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<atom:link href="http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Get Ready for Five Big Sentiment Shifts in 2013]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments</link>
<language>en-us</language>
<ttl>120</ttl>
<description><![CDATA[The tech-dominated conversation is losing sight of the fact that marketing is a people-powered discipline affecting real consumers.]]></description>
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<title><![CDATA[By: Judy Shapiro]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-107021</link>
<description><![CDATA[Thank you Bill and yes, if you were trained as a true marketer versus a &quot;digital platform monkey&quot; then it can feel downright lonely especially when you try and plan marketing that can be effective. So I have recently been on a crusade of sorts to get the human element back into marketing. 

I railed against platforms that deliver lots of impressions but who know how many real people.

I&#039;ve publicly shared my frustration at how technology funding is disconnected from what marketers really need.

And I have wondered out loud whether &quot;hacker culture&quot; of tech can live in the real world of marketing where every &quot;hack&quot; can wreak havoc on a well-oiled marketing plan that took months to coordinate. 

Simply - the marketing business is entering an amazing time of transformation but we have abdicated our voice to the tech &quot;kids.&quot; I am on a crusade to get the marketing world to lead the conversation and not be led by the tech that dominates marketing today.

Thank you for joining in on the conversation.]]></description>
<pubDate>Sat, 15 Dec 2012 18:06 EST</pubDate>
<author>Judy Shapiro</author>
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<title><![CDATA[By: Bill Crandall]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-107017</link>
<description><![CDATA[So very refreshing to see Judy Shapiro address terms such as &quot;brand authenticity&quot;, &quot;push/pull&quot;, &quot;cognitive dissonance&quot;, et al. Amidst all our current techno-babble, I thought I was the only one left still thinking about such things.

I love all the new digital platforms and channels we now have, but sometimes I wonder a lot about the brand messaging content. As Judy suggests, it&#039;s becoming ever more ephemeral ... and certainly no substitute for a relevant and sustainable consumer selling proposition - God forbid an actual &quot;USP&quot;.


I suppose if one were solely in the entertainment or fashion business, then all of this would be OK, since &quot;the brand&quot; would typically have a limited shelf-life in any given purchase cycle. But if one wants to increase sales and market share, while building brand loyalty and equity for the longer-term future, they should take Judy&#039;s advice very seriously and hire some people who truly understand what she&#039;s talking about. Thanks Judy! Bill Crandall]]></description>
<pubDate>Fri, 14 Dec 2012 20:25 EST</pubDate>
<author>Bill Crandall</author>
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<title><![CDATA[By: Judy Shapiro]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-107000</link>
<description><![CDATA[Hi Jeff- &quot;Right on&quot; (ya - I am a child of the 70&#039;s) and OMG - I had forgotten about that quote! 

Flash forward - our company - engagesimply is soon launching a platform to give brands a place to execute along the lines you describe... an opt-in, banner free community based network where relevancy (not content) is king. 

It takes a marketer to create a &quot;marketing happy&quot; system. Tx for your thoughts on this since marketing needs every smart voice now to balance the loud chatter of tech platforms.

My new favorite phrase &quot;Trough of Disillusionment&quot; - its a keeper. :)]]></description>
<pubDate>Fri, 14 Dec 2012 02:00 EST</pubDate>
<author>Judy Shapiro</author>
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<title><![CDATA[By: Judy Shapiro]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106999</link>
<description><![CDATA[Hi James - Love this ... &quot;The move from the attention economy to the intention economy&quot;. I think that&#039;s another article ;)]]></description>
<pubDate>Fri, 14 Dec 2012 00:36 EST</pubDate>
<author>Judy Shapiro</author>
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<title><![CDATA[By: Judy Shapiro]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106997</link>
<description><![CDATA[Ya Harvey - I loved that &quot;there&#039;s big bad data&quot; line too! It captures the essence of the problem - bigger data does not mean better data!]]></description>
<pubDate>Thu, 13 Dec 2012 22:49 EST</pubDate>
<author>Judy Shapiro</author>
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<title><![CDATA[By: Harvey Mass]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106995</link>
<description><![CDATA[Interesting how your shifts are interdependent and based on data ... relevancy, pull even control. The problem is there is too much data that is put into models but it is hard to fathom what happened eg - Facebook&#039;s EdgeRank is getting it wrong a lot. To compensate - brands have to pay FB and they are getting pissed (see this article &quot;Google+ Communities: The Last Nail in Facebook&#039;s Coffin&quot; ... http://socialmediatoday.com/jc-kendall/1066006/google-communities-last-nail-facebooks-coffin?utm_source=smt_newsletter&amp;utm_medium=email&amp;utm_campaign=newsletter&amp;inf_contact_key=875b4494f01fa6990e19d57708cf5305c2fc95d7253b9956dee1fee7a0480c45 

Love the &quot;big bad data&quot; point - r &amp; t]]></description>
<pubDate>Thu, 13 Dec 2012 20:59 EST</pubDate>
<author>Harvey Mass</author>
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<title><![CDATA[By: Martin Evergreen]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106993</link>
<description><![CDATA[The data conundrum you highlight is a big issue and getting bigger. Tx for bringing to light a topic that most dont understand.

For us &quot;data geeks&quot; the transformation in the data business is so disruptive and yet so misunderstood. 

Marty]]></description>
<pubDate>Thu, 13 Dec 2012 19:10 EST</pubDate>
<author>Martin Evergreen</author>
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<title><![CDATA[By: James Faison]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106992</link>
<description><![CDATA[Judy - love this piece because you give voice to the real world issues that us brand folks at companies have to endure. There are lots of tech people pitching us all the time but while the tech is cool - we struggle to understand how to sustain it. 

