TLDR: For the Web Excellence Forum, .companion examined 2 samples on the resonance on Twitter. The results probably surprise only a few experts, but for social media priests they mean real #new territory. Robots have a significant influence on media resonance. The seemingly objective performance indicators are also massively manipulated here. Welcome to the matrix.
Communication
Why and when Big Data leads to a system crash
TLDR: The 2016 Communications Congress delivers an unpalatable prognosis: data-based control systems, whether in communications, technology or society, are bound to get out of control. The whole problem and the prognosis, here in one picture.
Digital Marketing 2016. Second look into the crystal ball
TLDR: Digital Marketing Forecast 2016. TV targeting becomes beta of the year.
Advertising effectiveness comparisons: Not a gold standard, but a real step forward
TLDR: News on the cross-genre advertising initiative of companies, media and agencies. In the current interview with W&V, the vice president of the advertising industry sets the expectations for the implementation of the .companion concept straight. A good move before the pilot operation starts in the fall.
Content marketing in the company - the complete to-do list
TLDR: Many people sell content marketing concepts. In the end, it's always the companies that have to implement them. Our hype-free list shows what it means to embark on the march into digital day-to-day business. Conclusion: Content marketing is anything but a small matter internally.