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October 9, 2006
Advertising spending moves back to the real world
Posted by Bob Jacobson
Erik Sass, in Online Media Post, summarizes a new Blackfriars report that claims companies are “slashing” their Web marketing budgets by a third this year. In the same article, it's revealed that offline marketing budgets have increased by more than 100 percent.
This change may be a recognition that only so much can be accomplished online: most people still live most of their lives offline, and that's where the action is. It may also signal a shift to advertising directed more to niche-market websites and social networks based on real-world interests, away from large horizontal portals and social networks. The “niches” generally offer access to their more active members (more active commercially as well as socially) at lower prices -- an irresistible bargain.
Was it a coincidence that I saw a decline in my member network on MySpace today, maybe by a million fewer members?
Naw, I must be mistaken, MySpace's member network never declines. (Why not?)
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BOB JACOBSON is fascinated by the experience of experience. A planner and technologist, Bob has a Ph.D. in Urban Planning & Design from UCLA. He's been a policy researcher, technology CEO, science writer, and consultant. As a Fulbright Scholar, he studied cellular telephony's impacts on transborder communities in the Nordic Arctic Circle. Bob edited Information Design (MIT Press 2000) and is now writing a book on the theory and practice of creating edifying, transformative experiences.
PAULA THORNTON says, "Understanding human behavior (economics), optimizing interactions (design) and facilitating conversations (markets), are the means to achieve strategic differentiation. This is the focus of our discipline. It is not a 'nice to have'‚ and is not, like documentation once was, an afterthought. It is the means by which to start a strategic discussion and the means by which to drive a tactical initiative. All design should be evidence-based."
