The Rise of ‘Advertility’

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Gauging the give and take of marketing in a digital age

Nov 9, 2009 -By Jeff Brooks

The notion of brands taking on more purposeful, useful roles in the lives of their consumers is nothing new. Nor is the belief that the Web, and technology in general, have turbo-charged the ability for brands to provide more meaningful value for their customers. So lately I’ve been thinking about why our industry has yet to fully embrace this phenomenon.

Deeper customer engagement, technology innovation, real-time marketing, social amplification. These are wonderful things to evangelize. I’m just wondering if we’re asking all the right questions about how we apply these many virtues of the digital space. Instead of starting with the typical question of “What’s our message and how does it tie back to our product and business goals?” perhaps there’s an equally important question we often choose not to ask: “What can we be doing to help consumers, and improve some aspect of their lives?” (more…)

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