Find Sporting Goods on eBay
Video and Audio], Broadcasting and podcasting Broadcast On the Net

[description], Story, any other text you want to use.

Miraculous Conversion

 by: Sam Vaknin, Ph.D.

http://www.ideavirus.com

The recent bloodbath among online content peddlers and digital media proselytisers can be traced to two deadly sins. The first was to assume that traffic equals sales. In other words, that a miraculous conversion will spontaneously occur among the hordes of visitors to a web site. It was taken as an article of faith that a certain percentage of this mass will inevitably and nigh hypnotically reach for their bulging pocketbooks and purchase content, however packaged. Moreover, ad revenues (more reasonably) were assumed to be closely correlated with "eyeballs". This myth led to an obsession with counters, page hits, impressions, unique visitors, statistics and demographics.

It failed, however, to take into account the dwindling efficacy of what Seth Godin, in his brilliant essay ("Unleashing the IdeaVirus"), calls "Interruption Marketing" - ads, banners, spam and fliers. It also ignored, at its peril, the ethos of free content and open source prevalent among the Internet opinion leaders, movers and shapers. These two neglected aspects of Internet hype and culture led to the trouncing of erstwhile promising web media companies while their business models were exposed as wishful thinking.

The second mistake was to exclusively cater to the needs of a highly idiosyncratic group of people (Silicone Valley geeks and nerds). The assumption that the USA (let alone the rest of the world) is Silicone Valley writ large proved to be calamitous to the industry.

In the 1970s and 1980s, evolutionary biologists like Richard Dawkins and Rupert Sheldrake developed models of cultural evolution. Dawkins' "meme" is a cultural element (like a behaviour or an idea) passed from one individual to another and from one generation to another not through biological -genetic means - but by imitation. Sheldrake added the notion of contagion - "morphic resonance" - which causes behaviour patterns to suddenly emerged in whole populations. Physicists talked about sudden "phase transitions", the emergent results of a critical mass reached. A latter day thinker, Michael Gladwell, called it the "tipping point".

Seth Godin invented the concept of an "ideavirus" and an attendant marketing terminology. In a nutshell, he says, to use his own summation:

"Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing, in large groups and hope that some will send you money. Instead the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk."

This is sound advice with a shaky conclusion. The conversion from exposure to a marketing message (even from peers within a consumer network) - to an actual sale is a convoluted, multi-layered, highly complex process. It is not a "black box", better left unattended to. It is the same deadly sin all over again - the belief in a miraculous conversion. And it is highly US-centric. People in other parts of the world interact entirely differently.

You can get them to visit and you get them to talk and you can get them to excite others. But to get them to buy - is a whole different ballgame. Dot.coms had better begin to study its rules.

About The Author

Sam Vaknin is the author of "Malignant Self Love - Narcissism Revisited" and "After the Rain - How the West Lost the East". He is a columnist in "Central Europe Review", United Press International (UPI) and ebookweb.org and the editor of mental health and Central East Europe categories in The Open Directory, Suite101 and searcheurope.com. Until recently, he served as the Economic Advisor to the Government of Macedonia.


His web site: http://samvak.tripod.com


verizon broadband
wireless internet satellite
broadband
cable box
cable modem
cable television
cable tv box
cable tv boxes
cable tv channel
cable tv channels
cable tv converter
cable tv converter boxes
cable tv converters
cable tv decoder
cable tv decoders
cable tv descrambler
cable tv descramblers

Main Menu
Broadcast On the Net
Site Map

Affiliate Ads, Links, news, etc.

News for 22-Nov-19

Source: BBC News - Home
US issues Jordan travel warning after deadly attacks

Source: BBC News - Home
Man 'in love' drives through airport

Source: BBC News - Home
Drip dry

Source: BBC News - Home
Adrenaline and exhaustion

Source: BBC News - Home
Your pictures

Source: BBC News - Home
Bethlehem icons created by artists

Source: BBC News - Home
500 years later

Source: BBC News - Home
Steam baths and brandy

Source: BBC News - Home
May Christmas message urges unity after Brexit vote

Source: BBC News - Home
Ken Matheson: Former British Cycling coach says 'culture of fear' exists


Links
Links
Links
Google

Forum On The Net | MD Meet | Go Meetings | Talk On The Net
Copyright © 2005. Name of Site here. Last Updated: Friday, 22-Nov-2019 00:02:54 MST.
Take It Right   Take It Correctly   Internet Meetings