Image: "Super Target" by jecoMaybe the problem with the publishing industry (and its plummeting ad revenues) is that everyone is still thinking in terms of “advertising” instead of “marketing.” I mean, “advertising” is what happened when we were blind, when all we had to go on was imperfect information and educated guesses about our audiences, and the only way we could reach them was through cumbersome, physical spaces that were completely beyond our control.
Now, if publishers are smart, if they’re really strategic, can actually amass more practical information about their audience than most government agencies. And that means that they can proactively connect their audience with offers that their audience actually care about, is actually interested in. That, after all, is what symbiotic editorial is all about.
I mean, smart publishers, the strategic ones, have so much information that they have to hire database-miners! A job that didn’t even exists all too long ago. So maybe publishers need to stop thinking about how advertisers can target their readers and start thinking about how they can use their readers to target advertisers. Maybe they need to start thinking about a kind of third dimensional advertising.
Hi, I'm CT Moore (@<a href="http://twitter.com/gypsybandito">gypsybandito</a>) and this is my personal blog, a place where my thoughts go to wander. I'm a recovering agency hack who now manages <a href="http://socialed.ca/seo/">SEO</a>, <a href="http://socialed.ca/social/">social media</a>, and <a href="http://socialed.ca/content-marketing/">content marketing</a> campaigns through my consultancy <a href="http://socialed.ca/">Socialed Inc</a>. Sometimes I speak at conferences, too, but you can check me out on <a href="http://ca.linkedin.com/in/ctmoore">LinkedIn</a> if you really wanna know <i>that</i> much more about me. And if you have any questions, please feel free to leave a comment or drop me a line. I love it when strangers come a callin' ;-)
One thought on “Realtime Targeting in The Stream”
Publishing have met its crisis point we will be able to see soon what results it will bring to ordinary people.
Publishing have met its crisis point we will be able to see soon what results it will bring to ordinary people.