Marketers Should Consider Extended Online Life of Campaigns




While everyone is looking at the Chirp Conference to see what Twitter will do next there is more going on in the world of Internet marketing. In fact, an article in the New York Times addresses an interesting opportunity that the online space provides marketers that has not been as available in the past: extending the life of effective marketing campaigns.

With Google’s new Replay feature around tweets and the Library of Congress getting ready to archive every tweet as well, marketers now need to consider not just the ‘here and now’ of their marketing efforts.

The Times article focuses on CareerBuilder and one of my favorite advertising and marketing campaigns of all time, the CareerBuilder monkeys and the monk-e-mail.com service that is still up and running years later (and also integrated with Twitter). While the ads are not on the CareerBuilder site they live on through YouTube. Watch the few ads below and I dare you not to laugh.

Compare those ads to the ones from this year’s Super Bowl that currently run on the CareerBuilder site where casual Friday results in office workers in their underwear. I want the monkeys back real bad.

The shelf life of this campaign’s effectiveness is certainly not lost on the folks at CareerBuilder

The peak for Monk-e-mail came in April 2006, when there were more than 4.4 million visits in 30 days. The service remains popular: 20 percent of the total of almost 55 million visits have taken place after 2008, according to data provided by CareerBuilder, and there were 818,000 visits in the first quarter of this year.

“It continues to have legs,” said Richard Castellini, chief marketing officer at CareerBuilder in Chicago, which is owned by the Gannett Company, McClatchy, Microsoft and the Tribune Company.

“We certainly look at it every year to see if it fits our objectives,” he added. “Our audience is telling us it’s something they still want to engage with.”

So the question to online marketers today is whether you are creating something just for the present or are you thinking how you can create something that will have long-term benefit to your brand? With the speed of messages coming and going in the marketplace, can you stand above the noise and create something that will fully optimize the opportunities afforded by the Internet? Is your content designed to stay or is it just for today?

The last few days has made it apparent that while we are totally engrossed as an industry in the latest and greatest we are being archived. Whether it’s Google, YouTube or the Library of Congress there will be a greater historical record of what has been done than ever before. As a result, are you looking at creating “crap-tent” which is filler and does the job at the moment or are you looking to do something that may actually impact your brand in the long run?

I doubt that not many people are taking this approach but I also offer that maybe more people should.

Enjoy the monkeys. I sure did and I thought about CareerBuilder today for the first time in a long time because of them.

  • Alex P.

    You are right about the idea that more people should be considering timelessness as a factor in marketing efforts. And it’s not just what we’re creating now that benefiting from the new technology. Look at all the classic TV commcercials that gain new life on YouTube, it’s really cool.