Mallification of the net?
curtm...@monash.com
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At 02:06 PM 12/6/97 -0700, you wrote:
>
>
>I guess what I am saying is that it might not automatically make sense to
>combine lots of services on one package. That might force advertisers to
>buy more than they want, which would encourage them to offer their own,
>more precisely targeted services to the specific market they wanted to
>reach.
>
I see no reason to doubt that advertising buys will eventually be done on a
"market of one" basis.
1. Information will be delivered with the aid of software which makes it
both easy and necessary to understand users' individual interests and desires.
2. Advertisers, retailers, et al. will provide enough economic incentives
that the users will not insist on hiding this information from them.
3. Therefore, ads will be targeted.
CAM, just getting through some old email
Curt A. Monash, Ph.D. President and Founder, Elucidate Technologies
President, Monash Information Services||Voice mail/Cell:(617)908-1302
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http://www.elucidate.com http://www.monash.com curtm...@monash.com
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xer...@clark.net
-----------> This message was posted to the ONLINE-NEWS list. <-----------
>At 02:06 PM 12/6/97 -0700, Curt Monash wrote:
>I see no reason to doubt that advertising buys will eventually be done on a
>"market of one" basis.
Not just advertising. All marketing relationships need to be focused on
individuals---NOT masses
>1. Information will be delivered with the aid of software which makes it
>both easy and necessary to understand users' individual interests and desires.
All information, including news, product and service information,
professional services....need directed delivery.......
>2. Advertisers, retailers, et al. will provide enough economic incentives
>that the users will not insist on hiding this information from them.
Most users are ALREADY willing to share information. But, incentives can
increase that willingness to be sure. On the other hand, a gradually
dwindling minority of the popuation may be expected to remain cool toward
sharing information that can help folks better serve their needs.
>3. Therefore, ads will be targeted.
Not just pre-sale adverting for acquisition, but post-sale longitudinal
customer support and continuity marketing programs and contact strategies.
someone said:
>>
>>I guess what I am saying is that it might not automatically make sense to
>>combine lots of services on one package. That might force advertisers to
>>buy more than they want, which would encourage them to offer their own,
>>more precisely targeted services to the specific market they wanted to
>>reach.
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