“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)
Keynote Speaker, Author, Curator, Technology Innovation Strategist
I am a Creative Entrepreneur, Mobile and Innovation Strategist, Author, Speaker and Curator with nearly 20 years of experience in Internet technology, specialising in mobile innovation and start ups since 1999. I assist global brands, startups, companies and organisations with cutting edge open innovation strategy on how to mobilise business and products through projects, research, strategy, presentations, workshops and brainstorms.
I have worked with Louis Vuitton, Philippe Starck, Samsung, Nokia, BlackBerry, IBM, Intel, Microsoft, Telefonica, Vodafone, MTN, Orange, Telcel, Millicom, Base, Admob (acquired by Google), Young & Rubicam, Cheil Worldwide, City of Barcelona, The European Commission, The European Broadcasting Union, The Mobile Institute and many startups.
A graduate from Singularity University, I have lectured at Web 2.0 Expo, The Next Web, Campus Party, PICNIC, next, MIDEM, MIPTV, Mobile Monday, OCE Discovery & Media Summit.
I recently published shift 2020 - How Technology Will Impact Our Future, a collaborative book including foresights by some of the world's leading experts including quotes, paragraphs and essays from 75 contributors.
Recently, I accepted a position as European Ambassador for Wearable Wednesdays to help the founding team with expansion, program content, partnerships and growing the community.
Email me directly here if you'd like to book me for an event or project.
- Launching Wearable Wednesday in Barcelona
- Mobile World Congress 2014 Networking Events & Parties
- Announcing shift 2020 – How Technology Will Impact Our Future
- The Next Web Guest Post on How Mobile Technology is Transforming Africa
- How Mobile Technology is Transforming Africa
- How Mobile Transforms Any Business (Slides & Video)
- Mobile Opportunities in Africa – Engaging the next Billion
- Time for an app?
- Mobile World Congress 2013 Networking Events & Parties
- African Innovation Communication Agency Nyota Media Launches