This link has been bookmarked by 24 people . It was first bookmarked on 03 Mar 2008, by Andreanne Simon.
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18 Feb 09
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05 Jan 09
Mark BonchekOn 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.
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05 Oct 08
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13 Jul 08
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11 Jul 08
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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.-
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.
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People want to connect with vendors, especially vendors that can address unmet needs, but they will increasingly want to do it on their terms.
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The focus shifts to becoming more helpful by creating rich, serendipitous environments that people will actively seek out
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- help amplify attention through more effective advice/recommendations
- foster and protect reputation
- help amplify talent development through rich learning environments
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:
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06 May 08
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- 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
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- 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.
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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.
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10 Apr 08
Max KalehoffPost by John Hagel on shift of advertisers from attention interruption to attention attraction -- and what that means for online advertising and advertising industry in general.
advertising marketing strategy business economics internet innovation attention
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07 Apr 08
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02 Apr 08
hannah sHagel 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
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29 Mar 08
Adam Crowe"The end game is collaboration marketing where advertising, meaning paid placements of messages, becomes more and more marginal. The focus shifts to becoming more helpful by creating rich, serendipitous environments that people will actively seek out."
advertising marketing businessmodels free economics strategy performance design
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26 Mar 08
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24 Mar 08
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04 Mar 08
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Michel BauwensSeismic shifts are shaking up the world of advertising big time. But which shift is most relevant? And what are the implications for executives?
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03 Mar 08
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