Wednesday, April 28, 2010

Marketing In The Moment

Over the last month I have given a presentation entitled "Marketing in the Moment" at several different interactive conferences, including the SMX Toronto personalization panel, the PubCon Dallas real-time and social panel, and at Search Insider Summit Marketing Strategy panel in Captiva (click here to view the presentation on Slideshare). Today I want to elaborate on this presentation, and discuss how search and social are becoming imperative elements of a holistic marketing strategy, and how organizations must embrace the concept of marketing as an "in the moment" medium.

When I speak of marketers needing to be "in the moment," I am not referring specifically to real-time search, social, or the real-time Web. This refers to becoming fully connected to your audience -- directly and indirectly -- and even more so, also being present and engaging with your audience in a meaningful way.

While brands are becoming increasingly connected, the aspect of being present and acting "in the moment" most often falls by the wayside. As it stands, most major brands spend two to five years in redesigning their static website; they view social media in a campaign-based, start-and-stop manner, and they are getting swung around by their tails by various networks.

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