“What’s the effect of an advertising campaign, in a world where every consumer has instant access to all hard data about any given product? How can we even reach these consumers in a media landscape that consists of millions of personal blogs, podcasts and time shifted television? What is the role of marketing when consumers are directly connected to almost anybody within the companies they buy from?”
In a paper called Advertising 2.0, advertising specialist Paul Beelen (Chile) attempts to provide some answers (or at least clues)… but for now, he says, the best way to be prepared is to simply be aware of the fact that things are changing. Something has been set off, that is impossible to stopped. And it will force advertising to reinvent itself in quite a few ways. (Through Putting People First)
We have seen it coming for a while now but more “top-down” media fragmentation towards “bottom-up” (old media -> new media -> WE media) is a fact and it will continue to grow the coming years, for sure.
This year the time is right for the advertising industry to start integrating web 2.0 products & services into their client strategies to reach those users that don’t use old media anymore – or don’t get influenced by …
The document is a MUST read for anybody working in advertising and marketing industry, it bridges the gap, what we know about web 2.0 technology, towards the shift that is currently happening in the communication industry, leaving no doubt on consequences in the near future.
“This type of Internet is far more dangerous to the advertising industry than the previous one. This new type of Internet undermines the very principals advertising has relied on for decades, such as information-asymmetry and top-down content delivery.”
This document coming out of Chile (!) indicates also we are shifting towards a truly global economy, connected through it’s heart – the internet – and this economy is going to be accessible soon from your mobile – in fact… it’s already happening!
Download Advertising 2.0 white paper (pdf, 128 kb, 21 pages)
Digital Transformation Strategist, CEO, Entrepreneur, Keynote Speaker, Author, Curator of shift 2020
Rudy propels leaders to stay ahead of what will transform their business through hosting innovation events, speaking live at conferences, and facilitating senior executive brainstorms. Over the past 18 years, Rudy has coached CXOs on how to unpack grassroots innovations that pose a risk to core business and how to predict staying ahead of the early adopter to mass-market conversion. He has helped diverse global brands such as BMW, IBM, Louis Vuitton, PayPal, Samsung and World Bank, and mentors many startups. His latest book shift 2020 - How Technology Will Impact Our Future delivers impactful insights into how future influences such as wearables, IOT, robotics and AI will have on our collective daily lives and includes foresights by some of the world's leading technology experts from Google, Kickstarter, Microsoft, Spotify, and Telefonica. Rudy is a graduate from Singularity University and he has developed more than 200 leading industry events across more than 50 cities globally such as Mobile Mondays, AppCircus and Wearable Wednesdays. Known internationally as a thought leader in Mobile 2.0 where he was a proponent of open innovation and the development of the app economy ecosystem, he lectures regularly at top technology conferences. Rudy is a Belgium native currently based in Cambridge, UK. On Fridays he disconnects from technology to practice yoga and study the saxophone. Contact Rudy here for any event or project inquiries.
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