Archive for November, 2007
Who Are the Internet Elite?
November 24, 2007 | (1) Comment
Without taking physical action all the knowledge in the world is virtually worthless — especially when one is trying to make money. Nobody understands this better than the Internet Elite. Marketers looking to leverage the digital realm have hesitated to act and the Elite are cashing in. “He who hesitates IS lost.”
Anyone stepping into the digital media and marketing landscape — proclaiming their ability to assist marketers in chasing down consumers immersed in all things digital — are among the Elite. From mobile devices like cel phones to Web search engines and everything in between the Internet Elite are here to help marketers hook-up with customers addicted to everything about this new, uncharted territory.
In most instances the result of the marriage between Elitists and marketers has been ugly: Email spam, Web pop-ups, spyware — a wide variety of interruptive, annoying forms of advertising. Yet these HAVE proven to be effective for marketers despite how users of the Web feel about them.
Examples of the Internet Elite
The Elite come in a variety of flavors that most marketers using the Web are familiar with by now. They include (but are not limited to):
- Search Engine Optimization (SEO) Consultants
- Web Affiliates — “Cost Per Action” (CPA) and “Cost Per Click” (CPC)
- Digital Agencies — aQuantive, DoubleClickPerformics, Digitas, etc.
- Search Engines –Google, Yahoo!, MSN.com, Ask.com, etc.
- Internet Domainers (define)
Networks of Web Sites are also included — such as “parked domain” network, Marchex; CPA (cost-per-acquisition) affiliate network, Commission Junction; CPC (cost-per-click) network, AdSense (Google) or blog network, Federated Media Publishing.
Many of the Internet Elite are small mom-and-pop operations but most, by now, are large or on their way to becoming a Goliath — like publicly traded Marchex or ValueClick Corporation. Some are relative unknowns like educational lead generation firms, LeadPoint, QuinStreet or Web site network, Oversee.net.
Characteristics of the Internet Elite
As it turns out, the digital technology itself isn’t the secret sauce of the Elite… as marketers have been led to believe. Surprisingly, these digital opportunists are building an empire based almost entirely on what most of us don’t (and what they do) understand about how humans interact with digital media systems. It’s a powerful yet undiscovered Information Age truth.
They’re typically young, gutsy, opportunistic and increasingly cash-rich. They’re entrusted by marketers and literally control the ebb and flow of every person and machine surfing the vast, hyper-connected Web. Overall the trend is for consolidation among the Elite — the people and, most importantly, the “how to” digital marketing knowledge they hold. The industry (its raw power and privacy implications) is maturing… concentrating. They are a relatively small group of people – indeed, businesses – who are solidifying control, organizing at light speed and positioning for long-term socioeconomic dominance.
Lately, the Elite are finding a new friend — our news media who cannot seem to stop creating demand (among marketers) for asinine and un-wanted forms of digital advertising.
The Voodoo That Only They Do
In simple terms, the techno-elite are getting in between ordinary Web surfing activity among consumers and the capitalistic inclinations of marketers who’ve enlisted their help (to market their wares in a new digital media realm). They’re cashing in on what appears to be chaos — yet is highly orchestrated. It’s less about the technology and more about how we all tend to use it.
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“In the modern world, information is the commodity of kings.”
Anthony Robbins
As I suggested in Part I there is an unrivaled, growing demand for “not knowing” in the digital media and advertising industries. The rise of the World Wide Web has led to the unbridled enrichment of few at the expense of many — from marketers themselves to common Web users. So how are marketers and common Web users being ripped off?
As consumers rush to immerse themselves in a newfound, digital playground (everything from iPods to Facebook) marketers are giving chase. Marketers don’t understand this new realm but young, technologically capable specialists are stepping up to provide help. These digital guides are telling marketers, “you don’t need to understand… we DO understand and will help.”
Who are these elite “digital helpers?” Think Google, Yahoo, Doubleclick, Advertising.com — Web advertising networks and thousands of affiliates they employ, search engine optimization firms (SEO), etc.
Here’s the interesting part: In short time these “consultants” are converting into opportunists. Behind the scenes, this geeky sub-culture is transforming into a digital cabal… quietly sacking away cash, creating dangerous addictions. Your addictions. Today, these digital elite are preparing to dominate the media and advertising landscape moving forward. They mean business.
Dogs Eating Dogs
It’s “dog eat dog” out there as scrappy Web entrepreneurs suddenly find themselves steering mighty Goliaths. In-fighting is breaking out and many insiders are taking a stand. They’re “coming out. ” Says search marketing expert, Aaron Wall…
“It all feels a bit like the mafia, but this is Google’s way to extort you and kill smaller market players without being branded as a corporate criminal.”
Today’s Internet elite are moving beyond helping marketers navigate the digital seas. They are, in fact, producing ignorance as a commercial product. They’re getting rich and quick.
Marketers: Enjoying the Fruits of Digital Pollution
Thus far marketers are willing, enthusiastic participants — playing into the hands of opportunists and their dubious, highly interruptive Web marketing tactics. Many marketers are blissfully ignorant and actively look the other way as they seek to acquire customers and drive sales upwards using the Web. They’re shooting first and asking questions later (if ever).
The resulting digital pollution is everywhere: adware, spyware, spam, phishing. These lucrative practices are in high demand by some very big names — not just cyber crooks. Companies like Travelocity, Cingular, IAC/InterActiveCorp, Dell, Time/Life, DirectTV, Sprint, University of Phoenix all enjoy the elicit fruits. What marketers pretend to not understand cannot hurt them, right? What they actively choose to not trouble themselves with can’t hurt them, eh?
Yet can we blame marketers for hiring elite digital advertising, social media and e-commerce specialists? After all — like the rest of us — they don’t have the time or energy to understand all things digital.
The Consequence of Digital Bliss
Marketings actively choosing the convenience of “not knowing” has led to an opportunity of a lifetime for “in-the-know” e-helpers who, from time to time, find themselves under attack… their reputations diminished. Why? Marketers are catching on to their ruse — and the consequences of their addictions — but they have nowhere to turn. They’re literally locked out of learning — understanding fundamental digital marketing concepts.
Long-time Web site usability expert Jakob Nielsen has gone as far as saying,
“Despite the importance of search, most Internet marketers continue to be clueless about how to perform well in search engines.”
Indeed but why after all of this time? As I see it marketers remain in the dark out of choice… with a little help from their supposed friends (their digital helpers). Even the Federal Trade Commission has offered limited assistance. Marketers are blissfully ignorant mostly because they’re served up a plate of “the benefits of not knowing” daily. They simply cannot help themselves yet find themselves frustrated over time. Yet they DO want to know… they DO want understanding.
But what is it — exactly — that the Internet elite know and why is it so powerful, carefully guarded?
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