Hidden Value Oxymoron: Another Me Too Webinar?

April 2, 2015

Look what I received in my email on April Fool’s Day.


I know zero about direct marketing. It did cross my mind that when sending out content marketing spam, one should make sure the message does not appear as a spoof. “Hidden value.” Okay.

I also wondered why IDC and BA Insight would want me to attend a webinar when I have been an outspoken critic of webinars and mid tier consulting companies recycle my content without bothering to issue a contract, pay for rights, or make sure I am okay with the pricing and the method of selling. I don’t want my content on Amazon, a company focused on offering one button ordering of laundry detergent, thank you.

Mid tier consultancies and their experts are another kettle of fish from an unregistered trawler operating near Samut Sakhon, Thailand.

This buzzword filled marketing spam is an invitation to yet another advertising webinar. The company footing the bill is BA Insight, which is one of the SharePoint centric search vendors working to generate sufficient revenue to keep its stakeholders calm and carrying on. The best way to achieve sales, it appears, is to pay IDC’s “search expert” to explain the value of hidden information. Oh, yes. The value of hidden information. There is gold in them thar hills.

If you are not familiar with IDC and information, may I point you to this item about IDC’s Dave Schubmehl. You may also find this article mildly amusing: Meme of the Moment.

Keep in mind when you listen to this infomercial that IDC and Mr. Schubmehl sold my content on Amazon without my permission. I buy from Amazon. I don’t sell via Amazon. My legal eagle managed to get the $3,500 eight page document out of the Amazon store. I make my information somewhat more affordable. CyberOSINT is only $99 with the offer code LEA99. That’s a good price for an original chunk of work. The Amazon $3,500 eight page item is, even with my name on it, a pretty crazy play for cash. Maybe an adventuresome five year old might fall for the $3,500 price tag. I would not.

How much of the information in this BA Insight infomercial will be recycled? How much of the information will be of “value”? Well, sign up and drink deep of the Pierian spring.

Remember: If products are not advertised, products may not sell. If products do not sell, there is no money to pay back investors keeping outfits in business. Without business, the mid tier consultants will get fired. Money is what’s important.

Value? Hmm. Good question when experts who use other individuals’ information are the “talent” on a Web infused late night infomercial. Why not hire Guthy Renker and get the job done in a manner that can be measured. Talk about value is not value. Remember. Eight pages of stuff with my name on it was only $3,500.

Such a deal. Ah, the power of presumptive management and challenged search vendors. Why not invite me. I just love this content marketing, webinar, value, best practice fluff.

Note: I almost wrote, “Don’t fail to miss it.” I did not.

Stephen E Arnold, April 2, 2015


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