Archive for Community

Commercial options as “Co- Martial Arts”

Posted in 1 with tags , , , , , on May 19, 2008 by Geir Stene

I’m playing with words, but still; I just thought of it. Commercials, isn’t really something people want, is it?
Still as consumers we do want and need things, when we want and need them, and most of us would love to get a great offer, just at the right time and place.

 

If my toaster broke down – or car. I’d be happy to get a solution to my problem. But it’s annoying to be bombarded with toaster or car repair ads when everything is just fine. As we have seen, advertisers have discovered this idea, like we can observe it at e.g. Amazon.com.
What’s the clue? Amazon knows something about you! (and more than you might like to know) and Amazon guess what else they can offer you. At times we think of this as great, and at other times we think it sucks. It all depend on our needs and motivations when we are exposed to the suggestions they make. But all what they really do is to make a qualified guess.

This is getting far better/worse (depending on perspective) in the web 2.0 development as we speak about it. But no doubt, connecting user Profiles to Content and Ads. is increasing rapidly. This triangle has enormous possibilities. Up till now web communities have been able to get “filthy rich”, selling their “flat” databases with a very simple concept; ‘Set up a community – get loads of users – sell – Success!’ And the revenue stream is basically made out of very traditional wide spread advertisements – Throw adds over people! No segmentation, no thought what so ever – if this is something that pleases users or pisses them off. The buyer of the community doesn’t really care, if he has 1(or 10) mill. daily users in his database to sell to advertisers he’s happy chap. This trend will not last for long!

But what if ? What if we can create concepts that take full advantages over the holistic paradigm of Content, Adds and user Profiles and make use of the input/output from that? And we can ! Then we can provide a “Martial Art advertisement concept” for the user (and also for the advertisers BTW): The concept is to take the force from the opponent and use that energy to achieve our goal – or defend us towards unwanted attacks. We are able to give users a community where they have common interests in content and social networking,to give them control over what ads they want to be exposed to and by that increase the likeliness of being able to provide individuals with accurate advertisement, based upon the Content they choose, and their user profile on that site. Any one that doesn’t think this looks wonderful ? It also works the reversed way, where advertisers can segment perfectly, and know the user pattern and interessts of a user, and usergroups in detail, and automatically provide the correct ad at the correct time and place on the site.  – Oh, did I just give away a great business idea? *grin* I don’t think so. It’s like Martial Art, you need quite a lot of talent, knowledge and training to get it right !

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