Monday, November 13, 2006
e-mail or NO e-mail?
Someone asked me recently in Taipei about the future for our panel(s). What an interesting question. You could start talking about communities, about engagement, about so many things actually.
But it was early. I stayed on the rational (and less marketing focused) responses.
- I read recently that Seth Godin in his brilliant book http://sethgodin.typepad.com/ 'Small is the new big' mentioned that one way to remove much of the SPAM issue is to postage stamp each e-mail. What would that do to the on-line panel economics? Let's move away from e-mail engagement approaches
- That in all markets connection to the end consumer is King. Never let anyone get between you and the end-customer. Well Tesco has done this as a superb case study and has maximised the value of it. The trouble is that for e-mail based systems we don't control the final 'loop'. Hence I feel an urge to partner with someone who might.
And this takes us back to Carpernter's original ideas in eBrands some seven or eight years ago. Partnership. You just cannot do it on your own. And that means so much more than 'outsourcing' - read 'Free Trade Below'
But it was early. I stayed on the rational (and less marketing focused) responses.
- I read recently that Seth Godin in his brilliant book http://sethgodin.typepad.com/ 'Small is the new big' mentioned that one way to remove much of the SPAM issue is to postage stamp each e-mail. What would that do to the on-line panel economics? Let's move away from e-mail engagement approaches
- That in all markets connection to the end consumer is King. Never let anyone get between you and the end-customer. Well Tesco has done this as a superb case study and has maximised the value of it. The trouble is that for e-mail based systems we don't control the final 'loop'. Hence I feel an urge to partner with someone who might.
And this takes us back to Carpernter's original ideas in eBrands some seven or eight years ago. Partnership. You just cannot do it on your own. And that means so much more than 'outsourcing' - read 'Free Trade Below'
