Las mejores estrategias para una campaña viral
Ya hay un 20% de la publicidad que está en las redes sociales y la segunda ola de internet (la famosa y agotadora 2.0) comienza a generar cambios profundos en la publicidad online y al mismo tiempo muestra síntomas de consistencia (poco, pero algo), después de una peregrinación inicial similar a la de los medios. Especialmente porque aún no hay instrumentos de medición precisos para que loa avisadores capturen con mayor precisión a sus audiencias. Pero la industria se mueve. Google, quien tiene el 60% de la publicidad en la web, creó Ad Exchange, una plataforma para comercializar pequeños avisos que no son recogidos por nadie. Es básicamente un inventario de sitios y avisos para los anunciantes, pero especialmente para aquellos que no han logrado colocarse, cifra que superaría el 70%. Yahoo ha hecho lo propio con Media Right. Pero la publicidad también ha evolucionado creativamente. El libro de Bill Wasik, "And Then There's This: How Stories Live and Die in Viral Culture", precisamente apunta a cómo ha cambiado la cultura de la publicidad con internet y la viralidad. Wasik, quien es editor de Harper, se centra en el fenómeno vinculado a los flash mob como parte del proceso que ha visto nacer a la nueva publicidad. Esto, según Wasik, está fundamentado (en un alto porcentaje) en la naturaleza humada, que es la de compartir (distribuir) historias. Por supuesto, que Nick Denton tiene un capítulo destacado por su capacidad de poner la comunidad Gawker por sobre la norma. El siguiente es un artículo de la Advertising Age sobre el libro de Wasik, quien en todo caso no hace referencia a los estudios que muestran que la gente no es muy receptiva a los avisos en los videos web y en los celulares. Pero ese es otro tema.
1. The flash mob is a metaphor for the pile-on media culture we now live in.
Wasik, in conversation: "I could have written a whole book just about flash mobs, but that just didn't seem satisfying to me, because part of the whole sort of conceit of the original Harper's article" -- Wasik revealed the secret origins of the flash-mob phenomenon in the magazine in March 2006; that essay is adapted into a chapter in his book -- "is that I was coming forward as the inventor of this extremely forgettable fad that was hardly worth having been invented. And so to extend that joke to book length seemed impossible. But after the article came out, I began to think about extending this idea of this kind of quick-hit disposable culture, in the way that flash mobs almost became a sort of metaphor for that media phenomena. You know, the idea that everybody piles on something and then everybody disperses from it, and you repeat the process, and that's the media culture that we now live in -- and the internet has only tightened the cycles and made that more pronounced.
1. The flash mob is a metaphor for the pile-on media culture we now live in.
Wasik, in conversation: "I could have written a whole book just about flash mobs, but that just didn't seem satisfying to me, because part of the whole sort of conceit of the original Harper's article" -- Wasik revealed the secret origins of the flash-mob phenomenon in the magazine in March 2006; that essay is adapted into a chapter in his book -- "is that I was coming forward as the inventor of this extremely forgettable fad that was hardly worth having been invented. And so to extend that joke to book length seemed impossible. But after the article came out, I began to think about extending this idea of this kind of quick-hit disposable culture, in the way that flash mobs almost became a sort of metaphor for that media phenomena. You know, the idea that everybody piles on something and then everybody disperses from it, and you repeat the process, and that's the media culture that we now live in -- and the internet has only tightened the cycles and made that more pronounced.
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