How much surveillance is good for us? EFF (www.eff.org) has battled in the courts and on the airwaves for individual “user rights” from the beginning… and the fight goes on. A worthy group to support too, if you have a few dollars to spare.

I saw John Perry Barlow a few years ago at the IFI, talking about how the internet was no longer free and open. In Ireland we were in the throes of the Net Boom and no one in the audience was interested. Instead they asked him how to sell things online. He must have gone away with a raw impression of uz!

Woofers by Sander Mulder

For a quick view of some of the best creative ideas in media, you’ll enjoy Creativity’s On Design, part of a suite of blogs celebrating interactive, cross-media and installation design. Go ahead and enjoy poking around – and be aware that not far into exploring you’ll be hit with a well-crafted lightbox pop-up ‘inviting’ you to subscribe for $99. You can ignore and you’ll still get plenty of eye-food for free and some refreshing ideas too.

I fail to understand why Creativity’s main page, which offers the latest campaigns from ad agencies, requires a $99 subscription to view. Seems to be a self-defeating approach. But do check out their “Integrated Production White Paper“, which dis-integrates some of the most productive agencies to see how their departments and their talent execute all manner of new ideas. A bit of a mouthful, but worth the PDF download. Who said getting at new ideas was easy!

Neo Ogilvy - The Falling Man as concept?

This morning’s New Thinking, Gerry McGovern’s e-newsletter, was titled “The reason why ad agency websites are truly awful” pointing out their lack of grasp of web fundamentals – that people like to “do” things and “interact” with websites. Most of us in the web industry are aware of the pitfalls of using Flash as the frontpage or whole site too. Doesn’t seem like Neo Ogilvy got that message.

So I wasn’t greatly surprised to find NeoOgilvy.ie is a Flash site. Visually well done. Big typeface messaging. Who We Are, What We Do. Just what you’d expect from anyone selling their talents. But there is absolutely nothing NEW or NEO about it. Instead Ogilvy rolls out the usual pitch – we do it all. This is 2010. What were they doing for the last decade?

Under “What’s Different?” it says: “Our fluid understanding of digital territories underpins our approach to the development and delivery of successful consumer engagement strategies…” That sounds fine. But there isn’t any sign that Ogilvy actually grasp what “interactivity” is about. The website is an advertisement, a one-way broadcast. This doesn’t add up to a “fluid understanding of digital…”

Ogilvy needed to “show & tell” with NeoOgilvy – big time. Alas, there’s nothing new here. Except perhaps the frontpage image of a falling man. Is this image meant to impress their clients? Who exactly is falling? Client or agency? In our current climate it is an unnerving image & reminds of those who jumped off skyscrapers in New York as the Stock Market crashed.

I interviewed Eoin Kennedy of Slattery Communications (online PR and social media networking), Maurice McGee of FreshConsulting (SEO), and Peter Cullen of Interleado (SEO and web metrics) and asked them to explain their expertise in a way that the average non-technical or non-expert person could understand. The result is a very useful guide.

See GET CONNECTED pages 52-56

Creating a website and optimising it so that your company, products and services can be quickly and easily found is becoming a standard business procedure. You don’t have to be a big brand to benefit from these same methodologies.

The arrival of Social Media has added to the places where you can promote business and brand online. When done properly, your presence in the Social Media world – Facebook, LinkedIn, Twitter etc – can lead to increased visibility with your clients and higher rankings in the search engines. Social Media is also where you get to interact with your clients. It is a perfect venue for clever and smart promotion campaigns.

Your business can benefit from understanding each, and best of all – all three together. Online marketing is no longer a maybe, it is a given. In the coming decade businesses who fail to take it up will find their markets overrun by those who have picked up the challenge and the opportunity.

READ the online edition here or on Chambers Ireland’s website here.

Feedback and ideas are welcome in email here.

The only problem with this view is that it is entirely false. Oh, it’s true that the advertising agencies are pushing youth – but that’s been going on since the 60′s, across all media. And under 30′s definitely have more disposable income. But the real Dollar Power, Euro Power too, is with those OLDER than 30. Last year an episode of the American TV series “Boston Legal” had great craic, supporting a septagenarian to sue “the networks” for “fair representation” at least equal to their Dollar Power. They claimed over 40% was in the hands of the “oldies”.

We’re likely to see a shift on the web in the next few years. Certainly, it is now important to understand your target age group. So why are so few companies selling the over 30s? What about the Dollar Power in Ireland of the over 50s? It would be interesting to see some research.

“Getting Your Business Online” – I’m editing a new series in Chambers Ireland’s InBusiness Magazine. You can read it online – CLICK HERE – and will find it on pages 58-61. Any feedback very welcome. If you would like to contribute or be interviewed for future issues – email me here.

In 2010 we will be covering many of the basic and mid-level problems business people face when trying to get their businesses working and profitable on the web. We will avoid tech-speak and talk plainly, giving best advice and directions.

The aim of the series is to empower business people to take proper control of the content, marketing and success of their business websites – without needing to become a “techie”. The focus is on doing business online.

But what really sucks about Safari Books is the ham-fisted, clumsy and lazy way they handle their email relationship with potential fee-paying subscribers like me. I signed up for the Free Trial many many months ago, and this morning comes their huge and dense email asking me to make 1 of many decisions. It starts with a breezy opener:

“Andrew,
How time flies! This note is just a reminder that your complimentary trial to Safari Books Online will expire in 5 days.  To ensure your access to Safari Books Online — and the thousands of technology, creative and business titles it includes — doesn’t end, sign up today to continue with the service. …”

Then follows a set of links and options – none of which I’m interested in – before it ends with this:

“Or you can do nothing and on 10/29/2009 we will begin your paid subscription at the price of $22.99 per month plus any applicable taxes.”

What?! Is this Stealth Subscribing? If I’m too busy or lazy, Safari Books will take my money? So, why did they open the email by telling me I’d lose my subscription if I don’t act?

Safari Books gets 5 Stars for bad relationship management, and the “thumbs down” for trying to get my subscription by stealth.

You’d think two major publishing companies like O’Reilly Media and Pearson Education would know better wouldn’t you?

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