real thing,
virtual thing,
access
This link has been bookmarked by 269 people . It was first bookmarked on 22 Mar 2009, by henders.
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The ultimate failure of broadcast media advertising is likewise becoming clear.
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This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information
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simple commercial messages, pushed through whatever medium, in order to reach a potential customer who is in the middle of doing something else, will fail.
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Better targeting of ads using individual interests and individual behaviors will ensure that we do not bore or annoy as many people with each ad, but cannot address the trust issue.
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while recommendations from friends and online reviews from customers are the highest.
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ads are synchronized so that users cannot channel surf to avoid the ads.
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The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed.
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Add Sticky Notethree general categories for creating value that can be monetized, including selling real things, selling virtual things, and selling access.
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subscriptions
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direct micropayments
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advertising
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Misdirection, or sending customers to web locations other than the ones for which they are searching. This is Google’s business model.
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Misdirection most frequently takes the form of diverting customers to companies that they do not wish to find, simply because the customer’s preferred company underbid.
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More significantly from the perspective of this post, it is not scalable; it is not possible for every website to earn its revenue from sponsored search and ultimately at least some of them will need to find an alternative revenue model.
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where community content on one site adds considerable value for another
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Social search is a way of tailoring search based on the user’s network of friends.
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Selling Access. Misdirection will fail totally and completely.
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Similarly, I would be equally happy to purchase a search service that worked for me, rather than accept a free one that works both against me and against the firms I patronize.
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I can think of a few commercial SMS services that will benefit everyone, such as letting the most loyal guests of a restaurant know when it is still possible to get a reservation if they act immediately, eliminating the inefficiency of empty tables, but the restaurant will do this itself, using its email or cell phone contact lists.
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Of course there is no intermediary for this interaction, and this is more like direct communication than paid advertising.
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There is no shortage of places to put ads. Competition among them will be brutal. Prices will be driven lower and lower, for everyone but Google.
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James Stuart"I cannot look into the future, i fail to understand the way computers and social networks and personal data can make ads trustworthy again"
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Charles Gnilka“The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” he writes. The views he expresses are his own, and we present them here to foster debate. (Obviously, we hope there is a place f
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07 May 09
Colleen WainwrightI love it when people argue that because they are invested in something, it *must* work. Well, I don't. But it is amusing. There's a revolution, son, and you're either gonna get on board or get left behind.
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Richard Kendall"guest post by Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania. In it, he argues that the Internet shatters all forms of advertising."
advertising internet marketing business trends Web future ads
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03 Apr 09
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02 Apr 09
Paul RyanThe following is a guest post by Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania. In it, he argues that the Internet shatters all forms of advertising. “The problem is not the mediu
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01 Apr 09
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31 Mar 09
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Jonas OlofssonAdvertising will fail for three reasons: There are three problems with advertising in any form, whether broadcast or online: Consumers do not trust advertising / Consumers do not want to view advertising / And mostly consumers do not need advertising. Alt
advertising digital online businessmodel whyadertisingfail TechCrunch
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30 Mar 09
Jean-Lou DupontConsumers do not trust advertising.
Consumers do not want to view advertising.
consumers do not need advertising. -
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Michel Bauwens"Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows th
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25 Mar 09
Ezequiel Vieira“The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” he writes.
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Egg BerryIf this analysis is true, we're all screwed. But better to have the conversation than ignore it.
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24 Mar 09
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The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,
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Internet advertising will rapidly lose its value and its impact, for reasons that can easily be understood.
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This might be a subject where considerable disagreement is possible, if indeed, pushed ads were still working in traditional media. Mostly they have failed. One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining.
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Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him.
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My basic premise is that the internet is not replacing advertising but shattering it
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my basic premise rejects this, suggesting that simple commercial messages, pushed through whatever medium, in order to reach a potential customer who is in the middle of doing something else, will fail. It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information.
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The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed.
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including selling real things, selling virtual things, and selling access.
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People whose experience is different from yours may still have experience. People whose industry contacts are different from yours may still have industry contacts.
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Take China’s Tencent for example
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I would submit that Internet advertising is “failing” because every website that uses AdSense or Doubleclick provides the same affiliate advertisement that the next website does. The trend in Internet advertising will move away from affiliate/ad networks, and move toward direct sales/local advertising.
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commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
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a working definition of advertising,
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explicit advantages, or the implicit benefits from its use
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we will no longer need advertising to obtain that information
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see the information we want, when we want it, from sources that we trust
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Alternative models for monetization
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superior online experiences
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superior, timely, original content
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happy to purchase a search service that worked for me
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The internet is about freedom, and I suspect that a truly free population will not be held captive and forced to watch ads
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Pablo StafforiniThe problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed.
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Adriana Lukasbeen saying this since 2003, at least. been seen as crazy. oh well: "Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most
advertising internet web2.0 techcrunch analysis failure media trends delicious
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Brendan RohanThe author's basic premise is that the internet is not replacing advertising but shattering it.
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Again, my basic premise rejects this, suggesting that simple commercial messages, pushed through whatever medium, in order to reach a potential customer who is in the middle of doing something else, will fail. It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information. We will see the information we want, when we want it, from sources that we trust more than paid advertising. We will find out what we need to know, when we want to make a commercial transaction of any kind. The conventional wisdom is that this is exactly what paid search helps us to do, but all too often they are nothing more than a form of misdirection, as I explain further below. Instead, we will use information that we trust, obtained at the time that we want to see it.
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advertising and company sponsored blogs are the least-trusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest.
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Douglas KarrMy basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
Bookmarks Array advertising internet marketing business trends web future
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23 Mar 09
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Denise BrunsdonWhy Advertising Is Failing On The Internet
416 Comments
by Eric Clemons on March 22, 2009
Editor’s note: The following is a guest post by Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania. In it, he argues that the Internet shatters all forms of advertising. “The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” he writes. The views he expresses are his own, and we present them here to foster debate. (Obviously, we hope there is a place for advertising on the Internet since it pays our bills).
1. There Must Be Something Other Than Advertising:
The expected drop in internet advertising revenues this year was neither unpredictable nor unpredicted, nor was it caused solely by the general recession and the decline in retail sales. Internet advertising will rapidly lose its value and its impact, for reasons that can easily be understood. Traditional advertising simply cannot be carried over to the internet, replacing full-page ads on the back of The New York Times or 30-second spots on the Super Bowl broadcast with pop-ups, banners, click-throughs on side bars. This might be a subject where considerable disagreement is possible, if indeed, pushed ads were still working in traditional media. Mostly they have failed. One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining. The ultimate failure of broadcast media advertising is likewise becoming clear.
Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him. The net will find monetization models and t -
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My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
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Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.
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Consumers do not trust advertising.
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Consumers do not want to view advertising.
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consumers do not need advertising
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Public Stiky Notes
virtual thing,
access
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