manage to experience

What's your channel balance?

Here's something to ponder:

It's easier than ever to distribute content about your business using social networks and third-party sites. Smart use of these channels extends the reach of your business beyond what most destination sites could hope to achieve.

In that context, what's the value of your Web site? And what's the right allocation of resources to that site, third-party sites, search-driven media (think Google maps, among many others), online communities, and other channels?

Is the balance shifting, and if so, in what direction?

CAN-SPAM Update

The FTC recently announced pending changes to the CAN-SPAM act. You can read a concise synopsis here.

It's unlikely that these changes will affect email marketers who adhere to best practices. One item, however, does merit particular attention: Send to a friend emails will receive closer scrutiny, on a case by case basis. This shouldn't cause marketers any stress unless they offer recipients inducements to forward messages.

Technorati Tags: can-spam, emailmarketing

Non-traditional trademarks

The Wall Street Journal reports that earlier this year Apple received a trademark for the three dimensional shape of the iPod. These kind of non-traditional trademarks are hard to get, but the Journal offers a handy, five-step plan for getting one of your own.

It's easy to think of these sort of exercises in defending intellectual property as solely the work of lawyers, but as the article neatly points out, design and marketing play huge roles. The value of a non-traditional trademark?

"Market research has shown that such trademarkeable design cues can promote brand recall and spur sales."

Technorati Tags: apple, ipod, uspto, trademark