Secrets to Success Deborah Cole Micek and John-Paul Micek

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Old-school marketing will not do

You see them everywhere -- on YouTube, Brightcove, MySpace -- I'm talking about the in-stream and overlay ads that marketers and advertising agencies count as new- media marketing.

Don't hand me that garbage! That's not new media -- especially when those overlays auto-open in the middle of a video. That's the same old marketplace molestation on a new channel.

Recently, I came across an article, "The Next Step in Online Video Marketing," written by Christine Beardsell. The article raised an interesting point:

"YouTube, Hulu, Joost, Brightcove, and endless other content providers are seeking fast, scalable advertising models. Now, with announcements from companies like FreeWheel, such interruptive models (in-stream video and overlay ads) will soon prevail."

And, in my mind, an even more cutting question:

"Where do real conversations fit into these models? Sure, we can now market a car-racing show within (or on top of) a video about cars, but what about the interactivity and conversations we keep hearing about?"

I feel like pulling a Bill Clinton, circa 1992, whenever I here that word "conversations" related to new media, saying "It's the connections, stupid!" Conversations without connection are useless if your goal is to build a tribe.

Put that fine point aside, though, and Christine Beardsell hits the mark in identifying the next freight train of pain to hit pros trying to use new-media marketing. Old school marketplace molester tactics just will not do!

Winning at the game of new-media marketing has a new set of requirements. Whether you're a mega-marketing firm, a PR agency pumping out promos for your clients, or an eager online entrepreneur fighting to build your business, expect to give extra attention to strategy, creativity in production, and attention to emotional connection.

These are the basic requirements. These are what will create, as Beardsell says so well, "experiences people want to seek out, rather than click away from."

Remember, you do as your tribe does.

If you want to attract a tribe instead of trick the "herd" -- then start to think about what you do online. Think about your natural actions and activities when it comes to developing your new-media marketing strategy instead of what "experts" write about in magazines or "gurus" tell you in e-mails that end up in your spam filter.

I know that I keep harping on old-school marketing tactics and how they don't work in new-media marketing; however, every time these marketers try to hide the old-school method within new-media marketing, I feel that I owe it to you to expose them as the frauds that they are.