Looking directly in the camera an already exhausted, sad man said, "There isn't a trend anymore we trade on the soup de jour." CNBC was interviewing a trader after yet another tough week. The VIX volatility index is high, trades are happening fast and without any clear reason. "Welcome to Internet marketing my option trading friend," I thought.
As David Meerman Scott author of Marketing Lessons From the Grateful Dead and Real Time Marketing and PR explained at Content Marketing World in Cleveland Internet marketing is about what is happening now. Scott began his career on the bond desk and boy did that turn out to be prescient. Internet marketing is functioning more and more like an active bond desk because:
- Google prizes content and judges content based on inbound links (other stuff too)
- Inbound links come pouring in when you are first on a trending topic
- News feeds and social networks mean it is easier to co-opt breaking news within you category
- The only time that ever matters online is NOW
- Legitimacy and brand presence grow with trend leadership
- Once the PR snowball is rolling down hill it gets bigger and bigger until media calls you looking for a quote (always a better way to interact with writers and editors)
Traders make money acting immediately on trending news. Mobriff launched on Twitter yesterday. Mobriff's mission is harness mob marketing trending power. If you feel, see or hear mob trends please tweet to @MobRiff or send email to MobRiff(at)Gmail.