Friday, February 20

Marketing: Rules of Digital Engagement

As I sit in a slightly air-conditioned office (it's hot today) in Ho Chi Minh City, I'm wondering, am I too British about marketing?

The developed economies have already got a kind of Queensbury Rules for marketing, it makes it a fair fight, that doesn't hurt or offend (most of the time) along the way. The rules of engagment goes a little something like:

- No spamming (email, sms, twitter...)
- No abuse of social networks
- No spyware
- No pop-ups / pop-unders
- No cyber-squatting
- No keyword bidding on each others brands
- No scraping
- No hacking, cracking...

We're preparing lots of fun marketing ideas for Buzz, our recent addition to Vietnam's internet space, and I'm thinking about Vietnam's rules of engagement. For example:

- I get SMS, email spam here regularly from big companies
- Facebook, for me, is personal friend network, but here the first movers are adopting it as a career network (pls see linked-in :-)
- Paid-to-print PR is widely used and accepted (for bloggers too!)
- etc, you get the idea.

I guess we all have developed a digital culture, based on our age, our nationality, how long we've been online and the way we use web-services...
(Facebook tripped all over the very same thing this week with their changes to Privacy Policy).

So we have to change our marketing approach to what is acceptable to the market. That doesn't mean spamming (!) but it does mean being less 'Queensbury' about it, a little more street-fighting may be necessary.

Are the rules of digital engagement different in your country?


Anonymous seosoeasy said...

Good article and great analisation about marketing.Made to focus the marketing in different angle.Thanks for the effort..

20 February, 2009 18:22  
Anonymous Alexandr said...

internet have not rules - it is definition about word network.

Countries which try to regulate this network are crazy.

USA have anty-spam rule.
First company is totally clean and success.
Second company have not luck and need to kill first company. It is simple - hire spamers for adverticing products and site from company one to third party countries like India/China/Russia and etc(your choose)
RESULT: company one will be judged and will pay much more for illegal advertising.

It is very simple example, keep in mind that with current technical level every law can be broken.

GOVERNMENTS do not try regulate something with unregulated structure like TCP/IP network.

24 February, 2009 18:16  

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