The Pervasive Internet Changes Everything

Mobile
Image by Liam Liberty

The Internet is everywhere. You know I’m a big proponent of integrated marketing, but the very nature of the pervasive Internet will force marketers to integrate experiences or suffer dwindling results.

Cheap mobile broadband makes this possible. Where ever a customer is, they can find out more information and make purchases on demand.

We cannot escape the fact that marketing has to take into account the very real relevancy of now. All marketing information is in play, including articles about your product, web site, inventories, store locations, and customer reviews on demand.

If your company’s communications are siloed, and customers get different stories from a) your communications channels, b) what’s being said about you by media and influencers, and c) customers also have a different story, then you’ll lose opportunities.
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Why Klout and Kred Fail

Untitled
Image by Continuum

Last Friday, I spoke at TEDx Peachtree about how any of us can become influential and affect change in our world (you can read my speech here).

The speech took to task social scoring technologies Klout and Kred for failing to predict influencers and movements as they arise.

Attention — and more specifically public recognition of influence — almost always occurs after the fact. Someone who achieves a high Klout score for something notable already created that act.

That does not mean they will repeat their successes and inspire widespread action over and over again.
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