"What's the beef?"

Web 3.0: Weapons of mass interruption

Marketing and branding is a continuous battle between good and evil, with unsuccessful me-too brands playing the part of the evil—scrapping with each other, continually blanketing the entire kingdom with inconsistent messages, reacting to whatever is currently hot as per yesterday’s copy of Metro. Nasty little buggers.

In this fable, I like to think of well executed, consistent, thoughtful branding as being the good guys. Where marketing strategists align their messaging (post research and analysis) with exactly what customers and stakeholders would really want to see.

To the rescue comes Princess Ruth [Mortimer], Brand Strategy’s editor, see Sharpen your seo weapons for web 3.0’s robot marketing wars.

Ruth’s piece, in this week’s Marketing Week, metaphorically refers to a futuristic robot battle ground to describe the process of engagement between the ‘buyer’ and the ever-protected ‘seller’. She makes it very clear that successful brand and marketing strategists will need to up the intelligence ante, truly get to grips with what’s already starting to happen in the futuristic world of SEO.

With Christmas just round the corner, and switching our fairy tale to a more festive theme, marketers on OTT mode should pay attention, and stop assuming that Ali Baba (aided by his mother, Lilly Savage) still possesses the ability to shout the right command and unlock the cave and all its wealth.