We’re seeing an advertising revolution like we’ve never experienced before. Banner ads, adsense, flash messages, coupons, direct mail, spam mail or anything that the advertising and marketing industries have thrown at us in the past simply don’t work anymore. Advertisers can no longer push intrusive ads in our face rather they must start listening…and now some are willing to spend ad money to do it! They will give you money to listen to what you have to say.
The Great Enabler:
Social Media has enabled society in many astonishing ways. However, the ability to “design, produce, direct, and sustain” conversations that have specific, predictable and tangible economic outcomes, remains the Holy Grail of Social Media, and indeed a true Innovation Economy.
The people who have the ability to generate value in this new economic paradigm are those who have the ability to start and sustain conversations in social media space. The objective for those seeking success in social media is to empower and compensate conversation designers, producers, directors, and sustainers.
Perfect information in markets will always benefit the highest integrity companies, the most trustworthy brands, and the most socially relevant industries. Imperfect information favours low quality, corruption, and misrepresentation. Imperfect information facilitates the “transfer” rather than “creation” of wealth. An innovation economy will always seek to create new knowledge rather than suppress it and conversation is the currency of exchange.
Billions of dollars of Advertising revenue is being reallocated to listening to the market rather than shouting at it. The brands are listening to you. Like never before, customers have the control.