Monday, December 27, 2004

Find Those Eyes

From ClickZ Are media buyers facing extinction?.

What struck me at the show was how all the students take the network for granted. It's a service to be tapped into, a conduit for information, not a "place" or a "thing." They don't necessarily consider the Internet as "cyberspace," but as a common carrier for data to flow back and forth between devices or people. To them, the Internet is more like electricity or water: ubiquitous, and there to tap into and use

Are "Internet marketers" becoming dinosaurs in a new age of networked media?

Those of us who got on early and spent our formative online years surfing, sending e-mail, and occasionally chatting tend to think of the Web as a "place" we visit. We cut our teeth in a dial-up world. "Going online" was an activity. It required a conscious decision. We've made the transition to broadband's always-on world, but it's still tempting to think of the Internet as something somehow separate from the rest of the world.

When the physical world gets connected, the two worlds (electronic and physical) merge.

That's dangerous thinking for marketers.

Is it a separate medium? Or has the Internet become ubiquitous enough that talking about "online marketing" is about as myopic (and silly) as talking about "electricity marketing?" And if we're not there yet, will we be?

Between always-on broadband and ubiquitous wireless connectivity, consumers will be (and are) able to tap into an ever-growing cloud of content. It can be experienced on any one of a growing inventory of networked devices.

Once you really think about it, the problem of reaching all these people with advertising becomes overwhelming.

Not really, what is the one device EVERYONE, EVERY AGE carries with them, everywhere?

It is the cell phone.

Where is he? What's he watching? How do you get your message in front of him?

It will require permission marketing..and it will be the most powerful form of advertising yet.

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