By Kent Wertime

A primer on new media and affiliate marketing online from advertisements giants, 'DigiMarketing' is a common sense advent to the themes of electronic media, affiliate marketing, and advertisements, all written in an easy, jargon-free style.

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Extra resources for DigiMarketing : the essential guide to new media & digital marketing

Sample text

The interconnection of people through digital channels means that news, information and content spread with breathtaking speed. Plus, the material distinction between products has become more short-lived. In this environment, set-piece marketing is becoming an anachronism. It’s a bit like 18th century British redcoats trying to fight a modern guerilla strike force. What’s needed is a more dynamic approach to brand management, with marketers continuing to guide their brands, but ready to do so at the speed of the market conversation, and with much, much, more consumer participation.

Game-Changer: Consumers Organize Information Consumers are actually doing more than just creating content. They are now helping each other screen, filter and organize that content. Traditionally, content was screened and filtered by professional publishers, editors and reviewers. Content was then organized by librarians using detailed, arcane classification systems. This screening and organization was the domain of trained experts. The layperson probably needed assistance to find what they wanted.

Consumers decide when they want to know more. We look at RSS further later in the book. Real Simple Syndication…really! Real Simple Syndication15 is a set of web-feed formats that allow frequently updated materials – such as blogs, or news, or even podcasts – to be distributed over the web. Consumers choose to subscribe to feeds of headlines or summaries from sources in which they are interested. This means that consumers get your information and material without having to go to your site. Third, as content becomes more liquid, it will become device independent and scale to more channels.

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