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Edge Perspectives with John Hagel: Shift Happens – The Future...

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Saved by 8 people (-5 private), first by anonymouse user on 2008-03-03


Public Sticky notes

  • Shifts from advertising placed in digital content to ads placed in social networks and applications
  • Shifts from digital advertisements delivered through conventional PC’s to a growing array of mobile devices, with an increasing ability to target messages based on the physical location of the person
  • Shifts in the behavior of digital users in their responsiveness to advertisements online
  • Shifts in the way that companies connect with and build relationships with stakeholders (e.g., blurring boundaries between customers, partners and suppliers)
  • Shifts in the revenue models for businesses, as online businesses in particular become more and more dependent on advertising as a key revenue source (e.g., is there any Web 2.0 start-up that doesn’t blithely answer “advertising” when asked about their revenue model?).
  • If that isn’t complicated enough, we also have broader macro-economic shifts like potential near-term recessionary pressures

    • Highlighted by takuya514

  • Advertising is migrating to digital media because it is far more effective in targeting and reaching relevant audiences than most traditional media.
  • Aggregate advertising spend in the US is likely to experience a cyclical downturn as the economy softens
  • People are confronting a proliferation of sources competing for their attention and becoming less receptive to advertising messages, even when they are very well targeted

    • Highlighted by takuya514

    The basic paradox of the Internet can be framed very simply:  The very platform that makes advertising both more relevant and more measurable is the same platform that longer-term will challenge and ultimately undermine the basic role of advertising in communicating with customers. 

    Highlighted by tombolini

    People want to connect with vendors, especially vendors that can address unmet needs, but they will increasingly want to do it on their terms.

    Highlighted by tombolini

    The focus shifts to becoming more helpful by creating rich, serendipitous environments that people will actively seek out

    Highlighted by tombolini

    So, where’s the money?  Here’s my answer: to find the money, seek out scarcity.

    Highlighted by takuya514

    So, where’s the money?  Here’s my answer: to find the money, seek out scarcity.  Abundance in some areas inevitably creates scarcity in others. Attention, reputation and talent become relatively scarce in economies of abundance.  Businesses will be well positioned to charge for their services if they can deliver one or more of the following values:

    • help amplify attention through more effective advice/recommendations
    • foster and protect reputation
    • help amplify talent development through rich learning environments

    Highlighted by tombolini

    On the other hand, if entrepreneurs want to build enduring businesses that will change the world, resist the temptation to become too dependent on advertising.

    Highlighted by takuya514