This is the MOST accurate, intelligent, comprehensive explanation of why big companies manage to mess up great ideas time and time again. Pure genius.
I am surprised how fast shares go in a startup company that people are excited about. Our plan is mostly done and the investors have begun to make overtures. My total ownership has been happily whittled away to include the wonderful talent this company will need.
I gratefully allocated shares to our president who is deeply experienced as both an entrepreneur and a VC. I was deeply honored when our CTO, who gets hundreds of business ideas in a year but only considers “one or two,” signed up.
Ever so carefully, I identified the key talent we would need and one by one each person on this amazing team is coming onboard with their allocation. Yet until we officially close our first round (scheduled for February), I’ve still got ability to allocate shares pretty much as I want.
Now, much to my surprise, I realized how very quickly my ability to make unequivocal awards of shares will be gone. Now is the last moment I have to express my gratitude to people who have believed in my ability to create a new way forward in marketing.
So with the urgency imposed on me by our first formal funding round, I have barely a few weeks to share these gratitude grants.
I get to tell my dear gentle creative storyteller, a giant in the business of video, how valuable his lesson was in the meaning of video to create a powerful experience.
I finally get to ‘give-back’ to my “hard core” (hehe) entrepreneur, investor and civil liberties activist friend. She taught me perhaps one of the most important lessons in this space – the focus needs to be about creating shared experiences using content rather than solely focusing on the content. It is a powerful mind-bending insight that has deeply shaped how engageSimply develops its concept.
I can go back and reconnect with some of my ex-colleagues and CEOs who, over the years, inspired me, instructed me when I just didn’t get it and generally invested in me by teaching me ever so patiently. I can’t imagine how I would be doing this without their support and faith.
In the end, each gratitude grant is my way to repay the gift of confidence that each person so unselfishly gave me. It helped me turn a blind eye to the limitations imposed by stereotypes about what a tech CEO looks like (age or gender) or should do.
Over the next few weeks, I will have the distinct privilege and (one time only) opportunity to award these gratitude grants – without justification or encumbrance. To those of you on the list – stay tuned.
Lots of people track “firsts” (e.g. first investor, first alpha) – I want to note the “lasts.” I want to acknowledge these last few precious moments when I have full control of my company and I can still allocate equity as I want. This privilege is fleeting likely not to be ever repeated.
I best be sure I don’t leave anyone out. What a happy chore.
Filed under: digital marketing, Marketing Management, New tech venture, social media, startup, Technology, TED Talks, VC, VC funding | Tagged: "gratitude grant", David Hoffman, gratitude, judy shapiro, Zivity | Leave a Comment »
These posts about my journey with this new venture are often characterized as a surprise. In fact, it’s a surprise on so many levels that the unlikeliness of this enterprise is, in itself, a pretty big surprise.
So in this sea of surprises – the biggest surprise rests in the unlikeliness of me as the one to coalesce this vision; only useful to ponder so that we know what makes us different from many other marketing tech companies out there today.
Clearly I am an outlier given my age, gender, training and temperament causing even the casual observer to wonder: “Why me?”
On the surface, one could point to my diversity of experience spanning B2B and B2C marketing. I’ve been fortunate to have worked in a diversity of industries spanning advertising (NWAyer), technology (Bell Labs, CloudLinux), software (CA, Comodo) and telecommunications (AT&T, Lucent, and Paltalk). The combination means I have a quirky understanding of how to look at a marketing situation from the brand point of view as well as the end-user perspective at the same time.
O.K. – That begins to answer the question but doesn’t wholly get at it since many of my colleagues are tech savvy too. While they express curiosity about the new marketing technology, they aren’t going off and creating new businesses. Instead, most of my friends leading marketing agencies or marketing departments (like I was) are banging their heads against the marketing brick wall trying to figure out how to incorporate the “new” technologies into the “old” system profitably. In the chaos of “creative destruction” (a term coined by economist Joseph Schumpeter), my peers can’t see the marketing forest for the financial trees.
