This week Andy Hunt looks at the deployment of a technology through iOS7 that may hold great promise for B2B applications. Steve Graham joins our round-up with a post on understanding the native continuum in online advertising. That’s our round-up as we glide into October and the last calendar quarter of 2014.
Chuck Manners, CEO
One feature of iOS7 that had slipped under my radar (pun intended) is something called iBeacons. It’s a way of using low power Bluetooth or Bluetooth Low Energy (BLE) to provide device-to-device interaction based on very specific locations. It’s very similar to things like RFID or NFC but the big difference is that Bluetooth is in nearly all phones and tablets and is available on Apple, Android and Windows devices. Unlike those other two technologies, the interaction can occur at greater distances, rather than having to swipe nearly up against a reader. This longer “short distance” passive communication, if solved is going to smarten up a lot of devices. Or at least make it a lot easier and cheaper to smarten up lots of different devices. It could make things like facilities and equipment management much more efficient and economical for limited staffs and budgets. So as we’ve seen with so many other seemingly B2C type technologies, the large scale introduction of BLE brings some interesting B2B possibilities. How could that many ‘B’s be wrong?
Andy Hunt, Director of Marketing Technology
There’s been a lot of online talk lately about native advertising. Or is it brand content? Or sponsored content? Or is it a contemporary version of the old-school advertorial? Various definitions are being tossed about. Wikipedia describes it as a “web advertising method in which the advertiser attempts to gain attention by providing valuable content in the context of the user’s experience.” At Godfrey, we define native advertising a little differently: Embedding paid content in a B2B editorial environment so that it is barely distinguishable from the journalistic information around it.
Native advertising is all the rage because several high-profile PR firms are going into the advertising business to broaden their reach and generate new revenue streams. It’s a natural evolution because PR agencies have grown up with content marketing. Meanwhile, Jonathan Glick, CEO of Sulia, a subject-based social network, and Josh Neckes, VP of revenue at Sulia and a strategic consultant for early-stage tech start-ups, have taken the concept of native advertising to a whole new level. They believe that publishers and brands often have a poor understanding of the “native continuum” – the gradient that exists between a classic banner ad and a fully native one.
In fact, Glick and Neckes have gone so far as to classify different forms of native advertising. To learn more, check out the link above.
Steve Graham, Director of Public Relations