22 8 / 2013
"From branded entertainment and social media conversations to searchable information online, the future of media will revolve around content in its many shapes and forms. The successful marketers will be those who find creative ways to use it through media."
20 8 / 2013
Marketers are now in the business of making media. By definition, they create a media product and publish or broadcast it out to attract and engage an audience. The medium they choose to publish in defines their message. But, there’s a shift of power happening with that one-to-many broadcast model — one in which the content consumers have gone from passive readers to active participants.
Dan Gillmor refers to consumers of online content as “the former audience.” And some of the smartest minds in digital media — Evan Williams and Biz Stone, Nick Denton, The New York Times, and more — are working on new publishing tools and systems that embrace and facilitate the idea that the audience is no longer on the sidelines — they are playing in the game.
Read the rest of the article at MarketingLand
23 7 / 2013
15 7 / 2013
08 7 / 2013
25 6 / 2013
16 6 / 2013
“Slow media is like slow food. It’s not about fast consumption but about choosing the ingredients mindfully and preparing them in a concentrated manner.”
The tenets of Slow Media stress quality and respect, timelessness and progressiveness (as opposed to being reactionary). Rather than being a contradiction to Twitter and blogs, Slow Media is about finding a way to use them.”"
02 6 / 2013
31 5 / 2013
31 5 / 2013
"In a five-year study they found that the 4 P’s model undercuts B2B marketers in three important ways: It leads their marketing and sales teams to stress product technology and quality even though these are no longer differentiators but are simply the cost of entry. It underemphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving."
28 5 / 2013
We can safely say that Content Marketing is here to stay. According to the latest research from the Custom Content Council, more marketers are moving their budgets to the creation, management and distribution of content than ever before.
This year, spending on custom content was up to $44B, saw 9.2% YOY growth, and now commands over 39% of marketing budgets.
There is growing concern being voiced by critics of content marketing that with everyone on the content bandwagon, the demands for creating the volume and velocity of content to keep pace with an always-on consumer are increasing such that the quality of content and fidelity of message will ultimately suffer over time.
Put another way, some believe that everyday content marketers don’t have the capacity to create and deliver “high-quality” content of the length and substance that traditional publishers and exceptional content marketers do — and, therefore, they shouldn’t try.
Read the rest of the full article here on MarketingLand.
21 5 / 2013
"After years on the cutting edge, Daft Punk has reversed course with its new album. Spurning the digital audio software that empowers the electronic dance music generation, the album is an analog flashback to the era of live musicianship."
20 5 / 2013
In the era of Big Data and user profiling, panels no longer have the upper hand.
Over time, your digital fingerprint will become more and more precise. Until then, the set of four cookies is independent from each other. But the analytics firm compiles all the patterns in single place. By data-mining them, analysts will determine the probability that a cookie dropped in a mobile application, a desktop browser or a mobile web site belongs to the same individual. That’s how multiple pairing works.
Obviously, Google is best positioned to perform this task on a large scale."