Next to Now: The End of Big Tent Marketing?

This week, new data from Instagram, YouTube, NPR and more suggests that the shift away from big tent marketing—where all your customers will hear your message at one, pre-determined moment—is well underway. Time to set up lots and lots of individual tents.


Instagram builds on its lead as the most important social network among U.S. teens.

Teen Social Net Prefs




Instagram announces that it will open its network to everyone this fall. Rates, minimum spend, and other requirements have not yet been released to us at Verso, but as soon as we learn more we’ll let you know.


What does a customer-first approach mean for marketing? “Marketing is no longer a department,” says IBM’s Michelle Killebrew:

“Businesses of all sizes are (truly) embracing the concept of customer centricity and understanding that marketing is no longer a department, because everyone (customers and employees alike) has a voice that can be amplified through social and mobile channels. Every interaction with a customer is part of their experience with your brand. It is why companies are focusing on employee engagement now more than ever—employees are the face of the company to the customer.”

This type of insight doesn’t easily map to book publishing, since every publisher is caring for hundreds to thousands of different brands (aka authors or series), but it’s undeniable that editors, marketers and publicists for every house are gaining public voices—and this is a good thing.


On the subject of one-to-one advertising, this outdoor campaign for a Swiss vacation spot is brilliant at literally starting a conversation.


YouTube viewing habits are going mobile: 50% (and growing) of YouTube views are mobile. 


TV viewing habits are changing: 28% of all TV watching is now streaming.


In another sign that the NPR audience is beginning to shift from live listening to on-demand, NPR podcasts have nearly doubled in hours downloaded over the last year. 



Leave a Reply

Your email address will not be published. Required fields are marked *