March 26, 2014

Why promoting a brand takes perseverance


Target audience: Marketing professionals, PR pros, brand managers, SEO specialists, businesses.

Chris AbrahamIf you want to be heard above the din of the Internet, you need to speak clearly and with persistence. It’s not uncommon for someone at a loud bar not to hear you the first time, or even twice. If you assume someone isn’t interested in getting to know you better just because they don’t hear you the first or second time, then you’re doomed. The Internet is the busiest, loudest, most distracting place ever created. It’s global and impersonal and often anonymous. Plus, there’s no accountability.

At least in a bar, you can sit right next to the someone you want to meet and then just bide your time until there’s a lull in the noise or you can catch an eye. The Internet’s just not like that. Social media is loud and tends to be an insider’s club. We resonate with people we already know, be it in our in-boxes, our rivers of news, or our walls, we tend to tune out unknowns. And, in social media marketing, most of us are unknowns, most brands are unknown, and most services, too. Continue reading

August 6, 2013

Jeff Bezos rescues the Post from the Great Decoupling

Jeff Bezos at the Web 2.0 conference in 2004 (Photo by JD Lasica).

Amazon chieftain may infuse journalism institution with much-needed tech innovation

JD LasicaHello, Jeff Bezos, and welcome to the Great Decoupling.

Over the past decade I’ve given a number of talks about the future of journalism and media, from a symposium at Princeton University to three panel discussions about the Future of Media in Silicon Valley. The common thread is what I’ve called the Great Decoupling —  the idea that the daily high-quality journalism cannot be sustained if it’s stripped from its moorings: the flotsam and fluff of newspapers (crossword puzzles, comics, horoscopes, advice columns) and magazines (Vanity Fair’s scented ads, which we put up with only because it supports great writing).

As a result of technology’s Great Decoupling, news has been decoupled from its containers, from its vessels. We want our news and media friction-free. We want it on our devices on our terms, in our preferred format, whether that’s via a website, tablet computer or, yes, a Kindle Fire. And that comes at a cost, as decades-old business models are upended. Continue reading