Captivate Your Online Audience or Be Stuck in the Past
Posted by Universal Ad at Monday, August 06, 2007 3:45 AM and is filed under Advertising,offline,online 
A recent Chief Marketer article discusses an always relevant issue: the Economy of Attention. As Cam Balzer, vice president of emerging media at DoubleClick Performics, notes in the article, marketers used to think that they more or less controlled consumer attention by advertising to "captive audiences" in print, on TV, etc. Whether true or not in the past, this is certainly not true any longer when we consider online advertising.
Unfortunately, many advertisers may be repressing this fact, or at least not integrating it fully into their ad strategies and tactics. As inconceivable as it may have appeared a few years ago, consumers can now engage in "nearly frictionless response". They can create a conversation with your brand that, once it catches on, can be easily amplified as other consumers join in.
This can create significant disconnects between brand strategies and real-life execution. On the other hand, in the right situation and under proper control (although this is still far from reliable), it can bring the brand positive exposure that cannot be acquired through a typical ad campaign, as widespread as it may be.
Bottom-line: marketers have to think about this "reversal of value flow in the new economy". They have to pay more careful attention and consider the new consumer options for highly-selective listening/viewing and for unique conversations. The article continues with a few recommendations for marketers - worth reading!
Unfortunately, many advertisers may be repressing this fact, or at least not integrating it fully into their ad strategies and tactics. As inconceivable as it may have appeared a few years ago, consumers can now engage in "nearly frictionless response". They can create a conversation with your brand that, once it catches on, can be easily amplified as other consumers join in.
This can create significant disconnects between brand strategies and real-life execution. On the other hand, in the right situation and under proper control (although this is still far from reliable), it can bring the brand positive exposure that cannot be acquired through a typical ad campaign, as widespread as it may be.
Bottom-line: marketers have to think about this "reversal of value flow in the new economy". They have to pay more careful attention and consider the new consumer options for highly-selective listening/viewing and for unique conversations. The article continues with a few recommendations for marketers - worth reading!
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