June 4, 2009
But Do You “Like Me” Like Me?
These days, a lot of control in the marketing process has shifted into the hands of prospects. They’re driving much of the sales cycle themselves – actively seeking out the information and content they want.
So why not give over control of the ads, too?
That’s digg.com’s philosophy anyway.
In a bold, new initiative, digg recently announced plans to roll out a brand new advertising platform, “digg Ads.” This pilot program – launching in a few months – will give site viewers the opportunity to vote “thumbs up” or “thumbs down” on special brand-sponsored ad content with the results bearing a direct impact on the profile (and cost) of the ads. The more an “ad” is liked, the more it will be seen, and the less it will cost to the advertiser. But on the opposite side of the spectrum, any ads that are generally disliked will get pushed downward, becoming increasingly more and more expensive to keep on the site.
This will be an interesting experiment.
Will relevant content with effective messaging be able to find a receptive and more appreciative audience?
Or will viewers reject the very idea of an intrusion, simply pushing ALL ads to the bottom?
Either way, kudos to digg for exploring new ways to keep the conversation going.
Posted in Social Marketing