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]]> By: felix http://blog.agoeldi.com/2009/04/17/the-complexity-challenge-of-social-media-marketing/comment-page-1/#comment-325 felix Sun, 19 Apr 2009 01:07:02 +0000 http://blog.agoeldi.com/2010/04/17/the-complexity-challenge-of-social-media-marketing/#comment-325 Why is advertising failing on the internet? In my humble opinion you have to take many factors into consideration. Here only a few: - lack of rational behaviour in the advertising market in general - you need new forms of online advertising (good pre-roll videos, direct in-ad communication) - you can measure online ads success => not an advantage - marketing executives may not be interested in new technical trends/opportunities If you want to go a step futher and think about why web 2.0 companies are failing, you have to keep in mind the huge variety and range of online media. If you try to compare online with tv advertising, you have to remember that there are only hundreds of tv stations people are able to watch but billions of websites. Furthermore this also shows us how extremely competitive the market is. Corporations can use new technology to interact with their customers. If you have a good product and a good external communication you should at least try to implement a Forum (community). Simple as that. Not very buzzword-compatible, but effective. I don't expect a revolution in social media in the near future, but what we will see are new forms of online advertisement banners/videos pretty soon. And I find thinking about these new forms is pretty exciting. My conclusions for more success: Use forums/communities to interact with your customers. Empower them, take them serious. ==> n:n communication Use new forms of online advertisement ==> 1:1 communication It is so simple! Why is advertising failing on the internet?

In my humble opinion you have to take many factors into consideration. Here only a few:

- lack of rational behaviour in the advertising market in general
- you need new forms of online advertising (good pre-roll videos, direct in-ad communication)
- you can measure online ads success => not an advantage
- marketing executives may not be interested in new technical trends/opportunities

If you want to go a step futher and think about why web 2.0 companies are failing, you have to keep in mind the huge variety and range of online media. If you try to compare online with tv advertising, you have to remember that there are only hundreds of tv stations people are able to watch but billions of websites. Furthermore this also shows us how extremely competitive the market is.

Corporations can use new technology to interact with their customers. If you have a good product and a good external communication you should at least try to implement a Forum (community). Simple as that. Not very buzzword-compatible, but effective.

I don’t expect a revolution in social media in the near future, but what we will see are new forms of online advertisement banners/videos pretty soon. And I find thinking about these new forms is pretty exciting.

My conclusions for more success:

Use forums/communities to interact with your customers. Empower them, take them serious. ==> n:n communication
Use new forms of online advertisement ==> 1:1 communication

It is so simple!

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