As more brands move to blend content with ads, we can expect less consumer trust, lower yields, and a need for higher levels of quality to achieve success.
I’ve been considering the impact of algorithms, automation tools and contextual media on marketing as we know it. It’s becoming clear to me that integrated marketing won’t be enough to make a company, nonprofit or individual competitive in this coming era. Integrating marketing communications ina contextual era, while certainly better than a series of one off touches, would be the equivalent of bringing a knife to a gun fight. In its traditional form, integration implies all marketing pieces working together to deliver a uniform message. The key here is the uniformity of the message. In a highly segmented contextual world where individuals are served highly customized content, only offering integrated communications will be robotic, plain and over massaged corporate speak. […]
After reading the Age of Context (read my review here), I could not help but think about how this era is removing most concepts of privacy. In turn, it is causing an incredible amount of intrusive spam. A tension builds between brands who market to the niche, and consumers who unwittingly gave them permission to do so. The Age of Context theorizes that successful companies will need to taper their shotgun approaches to marketing. I admired Robert Scoble and Shel Israel‘s hope, but at the same time I had my doubts. Then I interviewed Robert. He made some interesting comments about filters possibly resolving invasive marketing, and providing an end ceaseless spamming. Before diving in further, let’s discuss the permission […]
It’s funny how we as community feel compelled to recreate the same trend over and over again as a new revolution. Consider how the same audience centric principles become repackaged over and over again during the past eight years. We have moved from Web 2.0 to social media to social business to content marketing to the trend of the immediate future, context marketing (user experience). In all of these cases, while the technology evolves, the general revolution is the same: Customers have control of their media and experience. Brands need to listen and serve them conversations, er content, er, customized web pages, er, awesome experiences that are relevant to them. With each year, evolving technology creates evolutions. Customers gain more […]
There is a movement about how to monetize individual blogger and online personality influence. Influencers considering monetization of their online trust should also weigh how such strategies can lessen trust within a community, and hurt search rank. This old debate goes back to paid blogging and affiliate marketing. As in those past cases, every influencer today needs to weigh how monetization efforts tax their good will. Influence online is often a result of becoming an integral part of a community and providing good information. When you add affiliate links, sponsorship, consultancies, clients, advertisements, products and other forms of monetization to the mix, a transition occurs. In the paid, earned, and owned model of media, you are moving from earned (natural […]