MBO Spotlight: Jon DiGregory of Cantaloupe

We continue our series interviewing the experts of Masters of Business Online with Jon DiGregory of Cantaloupe.

SS: Why should business owners worry about marketing online?
JD: Because that’s not only where the people are but where the relevant people are… It’s taken quite a long time for traditional marketers to realize that marketing is now not about doing a “once a year” super-big-and-expensive-impact-campaign but rather an ongoing long-term conversation that allows your prospects to buy from you once they are ready rather than when you are ready. Understand that end users online not only have complete control over what they see when they see it but are also very much an “I like this, but what do you have for me now?” type audience – much more like a magazine audience then those that like reading novels.

And where can I get a constant stream of free relevant continually changing content that engages with things that make sense to me? Now, a business marketers challenge is to provide interesting, ongoing, disposable content that makes it OK for the right people to participate with while ultimately at the same time leading them to the right call-to-action(s) over and over again.

Not to mention that my tweeting, facebooking, build-my-own movies and put them online thirteen-year-old will soon be your prospect.

SS: What will online business look like in 5 years?
JD: Not sure about business but have a hunch on business “marketing.” Much more sincere and transparent. If you agree that the first move most people make when they first hear of you is not to call you up and ask “I know nothing about you will you sell something to me?” but instead gravitate to your website where they shop you anonymously. What are they looking for? The answer is “the truth” and the companies that will win are the ones that focus more on their story of how they solve problems rather then trying to be perceived as a company that never experiences any will win. 

SS: Why do you think social media has become so popular?
JD: Because it is extremely relevant, very disposable, and continually ongoing / changing content that can be interacted and participated with by all… for free. Now, the playing field is leveled where creative remarkable people can become significant without worrying about budgets.

SS: What website do you spend the most time at?
JD: I would have to say that it is now most likely Facebook. Especially since to date in ’09 I can attribute over six figures of contracted business by making relevant connections. Although I do have to admit that I could easily do without all the “what type of washing machine are you?” quizzes.

SS: Who is doing things right online?
JD: I have several but really it is anyone who figures out how to deliver entertaining / relevant content with the right marketing messages peppered in. Content that makes it “OK” for me to participate with while at the same time feels good when I pass it on to others I think will like it as well… The main reason for this is that the line between entertainment and business are quickly blurring (look at podcasts alone) which presents challenges for traditional marketers.

BMW Films was way ahead of its time by creating entertaining short movies that discretely featured their automobiles. Jib-Jab was brilliant in asking folks for their email address accompanying their first big “hit” This Land Is Your Land which created an audience of Millions. (By the way, Budweiser paid over $4 Million dollars for Jib-Jab to produce and deliver to Jib-Jab’s database a “Jib-Jab-esque” animation featuring the Budweiser Frogs. Why? Because they had the relevant willingly captured audience).

Jon DiGregory – Founder, Cantaloupe
Topic: Don’t Just ‘Do’ Video – USE Video

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