Executives Embrace the Non-text Web

Forbes has done some research to understand manager’s attitudes towards receiving information in a non-text format (i.e. in a video stream).

You can read a summary of the document on eMarketer or if you want the original document you will need to register on the Forbes web site. If video is your thing then it is well worthwhile.

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Confused Definitions

More is better, according to the leading marketing theorists when it comes to brands participating in social media. Blogger how-to lists and entire books are dedicated to the proposition, and there are services that will tee-up "content" so you can repurpose it into the mediasphere. The Conventional Wisdom not only says this is effective commercial speech but that it's a replacement for old approaches, like advertising. Spend more of your marketing budget on it this year or risk being oh so 2010.

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Five Leading Business Ideas for 2011

Change happens. That’s not just a bumper sticker slogan; it’s the state of business today. Mastering change requires new ways of thinking, talking about, and doing business.

I believe the leading companies in 2011 and beyond will distinguish themselves by embracing these five ideas:

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This Side of Content Paradise: Experiential Content and the Future of the Web

It's almost a cliche these days to say that the Web is accelerating the move toward an attention-deficit disorder literary culture that celebrates the 140-character tweet but has a hard time digesting the 140-page book. We're constantly reminded that the Web is somehow making us stupid, but I'm starting to wonder if the next iteration of the Web - helped along by the explosion of new content experiences made possible by the iPad and the innovative programming capabilities of HTML5 - could actually lead to a backlash of sorts against short-form content culture and a renewed celebration of deep, experiential content.

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An "A" for Effort

Levi's makes pants; jeans, specifically, but its brand aspires to art and beyond. I used to think this was utter nonsense, but now I'm wondering whether the company's marketers shouldn't get some credit for being so wantonly experimental. It might put them out of business, but it sure won't do so boringly.

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6 Rules for Content Marketing

Guest Post by Maria Pergolino

Marketers are working hard to create great content that can be used to create sales leads, drive website traffic, promote brand, and educate customers and prospects. Unfortunately, not all content is created equal. To ensure you get the most out of your content marketing efforts, you must follow these six rules:

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Whenever, Wherever and ON Whatever

A few years back, when Sydney & I went to Australia, we arrived at the hotel about noon after a 22 hour trip. We didn't want to go do anything, we just wanted to zone in the room before venturing out. Sydney walked right over to the TV set, picked up the remote and said

"Can I watch one of my shows?"

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I Hate the Word "Content"

Calling the output of writers, musicians, moviemakers and even the artisans of branding's dark arts "content" is like referencing the substance of every meal "food," or labeling the specific events of human experience "life."

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Say Hello to Mass Media 2.0?

Reckitt Benckiser ("RB") made ad trade headlines last week when it announced a record-setting $40 million web video buy for 2010. What shocked everyone wasn't the dollar amount but rather that the company pretty much doesn't care where the ads run.

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iPad Ads a Game Changer?

While technology has not been kind to traditional advertisers, next week's launch of Apple's iPad offers an immense opportunity. Big brand names like FedEx and Chase have bought much of the ad inventory for the next few months. I wonder if they're going to make proper use of it.

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