The comments from my post crapping on the New York Times for buying remnant advertising are telling. Lots of people agree that advertising is “broken.” They just don’t know what they want to do next. Do you?
Some companies do YouTube campaigns. I’m going to show you one of those soon that Izea is involved in. Those can be interesting, but it really depends on whether the people participating are really into it, which means whether the company has found an angle that’s entertaining and encourages contributions.
Other ideas have ranged from fictional characters on Twitter, sponsorship of podcasts, iPhone and Facebook applications, and things like that.
Other companies are moving to paid content. I’m interested in this space. For instance, there’s not a slide deck in my stack that doesn’t have a mention of Dell’s Digital Nomads. Turns out it was built by Federated Media, the same folks who did OPEN for American Express, which I’ve raved about before.
I believe that content marketing is what’s going to save online versions of magazines, and what will bring interesting content out to where people are interacting. I think it’s where the creatives are going, and I think that journalists who’ve been cast off by their companies will find work here, too.
It’s also one way bloggers could make a business.
How ELSE Will Marketing/Advertising Change?
Will virtual worlds ever work in that way? Not so sure. Will conversational and community marketing change how we consider advertisements? People are rightfully worried about things like conversational marketing. It’s never good to think someone’s offering their real opinion, only to find that it’s an advertisement.
But as we’ve learned, endorsing products, or even reviewing products can be a bit itch-inducing, too.
So, if we agree that advertising is broken, what comes next?
Photo credit Uh Bob
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