Ad dollars flood Web, but will they go far enough?

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Unlimited ad dollars?

Companies are trading content for ad dollars by consuming people's time. The content is virtually unlimited; however, the people's time isn't. It's a very simple equation. The more diluted the content becomes the less viable the advertising dollars leading to conversion becomes.

There are two conclusions that one can arrive at; equilibrium or a 3rd dimension shift. If a company can reach a conversion of 100% then they will choose that avenue. The question of whether a company can provide that level of conversion...so far Google has capitalized on this nicely; however, is there still room for improvement? YES.

Imagine this! People usually shop for something that they either need or want. A need is something where the context of your current situation requires a solution. A want is outside of your current context and is a choice to create a new context. For example imagine if you had a personal shopping bot that examined your current contexts and evolved potential contexts based on previous wants that were satisfied. Now imagine if that bot could choose the "best" solution(s) for your current context(s). Emotion would be taken out of the equation and choices would be made by best matching the solution to the need or creating a new context which can be extrapolated from your current context.

A company that could facilitate this new shift will prosper; however, this new shift will reach commoditization rapidly due to the level of automation and the lack of emotional attachment to purchasing activity. Indeed it will become much more like a utility.

Do many people like shopping...of course; however, if you separate the need from the want and measure each; people genuinely think their needs and wants are one in the same...this is why marketing is what it is. I am not saying the bot(s) would make all the purchases for you, but they might make some and allow you to make others in order to infer what may or may not be extrapolated for future need/want purchases and context creation.

Advertising doesn't add any value to the product you're purchasing...in fact it probably reduces the value because the manufacturer needs to cut the COGS in order to remain competitive and still pay for S&A...which is probably going up. Have you ever noticed how toys made 20 years ago were much better quality than the toys made today...and they cost less.

BTW, how much does Craigslist pay for advertising?

Posted by: THEE WOLF   Posted on: 10/14/07 You are currently: a Guest | Members login | Terms of Use

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