I attended a short seminar (sales pitch) hosted by Razorfish to dip a toe into analytics and to learn about a new analytic software tool called Quantivo. This form of marketing isn't my forte, so there was a lot of knowledge to soak up. The datafeeds and histograms don't exactly light my fire, but the innovations are fascinating and are changing the way we market and communicate about our brands.
Analytics are a part of what I see as a dramatic shift in thinking. Long gone are the days when consumers buy your product because you say so. "Tide is the best laundry detergent there is!" Consumers are empowered. They want the ability to search for more, or less, depending on their mood. To exist in the online space as a multidimensional and complex characters with an array of eclectic tastes, hobbies, habits. The Internet is gaining the capability to react to consumer behaviors in an unprecedented fashion. The power shift is substantial.
Communication is moving from PUSH to PULL. From TALK to LISTEN. The focus has shifted from what business is telling us is the best, the biggest, the coldest beer there is, versus what consumers actually want to know. The epic marketing battle between the interesting vs. the interested is altered, and what these new tools are proving, is that, really, it's all about me.
No longer is the Internet a series of static islands for users to navigate with antiquated maps. The online space is more personal, more attentive to detail, and is reactive. Rob Norman *genius* of MindShare speaks in this video about the future of the Internet, and the use of what he calls social gyroscopes, contextual discoverability and semantic serendipity.
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