IBM’s “The End of Advertising as We Know it” – A Must Read

Wanted to call you attention to this excellent white paper from IBM Global Business Services entitled "The End of Advertising as We Know it."

Couple of points here:

First, this is an amazing example of world-class content marketing. This white paper clearly shows how a brand can create valuable and relevant content that is as good, or possibly better, than many traditional media pieces in the field.

Second, here is a quote from the conclusion of the white paper:

"There is no question that the future of advertising will look radically different from its past. The struggle for control of attention, creativity, measurements and platforms will reshape the advertising value chain and shift the balance of power. As we have witnessed in previous disruptive cycles, the future cannot be extrapolated from the past."

If we needed another one, this is yet an additional example that there is more confusion than certainty in marketing, and that, ultimately, everything in the future of marketing MUST be measured in some way. Technology will enable that. This white paper depicts some case studies that share a glimpse into how.

Third, content development, both on a corporate and customer basis, will play a huge role in how marketing and advertising decisions are made in the future. Yes, the revolution is at hand!

Enjoy Reading!

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