tomatic | thomas marban

conversion in highly-customized brand campaigns

here's an interesting slide from an intel presentation on popurls blue, a branded subsite that i've created for them. basically, visitors to the site were 100% likely to interact with intel's content assets, which is a pretty decent conversion rate in a space of ad fatigue.

joining gawking

i'm happy to announce that i've joined the soon-to-launch gawking network in order to monetize readbag, just like FM does for popurls. gawking is a comparatively small, but highly exclusive venture of six original sites, targeting the creative and enthusiast audience. check out gawking.net for the first infos.

cm summit nyc

i'll be in new york for another cm summit as well as the webby awards gala.
ping me if you're around.

overnewsed - underinnovated

during my recent valley stopover the undoubtedly most asked question was about the estimation of the next big thing. people nagging about incremental-innovation-only, no stones being left unturned and (again) missing business models - in fact a reasonable time for a three-year big sleep. a few boilerplate reasons i could bring into mind:
  • the real opportunities and eyeballs move from the web to the internet (ubiquitous space, platforms and devices)
  • that being said, too much focus is still on web-sites alone, which in fact lose much of their mojo to superior authorities et al
  • low entry barriers make it easy to chew through every obvious idea in a gazillion of variations rather than to look sideways
  • the gatekeepers aka ole' boys club remain the same and in turn become more risk averse (what got you here won't get you there)
  • most companies are seeking parity (feature matrix) with the competition instead of sustainable difference
  • dead on arrival: the much cited attention crash is near + services neglecting to figure out a pleasure model right from the start
in general i agree that it's been a while since we saw the last big spark but on the flip side i still advocate that it's more reasonable for startups to build on a tangible context because it's just a lot easier to label something as new than to create something that's actually desirable.

spring cleaning

back from california, met with great minds like kevin kelly, chris anderson, guy kawasaki and jason calacanis (+dogs) - probably the four most diverse people on the net. did a little refreshment here on the site and i'm off again to hamburg for next08.

maker faire

i'm currently at the maker faire in san mateo which probably has the highest geek density next to burning man. here and here are videos of the combot cup that takes place as well. scoble has the mentos thingie.