My fellow SNCR researcher, John Cass, asked an intriguing question about Marketers on LinkedIn this past week. What disciplines should marketers be training within to ensure authenticity?
This is a follow up to my question last week; one person, Richard Michie, who answered my question about the future of marketing suggested that authenticity would be very important for the future of marketing. I that is correct, it is also an issue that bloggers discuss a lot in how to run an effective blog. Which profession can best teach authenticity? Is it public relations, journalism, or perhaps more interestingly a spiritual advisor, or religion? Though for those of you who follow Richard Dawkins I'd be interested to hear secular responses.
Again, which profession or discipline should marketers be reading about and receiving training from to learn about authenticity?
My first thought is that authenticity is something NextStage could create a mathematical model and test for using it's TargetTrack tool. Hmm...give me a minute...actually about twenty minutes later...
Prospects come to NextStage asking what we can do for them. We respond, "What would you like done?" We turn things around like that because, as in the case of authenticity, we can develop a mathematical model of something once we know it's of interest. We currently monitor over 80 channels with over 50 engines and have several more we're waiting to confirm with independant researchers.Engines and channels?
Yes. Channels is the term we use for intelligent variables. Imagine a variable that knows what equations it belongs in and understands what other variables are required to solve certain problems. That's a channel.
An engine is a mathematical equation that knows what variables are required to come up with a solution. Engines and channels work together in very interesting ways. If solutions are required that require variable forms our technology has never seen before, it has the intelligence to know what that variable should look like and creates it. Likewise, if data takes on a form that isn't currently used, our technology can determine where that form could be used to bring greater accuracy to certain solutions.
The end result is that we can model just about any behavior people are interested in. Many of these were shown in the NextStage Reports arc.
At this point I'll invite you to stay tuned. I had a break in meetings today, closed my eyes for a moment and realized the solution method to determining if someone is demonstrating authenticity could solve a number of challenges NextStage has been dealing with. Give me a few days to put something together...
Oh, it's wonderful being retired. I get to focus on some really interesting things...
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Upcoming Conferences:
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
- New Communications Forum 2008 22-25 April 08 in Sonoma Valley, CA
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