I recently read an inspiring executive white paper fromCision Global Media Intelligence. In that paper Cision states that:
“An intelligent Web 3.0 will expand and energize today’s social-media conversation, providing the meaning, background and context of any question or conversation. It will dramatically accelerate communication, increase the productivity of PR professionals and enhance knowledge transfer and understanding in ways that will revolutionize every information-based communication business.”
It then calls out those in the marketing and PR industries, basically saying that ROI won’t be something vaguely quantified several months after a contract is over and that PR and marketing companies will have to “…start demonstrating quantifiable return-on-investment” Sounds like Cision may have been bilked by a marketing or PR company who delivered a less than stellar plan in the past. (as nearly every company probably has) It also states later in the paper how we can avoid the old clunky organizational silos by utilizing the communicative powers of web 3.0. No more being at the mercy of ad executives and marketing gurus. Sounds good- so what is it?
Continues @ http://senses.thirdi.com