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A curious list of blogs
- Adliterate
- Ads are boring
- Bigshinything
- Brand New
- Brandtarot
- Contagious
- Coolhunting
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- Greenormal
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A curious reading list
- Building Strong Brands
- Convergence Culture: Where Old and New Media Collide
- Disruption: Overturning Conventions and Shaking Up the Marketplace
- Herd
- How Mumbo-jumbo Conquered the World
- How to Plan Advertising
- Ogilvy on Advertising
- Positioning: The Battle for Your Mind
- The Brand Innovation Manifesto
- The Economics of Attention: Style and Substance in the Age of Information
- The Perfect Pitch
- The Pig That Wants to Be Eaten
- The Wisdom of Crowds
- Thinking from A to Z
- Truth, Lies, and Advertising
- Unleashing the Ideavirus
- Welcome to the Creative Age
2 comments:
Buzz word??? Buzz Word??? How very dare you...
Did they call The Renaissance a buzz word... Ok that comparison is perhaps a little off the mark, but hopefully you get my point.
Web 2.0 is set to be the biggest thing to happen online, it changes everything by putting the user in control...it's also not only going to effect the online industry either. Already Google has launched a user generated video channel and there's another one out there already too (but the name escapes me)...how long before user generated TV ad's, they're already being done online?
This one isn;t going to be a flash in the pan...it's here to stay
Just playing devil’s advocate, take a deep breath it’s lengthy, but…
I don’t think it’s a flash in the pan, I think that the word Web 2.0 is a bit buzzy. It makes it sound too mechanical, too marketing led and less human.
You say it changes everything by putting the user in control. Do people think of themselves as users of online? Do they create blogs or content to feel in control? I’m not convinced they do. I think ‘Web 2.0’ essentially does two things.
1.People have access to more information than ever before. This information was once selected and drip-fed to people by traditional media owners. You could say the media influenced society. The big change now is that these media gatekeepers are losing their influence.
2.Rather than being in control. This freedom of information, in the shape of a continually expanding visual and textual library, allows people to express themselves more than ever before and in different ways.
If you go through media history people have always tried to react in the same way. Before the proliferation of newspaper publishers in the 1800s, there were underground political publications; people wrote poetry, painted, drew parodies in the form of cartoons. As soon as it was seen as a commercial opportunity the media brands were formed. You can see the same is happening now.
Radio was also once seen as a new technology and again people wanted to express themselves because in its current form it wasn’t as interesting or relevant to certain people, hence pirate radio.
It is also highlighted by people’s obsession with reality TV and although we don’t get it over here, there is a wealth of amateur ‘user generated’ shows on TV networks in the states. How do you think Wayne’s World started?
It is more about participation than control and this point isn’t new, it’s been going on for 100s of years – the way you can it do arguably is. Web 2.0 makes it sound like something that has and only happens online and it completely ignores the convergence of media, media history and the fact that people don’t live to be marketed to and consume on or offline as much as we like to think they do.
‘User generated content’ for example isn’t just the prerequisite of online entities such as Youtube. Take www.uk.current.com a new channel on Sky that carries programmes and ads that are ‘generated’ by people not media brands. Traditional media brands aren’t going to sit back and let Google take over, you can see this happening already with Murdoch buying Myspace and brands like The Guardian, BBC and Channel 4 changing direction to incorporate new media.
I think what is generally missing from conversations about ‘Web 2.0’ are a few things. What does it mean for brands and how do they need to adapt to this environment? What are ALL media brands going to do to make it commercially viable? And finally, what are ALL agencies going to do to make themselves commercially viable?
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