-35 demographic is pretty much tapped out in terms of growth potential. Either people in that group are already on a social network or they never will be.

Facebook is said to be considering a tax on applications for the site as well as putting someone in the position of community laison. The latter is in large part because of the latest user outcry over their terms of service.