TED Conversations

Arsene Lavaux

Marketing executive consultant, Cisco

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Empower consumers to co-create the advertising content they are exposed to. No more ad noise in our lives. Simply sustainable value added.

For decades we have been inundated by mass marketing content that creates much more annoying noises in our lives than value.

What happens when consumers in the uprising of the mobile Internet era turn traditional marketing around by crowd-sourcing advertising content creation and aggregating consumer demand in near real time?

What would the implications be on our economy?
Would brands discover high-value marketing insight to create growth without pushing unwanted noise in consumers' lives?
What would be the implications of this new form of digital collaboration among consumers and brands on our environment?
Could it lead to a greater societal wealth?


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    Nov 11 2013: As a matter of fact, I know one thing is of much debate.What exacly is noise? For example,I like some music very much, but for my mother it's only some noise.We often argue about it. And I think good advertisement should be designed with the combination of audio,visual and physical feelings. Do you mean to mute all the advertisement to make people's consuming habits affected by the new forms of propaganda? It sounds interesting.
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      Nov 11 2013: Hi Yoka,

      This is an excellent point. We all have our own, personal definition of noise...

      Can we imagine new media where we are much less likely to be exposed to what we perceive as noise?

      We may not need to block everything from reaching our eyes and ears. Beyond content that we consume for entertainment or knowledge, what if the advertising content became something of high value to us.

      What if, every time we form the desire to find a product or service that solves something of meaning in our life, at this point in time, we could be exposed to real time information that would help us acquire this solution, ideally, in the terms of interest to us (price, shape, mode of delivery etc...).

      To some extent, search engine were pioneers in that sense, but there is still a lot of noise when conducting web searches, it takes us quite a few attempts and quite some time to get to something, and often times, we do have to compromise, we do not really find what we really need, or want.

      A bit off topic, but I'd also like to build on your comment "good advertisement should be designed with the combination of audio, visual and physical feelings".

      Do you think that in the future, even through the digital streams of the mobile internet, we will be able to make the "good advertisement" resonate with more of our senses?

      I am interested in new forms of electronics, I know for a fact that there already are early prototypes of olfactory sensors for example. There are other experiments on creating texture and shapes.

      What would the experience be like if one day, all of our senses could resonate with new forms of personalized advertising content?
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        Nov 29 2013: Hi,Arsene,
        I see your desire on exploring the ideal status of services from all kinds of advertisement now. I think you want to develop a characteristic-oriented electronic advertisement filtering method. That could be effective and convenient for some busy and lazy people. But still if it's too personalized, maybe our personal information and inclination that related to our privacy would be collected and I'm afraid we would have to lose a lot of privacy and safety due to some possible cyber violations. I'm with the idea to develop a humane way of letting people filter advertisement by themselves instead of providing filtered messages based on collecting people's personal information.

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