I returned to my weekly OnlineSpin column at MediaPost. (I’ll soon share more on the reason for my hiatus.)
Last week, in my first column back, I provide some five-mile-high analysis on Facebook’s new positioning that asserts that content and stories are the primary ad unit (versus conventional ads). Facebook is an online media and social networking powerhouse, so this move made waves.
In Facebook’s world, the interplay of content, engagement and ads requires that marketing, advertising and other related business functions collaborate seamlessly — across agencies and client organizations.
That’s a noble and ambitious goal, but a big challenge for the marketing industry, which has championed “integrated marketing” for decades, but so far has failed to come anywhere close to living it out — for myriad reasons.