xPotomac returns on February 28 with stellar line-up that includes Robert Scoble, Shel Israel, Toby Bloomberg, Danielle Brigida, Allyson Kapin and Jim Long.
Contextual marketing is a different type of strategy that heavily relies on data and algorithms to build microniches. The good news is that these new marketing technologies are imperfect at best, and in some cases, are in their earliest phases of development. There is still time to catch up in social media. Some brand might even leapfrog social.
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. […]