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“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)

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One Response to Advertising 2.0

  1. [...] Thanks to Rudy de Waele for the link in his post [...]

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