Marketing, as most of you know, is going through a tremendous shift in its ongoing process. Making people aware of our brand doesn't seem to be enough anymore. Neither is simply offering people opportunities to buy something.
With online marketing, especially creating something that has the potential to go viral, there is a growing move toward converging the brand and content together; not for the purpose of trying to fool someone, but for the purpose of creating something engaging that people want to participate in.
As marketers we think of positioning our brand in the hearts and minds of people, while from the point of view of people, they're looking for something that gives them an interesting or unique experience.
The best campaigns of the future will be those that are able to bring these two motivations together in a way that doesn't interfere with, but enhances, the experience of the one interacting with it.
Results from this convergence will make the line between advertising and content blurred. People are saying that they don't mind this if it's done right; they just don't want to be fooled. Branding and marketing content are gradually morphing into one experience that is becoming increasingly difficult to distinguish between.
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