Reprinted from The End of Business as Usual, Chapter 14

This is why it’s critical that businesses shift resources away from social media monitoring and make a concerted move toward intelligence. This new listening movement will help businesses better understand who they’re trying to reach and what they value to inspire…well, everything. From marketing strategies to service models to new processes, products and services, intelligence becomes the key to meaningful engagement and ultimately increased awareness and relevance.

Brian Solis, Social media is about social science not technology, March 14, 2012

Reprinted from The End of Business as Usual, Chapter 14

This is why it’s critical that businesses shift resources away from social media monitoring and make a concerted move toward intelligence. This new listening movement will help businesses better understand who they’re trying to reach and what they value to inspire…well, everything. From marketing strategies to service models to new processes, products and services, intelligence becomes the key to meaningful engagement and ultimately increased awareness and relevance.

Brian Solis, Social media is about social science not technology, March 14, 2012

Most of the news sites did not feature ads targeted to consumers based on their online behavior. Just three of the 22-CNN, the New York Times and Yahoo News-employed high levels of targeting, delivering different ads to the researchers based on that person’s recent online activity. A handful of other sites had some limited targeting, mostly in the form of smaller ads on internal news pages. For sites that do target their ads, the practice of erasing one’s browser history, or “cookies,” had virtually no effect. The same level of targeting occurred.

Pew Research Center’s Project for Excellence in Journalism, February 13, 2012

Another example of how traditional publishing organizations struggle with personalization: the same way content is communicated 1:n ads are, too. Print and TV cannot do better, but online can. When will publishers realize?

Can an algorithm serve us serendipity? Maybe, if it has enough signals of what we and people we trust like, what interests us, what we need, our context. It can calculate and predict and try to serve our relevance and serendipity. I think serendipity comes not from one-size-fits-all editing but from better targeting across a larger pool of possibilities.
Jeff Jarvis, Serendipity is unexpected relevance, March 30th, 2010

Marketing is moving away from targeting generalized audiences, and will increasingly target specific individuals with specific interests.

Though this shift is already evident, it will become commonplace over the next three to five years, as advertising firms take advantage of large amounts of customer data plus increasingly mobile platforms to deliver their message.

Gerard Boucher, Founder of Boucher + Co.

(Source: business2community.com)