Do you know what is driving all the “free” on the Web? Marketing. Not just advertising but marketing. Why is Facebook so valuable? Why does Google have more money than Allah? Where’s that money coming from? Yep, Toyota and P&G and Verizon.
And as we glance beyond the dashboard at the future and see, as the iPad commercial puts it, newspapers with videos and magazines that sing, we see a world in which the Web and mobile devices are the primary instruments of marketers. The devices know what we like and where we are. They know when we are sleeping. They know when we’re awake. Dare say, they know when we’ve been bad or good.
As the social web evolves and the big ad and marketing shops learn how to “map and manipulate”, it will become more apparent that people with influence are the drivers of marketing. Kim Kardashian, for instance, earns $30,000 for a tweet. To a tech start-up a Robert Scoble endorsement can mean the difference between being funded and being fun dead. So where am I going with this? To Klout.
Klout is the new online oxy. It’s a drug…and more and more Posters will be talking about it. The Klout score will identify those people who advertisers want to target. And revere. High Klout scores and predictions thereof will be the things around which ad agencies develop departments. Klout is on to something and they know it. Get it right dudes and dudettes. And get it right soon before a competitors snaps it up. Peace!