Digital technology is changing our world and advertising as we knew it may be a thing of the past.
Brands today need to offer consumers more than just a one-dimensional message. They need to offer the consumer an experience that is engaging. An experience that involves the consumer without pushing itself onto the consumer. The name of the game is positioning your brand so that it fits seamlessly into the consumer's life.
Some brands have understood that message and are implementing it. Others are just beginning to understand how the world has changed. They will either have to catch up or suffer the fate of brands that are no longer relevant: redundancy.
Clay Shirky outlines the three main modes of digital collaboration, in order of difficulty, they are: Sharing, Cooperation, and Collective Action.
I have no doubt that in the next year we're going to see many more brands starting to think about these challenges. The question once we've brought people together (through Twitter or Facebook) around a shared interest: How can we help them to take action?
The answer: As Henry Jenkins likes to say, you need to both bring people together and give them something to do.
Brands today need to offer consumers more than just a one-dimensional message. They need to offer the consumer an experience that is engaging. An experience that involves the consumer without pushing itself onto the consumer. The name of the game is positioning your brand so that it fits seamlessly into the consumer's life.
Some brands have understood that message and are implementing it. Others are just beginning to understand how the world has changed. They will either have to catch up or suffer the fate of brands that are no longer relevant: redundancy.
Clay Shirky outlines the three main modes of digital collaboration, in order of difficulty, they are: Sharing, Cooperation, and Collective Action.
I have no doubt that in the next year we're going to see many more brands starting to think about these challenges. The question once we've brought people together (through Twitter or Facebook) around a shared interest: How can we help them to take action?
The answer: As Henry Jenkins likes to say, you need to both bring people together and give them something to do.
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