In 1.1 of this post series, I discussed how endpoint engagement and digital out-of-home will play a critical role in digital advertising next year.
In 1.2, I discussed the possibility of Silicon Valley Mad Men taking over the advertising business through digital innovations.
These explorations stemmed from Mashable’s list of the most influential digital advertising tools of 2011. Jesse Thomas discusses which platforms will rise to the top.
I’d like to conclude this series by discussing the most important shift in the advertising landscape. With the advent of Silicon Valley and technology driving connectivity to audiences in meaningful ways, and the shift from push marketing to content and pull marketing, I believe that brands will become more like media companies.
This is perhaps the most insightful point from the Mashable list. It’s all about content. It’s all about thought leadership. It’s all about providing meaningful knowledge and value. The digital technology is simply the tool, the vessel so to speak.
Marketing is communicating about shit that really matters to WIFM.
This means that brands are getting the fact that it’s more about creating value not just through their products, but through the brand platform itself. The brand platform is a protean entity that shifts and shapes where audience demand drives it. The brand platform is an intelligence vehicle that audiences turn to when they need to get smarter, stronger, faster, make more money, manage their time more efficiently, or get tighter asses. The brand platform is the content generation engine that provides this useful knowledge.
Brands have to start thinking more like editors-in-chief and the craft of writing will be sexy again. Thank God for this. At least I know my MFA did not go to waste. You have to have technology savvy, but you also have to be intelligent. A brand has to demonstrate its value by knowing more than its competition, delivering knowledge in unique ways, or perhaps just entertains us in a way that resonates. This is how the brand culture is shifting today.
Content marketing strategies range from blogs, e-books, and webinars, to instructional videos, white papers, and lifestyle segments. This can also be considered to be the Long Tail of content. As a B2B marketer it’s about communicating challenges and solutions to other marketers. There are a million sexy ways to create compelling content. You don’t even have to spend a million dollars to do it right.
My company gets this at a high level and I’m helping to shape the strategy around helping brands create a compelling content and programming strategy. This is innovative in many ways. The Digital OOH industry is also transforming in groundbreaking ways. There are now over a million screens all over the US alone that reach over 500 million consumers when they are out about their lives. One can quickly assess that out-of-home digital channels are now a communication commodity, much like television. OOH Broadcast is the next phase.
So this is where brands will come in. Best Buy has already done it with their own in-store channel Best Buy ON. Premiere Retail Networks got this model years ago but only brands like Wal Mart were able to utilize it because they had the capital to do so. My company, Digital Advertising Technologies, approaches it from a much more sophisticated angle.
We’ve found a way to unify fragmented networks onto one platform for seamless OOH broadcast syndication and distribution. Retail CMOs have two main challenges with OOH: reaching targeted customers and getting them to come into your store, and marketing to them once they get there. We’ve created a platform that handles extreme audience targeting across multiple networks as well as the content optimization piece of the puzzle. It’s innovative because it’s Creative + Media in one tool box and solution set.
Now brands can syndicate their content across multiple channels, including their own network. We provide the software to program their content in-store, while also syndicating their content across our virtual global network and platform. This sounds like a lot of gobbledygook on the outset, but it’s really cool and I love being a part of it. This is my personal blog so I don’t even need to talk about it, but it feels amazing to know that you are at the center of a major technological transformation across two or more industries.
I will continue to explore how technology will evolve to help brands be more like media companies, because this topic is now my greatest interest. Unifying Creative + Media together into one advanced and easy to use platform will be the next best thing since Jersey Shore ; )