Web 2.0: For the User, By the User - Throughout the interview...
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Throughout the interview the executive used industry jargon to liberally slather advertising platitudes in almost total disregard to the questions posed to her. In other words, she's treating the Internet market the way she should a television audience. That's so 1.0.
The reader can't miss an unintended subtext entwined in her jibber jabber. In answering a question about why advertising agencies are slow in adapting to change brought by online advertising she asserts that agencies, Ogilvy in particular, have been, in fact, "leading the revolution" and need to push to understand their targets. I don't blame her any more than I blame politicians whose job compels them to regularly make statements that make me wince. However her statement typifies just how the first push, or Web 1.0, did not storm the castle of Internet success.
In TV or radio you make the push and attack your target. In Web 1.0 advertising agencies tried to identify and push their ads onto their targets. They studied user behavior and plotted to meet them there with ‘effective' advertising.
Next: What constituted effective... >>
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