The mobile internet? Maybe. Perhaps…

I believe that the opportunity to create a “mobile internet” that functions effectively and is able to adequately meet the needs of endusers is possible, but difficult. My greatest reservation is that the minimum bid costs are so high that the only players in the game are the same old names, Verizon and AT&T. In my opinion this limits the true ability to foster innovation and will only further contribute to the monopoly of information aggregation. But I digress.

I look forward to seeing who will reign supreme in this battle for the next frontier, and I can’t wait to create stimulating content to be presented on new platforms. Because the new mobile net user will be looking for a totally different experience then what is currently being offered.

My name is Eric and I work with emerging technologies here at Morpheus Media.

The following post is written by me, and is only a reflection of my personal beliefs as I have colleagues here who will argue several of the points I am about to draw out for you.

That being said, I am a very busy man these days (my boss is probably reading this with you right now ☺) but, there are a few blogs I try to make time for everyday. One of them is Doc Searls Weblog.

Anybody involved in social media will know who he is. For anyone that is not familiar with the Good Doc I suggest taking some time and going through some of his previous posts. Beyond being an industry icon, Searls has great vision and an inviting writing style. He often eloquently navigates complex subject matters with ease and grace. You will be better for reading his thoughts, I promise.

That being said, in his latest post entitled “The only real social networks are personal ones” (he is completely wrong).

Okay, not completely wrong, but a little off the mark in my opinion. Searls references a question presented by Jeremiah Owyang “Should Brands Join or Build Their Own Social Network?”

Searls provides several thoughtful insights into social network structures. He suggests that branding and social networking are somewhat incompatible for him. In attempting to answer Owyang’s original question, Searls puts forth that “I’m not sure social networks are “built” and that it “Seems to me they’re more organic than structural”.

It was these two statements that caused me to take pause and reflect.

If “words have meanings” and they do, then Searls is missing the point of the potential role marketers can play in social networks.

I contest that an individual does not have multiple social networks as Searls eludes, simply multiple platforms from which to connect to their singular social network. If two people are connected through Facebook, but not lets say Twitter, then do they cease being networked upon alternating platforms? I say no.

This brings me to my biggest gripe. A person’s social network grows organically and cannot be built. To a degree this is true. But only in the way a backyard garden cannot be built, but most grow organically on its own. However, a little constructive help from a seasoned green thumb will help foster a more productive piece of real estate. This my friend sounds like the work of a Brand Manager, perhaps one steeped in online protocols and possessing a strong
understanding of social media.

I don’t think there is a right or wrong answer to this question, only a difference of opinion. So I invite you to spend a minute and read his post and arrive at your opinion, which by-the-way, should sound something like mine.

According to Wikipedia, “Affiliate Marketing is a web-based marketing practice in which a business rewards one or more affiliates for each visitor, subscriber, customer, and/or sale brought about by the affiliate’s marketing efforts.” In layman’s terms, affiliates act as salesmen for the vendor by promoting the vendor’s website. The affiliate then receives a monetary compensation for any sales they generate. Affiliates act as a publisher in many ways as well, by putting banners on relevant affiliate sites and sending traffic through to the vendor’s site. However, affiliate marketing is often called “performance marketing”, referring to the typical affiliate commission structure that is based on this sales-like structure of compensating sales & conversions rather than clicks & impressions.

Affiliate marketing today has matured into a well-respected form of commercial media. This is a drastic change from the early days when a lack of control over industry affiliates was abused by some, leading to a bad name for the entire industry. Affiliate marketing still lacks an overall regulating body; with no legally binding rules and regulations Affiliate marketing can be dangerous waters to navigate.

The rise of Web 2.0 has been essential in shaping the industry into what it is today. In addition to allowing vendors a closer (and much simpler) connection with their affiliates, the rise of new media has led to a self-policing environment. This new environment is more conducive to operational transparency: any questionable activity is made known to the affiliate community and can be halted with much greater speed and efficiency.

The benefits of Affiliate Marketing are numerous. By using a set commission structure based on the concept of Revenue Sharing, vendors maintain a steady ROI creating an affiliate “sales team.” Affiliate marketing also enables a vendor to generate sales for their site from entirely new sources, and offers an unparalleled branding opportunity that can flow back as sales through other marketing channels.

Like many other online marketing practices, Affiliate Marketing/Performance Marketing will not work the same way for every vendor looking to increase conversions. The obvious loss of some control over the brand presence online is the deal breaker for many vendors. The unique branding opportunity and access to a huge network of new salesmen is a convincing argument for the industry on the other hand. There is no doubt, however, that Affiliate Marketing is one of the hottest new approaches to interactive marketing.

Although this process of information harvesting has been in affect for some time, the level of sophistication and depth is increasing at an accelerated pace. With the recent backlash Facebook has received for its Beacon advertising, every good marketer should be keeping a watchful eye on this trend.

We here at Morpheus Media are lucky enough to have our very own all-knowing eye, Adam Broitman. Mr. Broitman who is Morpheus Media’s Director of Emerging and Creative Strategies was recently involved in the before mentioned Associated Press piece found here on USA Today.com. As always Adam’s insight and knowledge place him as a true industry authority.

As organizations such as Yahoo continue to demonstrate that data mining can be a useful tool for marketers new and innovative approaches can be taken to alert the world of the benefits of your brand. So as the digital marketplace is successfully taking all of the guessing out of the guesswork we here at Morpheus are thankful we have Adam Broitman to keep us well informed.