Couldn’t agree more Eric. This is my theory.
Advertising is the creation of the 20th century Mass economy – Mass Production – Mass Media – Mass Marketing.
In this economy:
- Content was scarce
- Distribution was controlled
- Consumer attention was abundant
Advertising works great in this economy because consumers lacked choice.
Flash forward to the 21st century where the Mass economy doesn’t exist any more. It’s more like the fragmentation or social economy.
In this economy:
- Content is abundant and free
- Distribution is totally open
- Consumer attention is scarce (severely overloaded)
- Social engagement is the new Content
Advertising doesn’t work in this economy because consumers have limitless choice. Who’s going to choose advertising? Give a user a TiVo and what do they do? Consumers are also spending proportionally more time (attention) in social engagement rather than content consumption.
Eric is right we need to start exploring some new models. I think those models will be based on consumer intent, social influence and community engagement.Read More
Apparently their is no obscenity filter on the new Facebook Page Status feature. Users can post profanity that hits both the Page and the Fan’s Newsfeeds.
We were testing this out today with Microsoft. We sent out a link to a “win and Xbox promotion” and look what came back.
Here’s the page:
Here’s the Fan Newsfeed.
Don’t think companies or brands will be too happy with this. Imagine trying to manually moderate comments made to every status update.Read More
Ok, who really thinks this looks better?
Give us back the old look… pretty please!Read More
and one more….
This is something that people in the media world don’t understand. Media in the 20th century was run as a single race–consumption. How much can we produce? How much can you consume? Can we produce more and you’ll consume more? And the answer to that question has generally been yes. But media is actually a triathlon, it ‘s three different events. People like to consume, but they also like to produce, and they like to share.
Although experiencing this via a liner video is somewhat ironic, you must stop what you’re doing right now and watch this video.
From now on, that’s what I’m going to tell them: We’re looking for the mouse. We’re going to look at every place that a reader or a listener or a viewer or a user has been locked out, has been served up passive or a fixed or a canned experience, and ask ourselves, “If we carve out a little bit of the cognitive surplus and deploy it here, could we make a good thing happen?” And I’m betting the answer is yes.
Wow, I’ve been writing about consumer attention scarcity up here the past few years. Clay talks about this concept of cognitive surplus which at the end of the day is reallocated attention from pure consumption to a consume, produce, and share model.
Just like in the Matrix where there is no spoon, in the mass media matrix there is no mouse.
Dude, I’m plugged into all my lifestreams.