Conversation Agent - Valeria Maltoni - Advertising and Open Systems


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@Brian - the one thing businesses cannot figure out is that the time invested in trying to convince and convert people who do not want, need, or care about their services would be better spent helping those who do find them. Just like you found each other organically on Twitter. Now that you have reached critical mass, perhaps others will find the chat even if it moves off Twitter, through word of mouth. The tool acted as an accelerator for you to find each other, or to find out that you were interested in the same topic, after all. Very interesting concept about incubating the eggs elsewhere. Are you sure you shouldn't be in marketing?

@Edward - thank you for taking the conversation to the next level with examples of applications. The limitation of working on the client side is that I get to play only with the one set of products/services and attracting within one domain, while you can take a look across industries and more segments. In that, my working in several industries helped accelerate that learning and awareness tremendously. You're spot on for the iPhone. I gave away my TV, and now watch YouTube videos that way, for example, on demand. Users are interruptive in their browsing patterns as well. You probably heard more than one person tell you they developed some ADD from being online more. We do take tangents even in the way we think. The disconnect is that right now, the ad wants to take you where the company wants you to be instead of where you want to go. Would there be merit in ads that learn from user behaviors?

@Dave - speed and agility, yes. You inspired me to take this one step further and think about ads that learn with users' behaviors. Some of the best usability on the Web comes from the heavy employ of personas to serve up pages that are more relevant or custom. A learning ad would need to come with embedded ability to talk with a database and transfer information back and forth.

I remember a saying that went if you run fast and never look back you will never no your full market potential.

I agree that more measurement processes need to be in-placed. There is a real lack in the advertising and internet world for real data. I think this is a direct result of the speed at which business and online markets move. I recently discussed in another advertising post that the issues of the internet on advertising aren't to create programs that meet demand rather to create demand themselves. It will be impossible to control and collect data without programs that are able to change to the speed that is being produced on the net today.

There are so many examples of this. Even going back to Malcolm Gladwell's spaghetti sauce talk at Ted. I'm thinking that in the next couple of years even advertising will change dramatically. First, we'll watch more TV on our iPhones. Before we watch a free show, we'll be able to select whose brands we want to sponsor it, so we'll only see the ads we want. Perhaps we can even choose whether we prefer funny ads or emotional ones. Then, in either the middle of the show, or the ad, we can touch the screen, stop on a product or a character and have a variety of options. Maybe we can directly to the site for the car maker who's sponsoring the show. Perhaps we can instantly connect to a community of users who have bought that car so we can ask their opinion. Ideally they'll even be a playlist of songs from different drivers who share the music that they drive to. So, yes, advertising in many ways is still interruptive, but that will change with technology, with augmented reality, and with the slow, but eventual, waking up of ad agencies and marketers who are still overwhelmed with all the new stuff and trying to get their hands and heads around it. More to come.

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