AOL Digital Prophet David Shing delivers the keynote speech at Marketing magazine's inaugural Branded Content Conference this Wednesday in Toronto. In advance of the event, the magazine sat down with David for a Q&A, during which he stressed the importance of "movements" over "moments" in marketing. Here are a few highlights from the interview:

"How can content connect in context and not contribute to clutter?
The key to success starts with a great idea. This foundation allows for the idea to travel across multiple properties with strong storytelling. The key to context is to ensure you are telling the right type of story at the right place at the right time. Too many brands tell the same story across different media and forget that people are using digital properties for different needs.

You've long said that generic advertising needs to evolve to "influence marketing," adding that it's not about size, but influence. What do you mean?
If we can move people beyond liking to actually share-or take other real actions-we can engage the crowd to create movements and not be limited to moments. For example, the concept of "like" is conceptually flawed because there is very little commitment to the action. I believe we can harness the power of "friends of a friend" to make the social experience-especially social-commerce-authentic."

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