So again I ask; Why me?
In digging deeper, I then realize that my experience with communications networks gave me a unique understanding about social networks. Both types of networks serve a similar purpose – the efficient transport of a call or a marketing message from the network edge (the initiation point) through the switching stations along its way to its ultimate destination.
It also became clear to me that as social networks evolved into a powerful marketing network – it urgently needed system architects. But I saw no hint of any serious understanding of the issue or how to address it – not at the agencies or the social network companies or even the armies of consultants who offer insights but few tactical road maps.
When at first I noted this architecture gap back in 2010, I wondered out loud in Ad Age about the impracticality of integrating new technologies into existing marketing systems in posts like “Five Trends That Marked TechCrunch Disrupt Conference 2010.” Then, my wonderment continued unabated at the lack of system attention when I wrote: “Has Facebook jumped the Shark”. Actually, I was writing mostly in the hopes of uncovering the technology companies that were focused on solving this system gap. I knew someone had to it…
But all I heard was deafening silence. I seemed rather alone in recognizing the utter futility of trying to retro-fit the older marketing system with the newer technologies. The sheer tonnage of all these new marketing “platforms;” so defined because they incorporated some combination of the mighty local, social, mobile triad; were built by technologists (usually under 30) and not marketers. This meant they were long on cool but pathetically short on practicality. Yet as slim as many of these businesses seemed, they were getting valuations disproportionate to their real world usefulness (think Groupon), further highlighting the underlying weakening of the business of marketing. It was an ominous echo from a decade ago.
This explains “Why me.” It takes depth of experience to see beyond the buzz to the potent marketing model evolving. I wanted a role in that evolution largely because it seemed few of us with any real world marketing experience were doing the heavy lifting of operationalizing the brilliance of all this new technology.
The journey to understand “Why me” is useful in that it defines the business we are in – creating the system upon which the rich marketing innovation engine can flourish. It’s a surprise that it is me – but perhaps, this is the sweetest surprise of all.
Filed under: Communications, Corporate business models, Digital Agencies, Facebook, Internet, Marketing Management, Marketing Measurements, New tech venture, online marketing, profitable business model, social media, social media agency, social networks, Technology, VC | Tagged: "creative destruction", "opensky", "seeded buzz", AT&T, Bell Labs, CA, CloudLinux, comodo, judy shapiro, klout, Lucent, NWAyer, Paltalk, quora | Leave a Comment »
I am not sure what I expected to be doing at this point in my career. I have been blessed to have been at the center of the changing, blossoming technology landscape of the last 20+ years. My earliest days were at an advertising agency called NW Ayer which gave me a broad perspective on Corporate America’s practices, problems and possibilities for triumph. I then gracefully made my way into the tech stars of Corporate America itself with stints at AT&T, Bell Labs, Lucent Technologies and Computer Associates. I also had the great good fortune of working at small innovative technology companies led by visionary innovative leaders. Two prime examples include Melih Abdulhayoglu, CEO of Comodo and Jason Katz, CEO of Paltalk.
This unusual combination of corporate marketing experience coupled with the feet on the streets training born of working at tech startups, gave me a balanced perspective of how the marketing business is evolving in this technology driven world.
So here we are.
The marketing business is going through a fundamental shift that throws into question almost every tactical practice built over the last 20 years. And, amazingly, it seems that just as marketing becomes this new discipline that weaves creativity into an interactive user experience that is tech heavy – it’s a perfect fit for my peculiar type of networking meets technology marketer experience.
This seems nothing short of extraordinary. Which is why I am all the more stunned at the work I am doing today. I had not planned on any such seismic move in marketing, so I certainly did not plan on launching a marketing tech venture.
But here I am.
My journey has been one of surprising excitement at the possibilities in marketing excellence that was simply not possible before. The vision of this venture, therefore, is to take advantage of these new trends to deliver a sustainable and productive “marketing machine” (a phrase I attribute to Melih) that can turn the tables on how marketing gets done.
