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http://www.paulbeelen.com/whitepaper/english.html &#\ 13;Darüber, wie das Web2.0 mit RSS, Blogs, Postcads die Medienlandschaft verändern und wie die Werbung, PR und Werbeagenturen sich wandeln müssen.

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There has never been so much change in the way people communicate than there is right n\ ow. New generations use tools their parents don’t even understand, and young people consume news as easy as they create and publish it themselves.

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developers and investors are regaining trust in the World Wide Web. But not in the \ web as we know it. This time it’s about conversation, cooperation, and empowerment of the masses. This time it is bottom-up, instead of top-down.

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This time, the web is going social. Within the Internet community, this new, grown \ up version of the web is called Web 2.0.

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What’s the effect of an advertising campaign, in a world where every consumer has\ instant access to all hard data about any given product?

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And it will force advertising to reinvent itself in quite a few ways

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This time, the Internet seems not to be about the money \(at least, not directly\). Ins\ tead of companies trying to find out how to expand their business to the web, today’s most popular web services are about sharing information and connecting people.

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The people are taking back the web that companies have failed to make theirs.

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This new type of Internet undermines the very principals advertising has relied on \ for decades, such as information-asymmetry and top-down content delivery.

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Not only the incredible amount of information available on the web will tread these pri\ ncipals, but mostly the social aspect of it. Now, everybody can add information in an extremely easy way, such as writing a weblog.

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Web 2.0 applications are those who make the most of the intrinsic advantages of tha\ t platform, delivering software as a continuously updating service that gets better the more people use it, consuming and remixing data from multiple sources,

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What we will see in the future is broadband on mobile devices, and applications des\ igned especially for mobility. This will make geographic contextual information possible and, of course, geographic contextual advertising. But it will also allow people to instantly read peer reviews about the shop or office they are about to\ enter, or receive offers from a restaurant in the street they are actually walking in

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This phenomenon of masses having access to mobile Internet will only amplify most o\ f the effects I will discuss in this paper.

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The phenomenon of democratized media results in a landscape of millions of micro-me\ dia, most importantly in the following forms:

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During the past 5 years, one of the most profound social effects of the Internet has be\ en the democratization of media.

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Technorati, a blog index and search engine, currently monitors 27 million blogs3

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Weblogs \(or blogs\)

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Podcasts

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in essence, makes it time shifted radio.

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Wikis

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allowing people to freely edit all of its content. The result is a publicly edited \ web site, with as little top-down control as possible.

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Videocasts \(Video Podcasts\)

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By subscribing to an RSS feed, content will be delivered automatically to the subsc\ ribers computer, rather than him or her going out to a web site to find it

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New uses for RSS are being developed constantly and according to many, it will be t\ he future standard of distributing content on the Internet, in the broadest sense.

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Combinations of these technologies are leading to a complete democratization of media.&\ #13;Individuals find themselves with the same possibilities as mayor newspapers, groups start weblogs that compete with global content distributors, and online radio stations emerge. The cost of broadcasting has never been so low.

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It is very clear that traditional media are loosing their grip on their audiences. As&#\ 13;a result, consumers will be extremely difficult to reach, as they will be scattered all over this landscape of micro-media.

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In their cars, they will be listening to a podcast about a topic so specific that m\ ainstream radio could never afford to spend time on it.

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today’s hyper fragmented media landscape allows for micro-targeting to ensure\ relevancy of commercial messages. Instead of targeting huge target groups through expensive television or print ads, companies can now target their messages more specifically.

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Of course, this will also imply changes for the content of advertisi

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Will the rise of extremely cost-effective publishing platforms such as blogs and po\ dcasts allow companies to cut on their media expenses? Will they be able to reach an audience of better quality for less money than they spend on traditional advertising? Chances are they will.

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What will the role of newspapers be in a world where most of the people that buy ne\ wspapers also have access to a computer \(and those who don’t will have mobile phones, as we saw earlier\). Isn’t the next morning too late to call it news?

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The combination of ‘regular’ television equipment, increase in availabl\ e bandwidth, the internet and RSS distribution technology, will offer a world of possibilities we could not have dreamed about a couple of years ago. The bad news for marketers is that these dreams will turn into nightmares, if the advertising ind\ ustry does not adapt.

