But how can the messaging strategy be effectively planned for the multimedia consumption of today's consumer?
Because of cross-device content possibilities, determining the collateral can seem daunting. Fortunately, attribution models are powerful aids in understanding the role of each channel.
Typically, a customer learns about the brand offline, through display ads or search. For longer purchase paths, social, email, and search appear again in the middle of the interactions. Direct traffic frequently closes the sale because, at this point, the customer is familiar with the brand and finds the website directly.
Let's see this with attribution and plan the content....
The publisher and web guru says the Internet is about to cause its greatest changes, augmenting people with sensors and ever-present computing to create entirely new economic systems, and new ways of thinking about politics.
Institute for Ethics and Emerging Technologies “Storing Your Brain in a Computer” (Discussed on ABC's The View) Institute for Ethics and Emerging Technologies Whole brain emulation (WBE) or mind uploading (sometimes called “mind copying” or “mind...
Nat Sones's insight:
Uploading your brain into a computer has long been a nerd's dream. As a nerd, it has long been mine. But the real issues are of course extraordinary. What makes a mind? Is it just a brain in a box, or does it have to be physical as well? What's the real meaning of the balance between psycho and soma? What can be stored, what is lost? Who owns a stored brain? And can you decant it from one body to another? Just asking these question is hard enough. Answering them is in real terms impossible. Soon enough, perhaps, we'll be able to do it - and then we'll see. Another case of human technological skills outstripping, and challenging, our psychological, sociological, cultural and moral capacity.
In The Zero Marginal Cost Society, New York Times bestselling author Jeremy Rifkin describes how the emerging Internet of Things is speeding us to an era of nearly free goods and services, precipitating the meteoric rise of a global Collaborative Commons and the eclipse of capitalism.
We live in an era of content hyperproliferation, where content is being produced so easily and quickly that our senses and minds are overwhelmed. This is changing the nature of how we communicate, create and harvest ideas of all kinds. It's also playing both to our problem solving and our hoarding nature, in ways that may be in conflict.
In the face of such a storm of information and stories being told in countless formats and dizzying ranges of complexity and creativity, you might think that professional newspeople can't compete. While however they're under pressure, they are surviving and thriving both because of the specialised nature of their storytelling skill and training, and because of their ability to meet head on, and work with, the amateur storytellers.
Discover the Importance of different Content Types within a rounded content strategy in this insightful post by Zazzle's Lauren Shanks (The Importance of Different Content Types #contentstrategy | @scoopit http://t.co/sDI53DPYTY)...
"In my new book, True Story: How to Combine Story and Action to Transform Your Business [Ty Montague], I call these new companies storydoing companies because they advance their narrative through action, not communication.
Without us noticing, we are entering the postcapitalist era. At the heart of further change to come is information technology, new ways of working and the sharing economy. The old ways will take a long while to disappear, but it’s time to be utopian
Nat Sones's insight:
Is capitalism dying? Paul Mason's thesis, and the subject of his now well-publicised book, is that it is.
But is this a theory or just a well, kinda idea? Well, in one sense capitalism is merely a kind of viral wave form in its purest state - the manifestation of the need to own and control that is just human nature, evolved from a position of existence in environments of scarcity (real or perceived). This won't go away unless we do (which we might).
I think the statements that we will simply 'become' different people is a tad naive and strays some distance from his expertise. But Capitalism with a big old C, the historical and political dogma that has grown up around the core of economic behaviour, both has to evolve and is being forcibly changed.
But are we looking at an adjustment or change rather than a removal of the capitalist imperative...well for a start if anyone imagines that the system will go quietly that is ridiculous; but are we seeing here a quantitative or qualitative shift?
One hypothesis is that it's effectively quantitative, that the system (not the near universal instinct) will just adapt. An increase or decrease of various factors will evolve it. But its nature won't change.
Maybe, but at what point does that adaptation fundamentally alter the structure and nature of the system? I think there will be a tipping point beyond which the current way we do things will be unrecognizable from the standpoint of today's Capitalist ecumene. But that absolutely will not happen without major alterations in the way we govern and transmit power and not just within business, but across societies, organisations and global culture.
The main failure here is that it's seen as tech first and then inevitable follow through if economic model change. The real things that limit positive change are as he kinda sorta talks about, social and cultural, which are slower and messier. He doesn't seem to acknowledge that this is the limiting factor enough.
But it's still a potent review in my opinion, at journalistic level, of the economic and tech forces driving change. Whether that change will prove systemic or just evolutionary, well we'll see!
We’ve seen some great public service campaigns recently which made us wonder – why not do a post on the best ones in the last couple of years? We scoured the internet, filtered the not-so-great ones and came up with this list of 60 hard-hitting ads that deal with social, environmental, health and other issues. From ad school […]
Traditionally, cities have been viewed as the sum of their locations – the buildings, monuments, squares and parks that spring to mind when we think of ‘New York’, ‘London’ or ‘Paris’.
In The new science of cities, Michael Batty argues that a more productive approach is to think of cities in terms of flows, connections and relationships – in other words, as a network. Places like Times Square or the Champs Elysée are not big, famous or busy because of their inherent qualities, but rather because they sit at the intersections of movements of people, wealth, information, or power...
Fiction is an underused tool to become better at storytelling. If you produce content, reading fiction is not a nice-to-have, it’s a necessity. Now you have the opportunity to “get away” with reading fiction.
what's the nature of creativity? impossible to answer definitively and why would you want to. but we can all agree that most brainstorming sessions tend to skew it or even remove it. in this discussion some of the reasons are aired; how to encourage thinking and stop railroading.
Google, Apple, Nike and McKinsey are on the growing list of companies to recognise the rewards of mindfulness. Carl Frankel charts their journey towards the inner mountaintop. Corporate managers usually excel at producing real-world results.
Anything that creates empathy gets us closer to those we want to influence. By bridging the consciousness gap, we open doors between us - and good things can come through. Things like understanding and sharing, and more pragmatic things like purchasing, brand loyalty...
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