About James Cherkoff

James Cherkoff is a Director of Collaborate Marketing, a consultancy in London which helps companies in Europe and the US operate in networked media environments. He is editor of the blog Modern Marketing and contributes articles to the FT, BBC, Independent, and the Guardian. James speaks at conferences and events around Europe and the US, including MIT MediaLab and Reboot in Denmark. You can here him here. When he isn't knee deep in the blog-world he is likely to be discussing Arsenal FC or playing peek-a-boo.
Who Will Survive In The New Networked Media Oceans?

Media companies used to exist in their own separate waters.  The newspaper industry was the newspaper industry.  TV was TV and so on and so forth.  Each of these unconnected territories had a few super-predators that were top of their respective food chains, untroubled by the small fry.

Talking Metrics with Thinkbox

I was invited over to Thinkbox last week to talk metrics with their Research & Strategy Director, David Brennan. 

Using TV to Launch Activity on the Web

Although the Cadbury’s Gorilla advert on TV looked like the worst kind of pencil-chasing activity, it became a lot more interesting to me when I noticed how popular it is online

Community is About Being Cost-Effective

One assumption underlying some client conversations I have is that community comes cheap.  It may have something to do with the hippy-trippy quality of the word. 

The Move from Why? to How?

Aa053592At the back end of last year, I noticed how conversations with my clients about networked m

The Consensus About the Future of Marketing

Is it just me, or is there now a consensus in the world of marketing about the future?

The TV Trend on the Web

The increasing quality of programming on the web is one of the most striking trends of 2007. 

I Love Marmite – But Do You Care?

The new Facebook SocialAds model works by one person admitting to a range of brand allegiances and advertising them to their social network. 

Google Joins the Widget World

Just when you think the web world is going to settle down, get out its pipe and slippers and kick back, someone rips up the blueprint and we have to start all over again.

An Ad Platform, But Not As We Know It

If you are a professional marketeer feeling anxious about the ever-encroaching algo-driven power of Google’s search platform I’ve got some good news and some bad news.  Let’s start with the bad news. 

The Soap Box and How it Beat the Loudhailer

Advertising folks are always banging on about the perfect idea and the genius insight that creates a powerful campaign. One that will change people’s behaviour and drive sales and vast shareholder value.  But the world has changed. The tectonic plates that the marketing industry sits upon have shifted.   What adfolk don’t get is however great their ideas – no one cares anymore.  Let me explain why…

Resist the Dark Side of Social Media

Thanks to Chinwag and everyone who showed up at their event – The Dark Side of Social Media – last night where I was on an excellently diverse panel discussing the issues that arise as people splurge their life stories onto a web which never forgets. 

Absolute Gobbledegook

Everyone knows that in marketing the really big dollars are shepherded around by the media boys, the likes of Mindshare and Starcom.

Being in the Game

The rate of innovation within software development is a constant source of inspiration that modern marketeers can tap into. 

For example, today Yahoo has announced a move that (in English) invites programmers anywhere to use the company’s technology to build things that might encourage Yahoo’s gazillion customers to spend a bit more time Yahooing.  And they will pay hard cash for the ones that are popular.  For non-techies, the only thing to remember is that this is all made possible by the advances in a technology called Application Programming Interfaces, thankfully known as APIs

Buzz and the Ooomph Factor

The Ooomph Factor is something you know when you see it.  It’s the magic sauce that makes a blog, online community or social network buzz.  It’s also very obvious when the Ooomph Factor is missing. 

Modern Marketing and Change

Three years ago Jeff Jarvis was kind enough to share one of his presentations with me about the changing trends in media. 

It provided a wonderful insight into the US market in 2004. 

Marketing and the Network Effect

For geeks and engineers The Network Effect is something approaching The Holy Grail. However, as is often the case with techies, they use complicated formulae to try and explain it, when in reality it’s best understood through the medium of.restaurants! When you walk past a restaurant that is empty and the waiting staff are sitting by the bar looking at their watches, it’s not so enticing. After all, it doesn’t matter how good the food is – who wants to eat alone?

Brands and Community

Brands love community. But do they know what it is? The growth of social networks has forced marketeers to view their consumers differently.

The Community’s Values

It’s not difficult to imagine a time when the most important marketing asset a company has is its community of customers. 

What that community thinks of the company, its products, its management and its systems will be the number one defining factor in the company’s reputation and brand.  Marketeers will be interested in systems, ideas, and techniques that can help them improve relationships with their community. 

Promotion is Dead, Long Live The Product

The 4Ps is an idea that most marketeers have come across during their education. That makes it a good vehicle to discuss change as it is so widely understood. For those who don’t know it refers to Price, Place Product and Promotion, the mixture of areas that traditional marketing has concerned itself with.

Open Source Marketing Goes Outside In

Traditional marketing has been built around the idea of creating a central set of messages and sending them out into the marketplace.

Can Coporates Blog?

When it comes to the blogosphere, companies can be damned if they do and damned if they don’t, so what’s the answer?

What Is Open Source Marketing?

The love affair between big brands and mass media is over. But where do marketeers go next?

A Growing Voice

As a marketing consultant in London, I get a lot of blank, glazed looks when I talk about blogs, blogging, the blogosphere or even the much more respectable sounding Citizen’s Media or the 5th estate. So I’ve written the article below to try and give (business) people a flavour of what’s on offer.