Emerging media is as much about technology as it is how people use it. The resulting products and byproducts multidimensional media trigger evolutions within the digital ecosystem and consumer behavior.
You want to prevent acid rain (negative consumer reactions), you have to understand what triggers acid rain. You want to find more rainbows (shining consumer content), you have to understand what conditions make a rainbow possible.
Advertorials vs Sponsored Content
Since my primary focus has been on unpaid traffic and organic optimization for the past six years, I hadn’t thought much about the difference. But Al Chen co-founder of Coopertize happily broke it down for me at PRSA ICON. Most of us are familiar with paid ads that look like content, aka advertorials. Whereas sponsored content is content paid for by the brand but created independently. To make it even simpler, brands have total control over advertorials, brands do not have control over sponsored content. This lack of control over the final product lends a level of grit and authenticity to the work.
Influencers vs Advocates
Here’s the crazy thing, both have influence over audiences, but guess who has greater influence? I’ll give you a hint, it’s not the celebrity influencer. We live in day and age of authenticity, where consumers can smell the stink of BS even when it’s contained in a pretty digital post. Advocates hold exponential power because they can’t be bought. They can be rewarded, and they can certainly be fostered, nurtured and cultivated, but their opinions are their own not paid for endorsements.