In our vision, we don’t approach monetization like Google or Facebook’s who are about pushing more accurate marketing messages to consumers. We are looking to deliver a marketing platform that lets consumers decide what content they see, what ads they see, how their social networks are managed, how they conduct commerce, even how they communicate within the social networks. The organizing principle for this platform is not ad-driven monetization but oriented around Judy Consumer. Our vision is to create the kind of system that we want to live with for the next 10 years . In effect, we want to give Judy Consumer the tech power to create her own personal “Trust Web.”
To the few friends we have shared our vision with – all have come to a similar conclusion – it is an ambitious (maybe too ambitious) vision. They are correct. But as I entered marketing in the 1980s most of marketing at first was human powered with marketing systems emerging later on.
And here we are – again.
This next generation collection of marketing technologies is rich in creativity but is not organized for sustainable marketing programs for brands. This is work that I, among others, are focused on – creating v1.0 systems to operationalize the business of social marketing.
We are all at just at the beginning of this journey and it’s a journey I didn’t expect to be taking at this point.
But here I am – and much to my surprise – I am having the time of my life.
Filed under: advertising, Agencies, Digital Agencies, digital marketing, Facebook, Google, Marketing Management, New tech venture, online marketing, social media, social media agency, social networks, startup, Technology, The Trust Web | Tagged: AT&T, Bell Labs, comodo, Jason Katz, Judy Consumer, Melih Abdulhayoglu, NW Ayer, Paltalk | 1 Comment »
For the last 3 months I have been very focused on sales of our Interaction Engine system and we are doing well on that score. As a result, though, I have not really shaped the business plan and the structure of our company for the inevitable VC round to come. Getting funding has not been an urgent requirement and it seemed far better to generate real revenue and then go for funding.
So as we are chugging along, our work has gotten the attention of two VCs who reached out for a meeting. This was my first introduction to the world of VCs and I confess, the meetings were startling and sobering; leaving me strangely ambivalent about the journey ahead on this front.
VC meeting number 1.
It was a rainy, NY winter day and we decided to meet at a coffee shop. I knew that this fund was more an incubator type which offered me the potential of being part of a startup community. It seemed like a good idea that I perhaps become part of the NY “Tech/ CEO club” since now, I am an outlier. I don’t hang out in Meetup sessions and I am not trekking across the country chasing the cool tech conferences (OK – I confess I am going to SXSW but only because they asked me to speak).
I enter the coffee shop with only the vaguest sense of what the VC looked like (his Twitter pix was decidedly not very useful). It took me a solid 8 minutes to spot him. As I approach I see this 30ish guy with a quirky winter cone hat that was just 2 degrees “off” – IMO wandering into “silly land.” It was hard not to laugh out loud at the effect – but I held my composure.
I sit down and we start chatting. I was curious to understand his investing philosophy. His focus decidedly was on individual technologies – why Foursquare will be huge or how this new app model will revolutionize some trend or other. When I wondered with him about the lack of a clear business model which limits their practical use for marketers, he dismissed that concern with a wave of the hand. “Well, that’s won’t be a problem for long – once the old guard is gone.”
Wow. Clearly that meant me. I took his comment to mean that only the “newer” generation have the depth to understand new marketing technologies. I was dumbfounded and I was shaken. The gap between us was, technologically speaking, generational – perhaps never to be bridged. But mostly I was stunned at how immature his thinking was about how the business of marketing really works. I was shaken knowing his company was helping drive the evolution of marketing without a clue about what marketers really need.
The rest of the conversation was a haze TBH. I left traumatized and angry at how dismissive he was of the impracticality of his vision of marketing technology evolution.
VC meeting number 2
This CEO leads a well-respected large VC shop that does $2- 5MM deals. I had been introduced to this VC through a mutual colleague and we met at his office one snowy day. He sat down in comfortable business casual attire that was in keeping with his experienced CEO role.
