A Roadmap to the Future of Marketing

DOLLARS, BITS, AND ATOMS

Report authored by Rob Salkowitz, MediaPlant, director of content and strategy, principal author and investigator

Sponsored by Microsoft

"Technology is driving unprecedented disruption in marketing and advertising. Where is it all going and what does it mean to today’s marketing decision-makers? This paper and forecast map present a high-level view of the changing landscape for marketers. It is the first in a series of five to be released in the coming year, produced by MediaPlant with the support of Microsoft, based on conversations with industry thought leaders, technology innovators, and outside experts."

Download "DOLLARS, BITS, AND ATOMS"

The Art and Science of Data-driven Journalism - Read the Bible of Modern Generation of Journalists

The Art and Science of Data-driven Journalism by Alexander Benjamin Howard

Alexander B. Howard

A Must Read Book published by Columbia Journalism School and TOW CENTER FOR DIGITAL JOURNALISM 

When journalists combine new technology with narrative skills, they can deliver context, clarity, and a better understanding of the world around us.

Recommendations and Predictions:

1. Data will become even more of a strategic resource for media.
2.  Better tools will emerge that democratize data skills.
3. News apps will explode as a primary way for people to consume data journalism.
4. Being digital first means being data-centric and mobile-friendly.
5. Expect more robo-journalism, but know that human relationships and storytelling still matter.
6. More journalists will need to study social science and statistics.
7. Data journalism will be held to higher standards for accuracy and corrections.
8. Competency in security and data protection will become more important.
9. Audiences will demand more transparency on reader data collection and use
10. Conflicts will emerge over public records, data scraping, and ethics.
11. Collaboration will arise with libraries and universities as archives, hosts, and educators.
12. Expect data-driven personalization and predictive news in wearable interfaces.
13. More diverse newsrooms will produce better data journalism.
14. Be mindful of data-ism and bad data. Embrace skepticism.

Download "The Art and Science of Data-driven Journalism"

Brands are Publishers Now

Two useful documents about Branding 2.0

Consumer behavior is undergoing a rapid change. The person who yesterday “surfed the web” today flits across a panoply of screens, sites, channels, and devices, often simultaneously, or very near so. Logos pervade consumers’ lives, from the programs they watch to the billboards they pass, to the clothing they wear. The average person sees some 3,000 brand impressions every day.

The media and information they consume might originate in traditional media, social media, advertising, or - with increasing frequency - a hybrid of all three. 

Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with. Converged media will happen and is happening; if marketers do not take action, the effectiveness of marketing efforts will suffer.

The Converged Media Imperative:

How Brands Must Combine Paid, Owned, and Earned Media

eBook by Rebecca Lieb & Jeremiah Owyang with Jessica Groopman & Chris Silva

via Altimeter group

Download it:

The Converged Media Imperative

Brands As Publishers:

15 Market Leaders That Get Content Right

eBook by newscred.com

Download it:

Brands As Publishers