Emerging Technologies You Need to Know
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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
JohnFeller 110000RUW6 Tags:  web2.0 google myspace iphone wallstreetjournal walmart ebay banking 3,155 Views
Five paragraph article in the July 4th New York Times, C8. Two thoughts: eBay marches-on providing an ever widening range of services to its large customer base. Please recall that eBay is America's 2nd largest employer when second and third sources of income are considered. Certainly, it is nearly impossible to keep up with Google and its daily announcements and eBay seems to be nearly as active with announcements via its Skype and PayPal related partnerships: chartered banking in Europe one day, Wal Mart partnership the next, now head-to-head with Craigslist (partly owned by eBay, btw) with its Kijiji service meaning 'village' in Swahili. Kijiji is already the market leader for classified advertising in Canada, Germany, Italy, and Taiwan.
In parallel, the Bancroft family continues to agonize over the future of its Wall Street Journal and the acquisition offer made by Mr. Murdoch's News Corp., owner of MySpace. What will newspapers do when the last bit of their advertising flees to the web? Every young couple that we know only buys and lists their homes and cars on Craigslist.
Second thought: I'm invited to deliver an web 2.0 briefing to a mid-sized enterprise. The request is for an overview of Web 2.0 and specifically for examples of what customers could be doing to take advantage of these emerging capabilities. Are the roars of Google, eBay, iPhone, and the wailing of traditional media, etc. just too loud to be heard?! cperrien
Today's New York Times reported that Facebook will offer classified advertising between members, i.e. one can only advertise to someone in his or hers Facebook network.
As I speak with customers, I emphasize that Participation is what the corporate enterprise can learn from the Pop Culture side of the Internet. Affiliation of like-minded people
to innovate products and services or to swap & sell goods is an example of how corporations can participate in the broad desire of people to affiliate with those like themselves.
Recently, I suffered an unpleasant experience on eBay (almost fell prey to a scam). I would much rather have met a buyer via a trusted network such as Facebook more than the one-size-fits-all marketplace of eBay. BTW, as hard as PayPal tried to resolve my claim, it's automated (by necessity) processes place too much of the burden on the intended buyer. Matters worked out for me mainly because I played the card of cancelling payment to PayPal via my bank.
Facebook will bring Craig's List and eBay to its members. Sounds logical to me. And whenever I hear the buzz about Second Life, I suggest that customers bring the immersive environment to their own site rather than try surrender creative control and the user experience to someone else's virtual environment.
The price for participation in all of this modern magic is to Think Differently.