Geekspin Blog

Wanted Ads 2.0

Posted on: March 11, 2006

In his usual way Doc Searls turns the Attention Economy on his head and indicates that the ideal end-case for all of this Attention seeking should be that we turn it all around and settle on what he calls Intention.

This is interesting because it is very much a reverse of the current thinking in the Attention realm. The focus shifts from Seller to Buyer, the buyer needs to be able to express his need to pay Attention.

While many of these services already exist, like Orbitz, Doc says that we should move away from anyone owning these “Silos” and that they should become “OpenSource” and based on such standards and software. It needs to be available for free syndication and aggregation.

I like this idea, are we looking at “Wanted Ads 2.0”?

I think that marketers, product development teams and other things so dependant on trend analysis and quite often “gut feel” could really benefit from having a publicly owned and measurable metric of our buying intentions. With this I am not saying that everything that people want is automatically a good business proposition, we often don’t know what is best and get quite good at ruling out practicality and little things like cost etc. !

Yes, it is possible that it may never be able to reach this utopia of the Intention world, but it can’t hurt to have a goal to work towards, can it.

Keep an eye on this space!


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1 Response to "Wanted Ads 2.0"

The main task of marketing is to create these buyer silos. It is the marketing ideal – where your salesmen don’t have to chase down all the prospects, but rather have qualified and interested prospects raising their hands for attention.

Buyers who collectively express their desire to be paid attention to are, in essence, asking for companies to engage with them in conversation. (Cluetrain Manifesto style).

Great companies facilitate this.

In theory, it means that the whole buying and selling process is more respectful and dignified… but don’t forget that most marketers are trained in aspects of buyer psychology – which gives them an unfair advantage.

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