1. DIGITAL TREND Publicis Modem
Content exploration – Done digging in a traditional manner
Saturation of content – It would take 412.3 years to
view all of the material on YouTube (as of March 17th
2008). The indigestible amount of content on the web is
changing the way digital participants see new content; or
the lack thereof.
The discovery of new content and information began with
the printing press– a means to concentrate and disseminate
amongst the public. Today’s equivalent of this on the web
is Google’s search browser – a place where 90% of user’s
begin their search amongst a sea of information – but this
method of discovery is still very limited due to the flow
of information.
Browsing behaviors are evolving with the introduction of
social networks and micro-blogging; digital participants
are now sharing and discovering new content via peer to
peer interaction. Rather than venturing out in a sea of
information, they rely on product reviews, tweets and
Facebook updates to provide them with relevant digital
news. Share worthy situations. Publish content that’s worth
sharing. No longer does an audience want to strictly
read a tech journalist’s review article, instead frequent
and quality interaction in the places where the audience
How can this trending topic be applied? operates will promote sharing and improve messaging
reach.
Enhance exploration. Create experiences around the
discovery of content, instead of creating new content that Best practices –
will be lost amongst an oversaturated environment. This
is not the best practice for every digital campaign, but can A great example of content exploration was created for
be extremely effective when applied to relevant audience the 52nd Grammies - www.wereallfans.com
interests.
Users are using sites such as http://tweetmeme.com/
Travel ready messaging. If an audience finds value in the and www.digg.com to aggregate relevant content and
content your brand provides, they will want to share place it in one place; this is another example of content
it. Creating content that can live across many online exploration and discovery.
destinations by using API’s such as Google’s Open Social
will maximize viral efficiency and allow for a more ‘always
on’ campaign.
January, 31, 2010