Brilliant Reads: why technology led marketing isolates consumers, the role of naps in modern journalism and “mega SERPs”.

Welcome to Brilliant Reads, where we’re looking at why technology led marketing isolates consumers, the role of naps in modern journalism and “mega SERPs”. Would you like Brilliant Reads in your inbox each week? Sign up here.

Seven steps to a needs-based marketing strategy (Fast Company)

This article from Forrester introduces a new report Seven steps to a needs based marketing strategy, which suggests that too often marketers create strategies to meet their own objectives when they should be created and focussed around consumers’ needs.

It highlights that new technologies are often (wrongly) used as an integral part of strategies, which leads to isolation of consumers. Or to quote Twitter founder Ev Williams: “Those who lose sight of basic human needs – who want to give people the next great idea – will have problems.”

  • Uniting product and marketing strategy.
  • Forcing you to constantly reappraise the market you are in.
  • Ensuring you avoid technology-led approaches.
  • Supporting the emerging utility-centric marketing approach.

Each of the above is explained further in detail within the article, including some examples of these practices.

Image credit: pagedooley

Paywalls, aggregation and the ‘third metric’(memeburn)

This fantastic interview with Arianna Huffington, of the Huffington Post, on the success of the (you guessed it) Huffington Post contains some brilliant insights on digital journalism and the roles advertising, aggregation and nap rooms will have in the future.

Her views on aggregation and citizen journalism are particularly interesting; she suggests aggregation is an often misunderstood subject and that the debate around it has been dominated “by people who don’t seem to understand aggregation”. She credits HuffPo’s success, and recent Pulitzer award, to their aggregation approach and the combination of community generated content with investigative journalism.

Image credit: c2mtl

Google search results and the ‘Mega-SERP’(Marketing Land)

Following the announcement of the Hummingbird algorithm, and ongoing yearly innovations, the Google search engine results pages (AKA SERPs) are looking more varied than ever.

The people over at Moz put together a ‘Mega-SERP’ showing all the different features that can now appear in your search results. The result is a nice visualisation of how far Google’s design, user experience and its goal to provide users with the most useful information, have evolved from simply showing a list of websites.

As Google continues to evolve, we’re likely to see the way it displays results continue to develop, especially considering the arrival of Google Glass, and other wearable tech changing the way we interact with search results.

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