Steve Rubel writes:
ornate palaces in homage to ourselves in the form of web sites and
micro sites. Each acts as a destination that embodies our meticulous
choice of aesthetics, content and activities. (…)
After years of erosion it now it appears the destination web era is drawing to a close. (…)
In the post-destination web era the secret to breaking through won't be advertising. A new study
from ARAnet in conjunction with Opinion Research Corporation confirms
what PR execs have known for years – we are far more likely to take
action when reading online articles that include brand information
(51%) compared to search engine advertising (39%) or banner ads (25%). (…)"
Unfortunately, digital marketing is still wired for the destination web
era. To succeed going forward we have to change our thinking. "Earned
media" through direct public engagement
in the venues where our consumers spend time will become the only way
to truly influence a behavior change. The greatest advantages will go
to the first movers who embrace this shift. It's not too late. (…)"