From Sidney to Atlanta… After Gavin Heaton, here comes a
divine diva intervention. Toby Bloomberg kindly accepted to answer the questions of the blogger-interview series. As usual, I won’t comment the answers but feel free to do it. Toby we’re all eyes.
1/ What was your first blog post ever?
Thanks for the walk down memory lane Phillippe. The first blog post on Diva Marketing was titled, “Pop A Cork For The New Diva Marketing Blog.” It combined a brief intro about the focus of Diva, a thank you to Dana VanDen Heuvel who encouraged me to blog, a link to an article about branding and a quote of the month.
The quotes were so popular that when I redesign the skin I added the quotes as a feature on the sidebar. Every time you click into the site you see a new quote.
2/ What will happen with brands that are not entering the conversation?
What happens to people who are not part of conversations where others are discussing issues that affect them? They miss opportunities to influence their future, they miss opportunities to correct misunderstandings, they miss opportunities to develop relationships with people who are interested in similar concerns. Same thing will happen to organizations. Will they die on the vine? Probably not. Will they appear to be self absorbed and will their customers wonder where they are in the conversation? Eventually.
Way back in the ‘90’s when websites were the hot new tactic companies that launched websites were perceived as innovators. When the internet became ubiquitous websites became an expected cost of doing business and a well to establish credibility. I think that will eventually happen with social media/blog initiatives.
3/ What is the next big challenge for online media owners?
In one word – Choices.
If you define online media owners as organizations (for profits, non profits and government agencies) that use content as a strategy to provide value to stakeholders (readers) in order to achieve business outcomes .. then it is what it always was .. assuring there is fresh relevant, credible content (within an easy to navigate environment). However, add to the mix the expectations of including social media tactics, as well as, nifty Web 2.0 technology and you have a smorgasbord to choose from.
The challenge then becomes: what does your target audience really want, what is right for the brand and what is doable with your resources (time, money and people). Once you answer those questions (which marketers have always asked) the next challenge is how to form a cohesive, integrated strategy. Our job as marketers has certainly grown complex.
4/ What is the next big challenge for advertisers?
Making sense of the same smorgasbord of choices and in doing so determining where your target audience actually hangs out. Then of course developing the right message and creative for that media. Successful ads on blogs are very different from ads in a print publication. A video on YouTube is a far cry from a spot commercial. Consumer generated branding promotions have their own unique set of challenges. It sounds like a fun idea to ask your customers to film a little video about your product or service but it’s not as easy as it appears to put the pieces together for a successful campaign. Of course there are the risks involved of less than flattering messages, as well as, determining the right incentives to encourage participation.
5/What is the most relevant book/article/post ever written on new marketing?
Great question. Wish I had a great answer. Let’s just say I’m still waiting for it to be written.
6/ What makes your blog different?
When I launched Diva Marketing I was actually looking for a new “home.” I had developed the “diva girlfriend voice” for an online publication that closed its doors and I wanted to continue the funky, fun writing style. That voice became a signature which turned Diva Marketing into a “blog brand.” The skin of the blog was eventually designed to support the voice. With so many smart people blogging in the marketing, PR, business space I think of Diva as more of a “feature” than a “hard news” blog.
In terms of content, my focus is shifting from writing about general brand marketing to how social media/blogs can be leveraged to support marketing strategies. I also frequently include interviews with business leaders and authors. Friday Fun has become a popular post giving me the opportunity to go off topic. Oh and of course there is Max, my Westie pup who I’ve been told has a fan club in the blogosphere!
Thank you Toby!