Artist Steve Powers - West Philly Proud

Buyers Meeting Sellers - While Mobile

There will continue to be a great deal of activity in the "mobile commerce" space. But, social marketing plays will ultimately have to transform into platforms that actually drive revenue or give way to other apps and mobile services that do. I have written before about a very new company called the MeNetwork (disclaimer: I have worked with the founders).

The MeNetwork (“MeNet”) is revolutionizing mobile commerce through the creation of a new kind of on-demand mobile marketplace, one where buyers meet sellers in real-time.

For Consumers: MeNet is like having your favorite retailers and brands in your pocket – you just tell it where you are and what you want and MeNet delivers discounted and timely offers right to your cell phone and only on those things that you care about.

For Retailers: They can now reach pre-qualified local prospects with customized marketing messages that they themselves create - all delivered in real-time to buyers requesting information about the retailer's business category/vertical. MeNet forges a direct and measurable connection between product/service offerings and targeted buyers.

Perhaps what is most interesting about MeNet is their sales strategy. Rather than raise gobs of VC dollars and go "direct" - they instead have signed up US cities and Travel bureaus. The city of Denver being the first client. These CVB (convention and visitor bureaus) will market the service to people attending major trade shows in the city. Etc.

Anyway, keep your eyes on this space. It is sure to heat up quickly, as the business model actually drives revenue into the pockets of small business owners - still the backbone of our country.

Why Can't Marketing Execs See Through The Smoke?

This quote sums up the problem: "We're building a global community around our consumers love [for the] World Cup and their favorite teams," said a Coke marketing exec.

I'm so sick of this kind of pompous self-important brand positioning. Statements that include the words "building a global community" in them should be banned. So, Coke is building a GLOBAL COMMUNITY for soccer fans? Well isn't that special. Let's be honest for a second. Coke is (at best) creating websites, shooting videos, and blasting out Twitter and Facebook messaging to make it appear that they "get it" when it comes to soccer. They aren't building anything except the bank accounts of their vendors (p.s. call me).

Seriously, this is the problem with marketing these days. Wouldn't it have been great if the Coke exec had said: "We're using our marketing muscle to remind consumers to buy as much Coke as they possible can this summer. Soccer is OK, I guess. I mean, Coke is not anti-soccer, it's just kind of an international thing and I live in Atlanta and spend most of my time in my cubicle."

The point: Hey Coke, get back to being the "real thing." Don't try and sound smart. It doesn't suit you. After all, you sell water with sugar in it.

Good Monkey Work From Leo Burnett

Space Monkey from Leo Burnett on Vimeo.

It is missing a strong call to action at the end, and it is more of a music video than an ad, but it is well done.