Idiot of the Day
Via ClickZ, the marketing idiot of the day is Comcast Entertainment CEO Ted Harbert. Invited to participate in a panel discussion of the future of marketing, what did Harbert offer up as his vision? Was it the ways in which cable companies will have access to mountains of sweet sweet data on their subscriber’s preferences and activity by combining their web surfing habits, TV watching habits, and cell phone logs into a demographic profile they can use to accurately target consumers? How about how IPTV will change everything? Maybe the convergence of all the boxes into one device that can allow consumers to click on hotspots on their TV to purchase things automatically? A mention of how they might allow a portal for CGM to make it into its own cable station, or how the cable company will be recommending content?
No.
He called the current trends in CGM “The Age of Amateurs.” Yes Ted, save us from all this amateur content so we can spend an hour trying to find decent programming on the 500 channels you give us.
He said the current environment allowed too many ways for users to skip ads, so they needed to work on “tricky ways to get people to watch commercials.” Good idea! People love being tricked into watching ads, it’s an excellent way to build brand. Forget those whackjobs who think we should actually produce content that people want to see and make sure our brand is associated with it, they’re just stupid.
And then he was given this softball of a question: what would he most like to read about his company in 2020?
Get ready for it: “Britney Takes Off Underwear Again — Live on E!”
Dude. Just FYI, most of us have seen Britney sans underwear and it’s not a pretty sight. I doubt 13 years is going to do much to improve the view. And if that’s the best thing your company will have to offer after years of innovation and technological change you may want to consider getting out while the getting’s good.
I can only assume he thought he was being funny, and the only reason he felt comfortable making such an idiotic joke is because he thinks his company is untouchable and doesn’t need to concern itself with us “amateurs” who can be tricked so easily. My prediction — this guy will be gone in a year. Idiot.
Love,
The Evil Marketer