We started by talking about his company which was relocating to the East Coast from the West Coast. Interesting move and I asked him why. “Increasingly the smart money is coming to NY as this where many of the major new media and marketing operating business trends are evolving,” he said.
This was my dream VC – he understood the space and the problem my company was trying to solve – how to practically create the “many to many” marketing model. We compared notes on how the technology in this space was similar to CRM in the 1990s – full of possibility but lacking in coordinated systems to activate the technology. I suggested that we are a bit like what Siebel who, at the time, integrated all the telemarketing technologies into the system we now know as CRM. I feel that is what we are doing for the emerging “many to many” marketing model. We met for a solid 90 minutes at which point he asked me “What next?” Shockingly, I had no “ask.” I had been so traumatized by the first VC, that I had not really expected a question like that. I stumbled around and just admitted – “I don’t know.”
But then I turned it around and asked him: “How would you categorize my company? We are part system integrator, part content and media company. We are a “creative shop” in that we create customer interactions with technology. Are we a tech company, a services company?”
I could see he was sensitive to the dilemma of my question. Finally, he said, “I would put you in the digital media space.” I was shocked until he hastened to add: “You need to be defined somehow so people know to work with you and help you.” But in his gentle smile I could see his answer left him unsatisfied as well.
We parted agreeing to keeping up the dialogue. As I walked out of his office, I felt cautiously optimistic that the work we are doing is needed in the market.
One thing I learned from both meetings – the journey of starting a company will continue to be a journey of surprise. I never expected to have so dramatically divergent experiences as I tentatively start down the path of funding my company – even if I don’t know exactly what type of company I am creating.
All I know is that the “smart investment money is going towards the business operating companies” and that’s me. Cool – right?
Filed under: Marketing Management, New tech venture, startup, Technology, VC, VC funding | Tagged: advertising agencies, digital marketing, internet marketing, judy shapiro, online marketing, social media | 2 Comments »
“Mama never told me there’d be weeks like this…”
It has been a while since my last entry and I am relieved to say it is mostly for good reasons. Over the last few months, this little venture has begun to take hold – to wit:
- I have been on the speaking tour about The Interaction Engine capping it off with a spiel at ad:tech this month.
- We have closed two new clients – one in the consumer electronics space and one in the mobile app space.
- I am getting better at presenting our system in meetings – now I can kinda explain it in about 30 minutes. It still falls far short of the 2 minute elevator pitch – but hey – we are getting better.
- A number of marketing and technology companies have contacted us to “partner” – not sure what that means though
- We have done a few presentations to media buying agencies as they are challenged to “buy” social media. They are interested in working with us (again – no idea what that means)
- Most important – revenue is beginning to accrue
Yet, despite the clear progress and momentum – I recognize the utter fragility of this venture. Of the dozen or so folks that are part of this company – most (but not all) are getting paid some compensation. No one is getting what they deserve – yet.
