die romantische komödie

Adpocalypse Now

More concretely: marketers are trying to “target” ads – against their economic substitutes; but they are hyperefficient substitutes (less costly, far more relevant, culturally amplified, etc).
Obviously, in most cases, this is a setup for utter failure.
Marketers, as we’ve pointed out before, have to figure out how to make ‘ads’ that benefit people.
Part of doing so is understanding that prosumption – as messy as it is – offers paths for marketers to shift into far more valuable activities than the simple, inert – and thoroughly obsolete – act of…just marketing stuff.


meta 13.09.2007 /via @bubblegeneration #