Comments on: “Attention Economy” is the Wrong Metaphor. It’s All About Persuasion.

By: Attention Economy: Überzeugung zählt, nicht blosse Aufmerksamkeit » netzwertig.com

Fri, 10 Jul 2009 08:49:09 +0000

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By: felix

felix — Sat, 09 May 2009 12:20:20 +0000

@Fabienne
AdblockPlus is definitely a problem. Agreed. But I think there are ways to solve this one.

I agree with you, that you can’t really measure the success of TV ads. It’s good on the one and bad on the other side. IMHO prices for TV ads (in Germany) are too high anyway but still help products being sold. In the internet you have a real-time market with a high ability to measure success but I believe there is still potential to improve this whole concept.

I really wonder what would happen if i.e. Burger King would do a 5 seconds pre-roll ad appearing once after each Facebook Login offering a special 20% voucher on a menu. Assuming people would actually have to (!) watch the ad, what would happen?

By: Ray

Ray — Sat, 09 May 2009 09:43:06 +0000

@Fabienne: Dunno. I think you’re too self-critical there. For my gusto, you were on the right track. Marketing, advertising, whatever. I still claim that Internet, WWW, 2.0 et al. have not really brought much of a change to human behaviour as such. A myth! Old marketing and advertising principles still hold. Totally. The fuzz is more about a lot of new people on the scence, coming from the IT side, who come with “everything is possible” attitudes and try to rattle every fence. Good thing that they do, but they too, will grow older and realize that having fun needs to be funded.

By: Fabienne

Fabienne — Sat, 09 May 2009 08:37:19 +0000

@ray: You are right, I should differ more between marketing and advertising. Andreas focused on the second and I agree with him completely.

In most of cases Advertising does not work. The costs to the point of action (buying) are to high. And I agree with Andreas: When you put the money in the right channel of advertisement, then it could work. Where the money goes there is the shortest way to the point of buying. The way from my couch to the internetshop ist very long.

By: Ray

Ray — Sat, 09 May 2009 08:11:44 +0000

I am certainly not in that line of business, but like the two preceeding commenters, I don’t really feel comfortable with what you write there. From a layman’s point of view, all you write makes sense, but may be too remote from the real issues to be understood. Something, I think, can be read between the lines in Fabienne’s comment, or at least I do read it:

What you write seems to negate the basic difference between what ‘marketing’ is and what ‘advertising’ is – at least as far as I tend to keep these two concepts apart. If we stay within the context of what Felix and Fabienne write – and I agree with them – even good advertising can be swatted, blanked out, skipped, whatever. Good marketing will always prevail. I like Fabienne’s mention of the candy lanes at the supermarket. That sells. What it will sell (product and brand), is a matter of advertising (and placement on the shelves). Certainly not a matter of advertising in the candy lane. Too late vor clever slogans there.

By: Fabienne

Fabienne — Sat, 09 May 2009 07:38:12 +0000

I dont agree with you Felix:
People are just overloaded from information and ads, as Andreas says. In future they will have an infrastructure to simply fade out ads. As many already do have: in my case for example a digital-recorder to watch movies without an ad-break. And why I am doing this: Because the ad is not invited to my dinnerparty anymore, as Andreas says.
Or think about ad-blindeness: on my favorite webpages I know where the ads are and I am able to simply fade them out.

Ads in TV are not working. They are very expensive an the effect on costumers very hard to measure. TV-advertisement ist always only one component of a huge marketing-program, in fact it works only, because you spend lots of money on all actions together. They right way would be to spend a little money only there, where the costumer is in buying mood at the very moment. Think of sweet in front of a cashpoint.

By: felix

felix — Fri, 08 May 2009 22:35:39 +0000

I think you’re overestimating the value of users “in a buying mood”. Well, actually you can say that Google is just the biggest Affiliate Network in the world and/or Google is just a gigantic web directory and making money by “recommending” certain websites (you can say the same about Adsense partners). There is money in it. And Googles revenue is showing us how much.

But there is still another market which has to be revolutionized. Plain Display Advertising:

Ads in TV are working (at least most people think so) and people are not in a buying mood but could still become interested in certain products: “Mmmmmm. This Whopper looks delicious. Tomorrow I’m going to buy one.” This can work in the internet as well but I am convinced the problem in the internet today is, that most people are just ignoring ads.

So, people have to be forced to watch video ads.