Advertising Age Article Abstract
Three Strategies for Thriving on the Decentralized Web
As Long-form Content Becomes Bite-Size, Make Everything on Your Site Eembeddable
The Long Tail of content and increasing demands for our attention have created a perfect storm where traffic to brand sites may soon shrink. It's simple supply-and-demand economics at work. Long-form online content has been usurped by all things bite-size, whether it be widgets, YouTube clips, or micro blogs powered by services such as Tumblr, Jaiku and Twittergram. This column offers three simple steps marketers should consider to thrive in a web that is increasingly becoming decentralized. ...