DigitasLBi’s “What’s Next” phrase isn’t supposed to be used as a question; it’s supposed to be used in the context of digital transformation and those agencies that can help brands achieve that.
But I like using it as a question. I like questions. Asking questions is what keeps us savvy, keeps our heads up and eyes open while we predict what’s next rather than just try and cope with it when it comes.
Thankfully, the "What’s Next ... In Media" day we held in London last week raised lots of questions. Here’s a quick video summary.
Lots of high profile and intelligent speakers. I was very pleased to see a mix of publishers and brands. I’m an advocate of thinking like a publisher. This is not because I’ve a content marketing proposition to sell but because brands have no choice. Brands are now publishers whether they like it or not.
I think Anna Watkins, the MD of Guardian Labs, made some great points. Many years ago I once called the combination of anchor text -> title tag -> h1 the holy trinity. Those days are long gone. Anna uses the phrase to describe the need for world class content, technology to help distribute at scale and data to target the right audience.
In particular, I was interested in the challenge around “cut through”. How do you get noticed when everyone else is doing the same thing? This is the media challenge. This is the point of media – creating value from your assets by connecting with audiences. Branded communications, publishing and media campaigns (paid or earned) the overlap is huge.
Anna said there’s almost an obesity crisis when it comes to creating content. Branded content marketers may have a harder job than journalists (I’d suggest they’re less trusted, certainly).
I think this “cut through” challenge is both “What’s Now” and “What’s Next” in media.