When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more
Tags: advertising, brand, content, context, contextual, digital, Facebook, foursquare, History Channel, Jonathan Gardner, marketing, online, pinterest, Rebecca Lieb, relevance, Sheena Iyengar, solomo, Starwood Hotels, ted, Vibrant Media
Posted in Opinions | 1 Comment »
Outside of the recent flurry associated with Google+, the one term that has been top of mind throughout the digital space recently is gamification. Gamification is a term used to describe organizations using game mechanics to drive engagement in traditionally non-gaming products. There are examples of gamification everywhere in our daily lives and many brands are integrating game mechanics in unique and compelling ways all with the purpose of driving user engagement.
Tags: BlackFin360, Examples of Gamification, facebook places, foursquare, gamification, Gamification of Brands, getglue, gowalla, miso, nike, Nike Plus, philo, Red Urban, starbucks, TheBlackFin, Tom Edwards, Tunerfish, xbox
Posted in Emerging Platforms, Social Media | 8 Comments »
The latest in new media marketing strategies and tactics:
Mark Zuckerberg | 30 Second MBA [VIDEO]
I really like this. Innovation is a process, not a lightning bolt. Great perspective from one of the true visionaries in business today.
Why Color May Be The Next Twitter
Given I’m in new media, I follow about anything that gets 2 out of these three: Money, Hype, or Users. Color has the first two in abundance. But I think the potential to become a social network is a little off. While I think it could be a big hit among the photogs, the photography category isn’t anything close to the sms category, Twitter’s launch pad. It also seems to be too event-related to really consume our waking hours the way Twitter does with so many people. That said, looking forward to trying it.
Nifty App Converts Email Into A Game, Helping You Blast Through Your Inbox | Co.Design
Maybe it’s just because I saw Seth Priebatsch’s SXSW preso on SCVNGR, but the concept of gamification seems to be gaining buzz. I admittedly think some of it’s over-hype, but this email tech shows how it can be as much about correcting or improving behavior than any long term rewards program.... Read more
Tags: acquisition, answers, apps, branding, color, curation, Email, Facebook, foursquare, gamification, lbs, mobile, operations, paidmedia, photography, productivity, social, Social Media, socialmedia, twitter
Posted in Creative Best Practices, Emerging Platforms, Social Media, Word of Mouth | No Comments »
The latest trends in social media and content marketing from Creativing.com.
Logic+Emotion: 11 Actionable Trends For 2011
Very solid predictions on where companies should be placing their emphasis in the social media and content marketing space.
5 Web Technologies and Trends to Watch in 2011
One of the more tech-focused trend projections I’ve seen.
I Didn’t Know You Could Do That With Google Docs
Imagine a video showing nothing but the creation process of a business presentation that’s 450 pages long and full of charts, data and bullet points. Oh, and it currently has over 1,000,000 views on YouTube. Companies have more ways to tell their stories than ever before. They just have to get creative with them.
Foursquare Puts The Kibosh On Friend-Tip Spamming
Recently I read a good post that addressed the potential issue around companies being able to game social networking systems by encouraging users to “Like” them, thereby inflating the actual love for the company. That may seem good for social media marketing in the near term, but if Facebook and others are basing their search engines on that type of algorithm, you can see... Read more
Tags: campaigns, content, culture, Data, ecommerce, Facebook, foursquare, google, infographics, legal, Strategy, technology, trends, UGC, Video, vr
Posted in Social Media | No Comments »
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