“I’ll check with my supervisor and get back to you.” Why doesn’t that remark cut it anymore? More often than not, it’s symptomatic of an organization that isn’t adaptive. One that hasn’t taken advantage of new technologies, or empowered (or trained, or created policies around) the tools and technologies available to their employees. Tools their […]
Why Organizations Must Be Faster Than Real Time Read More »
20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the
The Converged Media Imperative Read More »
At ad:tech San Francisco last week, I caught up with the team from AllVoices to discuss storytelling as marketing
The Necessity of Storytelling Read More »
Advertising and in media are experiencing a moment of convergence. The lines are blurring between paid, earned and owned media. Each is bleeding into the other, blurring the lines between where advertising, marketing and consumer-generated media begin…and end. Examples of earned and owned media that morph into paid: Facebook: Among their new ad units are
Paid > Earned > Owned > Earned > Paid > Owned > Paid > Earned Read More »
Four months, 56 senior marketing executives, one topic: content marketing. My team and I have been conducting some deep research on how organizations are rebalancing in their shift to find equilibrium between “push” (read advertising) and “pull” (read content) marketing initiatives, and the results of this research have just been published. (It’s available to download
The Future of Content Marketing Read More »
Another year, another stream of predictions. Not that predictions aren’t interesting, mind you, but I’ve never been one to focus on them. Sure, I avidly follow trends in digital marketing and media, but what really jazzes me about following the sector for a living is the surprise factor. It’s not knowing what comes next because
Learning in 2012: My 10 Top Digital Marketing & Media Topics Read More »
It’s not a sprint, it’s a marathon. One essential difference between content marketing and episodic, campaign based advertising is the former is a continuum. It has a beginning and a middle, but the end should ideally recede somewhere over the horizon. It’s therefore essential to plan for continuity in content marketing. Without a story, characters,
Content Marketing: How to Play It Forward Read More »
Everything old is new again. Apparently this holds true nowhere more so than in digital channels. When there are major, disruptive shifts in digital, the needle doesn’t just move. It moves straight across to the opposite pole, 180 degrees. Why does this matter? It’s something digital strategists, marketers, advertisers, media companies and others must take
Is There a Digital 180 Degree Law? Read More »
