Will the hype over new online advertising opportunites roll-up and die like the real estate boom?
...or is something more authentic and truly revolutionary happening? In "Think Different: Maybe the Web's Not a Place to Stick Your Ads" Martin Creamer writes about establishing an online presence through marketing that creates value. Of course, this has been a mantra for many online marketers, but the difference is that some of the biggest players are infusing this doctrine into their own online media.
With search engine giants stinging some of the largest market influencers like Seth Godin and many other notables the drive is to now push behavioral marketing techniques and vertical search engine marketing. The reactionary stance of marketing moguls may not be undue or ineffective, however. The real question is, when the dust settles what will the landscape look like? Diverse, with mountainous peaks and valleys with green plains? Or a place where deep wells are dug among few corporate owned spaces?
My take is that in the end, big money will always have the upper-hand, but innovation will be driven by the audacious few who have the education, inspiration, persistence and budgetary constraints that is needed to reinvent the platform.
Give the aforementioned article a read. It's thought provoking.
With search engine giants stinging some of the largest market influencers like Seth Godin and many other notables the drive is to now push behavioral marketing techniques and vertical search engine marketing. The reactionary stance of marketing moguls may not be undue or ineffective, however. The real question is, when the dust settles what will the landscape look like? Diverse, with mountainous peaks and valleys with green plains? Or a place where deep wells are dug among few corporate owned spaces?
My take is that in the end, big money will always have the upper-hand, but innovation will be driven by the audacious few who have the education, inspiration, persistence and budgetary constraints that is needed to reinvent the platform.
Give the aforementioned article a read. It's thought provoking.
Replies to This Discussion
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Permalink Reply by philip chudy on -
Whatever happened to 'branding' - or does it not mean the same is it once did. Seems to me that expectations nowadays are all so targeted (not just in relation to to the web) that ' brand familiarity' (lets call it that) is almost a dirty word. If advertising always has to be seen to be achieving something really specific (like selling that particular product), it is rare if it can also be be part of building a brand in the broadest sense. Surely with the overwhelming choice available it is 'something' to establish a 'name' and is anyone sure that those banner ads (which we all go blind to and never click) are not worth their placement to the advertiser in the long run.
Is it because we share a culture in which no company, advertising agency or art director expects to be around for longer than the next ad campaign, the idea of establishing a relationship with the buying public seems a big waste of time.
I think things will stay broadly as they ever were ( since the stone age) - everyone will be so sick of innovation and creativity and intelligent marketing we will all go back to bold text only "joe's garage - new and used cars" (dont bother looking for something to click)
...did we ever leave?
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Permalink Reply by W.T. Alexy on
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It seems that we have to make a place for all sorts of advertising. Banner ads have their place, but they are a different animal. Unlike a television commercial or a billboard you have the opportunity to really inform people of your service, and (maybe) do it a deeply personal way.
What we're seeing is website marketing trying to act like a human sales person. We are trying to make websites that respond to nuance and cues. The site infers behavior and responds in a way that resonates with the prospect. Human sales people, one to one, do this best but the cost is expensive when the scale is tens of thousands of people a month.
In answer to your question "did we ever leave?" I would say no. There is no true innovation here, but it does challenge our bias.
On a side note, I think that Yahoo! is uniquely placed to offer rich brandability whereas Google is more on the direct marketing side of things. Has anyone else noticed the cheap acne, blemish control ads on Yahoo! being slowly replaced by more and more car and credit card ads?
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Permalink Reply by Buddy 'Friendly' Wachenheimer on
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"Will the hype over new online advertising opportunites roll-up and die like the real estate boom?"---
(YES, to a great degree)
Web 2.0 suffers from many of the same problems that plagued Web 1.0:
Punks-Pitching-Potential, Without Profit + The Next Great Thing = THE Same O-Same Old- B U L L S H I T!
So, what else is new?
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