Biznology

Some of you veteran marketers know TV advertising very well. You might have spent years buying network television spots and, in recent years, you’ve made the transition to cable. You learned a lot about how TV commercials work on cable, how some commercials are broadcast over the entire cable network while others are overlaid by local cable systems. Well, don’t look now, but industry luminary Esther Dyson says we might be about to see the same thing play out on the Web.

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While I was at the Software 2008 conference in Oslo (organized by the Norwegian Computer Society), MediaPlanet asked me a series of questions and taped the results. They’ve been posted now, so you might be interested in seeing what I had to say. It’s a bit tricky to navigate, especially if you don’t speak English. From the main Do It Wrong Quickly interview page, you can mouse over the “og Innovasjon” category to see the rest of the videos with me—the interviews themselves are in English. Enjoy!

Internet marketing changes quickly, so we all need to keep up. I attend a lot of conferences, but one stands out for me as a place to stay on top of what’s happening. For me, I need a combination of some top practitioners, top bloggers and speakers, and top academics. And I want it to be small. I don’t want a thousand attendees.

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It’s nice to be back after a long vacation. My vacation actually ended yesterday, when I spent the day in Philadelphia at the ExL Pharma conference for search marketing. I gave the opening keynote speech, helping savvy pharmaceutical industry marketers get a better handle on the changes happening in search marketing, but I always would rather write about the great question I got from the audience and today is no exception.

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I remember working with a software vendor a few years ago to negotiate a license agreement. I don’t think I am a push-over, but I know what I want and I do my best to make sure I get it. I was at the end of this negotiation, when the vendor salesman suddenly decided to go over my head and negotiate with my boss on some sticking point we had. My boss quickly caved and the salesman, I am sure, gloated privately that he had beaten me. But what outcome was he negotiating for?

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