Sunday, 2 November 2008

Next Generation Marketing

The way we influence and interact through the internet is constantly changing. We’ve all witnessed how user generated content has brought new creative potential to consumers and opened up the doors of online collaboration. While user generated contents impact on marketing and the way youth consume and create web content is significant, some believe it still has a long way to go. Screenplay’s Strategic Director Helge TennΓΈ offers a compelling argument on the limitations of the current means for online collaboration, deeming them too rigid and presenting “artificial barriers” for participation:

The essence is that we need to start looking at collaboration as something richer than getting participants to contribute their preset format content in a serial, one dimensional, string, within a rigid structure of publishing.

Collaboration is all about creatively collecting and combining a collection of data, making it accessible anywhere, through anything, with incentives for collaboration.

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