Search engine or destination, which one do you choose?

A few years ago, it was clear that the future of advertising companies depended on the development of digital communications technology. We are aware that we are at a bridging point where consumer content begins to shift from print to digital, and content consumption will ultimately depend on when consumers spend. We have some difficulties to overcome, which include technical and legal, but the future of the media will be digital, and the future of advertising companies will be directly developing digital content. At that time, the advertising company will say that they meet the wishes and requirements of consumers.

But the reality of the digital future is accepted only at the highest level. We're just going to type in the video, and the content transferred on TV is starting to go into Hulu's website. Digital TV devices developed by Google and Apple also require advertisers to move in this direction.

Digital content, for consumers, there are a variety of options. For digital content, it's not about a lot of online content, it's about finding what you want to see, or what you want to play, or what you want to interact with. One big problem with media consumption today is that people can make choices about what they want to do because they can do anything.

Advertisers can no longer think that viewers are just watching or reading and not leaving. Brands must make a crucial shift, they can no longer see themselves as destinations, but as search engines. The difference between the destination and the search engine is clear: the destination is a place, and the search engine is the tool that helps you get to the place. In fact, we see advertisements more as destinations.

When we consider today's network, we see it as a large, complex communication system that is controlled by a handful of skilled and accessible people. Now, the network is being developed more by individuals and friends. Indeed, they use sophisticated technology, but using Facebook has no need for special access or technology. In fact, Facebook has been quick to open up its web to individual users, and the introduction of its pages and groups services is a clear illustration.

In such a media space and personalized network, the idea of becoming a destination is a challenge because, essentially, Facebook is a destination and the target is fixed.

For brands, their opportunity is to help add value to existing behavior. This is why you should consider becoming a search engine. Zynga has developed a large number of self controlled online games that are placed on the Internet and are similar to other online games. They can use Facebook and other channels to put ads in order to drive traffic, and if users attract more friends, they will receive e-mail prompts and provide rewards.

Examples of Farmville are sharing and access, marketing and products that can be fully integrated. If marketers and advertisers are in the lead, they must adopt this new way of thinking, not only using Facebook but also using other channels. Being a search engine means you're not just getting added value, but you're ahead of the trend.

(Original in: October 22, 2010, compiled: Song XI)

Original address: http://column.iresearch.cn/u/Gary_Stein/archives/2010/313056.shtml