But my biggest challenge is that as we get more noticed, there are far more opportunities that need to be assessed and prioritized. Fundamentally, these opportunities run along three basic lines:
- Technology Partnerships – there are 4 companies that we are talking to now in the marketing technology space. These companies are anxious to partner with someone like us because often these tech companies have no easy distribution channel. A cool recommendation engine is nice – but it’s hard selling a “stand-alone” technology to a big brand or agency. As a quasi “system integrator” of social media technologies – they see our Interaction Engine as solving this major channel issue for them. thsi is not a pr
- Funding Options – my initial plan was to sell the Engine we have now (does not require any development) to generate about $500K in revenue. While that plan is still in play – I realize that getting to that sales threshold might take longer than I can wait to begin the second phase of this company – to develop/ sell “self-serve” integrated social media programs to SMB via web hosts. I am encouraged by experienced colleagues who tell me I can go get funding now with what we have. TBH, I am still unclear whether any VC would consider this investable. My colleagues are so confident that this can get funded that they are willing to spend their own time over the next few months to work on this. On the one hand, that’s a funding gift that I would be crazy to reject. But on the other hand, it will still require my time for an exercise that I’m not convinced will have a successful outcome. Getting VC funding is a huge time hog – not matter who helps you. I keep wanting to put it off or get a traditional loan to ease the short term cash crunch. this is since this is not any way understand how to make this spaceing this work. it is frustating to say the least but this need
- Media Alliances – Unlike most other marketing technology companies, I focused on the technology platform but I built it within a holistic system that includes an organized set of content assets from a diversity of publishers. To me, content is not king – but rather the juicy bait to start the engagement process which is why I had to collect relevant content assets. So while I spend a considerable amount of time building these alliances – there are many more people looking to partner with us because so many content producers and writers have been caught in the tumult of “freep” (free and/ or cheap) digital content distribution. In our system, these folks have a voice and a stake, so we solve a problem for them too. The problem is deciding who we can take on.
Most interestingly (and yes – it is a surprise), it seems that our Interaction Engine System (a coordinated, tech mashup of a monetizable “community of interest”) is an approach that can integrate disparate marketing activities into an operational program. In essence, instead of pitching an individual program to a client where I have to plug into their operations – we are being seen as our own ecosystem and other marketing programs and/ or technologies have to plug into us. I won’t say I planned it that way – but I am loving how this is playing out.
Now on to my biggest “what’s keeping me up list?” for this entry:
- Knowing which contacts are worth pursuing on the tech front, on the funding front and on the editorial front. The response to my presentations has been great – but overwhelming actually.
- Keeping the pressure up on the sales front – our issue now is too many great leads and not enough time to follow them all up.
- Keeping the team motivated and monetized – always a struggle whether you are a new company or an old one
The next four weeks tend to be intense because marketing budgets are being finalized so we need to keep the pressure up – yet people’s mind are on the holidays. This requires an elegant and thoughtful approach to sales (I hope we are up to it).
Day after day, it seems the ride I am on gets more thrilling, more scary and more substantial. As the stakes keep going up, Mama never told me there would be weeks like this where too much is happening too fast. But I guess that beats the other option: too little happening too slow; by a mile.
“So dear Mama – I am grateful you taught me to appreciate a good ride when I see one which is exactly what I am doing - even though it feels like I caught a tiger by the tail.”
I don’t intend to let go now.
Filed under: Consulting, Corporate business models, Digital Agencies, digital marketing, direct marketing, Marketing Management, profitable business model, social media, startup, VC funding | Tagged: advertising agencies, digital marketing, judy shapiro, system integrator | Leave a Comment »
Nowadays, I sometimes feel like the doctor who is often asked his advice “off duty”. Once I say I am in marketing, the inevitable questions begin. “How can I launch a product with just social media?” (You can’t). Is social media really free? (No). Can I be successful at social media without an agency (yes…but). This is not just mere curiosity; there is urgency to the questions I have not encountered before.
Now aside from the inconvenient truth that I am practitioner of marketing and perhaps not an “expert”; the other inconvenient truth is that there aren’t many experts to found anywhere because social media has barely been on the corporate radar for 24 months and it is very fast evolving category of marketing that is growing in importance. This expertise gap understandably makes companies scrambling for advice with a frantic energy approaching panic.
So with that perspective, let’s return to our initial question; why has social media become so urgently important right now?
There are two primary factors driving this laser focus on social media worth exploring. First, I think it’s safe to say that from a purely demographic perspective, social media has just now reached the tipping point, a critical mass of adoption led by key demographic segments like women, baby boomers. (read: More women than men on social networks for more). But the second, equally important reason is that social marketing is emerging as a company’s worst marketing nightmare – it is where a company’s most important branding battles are waged and it is also largely uncontrolled and uncontrollable. It gets worse. It became very apparent that the old corporate branding rule book needs to get tossed out! Gone are the days when a core branding platform was centrally created and communicated to the various stakeholders groups in a coordinated way. In the new social media branding paradigm, the community now creates the brand positioning for companies – like it or not.
