Alain Portmann over at Web Liquid has an excellent post on the new “rules” for advertising and what to look for in Advertising 2.0. Just as users gained power in the Web 2.0 transition, customers gain power with Advertising 2.0.
The old model for marketing and media was one of persuasion and isolating consumers. The new model is highly interactive and communal.
Web 2.0 gives your customers a voice. If you’re running your business with your customers’ needs in mind, then this is a good thing for you. If, however, your goal is to merely separate your customers from their money as efficiently as possibly, then Web 2.0 and Advertising 2.0 is going to be your worst nightmare.
Kathy, thank for the comments on the More Advertising 2.0 than Web 2.0 posting!
I was reading the coverage on the Doritos’ campaign that invited consumers to create their own Super Bowl ads. Doritos’ is a perfect brand for Advertising 2.0 – consumers between the ages of 16 and 24 embrace self-expression and are clued enough to know when advertising is about persuasion as opposed to relationship. While the proposition of the campaign was a good example of Advertising 2.0 the coverage it received was incredibly Advertising 1.0 in the way it defined success…
As reported by Media Post the Doritos’ campaign:
…helped the company devise the successful campaign, which attracted 2 million clicks on the contest microsite…
….the site also saw 750,000 unique users, and 2 million total video views…
….the contest ultimately racked up one billion impressions, equal to $36 million in paid media…
While these metrics are of value to frame the overall contribution of the campaign and determine a short term ROI figure; I was disappointed by the focus on traditional media delivery metrics (clicks, media value, traffic).
The reality is that Doritos’ could have focused on metrics that where closer to the communal element of the campaign including referrals, time spent on the microsite and uplift on the “conversation†about the brand in the blogsphere.