There will be a dramatic shift in online advertising according to the inventor of Meetup.com. Online users want to control their privacy and the data they put online. The change is that many people want to be known as individuals--not members of a homogenized group. Users choose their online friends and the businesses they want to interact with, and those businesses will realize a new powerful market force.
Implications - The reason for creating a new advertising model is to gain more trust from consumers. Many people ask their friends for advice before they purchase items, so this new advertising model would try to act like a friend to the people who are thinking about buying a product. Companies such as Facebook and Dopplr hold the key for new online advertising developments that seem to be really working well.
The Changing Social Networks
Revolutionary New Advert Model
Trend Themes
1. Shift in Online Advertising - Disruptive innovation opportunity: Develop a new advertising model that focuses on consumer trust and acts like a friend to potential buyers.
2. Privacy Control and Personalization - Disruptive innovation opportunity: Create platforms that give users control over their privacy and allow them to choose the businesses and online friends they want to interact with.
3. Individuality in Online Networks - Disruptive innovation opportunity: Explore ways to enable users to be recognized as individuals rather than part of a generic group, providing businesses with a new powerful market force.
Industry Implications
1. Social Media - Disruptive innovation opportunity: Social media platforms such as Facebook can further develop their advertising models to gain consumer trust and act as a friend to potential buyers.
2. Online Advertising - Disruptive innovation opportunity: Companies involved in online advertising, like Dopplr, can leverage the changing social network landscape to develop new advertising approaches that align with consumer preferences.
3. Data Privacy - Disruptive innovation opportunity: Develop tools and technologies that empower users to have control over their online privacy and personalization, addressing the growing demand for privacy in the changing social network landscape.