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Who Gives Us The Web?

under new managementGiven the rise of social media and user generated content it seems to be influencing brands and agencies to focus the message on us, the user.

Siddarth Raman writes :Yahoo’s changed a lot over the years, from it’s dynamic homepage, which they are now actively marketing to handing over their search to Bing. I still remember Yahoo as that e-mail service which I use occasionally. Yahoo, however is popular in the USA. And Yahoo is all set to change their image globally. We recently wrote about their $100 million campaign to focus on the whole It’s Y!ou theme.

It kicked off the USA on September 28th to a mixed response from different groups of people. In India — today was D-Day, the launch of their campaign. Those who’ve been following the Champions League would notice the promotion give to cricket.yahoo.com.

Ogilvy & Mather is the creative agency for Yahoo! India — the same agency that spawned the ZooZoo ads. In an interview, Nitin Mathur, Director — Marketing, Yahoo! India, explained, “We see this as a mid- to long-term transformation of our brand, which will have marketing programmes running over the next 12-18 months. This brand campaign is actually is a follow up on a lot of new product innovations, which we have launched over the last few months. Our strategy is to build products that are not only ‘open’, ‘social’ and ‘relevant’ to consumers, but also available across devices. The brand campaign is all about how we give you the best of Web and make your Internet more personal to you. It is all about you, the consumer.”

Who Gives Us The Web?

Notice the statement above which says “Our strategy is to build products that are not only ‘open’, ‘social’ and ‘relevant’ to consumers, but also available across devices. The brand campaign is all about how we give you the best of Web and make your Internet more personal to you. It is all about you, the consumer.” I wonder whether Yahoo, or anyone, gives us the best of the web or is it us who creates the best of the web?

Technology providers create utility aimed at enabling users to “create” something with the utility. Technology is exploding from everywhere. From the Giants like Google, Microsoft and Yahoo to the thousands of independent developers who add utility to the likes of Facebook, Twitter and this world of  developers is where most of the innovation spawns.

So first comes the technology which enables users, you and me, to create something with the technology. Everything technology provides enables us to create conversational content in many forms. To express ideas, collaborate with hundreds or thousands and move our media anywhere and everywhere.

What the big players want us to do is use their technology to create our content so they can use our content to create their revenue.  The revenue they create is primarily from advertising dollars. In case you haven’t noticed those dollars are shrinking fast because we the people are rejecting the ads and accepting conversations instead.

There is a new order of business coming as it relates to monetizing the web. The new order is driven by the creation of value, currency and income from what we do with what we learn from the conversations. How fast is the new order of business emerging? Watch the video below.

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