Web 2.0 is changing the content battlefield
It used to be that there was this top down content pyramid in operation (operated by traditional media and the big online players), where the quantity and quality of news / content was controlled by relatively fewer organisations.
This is changing rapidly, becoming flatter and more diverse (we’re not really interested in the why’s right now), which can either be seen as an opportunity or a threat. Organisations that embrace this change are going to benefit (think Murdoch buying MySpace), so the question then becomes how one capitalises on the opportunity...
Let's look at some of the key strategic issues to consider.
Is the end of marketing really nigh?
In an FT opinion piece today, Maurice Saatchi, of all people, signals "The strange death of modern advertising" - the headline of an obituary for marketing.Changing consumption habits brought about by an explosion in digital content, the breakdown of communal media consumption and the resulting erosion of attention spans are killing off the old-style industry, says the ad agency founder.
RSS strategy - full-text vs partial-text, round 2
In an article about RSS earlier this week I explained that there is no single rule of thumb when it comes to your RSS strategy.
A number of experts have suggested that the only sensible way to embrace RSS as an organisation is to launch full-text feeds, allowing RSS subscribers to read the whole story (or other message) within their RSS feed reader.
Yes, full-text is the first rule of RSS. But rules are there to be broken. Full-text simply doesn’t work for everybody, for a number of reasons.
Starting out with an RSS strategy
RSS is an alien concept to many marketers, so RSS strategy is pretty much off the radar for the vast majority. The trouble is, there are mixed messages being sent out by the experts, so it is hard to know where to start.
It is just like usability. Jakob Nielsen believes in a rules-based approach. Jared Spool does not. So who do you trust?
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
