Show me the money...
Since the beginning of interactive media there have been a plethora of schemes to generate revenue. Whether it is because of a lack of courage or a lack of creativity (they may be the same thing) the economic model that seems to work for the traditional mass media has been superimposed on this new medium just like the repurposed content that is recycled in an interactive format. Attract eyeballs, then sell their attention to the highest bidder. It has worked for traditional print and broadcast media outlets for decades so why not the new media?
Because, according to some experts, mass advertising is dead! Branding is dead! We are experiencing the beginning of the end of “business as usual.” Scott Donaton, editor of Advertising Age, wrote, “it’s nothing short of a revolution. Those who don't embrace it -- and resistance to change remains disappointingly strong -- will be crushed by it.”
What is it? It is the move towards a consumer-controlled market. Despite advertising figures that suggest that Madison avenue and the traditional mass media outlets are still going strong, no one can argue that interactive media, specifically the Web, is changing the way that business is done.
According to Donaton’s October 18th article, “Larry Light, global chief marketing officer at McDonald's, once again publicly declared the death of the broadcast-centric ad model: ‘Mass marketing today is a mass mistake.’ McDonald’s used to spend two-thirds of its ad budget on network prime time; that figure is now down to less than one-third. General Motors’ Roger Adams, noting the automaker’s experimentation with less-intrusive forms of marketing, said, ‘The consumer wants to be in control, and we want to put them in control.’ Echoed Saatchi & Saatchi chief Kevin Roberts, ‘The consumer now has absolute power.’” Donaton went on to say, “This consumer empowerment is at the heart of everything. End users are now in control of how, whether and where they consume information and entertainment. Whatever they don't want to interact with is gone. That upends the intrusive model the advertising business has been sustained by for decades.”
To learn more, jump on board the Cluetrain Manifesto (read the forward at http://www.cluetrain.com/book/foreword.html and browse the 95 theses at http://www.cluetrain.com/).
Pick one of the 95 theses and provide an example for your personal experience that supports the thesis.
Because, according to some experts, mass advertising is dead! Branding is dead! We are experiencing the beginning of the end of “business as usual.” Scott Donaton, editor of Advertising Age, wrote, “it’s nothing short of a revolution. Those who don't embrace it -- and resistance to change remains disappointingly strong -- will be crushed by it.”
What is it? It is the move towards a consumer-controlled market. Despite advertising figures that suggest that Madison avenue and the traditional mass media outlets are still going strong, no one can argue that interactive media, specifically the Web, is changing the way that business is done.
According to Donaton’s October 18th article, “Larry Light, global chief marketing officer at McDonald's, once again publicly declared the death of the broadcast-centric ad model: ‘Mass marketing today is a mass mistake.’ McDonald’s used to spend two-thirds of its ad budget on network prime time; that figure is now down to less than one-third. General Motors’ Roger Adams, noting the automaker’s experimentation with less-intrusive forms of marketing, said, ‘The consumer wants to be in control, and we want to put them in control.’ Echoed Saatchi & Saatchi chief Kevin Roberts, ‘The consumer now has absolute power.’” Donaton went on to say, “This consumer empowerment is at the heart of everything. End users are now in control of how, whether and where they consume information and entertainment. Whatever they don't want to interact with is gone. That upends the intrusive model the advertising business has been sustained by for decades.”
To learn more, jump on board the Cluetrain Manifesto (read the forward at http://www.cluetrain.com/book/foreword.html and browse the 95 theses at http://www.cluetrain.com/).
Pick one of the 95 theses and provide an example for your personal experience that supports the thesis.
posted by pueblosam at
11/04/2004 03:07:00 PM
21 Comments:
19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance
This is very true with many companies. Just about every company in the world can now technologically communicate with a market directly. However, I am sure that their are many marketing and advertising advisors that still beleive that tradition mass advertising is the way to go. Unfortunantly, these companies will foolishly listen to their advisors while other companies with the "new ad methods" will quickly surpass them. By the time these companies realize this, it may be too late and drastic measures may have to be taken. Companies should not assume just because something is new that it should be ignored and tested extensively first. They should be open to new ideas, because original ideas and thinking can only last for so long. Like I am stating in my 336 term paper, users and viewers are now in control of what is handed to them media wise, which is backed by the quote by Donaton.
By
Dan Hardee, at 11/07/2004 3:45 PM
We are immune to advertising. Just forget it.
