Any project needs goals. Whether it’s a website, a brand refresh, new brochure or marketing piece, the project should be clearly defined. This seems obvious, but not taking this task to heart is the number one reason why a project fails to meet its goals. A Creative Brief is a document that outlines the project tasks, the project objectives, marketing and customer insights, and all of the nitty gritty details that lead to a well-polished final product. Yogi Berra said it best, “If you don’t know where you are going, you might wind up someplace else.”
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Let Web 3.0 commence.
Last Thursday, Google launched its much-anticipated OpenSocial, a programming standard for Social Networks, initially including sites such as Ning.com, LinkedIn, and Orkut (Google’s new Social Network site). You can see the homepage here. This new standard is a major leap forward for web development because it allows sites that were once autonomous to share the same API (Application Programming Interface). In de-geekified terms, sites that use Google’s new technology will share a common language that can be used to implement features and advances across websites and networks that share the OpenSocial standard. This is a smart marketing move on Google’s part to begin to muscle in on the social networking arena.
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Altoids has launched a new online game using Google Earth. The object is to find “Sindy,” a fictional Altoids character, through clues found on Google Earth. See it here.
While reports indicate that the integration with Google Earth lacks the interactivity to really be a runaway campaign, and the storyline is basic, it nonetheless illustrates what can be accomplished online.
The current presidential race is certainly interesting. Each candidate has been falling over themselves to position their campaigns for what promises to be a historic election. But you won’t find too many television spots, billboards or newspaper ads. No, the battleground has been contained thus far to the internet. A web-based campaign initiative is extremely cost-effective, can be updated quickly and easily, and the web’s community aspect gives superb potential for viral messaging.
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