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December 1, 2005
The (New) Brand Frontier
Unsurprisingly, online advertising is growing. And yes, it's growing fast... according to the Internet Advertising Bureau and PricewaterhouseCoopers, year-on-year growth bounced 33.9% in the third quarter this year. Marketers pour money into the 'net as consumer (and business) power continues to increase, with brand interactions controlled more by the customer, and less by the company. RSS ("Real Simple Syndication") and Social Bookmarking are just two of the new technologies that put users in the drivers seat. As tagging software like Yahoo's My Web 2.0 (beta) joins Furl!, Spurl and Clipmarks, web users literally "tag" just what they want to see or interact with online, and, nothing more. RSS let's us get the content we want pushed to our desktop (and laptop, and phone, and TV...). Forget the sleepless nights brought on by Tivo in marketing departments around the US, and on Madison Avenue - brands simply need to get, and stay, relevant. And just spending money online isn't going to do it. By really understanding what their customer's want and need, and how they want it delivered across ALL Touchpoints, brand marketers can initiate and keep the more-important-than-ever dialogue with their customers alive. Because if it isn't a two-way discussion, marketers can count on getting an earful - of nothing.
Posted by MCorp. at 01.12.2005 09:30 | Permalink
Comments
I love this statement "And just spending money online isn't going to do it. By really understanding what their customer's want and need, and how they want it delivered across ALL Touchpoints, brand marketers can initiate and keep the more-important-than-ever dialogue with their customers alive. Because if it isn't a two-way discussion, marketers can count on getting an earful - of nothing." Well said!!
Just posted it to Clipmarks.
Posted by: eric goldstein at December 1, 2005 3:27 PM
You bet. Control continues its 50-year long slide to the consumer. But wail not! The emerging technologies promise a pony in here for the brand champion. Brand Relevance is rewarded by Grand Eloquence when your customers start speaking for you. And their social bookmarks become the well-aimed megaphone you crave.
Posted by: DJHowatt at December 11, 2005 9:18 AM
DJ,
I could not agree with you more. Well said!
Posted by: Patrick at December 12, 2005 2:29 PM