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November 18, 2007

Comments

PaulSweeney

Daniel Waterhouse from 3i had a good piece on advertising industry at FOWA London http://www.slideshare.net/carsonified/daniel-waterhouse-fowa-oct07/

Looking at the big picture, Daniel seems to have some reservations as to the ability of Online Advertising entities (outside of the GYM) to cash in, and out, of this sector.

Similarly, Umair over at www.Bubblegeneration.com has a great post "Research Note: On Selling Out (The So-Called Fansumer)" where he says that people engage with each other, not with brands, not with companies. They may actually like a product but that does not translate into wanting to be a "fan" (a la beacon).

Russell

hello, many thanks for the kind comment and the link.

I have to say, though, I bet Nic and I aren't that opposed. I don't believe in 'big brand ideas' either. Brands that are building genuine connections at the moment are doing it through small, but telling , human gestures - often built into the product, not the marketing. (think of Innocent's on pack copy).

I'm just not convinced that the kind of automated conversation promised by Facebook apps etc is the answer either. It's just as artificial as the big brand idea - just swapping spurious relevance for spurious entertainment.

Russell

hello, many thanks for the kind comment and the link.

I have to say, though, I bet Nic and I aren't that opposed. I don't believe in 'big brand ideas' either. Brands that are building genuine connections at the moment are doing it through small, but telling , human gestures - often built into the product, not the marketing. (think of Innocent's on pack copy).

I'm just not convinced that the kind of automated conversation promised by Facebook apps etc is the answer either. It's just as artificial as the big brand idea - just swapping spurious relevance for spurious entertainment.

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