Framtiden är (inte här ännu)

BuzzMetrics har varit på seminarium om reklamens framtid och har några intressanta jämförelser:

DOWN DRAMATICALLY
Money spent on building the perfect website.

UP DRAMATICALLY
Money spent syndicating and placing brand-relevant content to points all over the Internet.
DOWN DRAMATICALLY
Time spent deciding between TV, print or radio.
UP DRAMATICALLY
Marketers thinking about call centers and retail environments as parts of the marketing mix.

De fyller på:

DOWN DRAMATICALLY
Hype about blogs.
UP DRAMATICALLY
Use of holistic online environments to manage the content we purchase, publish and manage the content we create, and manage communications and relationships. Publishing in an online diary will still be critically important, but it will be subservient to the bigger phenomenon in which virtually the entire population uses these permission-based, highly-networked environments which look a lot more like MySpace than Blogspot.

De tar också upp det faktum att flera stora publikationer väljer att samarbeta med Technorati och därmed pekar läsarna ut från sina sajter. Det är en revolution som reklammakare måste förhålla sig till – det blir ett helt annat sätt att räkna på CPC.

Mer, ännu mer:

DOWN DRAMATICALLY
Use of celebrity endorsements in television ad campaigns.
UP DRAMATICALLY
Use of “super consumer” sponsorships, through which brands will rent the attention of and buy the media created by the individual citizens who are most important to their marketing goals. These buzz agents will accept elaborate product samples for free in exchange for the possibility that they might create some word of mouth activity if they like it (or don’t) – as certain clever companies are already coordinating. But they will also sell their cars or loft windows or foreheads or midriffs as out of home media; participate in elaborate reseller programs that combine the best of the Amazon affiliate programs with Girl Scout cookie sales and Tupperware parties; execute elaborate customers-helping-customers programs for many brands; and sell their services to create and distribute brand-relevant content.”

(BuzzMetrics Mouthpiece)

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