C-Scape, a new book by Larry Kramer, journalist-turned-digital entrepreneur/venture capitalist, offers case histories and insights to help businesses make more informed decisions on what to do next during these revolutionary/evolutionary times.
Discussing the future of advertising, Larry suggests three opportunities.
“Each offers the target audience something desirable — something entertaining, valuable or useful, or a combination.”
Groupon offers one product or service at a high discount every day to site visitors.
AMC’s hit Mad Men refers to existing brands as part of the story line.
Larry’s conclusions on how ads must change:
“The methods that will do the jobs advertising used to do must be drawn from the whole spectrum of content creation that traditional and new media have to offer.”