I am a big fan of the Altimeter Group and follow their research closely. I enjoy reading their analysts’ opinions and research reports. So you can imagine my curiosity when I saw the title of their latest interview with Jeremiah Owyang: ‘Markets are no longer conversations’ . I highly recommend watching the interview as it contains some thought-provoking ideas and opinions, to say the least. I would like to give you my take on two statements made in that interview.
The advertising and content that we are going to get will be extremely targeted, so to speak. Jeremiah claims that we can expect a new form of advertising. Since companies like Google and Facebook are able to track our behavior, they can send very targeted forms of content (advertisements) to the places on the internet that we visit. I agree with that point of view.
Just imagine the amount of information you leave behind everywhere you go when you are online iran telegram data for a day. It is enormous. If Facebook and Google succeed in not giving internet users the feeling that they are being watched by a 'Big Brother', this information can create unprecedented opportunities for the advertising world. On the one hand, you can see this as a positive evolution, because the relevance of advertising will increase, as will its impact. On the other hand, the chance that we will stumble upon interesting content by chance (serendipity) will decrease.
“Markets are no longer conversations”
According to Jeremiah, the advent of perfectly targeted advertising will spell the end of the Cluetrain claim that markets are conversations. I'm afraid I can't follow him there. In the interview, Jeremiah claims that Cluetrain supporters will curse him for this, but that has nothing to do with it. I believe he is making a false assumption. Here are some of the reasons why I disagree with him.