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Eliot Spitzer + Client 9 = Internet Marketing Feeding Frenzy
Anyone who reads political blogs or Mickey Kaus probably already knows about the Feiler Faster Thesis. The point of this post is not to rehash its message: that a faster news cycle makes politics move faster, and people consequently are able to process this fast-paced information more comfortably. Rather, let’s look at the current Eliot Spitzer scandal for a lesson on FFT in action combined with an Internet marketing twist.
During the day of March 10, news about the Spitzer scandal breaks. By Tuesday morning (3/11), all major U.S. papers lead with the bombshell that Spitzer, “Mr. Clean,” is “Client-9″ for a high-end escort service. No surprise there about the front-page play, but contributors had already begun on Monday to diligently edit his Wikipedia entry with a reference as high as the 4th paragraph from the top. Also note there is a whole new evolving section on the scandal at the bottom.
Not impressed? Also on Tuesday, ClickZ reported various entities purchasing “Eliot Spitzer” keywords on Google to sell news stories (NYPost, Newsday.com) and semen detection test kits (Brickhouse Security). On the same day, Wired blogger Betsy Schiffman noted how miscellaneous speculators bought Client-9 domains minutes after a particular New York Times story went online. My own Google search this morning of “Eliot Spitzer” revealed Client 9 T-shirts just below the Newsday sponsored ad:
So, let’s explore the significance. Eliot Spitzer political news breaks, and people begin to process its political, moral, and legal implications. People also begin to process ways to cash in on a good story with an awesome buzzword: Client 9. PPC AdWords and domains are bought. Parties as diverse as news outlets, adult content publishers, T-shirt hawkers and security firms all look for Internet marketing tie-ins.
Who’s next? I’m waiting for some songwriters to produce scandal songs. There’s got to be several YouTube videos being created as I write this. How about a band called Client 9? Maybe a reality TV show … TV channel … clothing label? The possibilities for branding are endless. Feel free to add some more (real or imagined) in comments below this post.
Does it make you a little dizzy to think about it? The FFT tells us we should not be phased by the Category-5 speeds of news cycles. Relax. Take a cue from the Emperors’ Club and just enjoy the atmosphere. Enjoy marveling at the intersection of politics and search engine marketing. Not only do we comfortably process information faster, but we are also ready to profit from it just as quickly.
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Comments
6 Comments so far6 Responses to “Eliot Spitzer + Client 9 = Internet Marketing Feeding Frenzy”
The internet has always been a place where people think then can “get rich quick.” Look at all the multi-level marketing programs out there that promise lots of money with little work.
Fortunately, these “internet fads” fade as fast as they grow. Surely, within a few weeks another story will emerge and the process starts all over again.
That’s a good point, Tim, allowing us to appreciate the context of the speed of Internet marketing schemes in general. I still appreciate slowing down and zooming in on certain moments until the next wave comes. And even if the Client 9 domains don’t amount to much, the fact that people snapped them up in the hopes that they would says something about the prevalence of domaining, which may be an Internet scheme for the long haul.
People love drama especially in those that are on high places. If you could make a little money off of a scandal someone will find a way and the internet is the easiest amd quickest way.
I would never try and profit off something like this but I don’t blame people for trying. I enjoy seeing all those funny t-shirts online, like Free Martha and Free Paris. Haha They are only relevant for about a minute so print them while you can.
Hey Paul,
I agree that there is money to be had on real world news, especially online. The Internet allows you to beat the production cycle of the newspapers and broadcast news. Cable news networks, Fox News, MSNBC, CNN, etc. do have the same 24/7 advantage.
We do this with a few of our clients, creating mini-programs that respond to current-day issues. They actually monitize quiet well. There is one caveat though, timing!
If you miss the small window of the news cycle on any topic, you might as well kiss off trying to jump on the bandwagon too late.
Speaking from experience, if you miss the boat, stay on the dock where its safe and dry, waiting for the next watercraft to cruise on by. If you jump in and try to swim and catch-up, you’ll most likely drown.
That’s a really good point, Roxy. The examples of the New York Post and Newsday using news buzzwords in Google’s PPC platform to drive readers to their sites for specific “hot topic” news stories is a lesson for every marketer: it challenges you to think of any way to capitalize on interest in a phenomenon.