Marketers have the potential for brands to act as publishers and media companies, going direct to their customers or consumers in the fight to earn attention. There are three drivers changing how we spend our time and attention:
Increasingly, we are getting our information from the smaller screen. It's always on us—it's portable and connected to the Web. It plays video and all other sorts of media and apps have transformed how we interact with it.
Specifically newsfeeds. In addition to e-mail, we increasingly get our information in a newsfeed format (arguably e-mail was the original mobile newsfeed). Today it's Facebook, Instagram, Linked In, Twitter... the list goes on. What each one of these has in common is that it's dominated by content, and sharing is only a button tap or click away.
Google continues to tweak its algorithm to favor quality content vs. redundant links and phrases which try to trick it. Because of this, it favors quality over quantity and becomes more difficult to game.