Viral Strategy is an oxymoron

Gareth posted a blog response to an adweek article about measuring viral success, something Faris calls idea multipliers. I like the article and the comments because they tear apart the old school model of advertising that is based on persuasion. It goes hand in hand with the idea that communications firms should be innovating, and calls for the need "to stop using research like drunkards use lampposts - for support, not illumination."

For me a brand or product resonates when it's authentic. That means "being immersed in the cultures they want to engage," or "playing a part in adding to or evolving this culture."

Going viral or finding a smart content distribution platform can be important but finding a way to manufacture viral diminishes the authenticity of the message. As online content continues to grow and overtake traditional media I think we'll continue to see brands intertwining themselves in culture so they are part of the experience instead of someone who is just commenting on it.

Augemented Reality Applications

We're starting to hear about augmented reality but this is one of the most functional applications of the technology. BMW uses an overlay to enable mechanics to make repairs by overlaying an animation of what they should be doing and the visuals make it as easy as pie to understand what needs to be done.

Content Distribution

We've seen an increased importance for connections planners or media creatives because buying a 30 second spot is becoming antiquated. Targeting niche audiences and creating meaningful connections with people who care is exponentially more valuable. One thing that I'm starting to see is the merging of a creative idea and a media strategy. Finding a creative way to engage your audiences resonates more than just producing something creative.

Is your content optimized for search? Do you understand and embrace social media? Is your creative engaging, interactive and designed for the more active millennium generation?

According to this article from Business Insider marketing your content to a target audience is shifting from art to science. The fact is you can have amazing content but it will go unnoticed if you don't have a great strategy to disseminate it through those pipes we call the interwebs.

Advertising has seen the advent of the connections planner and media creative who is at the forefront of designing creative solutions to distribute your content. This article makes a few suggestions like
1. design your content with specific audiences in mind,
2. use technology that will allow you to create content at really high quality, and
3. develop a marketing budget that accounts for distribution.