This post by Bob Garfield on AdAge is recommended for all traditional media owners, marketers, advertisers and ad agencies. It is quite a read but it shows that the current meltdown of traditional media due to rise of digital media is accellerating. It deepens the thoughts of Joseph Jaffe, Doc Searls and David Weinberger, Chris Anderson, Henry Jenkins, John Battelle, Kevin Kelly, Don Tapscott and puts them in the light of actual financial and commercial facts and trends in the advertising space.
Marketing, branding and communications will become more about
- Values (practice what you preach)
- Open Source Marketing (the mass innovates for you)
- Proof, sharing evidence and information (instead of propaganda)
- Permission-based, opt-in, pull conversations (instead of push broadcast messages)
- Contextual, behavioral relevancy
- Social networks/viral effects (instead of market mechanisms)
- Platforms (instead of campaigns)
- Innovation and Excellence (instead of promotion)
- Coalitions (instead of fully homegrown solutions)
""People are interested in what they are interested in," he says. "The magical
part of social networking like Ning is the people [specific category] advertisers are
interested in are magically coming together." And they're trackable all the way
down to the individual user, so why waste anyone's time with what co-founder
Gina Bianchini calls "undifferentiated aspirational messages"? As for how
you serve the information once you've gotten the audience's attention, the
digital tools for doing so get ever more impressive.
One particular eye-opener, from Vancouver, Canada, is VideoClix, a hypervideo application that lets the user roll over any part of the image -- a car in the background, for instance -- and click for information about make, model and so on. A second click directs the user to the manufacturer, retailer or whatever. It's like VH1's old "Pop-Up Video" show, only the user alone controls what to pop up. Thus, it exploits the online third dimension, beyond audio and video: info-depth. "It's a layer of information," says founder Babak Maghfourian, "that people will demand.""