CNBC's tagline says "you hear here it first" and their Squawkbox segment 10.30.06 indeed was the first I'd heard about the new Burger King promotion phenomenom that includes a MySpace presence, and forthcoming video game. MySpace and video games work as strategies for Burger King as they target young male demographics. Still the growing presence of traditional markets in online social networks suggests more companies trying to figure how to leverage these new venues.
Also interesting about the CNBC segment was the commentators reference to "content based" marketing. I first heard this term from new media pioneer David Graves, who's highly visible industry executive roles include Reuters New Media, Yahoo and currently PermissionTV. Dave's march from traditional media, through distributing traditional content to Internet companies, through joining an online media company (Yahoo) to video online, is an interesting review of where the media industry has been, and is going.
I vividly remember Dave telling me during a 2004 interview for an eContent Magazine article that:
"anyone who has a web site is in the content business" and
"the new marketing is content distribution".
Two years on television commentators are discussing "content based marketing. Thinking about how long innovations take to become mainstream I dug into the history of MySpace, not readily accessible on the MySpace site. The Wikipedia entry indicates the domain name dates to 1998, and the MySpace that attracted $580m traditional media company Newscorp dollars was founded in 2003.
No wonder employees in organizations everywhere are overwhelmed and sleepless challenged with adapting to new technologies and helping their businesses develop new paths in this rapidly changing world.
~ Jenny Ambrozek