Last 80 years, marketeers were are all into getting attention. You can buy attention (advertising), beg for attention or earn attention.
Last 3 years, the succesfull marketeers are not merely to gain the attention of their (potential) clients, but to gain trust; to create interactive one-on-one trusted relationships with the public at large.
Advertising campaigns can literally succeed or die in the momentous pressing of "send". Two major ad campaigns met their fate in the fall of 2008: Twitter users attacked and killed the new J&J Motrin Mom`s Campaign; and bloggers bombed and destroyed Germany`s Pepsi Max Campaign. Both were squashed immediately: one the first weekend, the other after the first issue of the ad.
Today`s businesses have a real challenge on their hands:
- 78% of consumers trust peer recommendations more than traditional advertising.
- 80% of Twitter usage takes place on mobile devices, providing consumers the ability to broadcast news anywhere, anytime. As the number of "followers" and "friends" increases exponentially, it is likely that a business can plummet for poor customer service before the customer pays the bill.
The media eco system network has the potential of accomplishing what no other medium has in the past: in numbers, message and network-effect. Utilize this potential, not so much for advertising, but to develop trusted relationships within your public niche.
Be not interested in advertising on platforms in the media eco system; be interested in getting in there and interacting with people; within the media eco system. Effective commercial communication is not a campaign, but a commitment. Businesses can, and should, use the media eco system networks in order to grow an active and interactive audience.
Companies need to participate in the media eco system networks, or they will be left behind. In a recent survey of 880 marketeers, nearly 81% admitted that their dialog efforts - their active participation in the media eco system networks - generated business exposure and more than half claimed that their tactics generated leads.
Three reasons why the benefits of online networking seem to hold even greater promise than face-to-face social networking, or conventional marketing:
1. It costs businesses primarily time instead of money.
2. Businesses can reach beyond the limitations of geography in gaining awareness and generating leads.
3. The potential for online referrals is huge.
Online socializing may be a radically different method of marketing-but in the near future, it could very well be the preferred method of marketing, one-on-one, throughout the world.
You earn trust customer by customer. Sanoma aims to construct an environment in which eco systems of trust will emerce; an environment in which privacy will be less important for many, more important voor some.
Why privacy is less important for many:
- Mindset: to share is to gain
- You have to be open, to have your data shared
- More open means less privacy, but more personalization
- More personalization means more relevance
- Total personalization means total transparancy
- If you want total personalization, you have to be total transparent
Trend: Convergence of atoms and digital
Result: One media platform, with the same laws of media shared in common:
- Copies have no value
- Value is in the uncopyable
- Personalization
- Media want to be liquid
- Network effects-rule
- Attention is a currency (trust is a currency?)
The 4 stages of the internet:
- stage 1: link computers
- stage 2: link pages, sharing links
- stage 3: link data, sharing an idea somewhere on a page/sharing ideas (XML, RSS, API, RDF, OWL)
- stage 4: the internet of things
The next 5000 days, the web will be:
- Smarter
- More Personalized
- More Ubiquitous
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