Computers once took up entire floors of buildings, with lab-coated technicians catering to their every whim. They served the machine. Computer interfaces were extremely difficult to communicate with, essentially making all users programmers.
Computers are now so small they fit in your pocket or ear, and are essentially disposable. Computers will be even more ubiquitous soon: in your refrigerator, on the recycling bin, on your trash can, even in your toilet, monitoring your health. The machine will serve us. Computer interfaces will be so easy to use that children, the elderly -- anyone of any ability -- will easily communicate with them.
Thursday, December 16, 2010
Advertising in Reverse
Advertisers used to pursue media outlets that had audiences that might be interested in what they had to offer. A bland, ubiquitous ad would then serve to generate some interest in what the advertiser was selling. Ads were loud, stupid, puerile, condescending, and expensive. Media was in control.
Advertisers will soon connect directly with consumers. They'll create thousands of dynamic ads, each reflecting the consumers' preferences, and target consumers with one-on-one precision by listening to what the consumer is doing: what they search for & how often; how they seek information; how they describe product benefits to their peers. Consumers can choose to see/hear or not see/hear these ads. The consumer is in control.
Advertisers will soon connect directly with consumers. They'll create thousands of dynamic ads, each reflecting the consumers' preferences, and target consumers with one-on-one precision by listening to what the consumer is doing: what they search for & how often; how they seek information; how they describe product benefits to their peers. Consumers can choose to see/hear or not see/hear these ads. The consumer is in control.
Purchasing in Reverse
Consumers used to go through a funnel process when deciding what to buy: contact sellers, evaluate the options, reduce choices based on needed criteria. The consumer would then go to the marketplace and find the best price/package/service, relying on the seller to fill in information gaps. Once bought, the consumer and the seller would never speak again unless there was a problem or repurchase.
Now, consumers evaluate products and services completely outside the knowledge and control of sellers. They come to the marketplace more educated than sellers, ready to buy. If the seller is foolish, this will be the only point of contact they have with their buyer. Once bought, consumers will remain engaged, promoting or denigrating what they bought, in public. They will broadcast their experience to their peers.
Now, consumers evaluate products and services completely outside the knowledge and control of sellers. They come to the marketplace more educated than sellers, ready to buy. If the seller is foolish, this will be the only point of contact they have with their buyer. Once bought, consumers will remain engaged, promoting or denigrating what they bought, in public. They will broadcast their experience to their peers.
Wednesday, December 8, 2010
Social Media in Reverse
Social sites are currently destinations to see what your social circle had been up to. They are also places where advertisers can target you with extreme precision. After all, you not only tell them all the people & things you like, what you talk about, who you talk to, and when you talk to them, you also provide them with constant updates about your preferences, activities, and location.
This will change. Rather than social media sites being destinations, social media will pervade the web and mobile. You'll never be online alone -- your social contacts will be there with recommendations, preferences, wish lists, and opinions, some from the past, some live. You'll also be providing the same to them, so much so that you'll be earning commissions on what you recommend and is subsequently bought.
Eventually, social media and websites will be using you as the vehicle for their ads. You'll have your own ad rate. You'll be bundled up with others like you, and this block of social media influencers will be bought and sold to advertisers at auction.
This will change. Rather than social media sites being destinations, social media will pervade the web and mobile. You'll never be online alone -- your social contacts will be there with recommendations, preferences, wish lists, and opinions, some from the past, some live. You'll also be providing the same to them, so much so that you'll be earning commissions on what you recommend and is subsequently bought.
Eventually, social media and websites will be using you as the vehicle for their ads. You'll have your own ad rate. You'll be bundled up with others like you, and this block of social media influencers will be bought and sold to advertisers at auction.
Tuesday, November 23, 2010
Ecommerce in Reverse
The Internet's ecommerce model is currently business-centric. Consumers are expected to remember their favorite websites and use those websites to purchase or otherwise interact.
Soon, ecommerce will be consumer-centric. Why should a user have to tell a website that they already purchased the product they are recommending from a competitor? Why should consumers have to create multiple accounts, multiple wish lists, multiple gift recipient lists, and multiple purchase histories? Consumer preferences will eventually carry from one site to the next, putting the consumer in charge of their own data, sharing data where they choose.
Eventually, consumers' data will have a value that websites will pay the consumer to share. Past purchase history, preferences, and wish lists will belong to the consumer, and websites will use this data to customize their sites to the consumer's preference.
Soon, ecommerce will be consumer-centric. Why should a user have to tell a website that they already purchased the product they are recommending from a competitor? Why should consumers have to create multiple accounts, multiple wish lists, multiple gift recipient lists, and multiple purchase histories? Consumer preferences will eventually carry from one site to the next, putting the consumer in charge of their own data, sharing data where they choose.
Eventually, consumers' data will have a value that websites will pay the consumer to share. Past purchase history, preferences, and wish lists will belong to the consumer, and websites will use this data to customize their sites to the consumer's preference.
Thursday, November 18, 2010
Marketing in Reverse
Marketing used to be an advertiser with a bullhorn indiscriminately, to use Seth Godin's phrase, "shouting at strangers." If even 1 person in 100 turned their head, or otherwise acknowledged the ad, the marketer considered their efforts a success. Never mind the 99 people who were distracted or otherwise upset by the barrage of ads -- the marketer didn't care about those people at all.
Fast forward to the present. Marketing is now a consumer with a laser pointer, carefully selecting what advertising message they want to hear. They ignore TV/Radio/Magazine ads, consider direct mail junk, block online ads, and screen phone calls. They choose which brands they will follow in the medium they prefer, when they prefer to. Advertisers now have to be available to the consumer when and where they want to hear or see their message.
I call this Marketing in Reverse because it takes everything in marketing and turns it upside down.
Big brands used to be the only ones who could afford mass advertising; smaller companies were stuck with a yellow pages listing and direct mail. Through search marketing and social media, because the consumer is now in charge, small companies are at a comparative advantage -- the playing field is now level. Instead of a big advertiser buying their way to sales, smaller companies now earn the consumer's attention. Money no longer matters -- great content, and great interaction, matters. Success in the places consumers now choose to interact no longer depends on company size.
Fast forward to the present. Marketing is now a consumer with a laser pointer, carefully selecting what advertising message they want to hear. They ignore TV/Radio/Magazine ads, consider direct mail junk, block online ads, and screen phone calls. They choose which brands they will follow in the medium they prefer, when they prefer to. Advertisers now have to be available to the consumer when and where they want to hear or see their message.
I call this Marketing in Reverse because it takes everything in marketing and turns it upside down.
Big brands used to be the only ones who could afford mass advertising; smaller companies were stuck with a yellow pages listing and direct mail. Through search marketing and social media, because the consumer is now in charge, small companies are at a comparative advantage -- the playing field is now level. Instead of a big advertiser buying their way to sales, smaller companies now earn the consumer's attention. Money no longer matters -- great content, and great interaction, matters. Success in the places consumers now choose to interact no longer depends on company size.
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