How can organizations “conquer the forces changing business today”?

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.”

Marketing Beyond the Purchase Funnel: 3 Opportunities

1. Offer consumers payment for their time and attention with some form of tangible reward.

2. Converge ads with entertainment content.

3. Provide useful consumer information.

Examples:

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:

“Businesses must realize that their idea of what makes for a great advertisement may be out of date.”

“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.”