Web 2.0 and the End of Advertising |
The idea that software on the Web is going to be largely funded by
advertising is just so wrong-headed, I hardly know where to start. It had me spluttering in the latest BriefingsDirect Insights analyst podcastadvertising’s epitaph way back in March 2006: “Why build an economy around Attention, when Intention is where the money comes from?
hosted by Dana Gardner — more on that in a moment. Let’s move on from
1.0 notions of the Web as just a publishing medium, with ads on the
side. Doc Searls already pronounced what I consider to be ”
Instead of competing to grab attention, the way to sell on the Web is
to align your selling proposition with buying intention. The Web makes
that easy, because it’s a platform for software automation. So use
software to build automation that brings buyers and sellers together on
the Web. Not just as a broker that matches deals with no added value,
but by putting relevant sellers conveniently at hand at the moment when
a buyer is ready to buy, making the discovery and transaction process a
smoother, better, cheaper experience for all concerned. I’ll expand
below on some examples of how that might happen, but here’s how I
summed it up in the podcast (quoting from the transcript):
All consumers get a Free Memberhsip
they can start to Connect in their own local community
“… Join 100milemall.com for FREE"
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