Online Spin is a site I’ve just found via Max Kalehoff at AttentionMax. This excellent article points to “six columns digital marketers must read”. Author Max (of the main and six other articles) summarises the articles, but for the impatient here they are:
Are Advertisers Suffering From Addiction?
Media Specialists Must Grasp Consumer-Generated Media
Ten Trends Transforming Marketing Measurements
You Must Market To Algorithms, Not Just People
People As Advertising: Risky Business
Dr. Joe Plummer On Consumer Engagement (OnlineSpin link is wrong, this one works)
Quotes you may like… (from the articles, in order)
” Earlier this week, Ad Age reported that McKinsey & Co. is telling major marketers in a new report that by 2010, traditional TV advertising will be one-third as effective as it was in 1990.”
“when passionate audiences are actively participating and communicating with one another, sensitivity to surrounding advertising messages has potential to increase dramatically while tolerance decreases. ”
“..digital networks have made more <analytics> data more accessible–even sometimes to the point of open-source or free.”
““Marketing isn’t just to people anymore. You have to market to algorithms.” …..examples of algorithms that have significantly influenced his own purchase and life decisions: Google, blog search, car diagnostic systems and Amazon recommendation engines. ”
“Marketers must hold everyone in their food chain to high standards. And yes, their reputations are at stake, depending on how they handle this.”
“<go-to-market> silos are a figment of our imagination and historical behavior; they’re not real in the eyes of our customers. Which is why I think early on, when studies were coming in showing that people could be involved in several media at the same time, people said: ‘Oh my gosh, really? I thought their full attention was on whatever it was they were doing?’ Surprise, surprise!”
Lance Wiggs 