48 lines
2.1 KiB
Plaintext
48 lines
2.1 KiB
Plaintext
From rssfeeds@jmason.org Thu Sep 26 16:41:28 2002
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To: yyyy@example.com
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From: joelonsoftware <rssfeeds@example.com>
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Subject: John Robb has an interesting perspective on trust-based,
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targetted advertis
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Date: Thu, 26 Sep 2002 15:28:26 -0000
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URL: http://www.joelonsoftware.com/news/20020913.html
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Date: Not supplied
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John Robb has an interesting perspective on trust-based, targetted advertising
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[1] based on his experiences at Gomez during the heady days of the Internet
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gold rush.
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Nobody believes advertisements[2] any more. There's a lot of evidence that
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advertising just doesn't work, no matter how targetted, so if you have a
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product to sell you have no choice but to get into the editorial side, where
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consumers' defenses are lowered. Product placements are one example of this.
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There is an unfortunate tragedy of the commons, here. When advertising first
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rose to prominence, advertisements _did_ work. We hadn't built up our
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immunities yet. As more and more advertisers used the opportunity of the medium
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to lie, we learned not to trust advertisements. But we still trust editorial.
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And once editorial gets polluted by desperate marketers using PR instead
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of advertising to promote their message, nobody will believe it either.
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[1] http://jrobb.userland.com/stories/2002/09/11/trustbasedAdvertising.html
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[2] http://www.amazon.com/exec/obidos/ASIN/0060081988/ref=nosim/joelonsoftware
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