Tuesday 29 May 2007

Hide & seek with Google

Organisations that seek business from their websites often look at SEO (Search Engine Optimisation) as the panacea for all ills.

Paul Sloan, in this CNNMoney article, points to the simple truth--that to better your Google ranking, you don't have to be a devious geek, you just have to focus on two factors.

Wednesday 23 May 2007

Why fine print is not fine

Many of us hate the stereotypical politicians--the kind who make lofty promises just before our fingers are dotted with black ink, and then do a Houdini. But don't we do the same? FREE this with that, we proudly exclaim and when the poor customer is inside the trap, we quickly shut the trapdoor and point to the fine print which says FREE only if you were wearing red pants with yellow socks while you were walking into this trap. "But it works," say some. It sure does, but don't pretend to be a Marketing professional if you're doing this. A Marketing Mercenary is more like it.

I have nothing personal against fine print, but when fine print is used to prop up a weak product or service, the message may echo for a while in its own hollow and may find an audience, but eventually the brand ends up in the trashcan.

For, unlike a democracy, election of brands happens every minute.