Now in the 21st century everything we see is some form of advertising. Internet web sites, tee-shirts, billboards, previews before movies, T.V commercials, etc. Humans have levels of how much they can handle of something before it gets “old”. Once something is pushed on someone, eventually people begin to believe that its just part of there everyday routine. Having so much adverting all around us, we sometimes forget that it is advertising. We seem to look at it as part of our life, we sometimes don’t even notice it and in some instances even try to avoid it. Advertisers need to start advertising in a new way, because people are getting sick of the same run-down ads. It’s time to make a change.
By: Megan Matousek
By
Anonymous, at 11/08/2004 10:19 AM
ANTHONY CASIAS
Conversations among human beings sound human. They are conducted in a human voice.
I picked this theses necause to me this simply sets an example of how hard it is to actually learn and understand the whole english language and any other communication language. Today conversation can sound so, i guess you could say "high tech" and for some people it is just impossible to understand. I know for a fact i get lost in conversation with some of my own teachers during some classes.
By
Anonymous, at 11/08/2004 10:52 AM
We are immune to advertising just forget it.
I am one of those people that are immune to advertising because I cant remember when the last time I saw something on television which made me want to go out and buy the product. The market is so flooded with advertising that that is irrelevant to us that we block all of it out. In a recent study 66% of people found that advertising which is relevant to them is less annoying, but targeting the demographic is difficult without getting some Personal Identification information. Some people would rather block out all advertising rather than give PII to corporate America.
By Jeff Montera
By
Anonymous, at 11/08/2004 11:40 AM
test post
By
Anonymous, at 11/17/2005 12:53 PM
I choosed #22. I think that jork issometimes not good. Just it makes me feel annoying. Actually, I have no example about jork. I think that some commercials does not any make sense of the products. If companies broadcast commercial of their products, the commercials neet to content about value of the products. Or audience is not going to buy them, because it just makes us feel foolish.
Hiroe Imsnishi
By
Anonymous, at 11/17/2005 1:26 PM
I choosed #22. I think that jork issometimes not good. Just it makes me feel annoying. Actually, I have no example about jork. I think that some commercials does not any make sense of the products. If companies broadcast commercial of their products, the commercials neet to content about value of the products. Or audience is not going to buy them, because it just makes us feel foolish.
Hiroe Imsnishi
By
Anonymous, at 11/17/2005 1:27 PM
I choosed #22. I think that jork issometimes not good. Just it makes me feel annoying. Actually, I have no example about jork. I think that some commercials does not any make sense of the products. If companies broadcast commercial of their products, the commercials neet to content about value of the products. Or audience is not going to buy them, because it just makes us feel foolish.
Hiroe Imsnishi
By
Anonymous, at 11/17/2005 1:28 PM
I choosed #22. I think that jork issometimes not good. Just it makes me feel annoying. Actually, I have no example about jork. I think that some commercials does not any make sense of the products. If companies broadcast commercial of their products, the commercials neet to content about value of the products. Or audience is not going to buy them, because it just makes us feel foolish.
Hiroe Imsnishi
By
Anonymous, at 11/17/2005 1:28 PM
We are immune to advertising. Just forget it.
I believe that this line says it best when it comes to how mass advertising is being absorbed today, its not. More than once I have seen a cool commercial and thought nice, interesting, I have no clue what they are selling. It is the skit and idea of the commercial that stays with the consumer and not the product being sold. Just the other day I read an article asking about the “pink-haired football player.” The article was about the Expedia commercials and their complete departure from selling a product with their 30s story lines that have nothing to do with their business. Now that is what I pick up when I am watching the commercial, usually it’s ignored. Television commercials are a good time to have a conversation, read your magazine, get some food, etc. I believe that when it comes to Internet mass advertising most people now have a built in avoidance radar. As we learned in class, people know what banner ads look like and will ignore them, so don’t have your content look like an ad. The only people I believe mass marketing is affecting are the little people, during those Saturday morning cartoons.
By
Anonymous, at 11/14/2006 3:29 PM
Building walls within a company prevents communication with the people. I feel more comfortable doing business with a company that is willing to talk with me rather than to me.
Some companies have this silly notion that I think the same as they do, that I already know all of the facts.
The truth is; I don't have all of the facts, but I do want to learn more.
By
Anonymous, at 11/16/2006 8:52 AM
Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.
