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ERA OF ENABLEMENT
In an environment where your advertising and marketing decisions hinge on costconcerns and ROI, free, open-source platforms will prove to be the most cost-effective, results-driven options for creating and distributing online content.Community platforms that enable instant, participant-generated content arealready growing rapidly, and so is the value of their content.The default expectation today is that everyone is invited to become a contentcreator. Smart brands are customizing open-source solutions so that consumersare experiencing content creation itself as a branded experience. A deep desire to mitigate risk and financial exposure will force informationtechnology professionals and marketing organizations to focus on enablingcreators of content like never before.Open-source platforms represent the collective wisdom of thousands ofdevelopers passionate about deploying enterprise-level content-creationsystems using solved problems.It’s time to embrace the
ERA OF ENABLEMENT.
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THE EXPERT EXPLOSION
Paradoxically, the ERA OF ENABLEMENT will result in the generation of a highvolume of low-quality content. The barriers to creating content are so low, wewill see a proliferation of niche-focused, content-creating ‘nexperts’ (niche-experts) in every category under the sun.Their ability to rapidly create video, audio, text, or imagery will elevate these‘amateur influencers’ or ‘prosumers’ to the point of a disproportionate influencethrough product recommendations, and they'll represent an ever-growingcollective buying power.Brands will need to embrace and encourage amateur influencers by engagingthem early in a product’s life-cycle. Consumers will be vetting prosumers basedon their ability to create frequent, relevant, high-quality content.Without any formal journalism training and no commitment to objectivityprosumers represent a substantial risk, and one of the better ways for brands tocurb the risk is to find the value in objective amateur influencers and embracetheir work to help cull the herd during
THE EXPERT EXPLOSION
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