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This John Battelle Guy is Pretty Smart...
June 26, 2006
Those of us who have been in Search Marketing long enough to frequent the thoughts of the best minds therein will seldom find occasion to question the premise of my title today. If you have need for Batelle bona fides, though, this quick little bio should do the trick for you.
I am quite honored, then, to have the opportunity to piggyback on a fine thought of his and add a layer of my own understanding to the mix. John had this nugget of wisdom to add to the recent study generating much buzz about the preferential treatment visitors give ads that blend into the site rather than shout out from it:
It's interesting that the ads which are "native" to a site - in other words, that are driven by text, as much of web still is, and that follow a site's design approach, do best. It reminds me of ads in Wired in the middle years - advertisers started to adapt Wired's unique visual grammar, and the whole publication felt like one ongoing conversation. I've argued for the past few years that advertising needs to not interrupt, but rather be part of a site's dialog. This research seems to confirm that concept.
This is the most brilliant to date explanation of a finding that would seem counterintuitive to most marketers. After all, mustn’t we shout to get attention? But Batelle’s use of ongoing conversation and dialog shout to me the Web 2.0 connection as ultimate explanation. If the current revolution is led by user generated content, should it be a surprise that said users would be most interested in ads that seemingly were a part of the great and growing conversation they visited the site to take part in to begin with?
2.0 assumes a dialog. Shouting with a single mouth is so 1.0…
All posts by John Lustina
posted by John Lustina at June 26, 2006 05:09 PM
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