It seems we have to go from doing marketing planning to doing promotional planning using platforms. Often it is just not worth the hassle of multiple dept buy-in that is needed to execute these cool platforms. 

The issues are not easily addressed by agencies or the tech companies. In many respects - brand teams are on their own.

Let new conversation begin - FINALLY!]]></description>
<pubDate>Thu, 13 Dec 2012 19:04 EST</pubDate>
<author>James Faison</author>
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<title><![CDATA[By: Jeff Pester]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106991</link>
<description><![CDATA[Judy,

I think people are finally coming to the realization that &quot;free&quot; social networks aren&#039;t really free at all, and that those social networks&#039; need to inject more ads and/or more intrusive data-harvesting tactics to support their free offerings are just getting started.

IMO there are two significant ramifications going forward: 1) Expect most large social media platforms to offer some form of tiered freemium offerings in the relatively near future, the primary value proposition to be an ad-free experience, and 2) Look for the introduction and evolution of consumer-controlled vendor relationship platforms. I&#039;m especially excited about this.

I often refer to what you said two years ago this month: &quot;Commerce happens in communities of interest - not social networks&quot;. It&#039;s absolutely true. And as we move further into &quot;Trough of Disillusionment&quot; portion of the Social Media Hype Cycle, a lot of marketers are going to have to completely reassess/retool as they realize social networks as effective customer acquisition platforms and Social Commerce in general are mostly illusions.]]></description>
<pubDate>Thu, 13 Dec 2012 18:46 EST</pubDate>
<author>Jeff Pester</author>
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<title><![CDATA[By: Judy Shapiro]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106987</link>
<description><![CDATA[There are two gaps actually -- 

1) Getting GOOD big data and 2) a marketing happy place to deploy long term engagement models (that uses all this good big data).

As far as #1 - a tough problem that is actually getting worse over time since too much data is causing algorithmically hiccups. Semantic tech will help here

As far #2 - even tougher because tech platform are not marketing happy. They can execute a program but not a long term franchise management initiative. 

The marketing business has to catch up to the tech business. This is why all these tough problems are coming up about 18 after the &quot;social&quot; revolution.]]></description>
<pubDate>Thu, 13 Dec 2012 15:10 EST</pubDate>
<author>Judy Shapiro</author>
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<title><![CDATA[By: Judy Shapiro]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106986</link>
<description><![CDATA[Hi Mel &amp; Sergio -

Agencies and brands are all asking themselves the BIG &quot;how&quot; questions now that many of &quot;what&quot; questions are being resolved. 

At the end of the day - the question everyone needs to understand is around the long-term engagement model! 

Not an easy thing to answer but it is the right question.]]></description>
<pubDate>Thu, 13 Dec 2012 15:04 EST</pubDate>
<author>Judy Shapiro</author>
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<title><![CDATA[By: Mel Brand]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106985</link>
<description><![CDATA[Hi Sergio - 

Great question... When one considers mobile ad platforms (eg RTB), Twitter or even Facebook - one can reach large numbers of folks more quickly and more efficiently than we could if we were using JUST traditional media.

Your question is around whether all that &quot;efficient reach&quot; is EFFECTIVE at driving business. That is the million dollar question that platforms are struggling to prove. 

Agencies will struggle to develop metrics around effectiveness because the platforms are focused on measuring behaviors NOT intent. 

Welcome to the conversation shift :)]]></description>
<pubDate>Thu, 13 Dec 2012 14:59 EST</pubDate>
<author>Mel Brand</author>
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<title><![CDATA[By: Justin Fogarty]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106984</link>
<description><![CDATA[Agree with you 100% on relevancy and big data. It&#039;s no surprise that people want what they want, when and where they want it. In other words, they want relevant experiences that recognize their intent. The reality for marketers is that they can&#039;t do this at scale and in real-time without help. That help comes in the form of &quot;big data&quot; but not in its ability to provide more datapoints in spreadsheets (most already suffer from analysis paralysis). Rather that data must be used to improve the customer experience by recognizing their intent and serving up the relevant experience they&#039;re seeking.]]></description>
<pubDate>Thu, 13 Dec 2012 14:52 EST</pubDate>
<author>Justin Fogarty</author>
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<title><![CDATA[By: sergio goncalves]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106978</link>
<description><![CDATA[How do you find &quot;Platforms are miracles of marketing efficiency; achieving scale better than ever before.&quot;?

What are the matrices and where are they to prove the efficiency? 

I work in a Digital Agency and we do have some success stories but no miracles whatsoever. 

Thank you,

S&eacute;rgio]]></description>
<pubDate>Thu, 13 Dec 2012 12:41 EST</pubDate>
<author>sergio goncalves</author>
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<title><![CDATA[By: Alan Alden]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106976</link>
<description><![CDATA[Spot on. this ANSWERS All the hand wringing BIG questions. Now it is time to get on with it.

Well Done!]]></description>
<pubDate>Thu, 13 Dec 2012 12:01 EST</pubDate>
<author>Alan Alden</author>
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<title><![CDATA[By: James (Jim) Pasquale]]></title>
<link>http://adage.com/article/digitalnext/ready-big-sentiment-shifts-2013/238746/#comments-106973</link>
<description><![CDATA[How refreshing to see and read somebody who clearly gets it. The move from the attention economy to the intention economy. One where Personal controls will lead to Personal Clouds and services that fit the individual.]]></description>
<pubDate>Thu, 13 Dec 2012 11:43 EST</pubDate>
<author>James (Jim) Pasquale</author>
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