ONLINE-ADS>> Power shift?

roBman (roBman_at_KnowWhere.net)
Wed, 24 Sep 1997 04:08:22 +0000

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Hi there,

I'd like to know if anyone out there knows any good examples on the web
of users working together to negotiate better prices or deals for their
shared area of interest?

Over the past few years there has been lots of talk about
disintermediation and how the internet may be the death of the middle
man. However it seems that in some cases the opposite is true.
Aggregated ad networks like Softbank and DoubleClick etc. are good
examples of a new type of middle person that has sprung up between
buyers and sellers.

In fact the creation of new and fragmented online markets seems to be a
good opportunity for new players to aggregate groups together in order
to make their chosen market more efficient.

But what about the individuals?

How can Jane Bloggs network with her online acquaintances. People have
been forming co-operative buying groups since trading first began. But
how can groups of net users really take advantage of this powerful
communication network we now have access to.

And does it have to end with co-operative buying. Over the last decade
there has been a massive growth in the popularity of 'customer loyalty'
& 'frequent shopper' programmes. Whole organisations have been setup to
track and analyse peoples buying behaviours.

But now it is possible for individuals to track their own buying
behaviour!

How long can it be before some of these individuals choose to pool their
own information together in order to negotiate a better deal. Maybe it
is already happening...somewhere...

What I'd like to know is:

How do other marketers feel about dealing with organised groups of
consumers and the shift in power that this suggests?

If anyone can suggest any links I'd be grateful...and if anyone can
offer any discounts I'd be interested 8)

NB: We are running a discussion about online marketing in our new live
web based discussion forum. I'd appreciate it if some of you could
share your opinions about this issue with the other people who visit our
site.

Simply visit http://KnowWhere.net and then click on the link to the
'live discussion'. All comments and opinions are welcome.

roBman
Creative Director
http://KnowWhere.net

An experimental space where the goal is to find out how the virtual
world can influence the real world.

The results are up to you!

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