Companies think of money as top priority on their agenda. When companys relate to the market on a personal level, such as humor. They can not only be successful in the market, but can satisfy it too. The market is much happier when being entertained. For example, the Super Bowl. People that don't even watch football, watch the program. They are entertained by the commercials, inwhich companies can be very successful. The day after the Super Bowl, everybody is not talking about the serious commercials, but the ones that made them laugh.
By
SHAWN, at 11/14/2007 6:01 PM
Thesis 60:
This is suicidal. Markets want to talk to companies.
I think alot of the time huge companies don't necessarily take the time to listen to the audience or the market and their feedback.
A company that is really good at listening to feedback and its users though is Apple. I think what they do with any of their products and the feedback they incorporate into them is brilliant.
By
Steve B., at 11/15/2007 12:56 PM
# 6 - The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
I chose # 6 because it is true today and I can speak from my experience. The internet is allowing humans to communicate and converse as the would not have before. It's a bridge to converse with anyone in the world. Mass media could not do this because it was sent out to the masses and people could not converse one on one with one another, it was just what you thought and then you could talk to someone who lived near you and figure out what they though. The internet is enabeling conversation because now you can converse with anyone of any age and of anywhere in the world to talk about politics, videos, images, someone who is just as interested in certian things as you are. I know that I can talk to people about new videos and tell them what I think and find out what they think instead of just reading a simple cridict in the age of mass media.
By
Korey M., at 11/15/2007 12:58 PM
This comment has been removed by the author.
By
Thinking Girl, at 11/15/2007 12:58 PM
You want us to pay? We want you to pay attention.
I was at Taco Bell today and asked for a combo. I didn't get a combo. They obviously weren't paying attention. It might have been because their microphone at the drive through wasn't working as well as it could. I could barely hear the lady on the other end. But why should I have to bring to their attention that their microphone is broken? Shouldn't they pay attention to stuff like that? Shouldn't they be checking to see if their stuff works? We want you to pay attention!
By
randyp311, at 11/15/2007 12:59 PM
About the 95 Thesis... I chose number 34. Number 34 says "To speak with a human voice, companies must share the concerns of their communities." I believe this to be true becuse it seems that most people seeking profit do not care about nything other than their porfit. This is especially true in the War in Iraq. It is important that Companies who are involved in international communities be respectful towards those communities. It is also important I don't think that they are though. it is a failure that reflects on America and not the business that did wrong. As for the media and the internet. Injustices spread rampant and affect the global perspective. Anyone in the world can research these things. The internet can use problems like Abu Ghraib and this can effect the world's opinions.
By
Anonymous, at 11/15/2007 1:02 PM
Theses #77 You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe.
Many of my friends have the experience as the these. The most of cases are when they has problem with bank or cable TV company. As a result, some friends canceled the service and switched to another company. Fortunately, I don't have any experience like that, but I think it totaly make scence.
By
Anonymous, at 11/15/2007 1:03 PM
"34.To speak with a human voice, companies must share the concerns of their communities." This one interest me the most because of what it is saying, that a company to be able to share the same concerns as their communities that they serve, must speak with a human voice. By a human voice I think a voice that everyone can understand. Not a good public speaker or a well-known actor, but a voice that is appealing in the sense that it isn't just targeted to certain types of communities, but more in the sense of targeting the masses as a whole. Companies forget that they are trying to appease to a certain type of demographic or all types of demographics, and by keeping up with their community, companies can be concerned with the people, rather than the numbers.
By
Thinking Girl, at 11/15/2007 1:03 PM
Companies can now communicate with their markets directly. If they blow it, it could be their last chance.
I think this comment really says it all because in the business world you only have that one chance to get your customers hooked. You have one chance to get them to do business with you. If you mess it up even a little bit or have one chance and you do not get it right then that be the last chance you had to get them to become your loyal customer.
By
Michelle, at 11/15/2007 1:03 PM
I agree with Elvis' quote but I also agree with #52 "Paranoia kills conversation. That's its point. But lack of open conversation kills companies."
Today I think that there are a lot of secrets that the American public doesn't know about companies and/or markets. There have been so many re-calls on food, toys, and whatever else as of late that we have "no idea" how it happened.
People more respectful companies who are honest and admit to their wrongs. Paranoia kills conversation, but lack of conversation kills a company. Although the paranioa may kill the conversation, the companies should have the conversation anyway.
By
Erica, at 11/15/2007 1:13 PM
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