You have probably noticed that I have been using the word revolutionary quite a lot to describe things that in reality little more than passe so to avoid confusion in future I am going to invent a new word to distinguish between what is truly revolutionary and what is actual nothing more than Fauxionary (i.e. Faux Revolutionary or Visionary).
Another word I’ll introduce is the word SoMe to describe the social media revolution. Primarily because I’m interested in conducting another round of Google experiments (Think back to the original excapite branding experiment that was conducted over first 90 days of blogging, Memium and the Crowdsong). Plus SoMe isn’t such a bad name for a new breed of ad agency who’s premium market position is Social Intelligence (SoInto(?)).
Now let’s explore the application of Fauxionary and SoMe and see where it leads us.
The headline piece on Mashable today is the 6 Predictions for Digital Advertising in 2011. In that piece is the revelation that “Brands will become more like media companies”.
The question is how revolutionary is that idea? Does it provide us with a visionary insight into how we should manage our Brands in an age of SoMe or is it simply a repositioning – in Fauxionary SoMe speak – of what Brand Managers are already doing?
Branding is a Singularity. It is about owning a word, a phrase or concept (i.e. a Message) in the audience’s mind that is exclusive to you and your product.
The Brand is manifest in the Logo: The message – be it symbol, pictograph, sound or word – that differentiates the product and/or the company from the competition in the mind of the consumer. The prime function of the Brand Manager is to construct, broadcast and then monitor the performance of this message in the marketplace. So this means if you are not already managing your Brand as a media property you shouldn’t be in that role.
So the idea that “Brands will become more like media companies” does not provide us with a new radical way of doing – or even a new way of understanding of how we will manage Brands in the future - but it does act as a wake up call to anyone who isn’t thinking this way today.
Another recent Mashable post with predictions for 2011 deals with the future of Online Data. Here Josh Jones-Dilworth explores the idea of the rise of the “Data Scientist” as the new community manager. GigaOm’s Ryan Kim asked a similar question earlier this month in the post Wanted: Data Scientists to turn information into Gold while Mike Lourkides published a comprehensive introduction to the role on O’Reilly’s Radar in the middle of the year.
Today we have Spin Doctors.
Tomorrow we’ll have Data Doctors.
The Data Science is of course the new science of advertising and while many of the claims for SoMe revolutionizing advertising are nothing short of Fauxionary there is little doubt that moving forward data science will revolutionize the advertising industry simply because without it much of the growth that is being forecast for SoMe Marketing will fail to be realized.
Data science is the key to unlocking the unlimited potential of the MobCon as an advertising and marketing platform. Without it your campaigns will simply drown in digital dust as you go in search of a mythical mass market online.
The future of branding online is like the future of all media online. It is a future of nano-casting where you actively engage with the customer on a very personal – some would say conversational – level. To make this work you will need the “Data Doctors” who can not only locate the customer but also provide you with the SoInto you’ll need to engage them on a personal level.