Edge Perspectives with John Hagel: Shift Happens - The Future of Advertising - The Diigo Meta page

• 05 Jan 09
  

  Mark Bonchek

  On the second point, social network sites provide increasingly robust platforms for us to learn about what our friends are interested in and purchasing (although in many cases still trying to figure out the appropriate balance between privacy and attention). In this context, Esther Dyson wrote a great op ed piece in the Wall Street Journal on February 11 on “The Coming Ad Revolution” (a longer version is available at her blog here) highlighting the “walled gardens” that users themselves are cultivating to connect with each other and with favored vendors.

  blog

• 09 Jul 08
  

  Antonio Tombolini

  "is there any Web 2.0 start-up that doesn’t blithely answer “advertising” when asked about their revenue model?".
  
  E' proprio questo, a tutt'oggi, a costituire il punto debole - e la potenziale "bolla" - di tutto il web 2.0. O si trovano risposte alternative (qualcosa c'è già in giro) o altrimenti scoppia.

  bubble advertising web 2.0

  • The basic paradox of the Internet can be framed very simply:  The very platform that makes advertising both more relevant and more measurable is the same platform that longer-term will challenge and ultimately undermine the basic role of advertising in communicating with customers. 
  • People want to connect with vendors, especially vendors that can address unmet needs, but they will increasingly want to do it on their terms.
  • 2 more annotations...
  • • The focus shifts to becoming more helpful by creating rich, serendipitous environments that people will actively seek out

    • So, where’s the money?  Here’s my answer: to find the money, seek out scarcity.  Abundance in some areas inevitably creates scarcity in others. Attention, reputation and talent become relatively scarce in economies of abundance.  Businesses will be well positioned to charge for their services if they can deliver one or more of the following values:

      
      
      
      • help amplify attention through more effective advice/recommendations
      • foster and protect reputation
      • help amplify talent development through rich learning environments
• 06 May 08
  

  Takuya Homma

  TheNextBigThing Advertising

  • • Shifts from advertising placed in digital content to ads placed in social networks and applications
    • Shifts from digital advertisements delivered through conventional PC’s to a growing array of mobile devices, with an increasing ability to target messages based on the physical location of the person
    • Shifts in the behavior of digital users in their responsiveness to advertisements online
    • Shifts in the way that companies connect with and build relationships with stakeholders (e.g., blurring boundaries between customers, partners and suppliers)
    • Shifts in the revenue models for businesses, as online businesses in particular become more and more dependent on advertising as a key revenue source (e.g., is there any Web 2.0 start-up that doesn’t blithely answer “advertising” when asked about their revenue model?).
    • If that isn’t complicated enough, we also have broader macro-economic shifts like potential near-term recessionary pressures
  • • Advertising is migrating to digital media because it is far more effective in targeting and reaching relevant audiences than most traditional media.
    • Aggregate advertising spend in the US is likely to experience a cyclical downturn as the economy softens
    • People are confronting a proliferation of sources competing for their attention and becoming less receptive to advertising messages, even when they are very well targeted
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  • • So, where’s the money?  Here’s my answer: to find the money, seek out scarcity.
    • On the other hand, if entrepreneurs want to build enduring businesses that will change the world, resist the temptation to become too dependent on advertising.
• 02 Apr 08
  

  hannah s

  Hagel explores the shifts in digital and economic structures in advertising which could have an implication for revenue and how advertising is conducted

  advertising business economics for:kcb201 internet models convergence

• 26 Mar 08
  

  Eric Holter

  Digital distruption to traditional advertising.

  advertising2.0

• 24 Mar 08
  

  John Fleming

  marketing review

• 04 Mar 08
  

  Chuck Brands
• 

  Michel Bauwens

  Seismic shifts are shaking up the world of advertising big time. But which shift is most relevant? And what are the implications for executives?

  P2P-Advertising P2P

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