Uh, what?! No worries: “native advertising” is just another lame buzzword for a trend that is pretty intuitive and ultimately empowering. Two years ago you could have used the word “viral”. The subtle distinction between these two terms can be seen in the marketing world’s evolution from attention-grabbing gimmicks to a sort of symbiotic relationship with fans (as opposed to a supreme subservience to brands). Check out PandoDaily’s 5 case studies from 2012, and note that – without exception – each example is ultimately about compelling content that somehow involves or actively entertains a very specific type of person. Native advertising is about influence.
Derrick Harris has been writing about the US government’s intersection with technology for quite some time – focusing, notably, on how ill equipped government is for dealing with technology’s rate of change. It’s an issue we see higher ed and the enterprise sector dealing with as well. What is a priority? How do we answer or address all of these new threats (and opportunities)? Where is our competition going to come from next?
For proof, one need look no further than all the hubbub on Thursday about a forthcoming amendment to the Video Privacy Protection Act allowing video providers to share data regarding customers’ viewing habits. In this case, the amendment was spurred by Netflix’s desire to enable “frictionless sharing” between itself and Facebook. More than a year later, an amendment, which just awaits a signature from the president, will give Netflix and Facebook what they want — no more, no less. (Congress didn’t even bother to change the term “video tape provider” to something more current and all-encompassing (although, in its defense, the term is defined broadly).) And, as my colleague Jeff Roberts has noted, now that Facebook doesn’t appear to be the kingmaker it once was, it’s probably too late for this bill to matter.
Chris Proulx from eCornell flags five shifts to watch for in higher education next year. For all of the buzz about MOOCs, Proulx predicts that the top tier schools will continue to be the big benefactors – but there is room for everyone else in the tech-boom too. He points to new classroom models, more efficient internal processes and hybrid models that play to each institution’s strength and, ultimately, reduces costs. Where does your school fit?
Author: Meredith Singer is Head of Ops & Co-Creative at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.