Take that! Music Industry now "Spamming" file-sharing sites. After giving up trying to stop free downloads, the music industry is not adopting them....and filling the sites up with their own spam!! I laugh every time I read stuff like that....just when you think you understand what's going on, you find out ... you don't know the whole story.
I try to look at Web Metrics like a curved mirror - who knows what we'll pick up in the corner of the room, refracted by the curved mirror. This week at the Emetrics Summit I listened to Tim Goudie - Group Manager- Interactive Marketing - Coca-Cola talk about Coka-Cola's brand - wanting to measure Brand Health and also - make sure Coka-Cola is reaching everyone it needs to reach, both on the local level and also at the overall brand level (to keep the brand healthy - to make sure the brand does represent what it's meant to).
I can see the relationship - you got enthused people who are downloading music (or drinking something - hopefully Coke - from Coke's perspective, that is) and you want to see what they're interested in so you can reach them on their level ....but you don't know ...because your web analytics solutions can't keep up - and getting it all in a dashboard is like....really hard work. Even getting it into a pivot table is hard - just collecting the data for analysis is tough.
But the Music Industry has figured it out.....at least, when it comes to social and viral marketing....as Gary Bourgeault wrote yesterday:
'The biggest realization that the industry is finally beginning to understand is that the biggest down loaders, in many cases, are the biggest music fans. They are starting to think of ways to reach them; rather than sue or enrage them.
One of the events that changed everything was the Supreme Court ruling concerning Grokster. The reason this is important is because the companies wanted to use the sites to market to, but were afraid if they did, it would undermine their legal efforts.
According to Randy Saaf, chief executive of MediaDefender: "we're basically free to exploit these billions of fake files we're putting out."
I love it ... the biggest spammers are the companies themselves!!!!
We think we got it all figured out .... but the smartest minds in the entertainment industry (again, a consumption item - just like Coke-Cola) have already started to take over the viral medium - making it serve them.
Nothing wrong with that as long as it also servers the customer - people will always be out there to exploit anything.
"What is happening is that companies are putting decoy files onto the file sharing sites that have marketing material embedded into them.
Jay-Z recently got together with Coke to do this very thing and it has succeeded tremendously. A Jay-Z concert clip has been downloaded over 2.5 million times with Coke marketing within the clip.
One thing that is pretty funny about the whole little game being played is that now the file-sharing sites are on the defensive and are releasing new changes that make it harder for these clips to be planted. In a funny turn-of-events, now the one's that are being pirated are considered spammers."
I love what Gary comes up with, that's why I read his blog and sometime reference it here. Entertainment marketing is one of my interests - because one thing we all are .... is consumers of Entertainment.
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