And the days when visual branding standards were created for distribution are dismantling in favor of a model where affiliate communities re-invent the identity of companies to suit the needs of their members.
In the end, the systems that companies used to pump out the corporate messages are caving under the more credible corporate branding connections happening in social networks outside corporate control.
So what’s a corporate marketer to do? This can be a tough one to answer, because this is still evolving. But a few principles will help ease the transition to this new model.
1) Develop a learning path for your people to understand the nuts ‘n bolts of social media.
Often, the mystery of social media reduces seasoned marketers to passive observers to these new branding dynamics. Change the dynamic by encouraging active exploration of this media.
2) Launch a secondary branding experiment using an “ignition point” topic.
Nothing instills confidence than real world experience. A way to accomplish this without risking the corporate brand is to find a topic that your users or prospects have passion for. Launch a mini social media campaign and start explore the tools, play with the networks, participate in the community and experience it just for the sake of learning. Agencies and consultants can only take you so far since nothing beats hands-on experience. Learn for yourself how the machinery of social marketing works and that’ll be invaluable in how to create the new corporate social branding paradigm for your brand.
3) Deploy a reputation measurement platform that tracks your social media visibility.
It is crucial to monitor the conversations going on about your brand and there are great platforms our there to help you do that. There are companies that measure Twitter influence, social networking topic trends and specific corporate conversation in social networks. Some platforms are free while others do not cost a lot.
4) Get serious about community creation and management.
Too often companies start a community but quickly realize that maintaining it is far more difficult. Commit the necessary resources to do community management well. If that is not an option – it’s best not to start at all until you can commit the necessary resources. But a well done community will deliver benefits ranging from engagement marketing to an early warning system should the brand falter.
So if social media seems to be taking over your marketing conversations – it’s useful to remember that it is going through a growth spurt. It has not yet matured into a systematic, predictable set of technologies and processes. Until it does, it helps to be brave and jump right in even if you seem to be splashing around. You’re not alone.
Filed under: advertising, Corporate business models, Digital Agencies, digital marketing, emarketing, Marketing Management, Marketing Measurements, online advertising, viral marketing | Tagged: advertising agencies, brand awareness, judy shapiro, social media, social networks, tipping point | Leave a Comment »
Forgive the illustrative nature of the headline – but I had to laugh out loud about this whole thing or else I would cry.
This post is a follow up to my previous post about how fragile measuring marketing technology really is based on a real time experience I was having with Technorati regarding the authority ranking of this blog. Unhappily, my initial concerns about marketing measurement were realized so it is worth recapping.
About a week ago, by accident, I learn that according to Technorati this blog, getting a mere 1,000 visitors a month, vaulted 4x in authority rankings to about 400 when previously I ranked about 100. For about a week, I jumped up and down a few times going between 400 and then 600 (see pictures in my previous post).I contacted Technorati and told them I think there is a glitch. I got a very polite answer to tell me they are updating their rankings system and some blogs are radically shifting in position as a result. Sounded rather fuzzy to me, but hey – what do I know?
After that response, over the course of the next 3 days, my blog bounced around some more in the 400 to 600 range and then yesterday I seem to have settled back into my original humble ranking of about 100. OK – I think – that sounds more reasonable – except now I am not even listed in the directory at all!
I went from a blogger superstar to a non entity in just three days and it is still not “unglitched”.
To put this into perspective, I get that when you are making improvement to a site, things go weird for a bit. But since Technorati is largely viewed as the authority on blogging ranking (and thus ad value), this whole episode is ample proof of the sorry state of measuring marketing efficacy. You often can’t trust the measurement data because of innocent technology glitches and then you have no way to verify the accuracy of the measurement reporting data you’re getting.
