As frictionless sharing becomes the norm for applications like Spotify and Huffington Post, it feels like we’re at the cusp of an era of increasingly intense oversharing. Facebook’s new sharing mechanism has already contributed to a distinct decrease in manual curating and the rise of automated sharing through software. But the real question is: Will frictionless sharing create a true paradigm shift in the way we interact and share on the web? And what are brands to do about it?
Storytelling is a tradition that will exist as long as humans inhabit the Earth. It’s in our DNA. The tools we use, however, have changed and will continue to change. We’ve moved on from cave paintings to the written word, from parchment paper to word processors. We’ve even seen the printed word slowly disappear as we move on to electronic readers, like the Kindle and Nook, which allow users to store hundreds of books on a single device.
Another monumental change has occurred just in the past 20 months or so. With the introduction of the iPad and other tablet devices that followed shortly thereafter, readers are able to dive deeper into content than ever before. So it’s no surprise that when Razorfish chairman Clark Kokich wanted to write a book, he decided that the only appropriate way to do so was to bypass traditional publishers and create it as an interactive application. See the demo below.
This post originally appeared in our November issue of "Live Report from the Future of Marketing," our monthly Post-Advertising newsletter. Subscribe for free here.
Free music streaming services are here to stay. So when will brands really come out and play? Saviors like Spotify and MOG, plus the now-seasoned vets Pandora and Last.fm—which have dragged the music industry kicking and screaming into the 21st century—are now the best bets at monetizing and spreading music legally into the future. And now, via social platforms like Facebook and its Open Graph, they’re encouraging more sharing than ever before.
Top that off with the hundreds of ingenious apps and web sites taking shape through music’s newfound online freedom and you’ve got one hell of an opportunity—one that most brands have squandered. Turns out, there’s much brands can do, as both advertiser and Page admin, to utilize these valuable new tools.
Last week, Times Square, the heart of New York City, was turned into the three-dimensional world of none other than the block-breaking, coin-jacking, princess-saving Super Mario himself. The iconic video game was brought to life allowing fans to play within Mario's 3D world, jumping on trampolines and sporting moustaches to celebrate the release of Super Mario 3D Land for the Nintendo 3Ds. It seems quite unique, but is it post-advertising?
CNN business reporter Alison Kosik tweeted to the world on October 4: “Purpose in 140 words or less: bang on the bongos, smoke weed!” She later apologized and deleted the tweet, but to be fair, she was far from the only otherwise sensible journalist who curiously dismissed a massive grassroots uprising taking hold, for many of them, right outside their front door. (Erin Burnett said on air, “What are they protesting? No one seems to know.” Most Fox News anchors and reporters dismissed the protestors as hippies, druggies, and do-nothing college kids, while presidential candidate Herman Cain dusted off The Man’s Woodstock-era exhortation to “get a job.” Even NPR executive editor Dick Meyer explained away his organization’s lack of coverage by claiming the protests didn’t “involve large numbers of people, prominent people, a great disruption or an especially clear objective.”)
After three years of charting the emerging Post-Advertising world right here with you guys, we decided to throw our very own real world event: The Post-Advertising Summit! (March 29th, at New York’s Cult Studios. Details here). In other words, we're throwing a party...and you're all invited!
The Post-Advertising Summit celebrates the end of the broadcast age and the dawn of a new era for marketing. The advertising-as-interruption model has collapsed and the ad world Read more
