This post offers a live blog of the FTC’s Workshop on native advertising, “Blurred Lines: Advertising or Content” held in Washington, DC on December 4.
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 […]
Chart Source: CMO Survey If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes. Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales. The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint. Customers don’t care about […]
Image by kopper. More brands and people continue filling the channels with their blogs, infographics, white paper, etc. As a result, we’re experiencing a deluge of content, most of it suffering from over-messaged, self-important corporate sales talk, or worse, shoddy workmanship. There’s no better example of this issue than our own marketing space where the effort to produce consistent content creates an ever increasing level of drivel. In fact, there’s so much “me, too” content, getting beyond a headline skim requires some real shake-up in the social media marketplace or a dramatic post. When readers find themselves inundated with ever increasing quantities of the same, creators find themselves producing content with diminishing value. The situation devolves to the point where […]
Current content conversations focus on the written word as conveyed via interactive or print. That’s about to shift toward more immersive media experiences, forcing marketers to write and design for live environments. Immersive media creates a new demand for dramatic writing skills, usually the domain of more artistic forms such as plays, films and broadcast. The crossroads is here. While most content marketers focus on blogs, newsletters, white papers and guides, the need to develop visual and audio centric media increases. In discussing the Google Glass Project/augmented reality session for next week’s xPotomac conference with Patrick Ashamalla, we focused on these challenges. In many ways, interactive designers and writers know this shift is caused by the untethered internet. Today, most […]