While it’s tempting to brush this aside as some little blimp in the world of marketing measurement – you can’t because the financial consequences can be significant. Imagine if my blog was a commerce oriented site or if I am advertiser trying to assess what’s the audience reach of all these blogs. Such variations in rankings can mean a lot of money gets spent or not depending on which side of the glitch you happen to fall on. And this type of glitch is just the tip of the iceberg. I have seen measurement issues across the marketing landscape from traffic reporting to ad buys to data you get from PPD or CPL marketing programs.
Bottom line. It’s time to get serious about measuring marketing efficacy. Now it is a mess!
Filed under: blog, blogging, emarketing, Marketing Management, Marketing Measurements, online advertising, Research | Tagged: brand awareness, digital marketing, internet marketing, internetnews, judy shapiro, markeing roi, marketing measurement, measurement technology, social media measurement, Technorati | Leave a Comment »
Want to understand the essence of Yiddish angst? The secret is revealed in seeing how business leaders inspire.
One of my favorite ex-bosses was fond of saying; “Failure is not an option” when asked about the secret of his success. His Turkish/ British sensibilities expressed this concept as a statement of fact – unequivocal – no heroics – no bluster … It simply was the reality. It was meant to encourage people to realize that you keep trying until you achieve your goals.
Now while many of us we have heard that expression before, subtly within the phrase lays a wonderful aspirational dynamic. Since failure is not an option – the only other possible outcome is success. Uplifting, motivational and inspiring. Well done.
Now – here’s the Yiddish version of that sentiment (fyi – I was raised in a Hasidic family speaking mainly Yiddish until I went to school). Mind you, same the net effect is intended, e.g. to encourage people to carry on no matter what, but the difference is how a “Yiddish” CEO would say it which is in a more plaintative “Never surrender” type of sentiment. In the psyche of the Yiddish (largely traumatic) experience, this sentiment had the same duality that the “Failure is not an option” phrase has but with a key element of angst thrown in. In this mindset, you also had two outcomes. 1) “You surrender” which was understood to mean you died – either a physical or spiritual death; or 2) “Never surrender” – you managed to lived to see another day. No great vision of glory but simply the ability to go on was success enough.
Same concept – keep going no matter what – but worlds apart in their outlook on life. One uplifts and inspires – the other is satisfied with much less grand results. And in seeing the contrast one can see the entire essence of Yiddish angst.
Me – I like to use both ideas. The “never surrender” gives me a sense of extra urgency and imperative (OK – so I do worry too much) while the “failure is not an option” phrase reminds me of the prize.
I confess though, living is both worlds can confuse at times (just ask my husband or this ex-boss .
I came across this white paper from R2I, a technology company serving the marketing industry that discusses how brands are evolving to become publishers.
Insightful and worth a read. Here is an excerpt:
Before the Internet, and even for some years after its rise as a consumer tool, the roles of retail brands and publishers were distinct and complementary. Publishers catered to, and often created, communities of interest, delivering compelling content and facilitating dialogue within the group. Brands, alternately, would seek out these communities and pay publishers to have their community-targeted advertisements delivered within this forum.
And so it remained for generations…
The paradigm shift
Today the capabilities available to each participant in this relationship have changed profoundly. Search technology in particular has changed purchasing behavior significantly. Customers now have the power to gather information and opinions from multiple sources. Communities of interest, instead of being mediated by publishers, are now self-organizing, appearing on social networks, blogs, news sites, and even retail sites. Retail brands, for their part, have clearly come to recognize this shift and have begun in earnest to deliver not just ads, but community-focused content directly into these forums.
In fact, when examining a day in the life of a brand and a publisher – they don’t seem to be that different anymore. For both, their job is to:
o Create communities of interest
o Deliver compelling content
o Facilitate community dialogue
o Monetize through advertising
Read the White Paper here.