IAMAI Session II: Empowerment of the User and Humanization of the Internet
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Esther Dyson,Chairperson of EDventure Holdings (USA) delivered the keynote address. AshishKashyap, CEO of Ibibo and Anupam Mittal, Chairmanof the People Group completed the Panel.
Here is WAT we think required attention andanalysis:
(Psst.. watch out for exclusive interviewsof Esther Dyson and Ashish Kashyap on WATShow)
Privacy of users will be the concern oftomorrow. Users will be given morefreedom to control their content. Consider Facebook as a case study, users areable to control who sees how much of their profiles – that’s an insight intothe fact that control over privacy is what will motivate consumers to trustcompanies tommorow.
“People are more interested in seeingmirrors than paintings”
- Esther Dyson
A fundamental shift is taking place in theInternet space where only advertisers who form RELATIONSHIPS with consumerswill succeed. So contextual advertising will have to become “more contextual”and more personal. Ads will have to become “useful”. Consider Dooplr.com – awebsite that allows users to share travel plans. Now ads from British Airwaysto a frequent traveller may be fine because they actually aid the user totravel. British Airways would then have to become a part of the inner circle.“A friend” so to speak. One may even sense a situation where users will choosethe relationships it has – with brands and advertisers. So users may be able tochoose advertisers from who it seeks to receive advertising. This essentiallybuilds up long-term relationships.
So one may see a situation where one seesshort-term advertisers throwing content at consumers for targeted promotions,and one will see long-term advertisers who look to build consumer “friends” andconsumer communities. The sense is that only those who build relevant long-termrelationships will succeed. Relationships need to be essentially non intrusive.
Users use the Internet to give and getattention – that’s an insight for Internet companies.
Dyson also said that the Internet is muchmore of a PR media than an advertising media.
Online PR and contextual relationships issomething that our sister concern WATConsult specializes in.
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Come on! What is happening here! So many typos in one post? I guess Harshil forgot his space bar in Mumbai, or was it occupied ?
“People are more interested in seeingmirrors than paintings”
- Esther Dyson
Quite profound I will say. Will be surely brooding over this statement on my weekend!
Cheers,
Rohit
damn yea a lot of typos! – sorry about that but i guess thats what happens when ur posting at 4 in the night after a long day
Rohit – can you share with us your thoughts on the statement? I think its quite interesting as well but id love to have your perspective!
P. S.
I’m back in Mumbai and so is the spacebar hopefully!