The word "Google" was added to the Oxford English dictionary on June 15, 2006. Eight years ago we were using the word Google as a verb to describe an online search for information so often that it became a recognized word in our global society.
Just as online search is our new Yellow pages and our community is now global, so too must advertising change to meet the new norm.
It is not about simply grabbing the attention of the intended buyer, now it demands continuing to communicate through every means possible.
Greg Sattel is an expert in online marketing and publishing plus as regular contributor to the Harvard Business Review and Forbes.
Here is an interesting read he posted on his blog about "How to Stop Failing at Content Marketing"
When asked about what makes a great ad, advertising legend Leo Burnett advised, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” He wanted his work to cut through, because as he also said, “If you don’t get noticed, you don’t have anything.”
And no one was better at getting noticed than Leo Burnett. He created legendary icons such as Tony The Tiger, the Jolly Green Giant and the Marlboro Man that transformed mediocre brands into dominant market leaders.
Now that digital technology has revolutionized how we distribute information, marketers are trying to apply many of the same principles to content. Unfortunately, it simply doesn’t work that way. The truth is that in a content driven world marketers need to start thinking less like advertisers and more like publishers. Here’s what needs to be done.