Sitting here at JFK this caught my eye All the rest is spam by my friend DC @ Fasterfuture blogspot
David mentions a Scott Karp post Why Traditional Advertising Formats Fail On The Web
He should have said Why Traditional Advertising Formats Fail On Any Digital Platform
... when people go online they know what they want and how to do it... This makes them very resistant to highlighted promotions or other editorial choices that try to distract them.
says Jakob Nielsen
and so all the rest is spam
says Dave. All the rest is crap in my opinion.
Online advertising must create value for users or it will create little or no value for advertisers
This is a huge beef for me how modern marketers have been so slow, how agencies are so reactive, how digital agencies so don't understand social networks (direct experience of that one) this is the failure of substance over of style - for me its dead simple - commercial messages must be
1). Life enabling
2). Life Simplifying
3). Navigational
ie. they must become useful – they must have a higher yield in terms of perceived currency. This can be the only way forward. But this is also a new form of inventory and, requires new metrics.
Brands are not in control and 25% of all media is made by us or will be by 2012. Which means that how brands are built, how marketing is done does not come from the straight line thinking of our analogue world.
This is what Glen Urban calls Trust based Marketing strategies and Trust is the most precious commodity any brand or business can possess when Push becomes Pull
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