The ground is definitely shifting in Web 2.0, Enterprise 2.0, and Consumer 2.0. That’s what my November 2010 Delicious.com bookmarks indicate. They’re well worth the read before taking on a new project or proposing campaigns for 2011.
A month-end review of 25 compiled articles includes more trends, fess-ups, and potential battles than actual campaigns. Not what you’d expect from your average creative director, I guess. Why? Context, content, and technology are one, plain and simple.
Three featured-campaign articles, however, did catch my eye. Each describes an innovative use of technology to:
Engage consumer sweetspots through keyword search (Vaseline)
Enhance the internal brand experience of employees (Molson Coors) ; and
Empower digital consumers with q-codes for on-the-go (luxury brands category).
The Web 2.0 Wedding
Will it turn out as a campy horror story or a classic new age in advertising? Too early to tell. Here’s the part that concerns me, though: As advertisers, do we require behavioral targeting and other practices simply to understand consumers who are, quite literally, clearly different from previous generations. Right down to how they think. That’s research, not strategy. It’s close to invasive for me. Here goes.
The Digital Age has created a new generation with distinct brain patterns — it’s not pretty for educators or traditional marketers. As marketers, it’s a must to consider these issues when creating a strategy. Is behavioral targeting the Frankenstein of marketing?