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Home » online marketing

This market. Is Dead.

19 April 2012 2 Comments

 

 

This market. Is dead.

The digital ‘market’. In Asia.

It’s booming- you say. Growth continues. Well, depends on the lens you put on.

Let’s come down from a macro viewpoint- to some factors that could have driven this market, its people, its place.

Instead- we choose Same old rhetoric. Same old routine. Chronically.

Media

Chronic ‘Ad sales’ focus- sell inventory. Buy inventory. Whichever way you slice it.

Vs

Solution focus? Content focus? Product innovation focus? Super niche segments/category focus?

Who is bringing a new audience definition, new engagement approaches, new ways of reaching out?

And yes- Cost per sale ceased to be a new, exciting metric 12 years ago.

Time to evolve.

How many here are talking about 36oº interplay?

Why can’t we think beyond ‘Digital direct response marketing’?

Will someone sell? More importantly- will someone buy?

How many more mobile ad aggregators do we need? How many more years before the Ad exchange ecosystem delivers on the promises made years ago? Still in beta? Who is thinking of media beyond ‘buying inventory’? With legitimacy? Why have media agencies consistently lost in reinventing?

Thought leadership

Who is talking about the next level in their disciplines? Doing something about it? How many people are setting some any  agenda- free from internal politics? Who can think of, hold conversations like this- and be applauded for it?

Rhetoric vs starting something

Taking the case of mobile medium-

Asia is the biggest market for mobile…
People will access internet through mobile first…

Heard this before? Zone out the moment you hear it? Still hear it all the time? Worse- still use this all the time? This rhetoric has been there for about ten years. Sure- finally now it has some legitimacy-

But which organizations  are starting something – by pioneering ideas, by investing in the right people?
Vs
How many are talking about it, waiting at the sidelines for something to happen? Someone to take action, share a case study?

It is the same with ‘SOLOMO’, ‘Gamification’, ‘likonomy’, etc

Agencies


How many agencies are building stuff? Getting the right mix of people? Ideas first cash later?
Vs
How many agencies are waiting for clients to ask? How many are struggling with ‘social’, ‘mobile’, ‘local’ , ‘flavor of the month’(!)?

The investor community

How many are investing in ideas?
Vs
How many are investing in ideas that have already sold? Well formed teams, proven business models…?

People

How many regard local talent to come at the helm?

vs

How many bring in senior people from the West? (The alibi – We can’t find talent here!)

Where are the Avinash, Armano, Rubel, Sterne, Owyang here? If some are indeed there- who lauds them? Who knows them?

Unless we get the mindsets right here. This market. Is Dead.

At the least- from an innovation/leadership point of view.

Vs short term business point of view

Someone give it a jolt.

 

 

Featured image attribution: Wikimedia

  • Actiontalker

    dead? instead of commenting on dead blah blah etc, why not built the solution since you have bring it up.

    And the other question to ponder would be is the market ready (action vs talk) and will they open their wallet and pay you? 

  • Pansaurabh

    Agree with the thoughts in the blog.

    the markets are never ready for innovation. Innovators have to seed innovations, markets adopt. That’s the stark reality. If not we would be waiting for ever for the market to get ready for computers just because Ken Olson, Chairman , Digital Equipment believed that: “There is no reason why anyone would want a computer in their home”Not to forget Thomas Watson, IBM, who said that ‘there is at best a market for 5 computers in the world’

    Very clearly startups are now focusing on getting VC funds by showing the gold to VCs; then spend the VC money too soon too fast; in the end close down without creating value for users or for VCs.

    This will very soon change.