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Guerrilla Guide: E-marketing

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Geoffrey McDonald Bowll (pictured with junior art director) is MD of The Starship, a Melbourne-based ad agency. Besides running mainstream campaigns since 1991, he has conducted hundreds of marketing and advertising research projects for major corporates.

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Geoffrey McDonald Bowll explores e-marketing and its revolutionary impact upon traditional marketing communication mediums.

The wonderful thing about e-marketing is you’re almost never paying for the media itself. It’s this that causes so much angst, so much intrigue, so much bull. And here I am again, sitting up to my arms in it.

I’m actually sitting at Coast, aptly named for Sydney, because it can’t see any. In Melbourne they wouldn’t have the cheek to call themselves that, but Sydney? Oh, the power of the front, the belief in oneself, regardless of the facts… And when they f**k up, like they did with the tunnel, they just put a bigger spin on it. But I digress.

Oh, hang it, lunch is never long enough and many’s the tale a bottle can tell, so why not keep digressing? Lunch is not technically in Darling Harbour at all, ‘cause that’s the other side of the ditch. This is Cockle Bay. An appropriate place for ordering oysters. Which we do. They have three kinds. The guy from Google orders Sydney Rock. The guy from iSelect orders Coffin Bay. I order all three and twice as many, because at my age if you can get a shot of zinc, you take it. It holds loads of promise.

We start the serious part of the lunch about e-marketing with the question ‘Where’s it going?’ or ‘What do you see as the picture five and 10 years out?’

We’re talking ‘off the record’. We talk about what may happen, where it will go. But we can’t say anything definite. And we sure can’t be quoted.

Besides some decent experience in the e-game, this article is based on about 10 of these ‘off the record’ conversations. No one wants to be quoted or named. Why, you may ask? What have they got to hide? Lots.

A changing landscape. A fundamental shift in the power matrix. A gaping hole in the age-old wall of predictability.

We’re talking the slow demise of TV, the rise of consumer power, the march of democracy and the empowerment of anybody. The rise of the creative classes and the mass marketing of experience.

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