Content publishers realize the need to produce complete stories with multiple types of media assets. That means quality producers will be in demand.
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. […]
Recently, I’ve witnessed several acts of plagiarism and stealing. As the need for content and attention (a result of good marketing ideas) increases, it’s likely individuals will engage in more thefts. Unfortunately, stealing ideas and content is something that impacts all businesses and individuals trying to monetize their online activities (here’s a piece on how to detect plagiarism). It’s too damn easy. Copying and pasting content, whether it’s via source code or simply highlighting text on a screen, makes all words accessible. Blogs are frequent targets for plagiarism. The intense demands of content creation and the ensuing burnout that many individuals complain about creates a sense of desperation. Publish or perish, as academics used to say. When publishing becomes difficult […]