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Content is re-shaping the way consumers interact with brands and products. But delivering the same content to everyone is counter-productive. Context signifies a set of technologies and consumer marketing approach that will revolutionize the way businesses and brands interact with audiences. No longer will the same content be delivered to everyone. Using big data, business will soon analyze your history, your behavior, your location, and maybe even your relationships to others in social networks, to create a content experience that is relevant to who and where you are. Minority report, here we come...
Do you scoff at comics? Did you know that Superman was a representation of the immigrant in American society at a time when immigration was a hot societal issue? What do you think of Batman as the anti-hero? Comics have often been relegated to childhood daydreams of super powers but they are, in fact, much more as a category of literature. They reflect, in a compact form, palpable and tangible issues with which our society wrestles.
Google Glass? Recon Jet? Instabeat? All examples of a rapidly evolving technology trend called Field of Vision Computing (FoVC) that will fundamentally change the relationship we have with computing.
Is the brain hackable? Is it possible to represent neurological pathways and information exchange between neurons within our skull as a programming language? And, if so, what would it be called? How about neuroscript...
The TV is not dead. Let's get that out in the open right now. But the idea of sitting on the couch based on scheduled times for shows and content is. The numbers don't lie. More people are looking for content online when they want to watch it, not when broadcasters want to deliver it.
Whether you have heard the term or not, everyone has a digital presence. Especially businesses. But why is it important? Why should it require anyone to spend time cultivating it, managing it, improving it, and using it to engage with customers? Because the real world and the digital world are overlapping more and more. People shop online before they go into stores, they interact with friends digitally before considering a purchase. Without a well-formed, cross-device, consistent digital presence, a business may find itself woefully behind the 8-ball in the coming years.
Big Data is changing everything. But it's coming so fast and so furious (and businesses want desperately to use it) that we haven't had time to [RE]think what Big Data means in the rapid fire, always on, 24/7/365 world we live in. And so we come at Big Data with antiquated notions: that business intelligence software will find the nuggets we need to be successful. But what if that's not the case? What if the real power in Big Data was in the people searching it? How do we empower "knowledge workers" with the ability to have conversations with data and leverage human ingenuity and creativity to find the truly remarkable patterns and insights?
Smartphones. PCs. TVs. Tablets. It seems that most people have multiple devices these days to keep them connected to the information that is helping them succeed in our fast-paced, digital world. Are you one of those? With so many devices in sleep mode, perhaps you are and don't even know it. Perhaps you are, "always on."
The American Dream: a house, a job, freedom of thought and religion. It's a dream that brought millions of immigrants into the country over the past decades. And it's ideals are baked into our society. But as population has increased, as the table-stakes have risen (i.e., requiring a college diploma, for example), the American Dream has become something unattainable for most. Cost. Time. Expectations. Enter video games. For a younger generation increasingly disheartened by what lays ahead in the real world, the digital world enables them to achieve on a scale they could never do in the real world. This is the American Dream...digitized.
There has been a growing argument over whether or not video games impact behavior. Does playing violent video games increase the proclivity for violence? I think the jury is out on that (although I think it has to do with the player's inborn proclivity towards violence). But I think there is something more fundamental about video games that might be undermining social behavior. This idea of a "reset" button. What impact does being able to "reset" the game and start over have on developing behavior later in life? Towards work? Towards school? Towards life?
Creativity. It's a term that haunts and tantalizes us. Primarily because of the romanticized notion of the "creative genius." But also because businesses are understanding the role of creativity in developing long term success and innovation. The problem, though, is in how we approach creativity. We think about it as a process. We think about it rationally. Only it's not. In fact, it's "anti-rational." And if we want people to be more creative as adults we need to revamp how we approach it with our children: less about "defining moments of creativity" and more about "being creative."
Digital presence. Every business has one. In fact, in today's world, every person does. It's all that stuff you do online. Your websites, comments, Facebook posts, tweets, tumbles, and even the stuff that other people write about you (or your products). But what makes it awesome? How do you manage it? How do you use it effectively to engage with your audience? And, most importantly, how do you fix it when it's broken (like it probably is now). You'll find all that, and more, in Digital Presence for Dummies, a free-ebook written by Jason Thibeault and brought to you from Limelight Networks.
The world of marketing is definitely changing. Going the way of the dinosaur are the days of broadcasting your message (aka advertising). Why? Because digital enables broadcasting on a level never before possible. More reach. More volume. More noise. And with all that noise, it's becoming increasingly difficult to actually get customers to pay attention. That's why storytelling is so important. It creates an emotional connection with your audience. It fosters trust. It builds a relationship. And, most of all, it keeps the audience engaged as the story evolves over time and across mediums. Big brands, like Coca Cola, are embracing it. It's time to understand why storytelling is so important to marketers...and how it's changing everything.
Content marketing is the new buzz word in marketing. But contrary to popular belief, content marketing isn't about immediate results right out of the gate. Content marketing is part of a much bigger strategy around engagement marketing. It's about building trusted relationships with your audience through storytelling that enable you to more easily convert the into customers over time. Content marketing is a long-term play that businesses must use in the noisy digital world if they want to attract and keep audience attention.
Digital technologies are changing our world in so many ways. Some are fundamental to our very definitions of human. Others how we shop. And still more how we connect with each other and the world around us. This narrative version explores a world just a couple of years away. It's less about science fiction than an extrapolation of how we have been changing over the past few years.
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