Banner ads has more to them than the Cluetrain Manifesto led you to believe

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“I agree perfectly with you Thomas”. This is how I start my newly posted reply to Thomas Madsen-Mygdals comments to my “Banner ads as conversational marketing: danish newpaper BT case“. The rest of my reply goes as follows:

I too have heard someone who said “markets are conversations”.

The question that I raise is how this effects advertising and marketers. Is it, as Doc Searls and David Weinberger puts it in the markets are conversations-chapter of “the cluetrain manifesto“, that “Web advertising is already an inside joke” and that

“there’s no denying that a saturation ad campaign that puts your company’s name in tens of millions of banner ads will buy you some name recognition. But that recognition counts for little against the tidal wave of word-of-Web”

Surely word-of-web is a great force. But Searls and Weinberger finishes off traditional ad campaigns to quickly, I’m afraid. Banner ads surely has a lot to them – if they’re able to engage the audience in pieces of conversation – like the BT football-banner case.

Best

Jon

PS. You write: “My comment to the substance of your claims – http://www.bootstrapping.net/living/001386.html “. The link leads to the “Apparently A No Compromises Kind a Guy”-posting, which turns out to be about yourself – not my views on conversational marketing..

Where can I find the right article?

0 thoughts on “Banner ads has more to them than the Cluetrain Manifesto led you to believe”

  1. Ok, i’ve held back on this one.

    My comment to the substance of your claims – http://www.bootstrapping.net/living/001386.html

    I think it’s worrysome that you’re claiming this as new insights – they might be new for you – but this field is many years old and just the last 5 years you’ll be able to find tens of thousands of blog posts about this – i believe there was someone who said markets are conversations.

  2. I agree perfectly with you Thomas – I too have heard someone who said “markets are conversations”.

    The question that I raise is how this effects advertising and marketers. Is it, as Doc Searls and David Weinberger puts it in the markets are conversations-chapter of “the cluetrain manifesto” ( http://www.cluetrain.com/book/markets.html ), that “Web advertising is already an inside joke” and that
    “There’s no denying that a saturation ad campaign that puts your company’s name in tens of millions of banner ads will buy you some name recognition. But that recognition counts for little against the tidal wave of word-of-Web”

    Surely word-of-web is a great force. But Searls and Weinberger finishes off traditional ad campaigns to quickly, I’m afraid. Banner ads surely has a lot to them – if they’re able to engage the audience in pieces of conversation – like the BT football-banner case.

    Best

    Jon

    PS. You write: “My comment to the substance of your claims – http://www.bootstrapping.net/liv…ing/ 001386.html”. The link leads to the “Apparently A No Compromises Kind a Guy”-posting, which turns out to be about yourself – not my views on conversational marketing..

    Where can I find the right article?