Internet
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According to a new study by the Association of National Advertisers (ANA) and Forrester Research, almost two-thirds of marketers (62 percent) feel television has diminished in effectiveness over the last two years. They point to increasing DVR use and the growing utilization of the Web as distractions that are taking some of the luster out of television advertising. This information comes on the heels of another new IDC study that indicates people with an Internet connection are now spending twice as much time with the Internet as they do with TV. In addition, the IDC study points out Web use outpaces magazine/newspaper use by 8 to 1.
Other major findings of the ANA/Forrester study include:
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Starbucks reported last week on its ambitious plan to provide free Wi-Fi at more than 7,000 company-owned locations across the nation beginning this spring. That means you can get your fill of a double-tall non-fat no-whip half-the-mocha mocha plus a serving of free broadband to boot.
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Over a year ago I posted here about an outstanding free public educational resource called the Open Courseware Consortium. A story on Wise Bread recently made me realize how much this program has grown.
The Open Courseware Consortium offers free access to thousands of classes at over 100 world universities. MIT alone offers 1800 courses!
There’s nothing like a little Quantum Physics to get your Sunday off to a good cerebral start.
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Stephanie Stradley, from Fanhouse.com reports on an interesting effect of tagging in Web 2.0. Amazon.com had begun pre-selling a book entitled ”19-0: The Historic Championship Season of the Unbeatable Patriots” before the game was even played (Note, Amazon has taken the page down as of 2/6/08, but you can still see the cached page on Google...). Of course, it has been pulled now in the aftermath of the New York Giants improbably victory, but not before Giants fans and other Patriot haters used the tagging function to express their views on the team that came oh-so-close to perfection.
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Marketers and marketing firms are accustomed to categorizing the world of commerce into business-to-consumer (B-to-C or B2C) or business-to-business (B-to-B or B2B). All of this neatly assumes that the marketer is the sender of the brand message to a specific audience. It also assumes you can classify individuals into a giant segment of spenders called consumers.
This is old world, mass-media, marketer-in-control thinking. Today, a good portion of brand communication goes on at the individual-to-individual (I-to-I) level. Smart companies know this, but there still remains a substantial amount of marketing rooted in the antiquated command-and-control style.
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