Mark Schaefer reads a classic piece of Mitch Joel detective work
The second in our holiday series of top thought leadership, narrated by top marketing influencers
December 13, 2017
The second episode in our festive playlist of great marketing thought leadership is straight out of the detective genre. The marketing consultant and author Mark Schaefer reads a post by the influencer he reads, quotes and comments upon the most often: Mitch Joel, the President of digital agency Mirum. And this is no ordinary piece of marketing punditry. It’s a piece of investigation work that reveals a hidden digital media giant poised to take over the advertising world: Amazon.
The Amazon We Don’t See starts by looking back a post that Mitch wrote five years ago, when he argued that the eCommerce giant was secretly on its way to becoming the biggest media company on the planet. He brings this detective story up to the present day, pointing to Amazon’s increasingly well reported share of digital advertising spend – and piecing together the company’s strategic moves to show how it’s positioning itself as the ultimate digital media business.
It’s a story that touches on some of the hottest technologies of the past few years: from cloud computing to voice search. And it shows the power of aggregated data in the hands of a determinedly disruptive business. It’s a great example of independent thinking – and looking beyond received wisdom to see how the land truly lies. A proper example of marketing thought leadership in action.