trapped in the paperless, wireless, timeless and spaceless office

You are an advertiser. You made big bucks in the 80s, not so big in the 90s and now you’re looking for the audience. Blogs, wikis, RSS and podcasts are not geek jargon anymore.

Last Sunday my mum asked me how to get a Paypal account to buy some stuff on ebay.com. She’d found a good deal for a second hand Louis Vuitton bag while wirelessly surfing the web with the old Dell laptop I gave her. She was surfing on prime TV time instead of watching the usual stuff on the box.

After the initial astonishment of discovering that all of a sudden one has a cybermum I started thinking about the situation, its causes and the consequences.

Why was she more interested in an ebay auction than in a soap-opera or a reality show?

On the net she is in command, taking an active role in deciding what interests her (and only her) the most. On TV someone decides for her (and for millions of mums) what contents are best. And not only that: online, the remote control is much bigger.

Paul Beelen a Dutch publicist based in Chile, wrote a whitepaper on the influence of the web 2.0 on media and advertising, the threats and the opportunities (yes, there’s hope) along with some very interesting case studies. He wittingly named it Advertising 2.0.

A must for marketeers, advertisers, techno buzz lovers, media planners and everyone else in between.

“This type of Internet is far more dangerous to the advertising industry than the previous one. This new type of Internet undermines the very principals advertising has relied on for decades, such as information-asymmetry and top-down content delivery.”

Download Advertising 2.0 whitepaper (English PDF).

Don’t miss Paul Beelen blog about the influence of technology in marketing and advertising (In Spanish).

Thanks to Rudy de Waele for the link in his post