The Treadmill Difference

The digital age often requires ‘the treadmill difference’. It requires a way to grab consumers’ attention to help separate one offering from another. The more crowded the marketplace, the harder it is to do that.

By Ken Yarmosh


Two months ago, I never heard of the group OK Go. Now, I’m hanging out in Panera, listening to Here it Goes Again through my Yahoo! Music Jukebox…and it’s all because of some treadmills.

Today’s music consumers have more than their fair share of music outlets. And with destinations like MySpace Music, their choice is not limited to traditional labels or what plays on the radio. Garage bands can now have followings too – from across the globe. The result is a lot more competition than there ever before in the past. But how do bands with good music get noticed? How do they even get the opportunity for potentials fans to hear their stuff?

OK Go decided that one way to grab people’s attention would include dancing on treadmills – to one of their songs no less (“Here it Goes Again” – check it out on YouTube). They were not totally unheard of to that point. But I’m certain their treadmill antics didn’t hurt, especially since they were given the opportunity to re-enact it at the MTV Music Awards.

The digital age often requires ‘the treadmill difference’. It requires a way to grab consumers’ attention to help separate one offering from another. The more crowded the marketplace, the harder it is to do that. Such as web-hosting. It is very difficult to distinguish one provider from the next.

One of the key issues in the shared server world is the resource hog – the one or two websites that continually monopolize the bandwidth, CPU time, and other limited server resources, all to the detriment of the other sites that live on the same server. Signing up for a shared server environment is often a lottery. You might just get lucky enough to land on a server that does not have any resource hogs. Then again, you are just about as likely to see poor response time or frequent outages. It’s a shot in the dark.

Given that all these companies do is provide hosting, that core part of their business should simply work. That is the only job of many of these companies, to provide hosting. Earlier this week, Media Temple offered us a glimmer of hope, thanks to their treadmill difference in the web hosting market – Grid-Server hosting, at an affordable price.

Of course, the treadmills only provided the opportunity for the likes of OK Go to succeed. They needed good music to win over listeners – and that’s exactly what happened. Media Temple has consumers’ attention. Now it’s a matter of time to see if they deliver. I can guarantee you that if their Grid-Server hosting plan does what it promises – offer a robust, scalable hosting environment at $20/month – it truly will be “the last hosting plan you’ll ever need.”

Ken Yarmosh is a web strategy consultant, Duct Tape Marketing contributor, and latest to join the ranks of GigaOM guest columnists.

loading

Comments have been disabled for this post