An article by Stuart Elliott (@stuartenyt) in The New York Times (@NYTimesAd) explains another facet of the revolutionary change occurring in society because of the Internet:
The language of social media — “fans,” “friend request,” “like,” “social network,” and, yes, “status update” — is increasingly appearing in advertising, whether or not those ads are running in social media like Facebook, Twitter, and YouTube. Such ads are also increasingly being aimed at mainstream consumers, not just the younger consumers who were the early adopters of social media.
The appropriation of the trappings of social media for marketing purposes is an example of a tactic known as borrowed interest, by which brands seek to associate themselves with elements of popular culture that are pervasive enough to be familiar to the proverbial everybody. Social media’s new starring role in product pitches signals that agencies and advertisers believe they are sufficiently prevalent to refer to without producing puzzled reactions.
Another article says “every business should embrace change.” Kevin Chou, CEO and co-founder of Kabam, writes on his LinkedIn blog about counsel he received from a colleague, who said, “Business change is never popular, and it's a messy affair, but survival depends upon it."
"It's tough to put difficult advice into action, and harder still to have the conviction to see necessary changes through. For one thing, you need a thread-the-needle combination of self-confidence that you've made the right decision, and humility, so that you and your team learn quickly to fix the inevitable mistakes in the messy road ahead. For anyone facing a dreaded but necessary change process, I give the same advice – you likely won’t be popular, and will make inevitable mistakes – but standing still is certainly not an option."
We at Somersault believe the unprecedented changes occurring in the publishing world aren’t a crisis to avoid; they’re a playground of possibilities. We’re here to help you embrace change and leverage it to fulfill your mission. We like to say we’re flipping the publishing world right-side up!
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