Agencies are being forced to work together as CMOs demand best of breed across the marketing functions.
Businesses think they own their products and experiences. That’s why they brand them, put their personal mark on them, and make signature experiences. The role community members play in creating and developing successful brands is a stark change. This collaborative shift is caused by technology in the form of social and mobile, and a new “we” ethos brought on by millennials. Last week, my friend Jeremiah Owyang and the Altimeter Group team released a major study called The Collaborative Economy that drove this point home. Brands continue evolving from something discussed to collaborative distribution channels built on the premise of sharing products and services. In many ways, collaboration provides an opportunity for businesses to create a new sales channel, something I […]
Yesterday afternoon, the Altimeter Group released a report called “The Converged Media Imperative: How Brands Must Combine Paid, Owned and Earned Media.” Authors Rebecca Lieb and Jeremiah Owyang discuss the increasingly blended media environment of traditional, online and advertising media. In total, consumers face 3000 daily brand impressions. The report makes a strong call for integration across digital, traditional and earned media, saying that brands that do not integrate are at a disadvantage. “Marketers who fail to reconcile paid, owned and earned media today will be at a distinct disadvantage,” state Lieb and Owyang.
The following is draft material for the second edition of Now Is Gone, which is almost out of print. Comments may be used in the final edition. You can download the first drafted chapter of the new edition — Welcome to the Fifth Estate — for free. When seeking to inspire a conversation about one’s initiative — whether it’s product, cause or simply education — the first instinct drives one to reach for the hot tool of the day. Since the first Now Is Gone was written, this has shifted from blogs to Facebook/Twitter to widgets and applications to iPhone apps to now geolocation networks FoursSquare and Gowalla, as well as Facebook again (thank you, Open Graph). First dubbed Shiny […]