Last week I saw a TV commercial for Kellogg's Frosted Mini-Wheats with the call-to-action at the end of "Search MSN for Mini-Wheats." So, being the obedient consumer that I am, I fired up my browser to complete the task. The only problem was, I wasn't sure how to search MSN. You see, I had been programmed to think that Microsoft's search engine was Live.com. And when I used the drop-down search box in Firefox to find MSN, all I saw was Live Search.
Why would Microsoft dilute its search brand by using MSN as the search call-to-action? Is this some sort of interim step until the new search engine (code name: Kumo) is ready? Kind of like how Cingular transitioned to AT&T by going from Cingular to "Cingular is now the new AT&T" to just AT&T, all in one season of American Idol. Even that's not a good analogy though -- it's more like if AT&T had reverted back to Bell South before moving forward as the new AT&T.
Here's the quick and dirty: I've been in the digital marketing and media space for over ten years, which is like sixty dog years in traditional media. I've served time on the agency, media, and technology side of the table, working with marketers ranging from global Fortune 500 brands to local start-ups.
Over the years I've run the gamut of digital marketing -- display, search, video, email, co-reg, affiliate, sponsorships, etc. Through it all, the one thing I've learned is that the only constant in this space is change. And the key to winning is not only knowing which way the wind is blowing but when the tide has reached its peak.
About This Blog
Welcome to the official Aaron Goldman blog -- sorry, gotta talk about myself in 3rd person for SEO purposes.
Somehow having 15 blogs and contributing to 3 others wasn't enough. Maybe it's the Type-F in me. So I decided to create one more.
Why? Well, despite having plenty of online real-estate to share my POV, I found myself without a forum to comment on general trends in digital marketing and media. All of the other blogs I post on are specific to a niche in the marketplace -- search, URLs, etc.
On this blog, I'll opine on the sea change being brought about by the shift in media from analog to digital, push to pull, broadcast to narrowcast, one-way to two-way, etc. And I'll touch on all the various marketing opportunities that are coming to bear in pursuit of the blue oceans ahead.
Note: I've recently begun using images to poignantly punctuate my posts. Wherever possible, I provide attribution for images that are not my own. If I've used one of your images and you feel that I'm infringing on your copyright, please contact me and I'll remove it promptly.
Update: effective September 3, 2010, this blog is no longer active. Please see this post for more information and join the conversation at the Googley Lessons blog.