Check out Bad Idea, Indeed!, which attempts to find answers to frequently asked questions in the world of digital marketing evangelism. Questions like:
- How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?
- Is online advertising making sense without a decent website?
- Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?
- How can impressions be compared to television GRPs?
- How intrusive should I be? (expandable formats, videos with sound on by default)
- What does interaction rate (only available for rich media formats) tell me about the impact of my campaign?
- Does the long tail change anything to the way I should communicate with my target group?
- Why on earth do people use sites like second life?
I was asked to comment on the question, "how far should one go when it comes to dialogue?" My response, "...you can never go far enough." This absolutely refers to genuine and authentic conversation, as opposed to inciting, provoking or forcing controversy and "buzz"
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