From a marketing point of view the challenge is delivery the messaging is understanding the current filters and creating messaging that is readily and easily passed along. The idea is not to ‘defeat’ filters, but to increase the quality and and construct of the messaging so that they do not just pass through, but get passed on by filters.

Shirky speaks of the original filter – convenience and practicality. It is neither convenient or practical to read every book ever published. So we rely on social filters to  bring us not only the best, but what is best for us. Social filters are like algorithms – the learn and know you as an individual and can pass forward quality content. In marketing design we are challenged with creating items that are not only good for the market, but good for the individual. Having data in CRM databases helps to tailor messages, but that is valuable in terms of direct marketing.

I think the best way to learn the filters in specific social media spaces is to participate and build trust and equity in the communities. Although time and energy consuming, it is the most effetive way to build brand awareness and drive relationships on the web.

The marketplace is fracturing  into two functions – strategy and execution and what is unique about digital advertising is that these functions have a near zero barrier to entry. Therefore almost anyone can become a digital strategist, and a digital marketing expert. For better or worse anyone can be a digital marketing consultancy. Agencies have the luxury of Brand, which is ironic since they are in the brand building business, and large companies will tend to gravitate to well seasoned professionals to execute their multi-million dollar campaigns.

However the best independent consultants will be the ones innovating at an exponentially faster pace. They will implement light, quick, and efficient technologies and plans for small and medium sized businesses. It is the small and medium sized business consultants that are going to be driving innovation in the space. Why? Money.

Small budgets demand innovation, and doing more with substantially less is what independent consultants do best. They are more likely to share ideas with each other, and participate in collective work because their client bases are so unique that fear of  client and idea poaching are secondary to producing results.

For large digital agencies to thrive they must shrink in terms of their mindset and embrace the grass roots to see what digital marketing is becoming. They need to not walk so tall as to loose perspective of what is happening right under their noses. Agencies should embrace the innovative bleeding edge. If not for implementation, for the value that lies in awareness and inspiration.