[arg_discuss] Fwd: is ARG just a marketing technique to thepress?

[Michael Monello]

On Jan 28, 2008, at 10:00 AM, Brian Clark wrote:


> The spread of marketing is evidenced in their declining response  

> rates from each

> of their tools, necessitating more intrusive use of the channel and  

> the

> discovery of fresh, virgin, unexploited communication.


This also explains the intense hype cycles that ripple through the  
industry:

"ARGs are the wave of the future!"
"ARGs are a waste of time!"

"Second Life will save marketing!"
"Second Life is a disaster for brands!"

Of course, this is an industry that considers pre-roll ads on YouTube  
to be part of a "digital strategy" so take it all with a grain of salt.

Best,

Michael Monello
Partner, Campfire
62 White Street, 3W
New York, NY 10013
212-612-9600
http://www.campfirenyc.com



On Jan 28, 2008, at 10:00 AM, Brian Clark wrote:


>> To me ARGs are just another available tool in a marketer's

>> tool box that can be used to communicate with a group of

>> people.

>

> That's why we can't have anything nice on the Internet anymore, too,  

> because

> marketers believe every communication tool -- from kids at a school  

> bus stop

> to thumb drives in a bathroom -- are part of the "marketer's tool  

> box." The

> spread of marketing is evidenced in their declining response rates  

> from each

> of their tools, necessitating more intrusive use of the channel and  

> the

> discovery of fresh, virgin, unexploited communication.

>

> I can tend to tune someone out, though, as soon as they go  

> reductionist and

> make it "just another" anything.

>

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