AUDIO: Doc Searls: When users control vendor relationships -- is it still advertising?

Modern marketing and technology have made it easy for vendors to take control of the relationship consumers. They maintain databases of our purchases, our preferences and our habits. This isn't necessarily bad. But Doc Searls of the Berkman Center on the Internet & Society at Harvard University suggests that might be even better if consumers were able to control the use of their "persona" and if that data were portable at the user's preference. Searls discussed this paradigm shift on Dec. 4, 2009 during a "Skype" session at "Blueprinting the Information Valet Economy, at the Donald W. Reynolds Journalism Institute, Missouri School of Journalism, Columbia, Mo. His vision would be enabled by The Information Valet Service. Click on the carat to the left of the bar below to launch an audio stream, or download an MP3 podcast for offline listening.  (Duration: 13 mins., 27 seconds. File Size:3.23 MB)

Excerpts from Doc Searls' Dec. 4, 2008 talk at Blueprinting the Information Valet
Economy:

"I think there's a whole new world that can open to advertisers as the social web becomes more agile on the user's side and better connections can be made between the two and relationships can develop."

"I have my doubts whether it's still advertising when that's done. There are lots and lots of efforts, I think Bill's is primary among them, to change the advertising model, make it more involved with the receivers of the advertising and making it more accountable and adaptable and
appropriate.

"The problem advertising however is it is still speculative, it is still guesswork. And there is a limit to how much you can improve guessworK. And when it isn't guesswork anymore, I don't know if it is still advertisng.

"I think there is a big gray area that needs to be built out and I think most of the building is not going to be done by the traditional advertising companies -- including Google at this point, i think Google is
going to be supportive of it, but they are now the man, they have the big machine the have their business model in place. I think there needs to be more innovation coming in from the edge."

SOURCE: Conference, "Blueprinting the Information Valet Economy" --
http://www.newshare.com/wiki/index.php/Event-blueprint

VIDEO: Doc Searls (and other) presentations:
http://www.newshare.com/wiki/index.php/Blueprint-video

 

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