Once again, another great example of what's wrong with the advertising industry. Who wants to have their IM's clogged up with all kind of marketing messages? Anyone? And while I have seen some great uses of IM technology in the past, it involved creating custom IM interfaces, not simply doing programs with existing IM systems.
Terry Heaton at the Digital Journalist argues that the world of fragmented media doesn't spell death to advertising but calls for a different model. Instead of launching massive campaigns that exceedingly look like Napoleon's march to Russia, he urges marketers to create what he calls "advertising pieces."
Many years ago Peter Drucker pointed out, with the clarity that few management writers achieve – that corporations exist to create customers and serve them.Marketing is the art of creating customers.(It is true that assessing great management writers is like judging a strength contest among toddlers; nevertheless…)
John Battelle wonders: "What if there was some kind of TelevisionRank that noticed, in real time, what people were paying attention to, right now? Where moments like the [Fox News' live coverage of trial] rose to the top of a television index in real time, so that at any time, anyone could ask of the web: What are people watching, right now?
There’s a perfect storm brewing in television land. Changing media consumption patterns mean people watch less TV. Advertisers shift money away from the screen to other media. And to make things really interesting, both Googlewood and the cable companies are gearing up to disintermediate the broadcasters. Time to pack up ? I don't think so.
This blog reflects the personal opinions of individual contributors and does not represent the views of Futurelab, Futurelab's clients, or the contributors' respective employers or clients.
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