Has anyone else noticed recent launches do not seem to have created the buzz they might have once before? Is it possible that the web has come down with a bad case of “launch fatigue”?
At one time all you had to do was get a few well-placed mentions and you could ride the rollercoaster of IPO all the way to the bank. Now it seems much-boosted web2.0 launches, even with big money backing and brown paper envelopes well deployed in all the right bloggers pockets, do not seem to have made anything near the usual impact.
Take Sphere for instance. Have you even heard of it? Techcrunch have given them air-time, Time.com are in bed with them in a significant way, supposedly it makes up where Technorati leaves off.
If that is the case, why is nobody I know using it? Have you done any Sphere searches?
Actually do try it out, it’s not bad. I don’t mean to single out Sphere as I am sure they are doing good work. Just it seems good work, a bribed blogger or two and venture capital are not enough now.
This might hint at a larger issue that the web now is truly resisting the “broadcast” approach. Superbowl ads are just not the ticket now for launching a web service. We have talked many times before about word of mouth being the best form of advertising, and permission marketing being the most effective way of informing your customers while retaining loyalty. Perhaps we are seeing the evidence of this now.
There is little chance that we have gotten everything right but I am glad our launches were done the way we did them. Building an audience, working out what they need then trying your best to give it them, while tweaking as you go. Seems the right approach to me. At least this way we succeed or fail on what we do rather than what people are saying about us
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