No one really knows what 'content marketing', 'mobile advertising' and 'digital advertising' really means anymore.
The rise in popularity of mobile advertising, content marketing, native advertising and the continued focus on digital leads me to one question: Does anyone really know what they are?
I’ve never woken up halfway through a medical operation, but if I did, I’m pretty sure the surgeons would not be asking their assistant for a “metal wedgy thing” to allow them to see the “red blobby bit.” Professions create specific language to allow precise and rapid communication. There is no place for vagueness. It’s not creative to call something different, it’s not more exciting to coin a new word, it’s not useful to be hyperbolic and generate buzz. Whether you’re an architect or a medic, the question is what we do with these tools, not how we label them.
All the more proof that marketing— an entire field of work with no proven qualifications or metrics for comparisons of talent—is not a profession, but rather a sort of art form with more reliable income. But as technology becomes our tool, we need to move toward precision.
Marketing has changed a bit since the undisrupted 1980s. Everything has become amorphous and volatile and the meaning of a wide array of terms has become blended and blurred. The pace and scale of change afford us an excuse for our slackness, but they also create the need for more precise language. Here are three centers of vagueness and how to introduce focus.
Digital advertising: Probably the most widely used expression of the industry for the last 10 years and yet few people would agree on what it means.
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Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.