John Hagel writes in a very interesting post,
In a world of rapid change, shift piles upon shift. One can get thoroughly confused and draw the wrong conclusions by focusing on one change while losing sight of the shifts that are coming up. ....
In the advertising world, multiple shifts are piling on top of each other and it is often hard to keep track of them, much less understand their implications. Let’s look at just some that are re-shaping the advertising world:
- Shifts from advertising placed in digital content to ads placed in social networks and applications
- Shifts from digital advertisements delivered through conventional PC’s to a growing array of mobile devices, with an increasing ability to target messages based on the physical location of the person
- Shifts in the behavior of digital users in their responsiveness to advertisements online
- Shifts in the way that companies connect with and build relationships with stakeholders (e.g., blurring boundaries between customers, partners and suppliers)
- Shifts in the revenue models for businesses, as online businesses in particular become more and more dependent on advertising as a key revenue source (e.g., is there any Web 2.0 start-up that doesn’t blithely answer “advertising” when asked about their revenue model?).
- If that isn’t complicated enough, we also have broader macro-economic shifts like potential near-term recessionary pressures ...
Link: Edge Perspectives with John Hagel. --Dennis