Does Honeyshed Take Marketing a Step Back?

Posted By Joe Pulizzi on November 24, 2008

After more than a year in beta test, Honeyshed launched their full version last week.  If you didn’t see the media storm last year, Honeyshed is supposed to be Home Shopping for the digital world – a QVC meets MTV.

Adweek states that Honeyshed has already signed up over 150 advertisers for Honeyshed to sell in their two-to-five minute “SNL” type skits.

Look, it was only a matter of time before something like this was created, and part of me actually likes the “glitz and glam” of the site.  That said, deep down, the site just feels wrong.

In the age of content marketing, where we are trying to grow businesses by developing relevant, valuable and compelling content for customers, Honeyshed takes us a step back. It’s the door-to-door sales mentality (that doesn’t work anymore) versus consistent, hard-to-win relationship building.

Sure, Honeyshed might actually succeed, and I hope they do. But I doubt it. With literally millions of different content choices for consumers, Honeyshed is a bit hard to swallow. I don’t think Honeyshed advances the conversations for their advertisers in any way.  In fact, it may actually bring it down a notch.

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