The Organic Marketer

Last Rites for Web 2.0? Quite the Contrary.

I read an interesting article this morning that was based on an interview with Clark Kokich, CEO of Razorfish, what might best be described as a new media integration agency. At the heart of the article was the need for innovation as we travel the path from familiarization and utilization of common Web 2.0 tools to the somewhat nebulous and uncertain world of Web 3.0.

Almost everyone knows at least the components of Web 2.0 — blogs, social networking, etc. — even if they aren’t familiar with the term. Indeed, defining Web 3.0, even according to Wikipedia, is difficult since “the nature of defining Web 3.0 is highly speculative. In general it refers to aspects of the internet which, though potentially possible, are not technically or practically feasible at this time.”

In fact, many have said that while Web 2.0 is a moniker for the activities of the “mass of amateurs,” Web 3.0 refers more to distillation and concentration of expert advice and information, delivered to and accessed by consumers in an as yet, untold and undetermined manner.


Newspapers: Thoughts on Old Media During the Age of the Blogger

Posted in Commentary,Online Media by Jim Tome on November 4, 2008
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It’s been a while since I’ve written to this blog, being wrapped up in my firm’s new web-based marketing, promotions and public relations program for our clients. In fact, it was my daily scouring of Google Alerts (as blog and commenting opportunities) that lead me to recently be reading a number of online newspaper articles that got me thinking about this article’s topic.

Working at an advertising company, our clients — real estate, homebuilding and healthcare (all previously users of heavy print media) — tended to be voracious consumers of traditional media like print, billboards, radio and television. It’s only really been recently that they’ve moved quickly away from the stalwarts of advertising to the NKOTB, online media. Even then, how many newspapers try to use their offline, impression- (the new word for “reader”) based model in lieu of the much smarter, results-oriented pay-per-click method of advertising?


Latest Banner Ad Rage: Companion Ads

Posted in Innovative Strategies,Online Media by Jim Tome on September 9, 2008
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The creativity of the current Apple campaign is undeniable.

The creativity of the current Apple campaign is undeniable. They only get better online when two ads interact in what is called companion ads.

If you spend any time online at news web sites, you may have noticed one of the newest types of online advertisements, the “companion” ad. Typically, a banner or masthead banner ad will interact with or even communicate to another ad on the web page, mainly those tall skinny ones you find on the side of the page, called skyscrapers.

Just today, I was over at (where you see a lot of these) and noticed a pair of new companion ads from those masters of interactive and innovative advertising, Apple. This ad was a new one in the apparently never-ending banter between the “Mac” (actor Justin Long) and the “PC” (comedian John Hodgman), where the Mac calls down from the top of the web page to the PC who is down to the right side.