Demographic shift, Google stealth social network, rich media

Three blog posts that recently piqued my interest:

Wake up, the demographic shift is flattening us. Although targeted at catalog marketing executives, what Kevin Hillstrom has to say is relevant to the marketer in us all. Here’s the essential take-away:

Right now, “The Big Shift” is steamrolling us.  We are essentially addressing the 55+ audience, and wondering why our businesses are eroding?  We must begin investing in the 18-44 year old audience, if we want to remain relevant in 2020, while optimizing profitability from catalog mailings to the 55+ audience.

Very poignant observation, and very applicable concepts to the real estate industry.

Is Google building a stealth social network? Well-reasoned argument that Google is doing this, and that Google’s +1 initiative is part of a series of tactics Google has recently deployed to continue playing its ground game in the social sphere.

Rich media + display ads + social = advertising perfect CTR-engagement metric storm? “Rich media” (aka multimedia) has been around for some time. Similarly, rich media has had periodic bursts of hype and utilization for over a decade (anyone who was in the email marketing space around 1998/1999 will recall the covey of rich media vendors present at the variety of “internet conferences” that occurred during the same time period). Well, it seems rich media is back again (like a poltergeist?) and advertisers seem excited (according to the article). What’s interesting to me is whether there’s an opportunity for enhanced engagement via a rich media ad conduit that will support social CRM initiatives.

 

Creating a culture of participation while leveraging a culture of creativity and innovation

Previously I wrote about creating a culture of creativity and innovation. The salient points to remember in such an initiative are: foster a high level interaction, discussion, debate and have a leadership team that nurtures such an idea generating ecosystem.

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Related to this topic is a fascinating research article I found that focuses on creating a culture of participation (.pdf). The article discusses collaborative design projects (as in architecture, landscape design, etc), but the premises are transcendent to many industries:

  1. Creativity is an inherently collaborative and social activity and social-technical infrastructures facilitate such by organizing people around shared concerns as opposed to shared location
  2. Diversity (as facilitated by shared concerns) promotes new ideas, insights, etc, by building bridges between local knowledge sources and exploiting “conceptual collisions” (related to Von Hippel’s studies in innovation at MIT).

The article elaborates on a couple of case studies and points out the following areas for further exploration: (1) the role of curators—as supported through technological infrastructure—to organize “living information repositories” (see related article on how the BBC uses data mining principles to enable more informed curatorial choices) and (2) enhanced tagging mechanisms that support heuristic knowledge discovery activities.

Additionally, there are two blog posts that relate to the themes raised above, courtesy of Daniel Rothamel and Rob Hahn respectively, essentially “create, then debate”  and “embrace your inner auteur“.

Photo: Håkan Dahlström