Here’s a Variety article about how the major TV networks are drooling at the potential for adding Web traffic to TV ratings to boost ad dollars.

I think it’s an indication that a raising of the bar is coming in a big way: Many more dollars spent by networks (and their advertisers) to try and create more engaging online experiences. Most will fail, a few spectacularly. But a few will succeed, perhaps one or two spectacularly.

There’ll be more opportunity for online marketers of all stripes, and that’s always a good thing. Fundamentallly, though, the dynamic of the Web won’t change: Users will continue to be in control.

Big dollars and big networks may mean big contracts for big agencies, but it’s the little guy, the end user, who fundamentally controls the success or failure of any online effort.

Takeaway for marketers: Keeping the little guy first and foremost in your efforts doesn’t assure success, but ignoring the little guy almost guarantees failure.

Bryan Eisenberg presents this very good article about Web copy over on ClickZ. It’s well worth your attention if you’re involved with words online: writing them, editing them — heck, even reading them.

Takeaway for marketers: It’s tough enough for professional writers to agree on whether short copy, long copy, this copy or that copy is the right copy. When everyone thinks they can write, and when so many people get involved in the copy review and approval process, is it any wonder that marketing messages get muddled by the time they reach the customer?

“Nobody sees a flower, really — it is so small — we haven’t time, and to see takes time, like to have a friend takes time.”
—Georgia O’Keefe

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