Wednesday, June 20, 2007

The Changing Forces in Advertising

'The Changing Forces in Advertising' panelists included Deborah Schultz (DRS Solutions), Leszek Izdebski (Cisco), Peter Hirshberg (Technorati), Dick Costolo (Feedburner) Peter Merholz (Adaptive Path), and Evan WIlliams, (Obvious Corp AKA Twitter)

The Marketing Beating Continues

The session continued along the trend that marketers and this time they threw in ad agencies still don't get it 'most of the time.' It was later corrected, or softened to say they do get it but they don't know what to do about it. Instead of understanding that the internet is a different animal they are simply moving traditional advertising concepts online. I have to agree that in my experience I see a lot of that but I also think we are at the beginning of this trend and that a lot of us are clamoring to learn as quickly as possible.

Which leads to the next point, marketers need to be willing to experiment and learn. This is new to all of us and we won't have all of the answers right away. Even Evan Williams of Twitter admits they don't know all of the answers and are still trying to figure out how to monetize it through creative advertising. Leszek Izdebski brings up digital media and one way Cisco is delivering ads by looking at RFID information.

How do you deal with negativity in the market?

When Sun Microsystems launched Java FX they ran banner ads on numerous sites. These ads were negatively received in the community through numerous blog posts because the developer community felt the added features didn't warrant the hype the ads were giving them. Behind the scenes the developers who worked on the product were saying the same thing before the product launched - but rather than being quiet about it they were given free reign to join the conversation. They explained their strategy, shared their roadmap and even asked for feedback. This changed the tone and attitude back to a positive one for Sun. I think more companies can learn from this example and loosen those internal reigns…

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