While everybody and their grandmother is talking about "New Marketing" or "4E's", our own work with on viral marketing and "engaging online experiences" has triggered me to think about the impact these concepts will have on online media spending.
When brands focus their marketing efforts on "joining the conversation" with users, and "first understand, then be understood" (which certainly makes sense in China, too). Who will pay the bills of the loudspeakers (read portals) of todays online ecosystem?
While I do not believe that this business will go away any time soon, I do see a significant reallocation of online marketing budget in 2008 and beyond, from banner advertising to more integrated long term efforts that include syndicated content, in depth media cooperation and interactivity (e.g. blog, bbs, chat, votes, competitions etc). With the rising tide of online ad spending in China, many a Kuai will flow down this Sina/Sohu river. But in two or three years what looks like a rainbow with a pot of gold at the end, will look more like the bridge over the aptly named river.
Now if you have enough of my poorly written allegories you can check what Jeff Davis over at the Guardian has to say on the topic. I will toil on to find more effective ways to analyze and optimize the online effort of our clients in this brave new world. A short hint: It really helps if you can add your own tracking codes on your media partners site (at least the part they customize for you).
And will I do this, can anyone explain to me how advertising will be different from PR when all we do is build a conversation? Anyone? Kaiser?
That changes huge things. This is a whole new system.
Posted by: hawaii payday loans | May 12, 2011 at 12:52 PM