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Found this ad on the web recently. Thought it was worth sharing…

For whatever reason, earlier this week I became overtly sensitive to the words ‘social media‘. It seemed I couldn’t have a discussion without someone using the term (mostly out of context).

A recent Coremetrics‘ “Face of the New Marketer” study found that 78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have identified budgets for it in 2008. 88% of marketers who use social media plan to spend more on it in the next 12 months, and 31% of those said they plan to spend “significantly more,” (Prospero Technologies research).

While some companies have identified opportunities to utilize social media, few truly understand how to use it, much less know where their target audience can be found online. The only certainty is that they are online.

So how do you define social media and what can it accomplish for you? First of all, it’s difficult to understand much - when you try to put it all in one pile. Anymore, it seems ‘everything’ is social media. Discuss anything that is effective or innovative online and someone will inevitably identify it as social media.

Don’t fall for the myth that social media will somehow allow you to reach the influencer’s, who in turn spread the word about your brand. New studies clearly show that it is not the influencer’s that spread the word but rather the easily influenced. Get the idea? (More on this later…)

I like this definition, “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning, as people share their stories, and understandings.”

Yes I know that sounds so 2.0? But get ready for 3.0.

The U.S. just recently celebrated the 50th anniversary of the interstate system. Were you there? …At the party? Well, neither was I. In fact I doubt anyone held a party other than a few bureaucrats at the Federal Highway Administration.

What began in 1956 actually; when President Dwight D. Eisenhower signed the Federal-Aid Highway Act of 1956, has since become a part of our culture; an integral part of the American way of life - the Interstate System. Something that we take for granted everyday.

Fifty years later, enter the internet. Also described as a Super Highway; connecting all points and destinations. But very much still on the forefront for developers and entrepreneurs alike, all striving to leverage an opportunity.

While we are still in the infancy of this new ‘Super Highway’ system called the web, we have already begun to have feelings of complacency and entitlement. There it is. We expect it to be there when we need it.

Thought for the day. During the last 50 years the U.S. population has doubled from 150 mm to 300 mm.

I CAN’T TAKE IT ANYMORE

Twitter, Linkory, Oovoo, Hi5, they keep coming and I can’t keep up. Please stop with the invitations!

And all supposedly Social Media sites that are the next big thing.  I don’t think so.

Viral has become the end to the means. Separating out the Influencer’s from the easily Influenced.

Truth is… we are a society that is drowning in great ideas. And this wonderful platform we call ‘web’ is larger than all of us.

Apparently there aren’t enough of us to go around.

Addressable Advertising is where two people of very differing demographic, geographic, and psychographic are watching the same program in different locations but see two very different commercials targeted specifically at each of them. While both may have interest in the same programming content, say a football game, marketers recognize the significance of reaching each with a uniquely crafted message.

Several companies are now testing systems (e.g. Comcast, Dish Network, Spot Runner). Addressable Advertising is no doubt the ‘holy grail‘ of Marketing. Of course it assumes other significant processes and data are in place for identifying consumers to ensure accuracy. Yes, I used the word accuracy when referring to marketing. Haven’t you heard, IT IS MORE SCIENCE THAN ART.

So what is the economy of scale in Addressable Advertising? I would suggest that higher priced products have more to gain in the short term. Currently companies pay per eyeball for ad placement. The ability to be selective and generate custom content will not initially lower the price per impression. I contend however, that affordability will be the main factor in determining the success. Just as online placement has commoditized this too will see such a fate.

Dare I hypothesize…the more our industry proves to be SCIENCE the more valuable our ART becomes (again)?