Emerging Technologies You Need to Know
Matching: advertising X
We are the last generation of humans who will ever be able to say that we lived in a time before the Internet existed. Yet, for something so new, the impact of the Internet is undeniable. The world of advertising is not immune to this change and there are a lot of smart, creative people spending their days figuring out how to use the Internet for advertising in new and interesting ways.
TheFutureOfAds.com does an analysis of what's good and bad in new advertising strategies that push the envelope. I find the intersection of "Advertising" and "Web 2.0" interesting,especially the forays into Social Media sites like Facebook and Twitter. I particularly enjoyed reading about their take on Honda's creation of an ad on Vimeo that could not be done on YouTube.
IBM jStart Emerging Technologies Development
JohnFeller 110000RUW6 Tags:  google telcos mobiledevices yahoo advertising microsoft sport iphone 3,179 Views
Tomorrow is Mardi Gras in my hometown of New Orleans. On this day convention defers to imagination.
And plenty of conventional wisdom has stepped aside already this year: in sports, the seemingly unstoppablemastery of Roger Federer and that of the Patriots ended in startling fashion; in the presidential campaign, Obama seems to have surged into a dead-heat with Hillary; and John McCain, counted-out in October, is now the odds-on favorite for his party's nomination.
So what is the wisdom of Microsoft's bid for Yahoo and how might we benefit from this gamble asthey try to prevent Google from doing to them what they did to AOL (America on Line).
AOL's model was to capture the customer in the AOL-only experience. No need to ever leave the world of AOL, whether you wanted to or not. Monthly fee revenue model.
Yahoo trumped this model by providing a portal where Yahoo aggregated content developed by others around the Internet. 'No need to leave, we'll bring it to you.' Banner ad & pop-up revenue model.
Google trumped Yahoo by using their search engine to take visitors all over the Internet where Google would keep track of their searches and visits to deliver related advertising. Advertisers, not visitors, pay Google.
Let's imagine what this merger might imply for our organizations aside from the reminder of the recent,sour history of such mega-merger attempts: e.g. HP & Compaq, AOL & Time Warner, Chrysler & Daimler.
The Internet's emerging technologies and uses are evolving rapidly to being about:
Innovation not Integration by connecting like-minded people regardless of location or employer. This is a design point for our systems and services.
Information not Application by connecting those who need to know with the content that they require.
Mobility and Advertising on the mobile device. Remember AOL and its garden wall approach? This is what the iPhone is doing to the garden walls of the Telecom companies. Google, Yahoo, and Microsoft spent $10b here in 2007.
As Tuesday's Rex parade circles Canal Street, the costumed crowd will shout the conventional "throw me something, mister!" Let's imagine what other opportunities are in store for them.
Laissez les bon temps rouler! cperrien
Scott Adams is a clever marketer when it comes to promoting himself and the Dilbert brand.
I noticed he had partnered with a company called SkyScrapes to sell Dilbert merchandise after he challenged his blog readers to take pictures under the product. He would select winners and post those pictures to his blog.
He also shamelessly promoted (the best kind of marketing!) his last book on his blog. The book happened to be a collection of his blog writings.
And, Mr. Adams is also on the forefront of Widget technology, as evidenced by his newly colorized Dilbert strips in a shiny new online-embeddable widget format (see below). What makes his marketing tolerable is that he is often willing to give away something of value (his comic strip or a free ebook such as "God's Debris") to popularize his brand and entice customers to buy something else (i.e. Dilbert branded merchandise or a book sequel such as "The Religion War").
Hats off to you, Mr. Adams for trying out interesting new ways of melding marketing with technology!
I spoke with MBA students at a prominent New England business school in early October. Impressive was their understanding
and interest in Internet technologies to achieve both business and social objectives. They seemed to care a little less
about employers offering titles and briefing binders and a lot more about how to find employers who want to use
Web 2.0 to change the relationships between the enterprise and it customers.
Closer to home, I observed the ever-increasing popularity and capability of on-line video. My youngest son, age 11,
prepared for his first middle school dance by watching an instructional YouTube video by Soulja Boy Tell Em!
(kind of like American Bandstand on demand). Same approach for preparing for a Show 'n Tell at school: he learned
a couple of magic tricks off of YouTube and then turned on his Mac computer's camera to record himself practicing
The ANA, Association of National Advertisers, met last week. Largest attendance of CMOs in the 97 year history of
the conference. Their concerns are how to keep up with consumers as we continue to decentralize our sources of
personally relevant information (the notion that marketing has evolved from 'dozens of markets & millions of participants'
to 'millions of markets with dozens of participants'). What inhibits CMOs from taking better advantage of Web 2.0:
- less than 24% consider their organizations to be digitally savvy (needed talent hard to find)
- 51% cite lack of organization support as a barrier to the use of new media
- 80% say that consumer insights (customer communities) are more important today than they were 5 years ago
Related Booz Allen Report available: http://www.boozallen.com/media/file/HD_Marketing_2010.pdf
So much is happening in this amazing world of Web 2.0 that I do not have space to discuss Virgin Airlines's foray
into the peer-to-peer financial arena (majority stake in Circle Lending) or talk about the potential of the just
announced partnership of Skype (owned by eBay) and MySpace (sister company of Dow Jones).
As we think about 2008, we might agree that the conversation about Web 2.0 evolved in 2007 from
'What is it?' to 'How do I get started?' I am confident that there is talent eager to help us; inexpensive and simple
examples to guide us; and compelling business reasons to act sooner rather than later. cperrien
The competitive advantage sought by the likes of Nokia, Google, Yahoo, Microsoft, RIM, Apple is the theme of 'I know where you are (GPS or cell signal); tell me what you're looking for (search); I'll help you to fulfill this need (location-aware advertising).' cperrien