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However, mass media can use RSS in their favor \(as some important media have alrea\ dy noticed\)

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Of course this will result in modifications in the structure of the web site \(no o\ ne will enter through the front door, so to speak\) and it will move the printed version of the newspaper to a situation of disadvantage, for being far less flexible and therefore less relevant than its online counterpart. So any way, it will \ have consequences for advertisers.

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with such amount of power about content, consumers might actually want to steer tow\ ards a media environment with much less commercial messages,

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or at least one with more relevant, opt-in forms of advertising.

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With millions of consumers also being publishers, this conversation is taken onto t\ he World Wide Web, in the form of podcasts, wikis, forums and most importantly: blogs. Blogs allow comments, a feature that makes them actually just like conversations, available to the whole world.

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A product related search for the Nikon Coolpix P1 Digital Camera returns 20 posts o\ ver the last 6 days. A lot of these articles are posted by consumers, in their own blogs. I can read them, comment on them, and I can contact most authors by email. I can even add an RSS feed for all of these searches to my RSS reader, in orde\ r to stay informed about future conversations right as they develop. Word of Mouth has just been supercharged.

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So what does that mean for advertising? What is the role of an advertising campaign in \ a world where every strength and every flaw of every product or company is publicly available and easily retrievable?

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But in this hyper connected world, consider the damage that has been done to brands\ in the following cases, all triggered or powered by individuals using their own micro media.

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Dell Hell,

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very bad customer service he received from Dell,

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a Kriptonite Brand bike lock by using only a Bic pen.

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Sony’s music CDs automatically installed digital rights management software o\ n hard discs upon playing the CDs on a computer, practically hacking the PC’s system.

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it. In other words, information asymmetries have been ‘mortally wounded’\ ;13 by today’s connecting technologies.

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by then consumers will be aware of blog search engines that enable them to inquire \ about any product or service available, before doing business or just to find consumers with common after sales problems.

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In fact, one might say that hyper connected individuals are less likely to be influ\ enced by advertising. Also, hyper connectivity leaves no room for mistakes, nor does it allow advertising to lie or to omit the trut

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Instead of fake, artificial commercial messages people can now get real life commen\ ts from peers on anything they want. They can go to the net and read everything - both commercial messages and real people talking in real language - about the product they are specifically interested in. More importantly, they do this when th\ ey have time, not when some media department thinks it would be a good time to show them a TV ad.

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the advertising industry was born.

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Customers will want to talk with companies, they will no longer just want to be tal\ ked to. Once companies understand this \(and some, mostly Internet or technology related companies, are already starting to\), they will want to use advertising as a tool for this conversation.

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There’s more bad news for advertising agencies regarding this new consumer/compan\ y relation. It cannot be faked.

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Where camouflaged advertising is not working, contextual advertising programs such as G\ oogle Adsense18 are a huge succ

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This kind of relevant advertising is perceived as far less interrupting, and more i\ nformative. Adsense advertisements are typically just short text messages, clearly indicated as being advertisements.

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Contextual advertising programs such as Google’s allow micro publishers to st\ art making money from their media.

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programs like this one,

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one, that make it possible

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to actually earn money with their media, are a huge incentive for micro publishers,\

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We’ve already seen that consumers are talking about brands and products. The leas\ t a company can do is listen to these conversations,

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Monitoring the blogosphere is a new discipline

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This is a perfect example of what happens in a hyper-connected market. One customer \ ;complains, somebody on the company’s side reacts and wins a customer for life.

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Listening to bottom-up media will not only create this kind of bonding possibilitie\ s, it can also deliver useful insights and can give real-time feedback about products and brand reputation.

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f a company wants to blog, its advertising agency should be able to execute that wi\ sh, or at least fulfill a consulting role.

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While blogs can make a company vulnerable because of people being able to leave comment\ s and start a discussion, some of the other forms of new micro media are a lot safer. Anybody can start a podcast or a videocast right now, so why should a company stick to traditional forms of communication?

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This creates completely new forms of opt-in advertising.

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started publishing the on-sale items

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in RSS fo

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orm22

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intranet,

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Users within the company could subscribe to RSS enabled content offered by a centra\ l department of information as well as the different blogs from key people within the organization. Not only plain news could be delivered, also the latest campaigns from inside and outside the company, new photographers, stories, ideas, anything.\

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this would generate a cross-office conversation and a constant stream of inspiratio\ n and feedback.

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Social bookmarking applica

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this way creating an enormous database of interesting content, and a great tool for\ distributing knowledge

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About the author

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Paul Beelen

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www.paulbeelen.com.

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