There is one thing that’s on the to-do list almost every day for countless brands: post to social channels. A lot of brands do it. They ensure something new goes up on Facebook, a new tweet gets sent, something gets posted to Instagram and so on. All in the name of sustained engagement with fans and followers, but a post doesn’t go as far as it used to.
Read MoreTension, apprehension and confusion is permeating the world of digital marketing. Consumers have grown more ad-averse, privacy-conscious and careful with how they use their data, and marketers are being forced to rethink their strategies and how they deliver value and get their messages out at the same time.
Read MoreAlgorithms seem to be taking over (as if they haven’t already). Marketers are constantly following and making updates to their content based on Facebook’s algorithm updates. Then there’s Google, of course. Well, now Twitter is joining the scene as CFO Anthony Noto hinted at in 2014.
The first sign of an algorithm-driven Twitter is its new ‘While You Were Away’ feature that curates the best content you missed while not checking Twitter and packages it up for you the next time you log in. This includes the content you most likely want to see based on how engaging it was among other Twitter users and how you’ve interacted with this kind of content in the past. It’s not everything, but it’s the best stuff for you… as chosen by an algorithm.
Read MoreFacebook is now working very hard to build deeper relationships with publishers, especially after making updates to its News Feed algorithm to feature high-quality timely content. Facebook's offering publishers a more optimal user experience, built for mobile with faster loading times, if they start publishing content that lives within Facebook's mobile app and is then hosted on Facebook's servers. Publishers would then be able to serve ads sold by Facebook with shared revenue. Instead of driving to their websites, they'd create content to keep users on Facebook.
That is quite the offer. Facebook has become the preeminent news source for millions of people. It brings 1.3 billion users to brands, publishers, celebrities and anyone else who wants to get a message out there. This paired with Facebook users' strong mobile usage and Facebook's mastery of user experience clearly make it an attractive platform for investing time, energy and, of course, dollars.
All of this raises questions for advertisers as well as publishers when they look at the role of any platform they use to reach their audiences be it Facebook, Twitter, a microsite, a blog or anything else. Who owns the relationship? What is the end game? Who ultimately has control of the data?
Read MoreConsumers are entering the era of predictive information. A time when they don't seek out information. Instead, information they need seeks them out first. The tech companies know this. They're adapting and accelerating to be the leader when it comes to answering questions before their users even think to ask.
Google Now reminds you to leave the office soon, so you don't get stuck in traffic. Microsoft's Cortana personal assistant will remind users to reach out to their personal connections based on what is going on in their lives. Then there's Apple's Siri. Apple recently formed a business partnership with IBM, the makers of the Watson computer. Imagine what Siri could know and do for users with Watson on the backend.
It's not just personal assistants. LinkedIn recently launched Connected, an app that sends users personal recommendations and reminders to reach out to connections when they've changed jobs or are celebrating an anniversary. It also syncs with your calendar to give you an update on who you're about to meet prior to a meeting.
As information gets better, so do the devices that deliver it. The rise of wearable computers like the Moto 360 and Google Glass mean less pulling out phones and seeking out information and more information being delivered automatically to users.
The question is… where do brands fit into all of this?
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