Tonight is Halloween and this has us thinking about the future. For some companies that becomes a scary proposition, but not to G2Blog. Especially not when you step back and think about how the web is proceeding from web 2.0 to 3.0--and what that means for event marketers.
From 2.0 to 3.0 Thought
While by no means universally shared, there is tendency in web 2.0 to believe digital marketing is fixed and immutable. Or that “machine learning, artificial intelligence and cloud computing will combine to create a steady cascade of greater capabilities beyond human comprehension," in the words of George Gilder.
In other words, marketing is driven by an ever-better sameness until it achieves a perfection we no longer understand. Today a new generation of what might be called web 3.0 thinkers are moving in the opposite direction towards blockchains of information that don’t require a FAANG (Facebook, Apple, Amazon, Netflix, Google) registered digital identity to thrive.
Theories aside, it is an inescapable fact that the gap continues to widen between the efficiency of content delivery and the quality of content. If you’ve ever paid Facebook to “boost” a post about your pets (i.e. increase reach and frequency) you’ll understand what we mean. Forcing more people into a cringeworthy conversation doesn’t always work and yet “petvertising” won’t go away.
Part of this is due to 2.0 thought—which does not always separate the immense brilliance that goes into creating event marketing campaigns—from the act of “promoting events” – which is heavily dependent on paying the FAANGs to get the message out. Some believe, in fact, that the whole business of developing marketing for events has been obsoleted by whitepapers and infographics you send into cyberspace like so many carrier pigeons that eventually return with buckets of leads.
We're not saying these digital marketing or inbound marketing techniques can't work. They just have no place for a flying Pumpkin drone like the one pictured above.
We're sticking with our position till day that chatbots can fly.