When asked to sum up what idio does, we frequently refer to our two key deliverables: Authority and Insight. Every project we do builds Authority for a brand or publisher, by delivering highly relevant, quality content, to the right person at the right time. And every project also delivers Insight, by providing detailed analytics on customer preferences and behaviours, and evolving each customer profile.
Steve Rubel, EVP of Global Strategy and Insights for Edelman, spoke a few days ago at the Mashable Connect 2011 conference, and addressed the issues of “information overload” and “people overload”, and how Authority is the solution.
He described the emergence of digital media as having three key phases, Commercialisation (’94-’02), where publishing was “costly and inaccessible to the masses”, Democratisation (’02-’10), where everyone became a publisher, and the current phase of Validation.
The authority that a reader assigns to content is its value. So we must build authority.