"Our position is that a perfect storm is coming," say Joseph Jaffe and Maarten Albarda as an attention-grabbing way to start a discussion about ZERO: Zero Paid Media as the New Marketing Model, the new book by the two authors published by Wiley in October 2013.
It may already be here, adds Jaffe: "In the book, we introduce several key arguments - business, economic, consumer, media and creative cases - any of which could, by itself, be enough to be the straw that breaks the camel’s back, but when combined presents a perfect-storm scenario."
In this FIR Interview, Jaffe and Albarda describe the central premise of ZERO to co-hosts Read More »
The first phase was of media and ideas, otherwise known as social media. The second phase is the sharing of the physical world, what we call the collaborative economy.
Today at LeWeb Paris 2013 - the largest internet conference in Europe whose theme this year is ‘The Next 10 Years’- Owyang launches his entry into the second phase with Crowd Companies, his newest endeavor and what he describes as "a catalyst for change at large companies."
Content marketing in all its guises is designed to attract and engage a target audience. Ultimately, you want those audiences to do business with you, but you have to find and engage them first.
Those guises included everything from thoughtful articles injected into editorial streams via native advertising schemes to clever tweets deployed during a real-time event. I’m still on the fence about DiGiorno Pizza’s stream of tweets during NBC’s live telecast of The Sound of Music. PRNewswer’s Shawn Paul Wood thought they were awesome, they actually were clever, and they were consistent with the nature of tweets sent normally by the Read More »