Scott Monty

 


A roundup of relevant links affecting our industry.

Each week, I compose a newsletter that includes a series of links about current events and trends in the worlds of technology, social media, mobile, communications and marketing in order to keep the wider team up to date on changes, newsworthy items and content that might be useful in their jobs. These are those links.


If you have additional links, sources or ideas that might be helpful, I'd encourage you to add some via a comment below or tag me in Google+. And if you’re on Flipboard, you can get these links in my new This Week in Social Media Magazine.
This week, I've expanded the sections a bit to include a section on content and content marketing. While it gets plenty of play as a buzzword, there's actually much more to this area of the industry, and I thought it deserved its own section.



Industry News

  • There's a mismatch between marketing spend and effectiveness in a few key areas. Two are mass media and customer support, which are being overspent on versus their return on investment. Alternatively, email and social are being underspent on while they have a more effective ROI.

  1. Deliver something of value, whether it’s utility, entertainment, or social interaction;
  2. Take advantage of context, using mobile devices’ portability to offer different experiences depending on where and when people engage;
  3. Keep things streamlined, with content that’s easily accessible and suitable across a range of different devices and connection speeds;
  4. Build in device portability, allowing people to continue their experience across phones, tablets and computers if they choose to, especially when sharing things with other people;
  5. Harness layers of detail, allowing people to enjoy a rewarding experience whether they’ve got just 30 seconds on their work break, or 30 minutes on the bus home.

Content

  • Altimeter has a new report: Organizing for Content, which looks at models to incorporate content strategy and content marketing within your business.


The Platforms


Measurement/Big Data


Legal/Regulatory


Bookmarks/Read-Watch-Listen Later

Commentary

GigaOm's paidContent Live conference had a number of interesting panels with brand representatives from LinkedIn, Tumblr, reddit, Vimeo and more. It was the panel on the state of digital advertising that caught our eye in particular ("Can brands evolve from digital advertisers to mass communicators?"). Jeff Dachis, CEO of the Dachis Corporation, took a bold stand as he challenged brands to go from one-way advertising to two-way conversation.

The crux of the argument is this: brands claim they get social media, but they're just using social platforms as channels to blast messages in front of people. We've taken the mass marketing practice and simply invaded another set of platforms with interruptive advertising. Inserting what are essentially billboards into people’s Facebook feeds doesn't count as true engagement and misses the point of social media.

It seems odd that we’re having this conversation in 2013.


Image credit: teresia (Flickr)
 
Top