Will Congress Pull MySpace into Mainstream?

posted by greg…….

I was recently asked to respond to a question for Revenue Magazine’s performance marketing section. Whether or not my comment will be published we’ll just have to wait and see, but I thought I’d also post it here.

Will new age-related rules on social networking sites such as MySpace effect advertising revenue?
Social networking sites are extremely popular because they are an unmonitored playground for personal expression. People flock to these sites because they are unruly and uninhibited. In short, they are fun.

Imposing rules of any type, in this case age restrictions, immediately begin to erode the sites’ legitimacy by pulling them into the mainstream where they will become less popular over time. While social networking sites will suffer the effects of less advertising, advertisers themselves will simply follow the crowd to wherever they next find their outpost of self expression.

More on the topic of laws targeted at social networking sites here:
Congress Targets Social Network Sites

Digital Immigrants and Natives (more)

posted by hal….

Last week, as reported here and elsewhere, Lord Saatchi, the Briritsh advertising icon, pronounced advertising as we know it dead.

One facet of his thesis which kept coming up over the weekend was the notion that the brains of Digital Natives are physiologically different than those of Digital Immigrants.

If you recall, Digital Natives are people under 25 – those who grew up with the internet. Digital Immigrants are geezers over 25. We’ve learned the customs and language of this new land, but will always speak with an accent.

So it turns out that the brains of the Natives have developed differently than our own. They are wired differently. This phenomenon is called CPA, or Continuous Partial Attention (sometimes Constant Partial Attention).

Natives are constantly doing three, four five things at once, processing information, making decisions, taking action on many simultaneous levels. It’s beyond multitasking. It’s hypertasking.

Digital Natives hang out on Web 2.0 places like YouTube and Flickr.To be successful in our brave new world, marketers and communicators will need to learn how to blend in with the Natives and communicate without a thick Immigrant accent.

It might require that we re-wire our brains.

Lord Saatchi: Advertising is Dead

posted by hal…….

As reported in the Financial Times online, Lord Maurice Saatchi has announced “I feel as though I am standing at the graveside of a well-loved friend called advertising.”

More on this shortly, but the gist of his argument is that technology, sociology and psychology have come together in a combustible mix to divide our world into under 25 “Digital Natives” and over 25 “Digital Immigrants.”

If you want a good summary right now, go to Brand Republic.

Advertising I Want to Watch

posted by greg…….

It should be obvious by now that as a society we are moving more and more toward niche interests and pursuits, made possibly by communication and information technologies and fueled partly by targeted content and programming (as well as our own self interests).

An eMarketer article by David Hallerman, The Death of Mass Marketing, talks about how advertising is affected by this movement, saying that “mass-market advertising is no longer as viable as it was in broadcast television’s heyday,” that “the internet has multiplied audience fragmentation far beyond what cable has done to the broadcast networks,” and “the hundreds — if not thousands — of niche markets found online not only create the need for greater ad targeting to reach the splintered audience, but all those niches make targeting more feasible, too.”

Not only do niches make targeting more feasible, but more importantly, it presents an opportunity to make the message more relevant and remove the stigma of advertising as an intrusive annoyance. As a cycling aficionado, I’m interested in all things bike riding, and I am genuinely interested in related product and service information. And that should be the goal of targeting – to serve up advertising that people want to receive.

The New Netscape

posted by hal…….

As reported by Reuters, The New York Times and others, Netscape came back to life this morning as an uber-news and blog aggregator. Jason Calacanis, famous for Silicon Alley Reporter and Engadget, is the driving force behind the push to re-invigorate Netscape in it’s new guise as an AOL service.

Nothing wrong with the concept – a lot of others are doing it, so why not jump on the band wagon? You weren’t expecting anything original were you?

I checked it out. Tried to sign up, maybe loft a comment. Sign-up didn’t work on Safari. Didn’t work on Firefox. I went to the trouble of downloading the Netscape browser (7.2 for Mac) – the site still choked on sign-up.

Honestly – today, tomorrow, the middle of next week – it doesn’t matter when you launch a new service AS LONG AS IT WORKS. This would seem to be especially true for a damaged brand like Netscape.

Will I go back to the site? Maybe. Maybe not.

The New Netscape – probably as irrelevant as the old Netscape.

Martha Fires the Donald

posted by hal…
In today’s Media Daily News, Randy Siegel takes us on an imaginary journey through the next ten years of media and technology – Exxon meges with Yahoo, Google buys South Carolina and ABC’s “Desperate Grandmas” debuts to top ratings.

Of course, none of this would be funny if it didn’t have a whiff of truth. It points to the triumph of managers over people who actually make things and highlights our slow cultural drift toward blandness and comformity. Here’s the link – Headlines from The Next 10 Years of Media & Technology