logged and tagged society

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I posted yesterday about Verizon’s purchase of AOL and how it begged the need for a “single user identifier” to maximize ad revenue across devices. A mobile phone number is an individual identifier, but it doesn’t integrate cleanly with that individual’s IP address or cable TV account number. I wrote a futures piece for Microsoft a few years ago in which I talked about the “Logged and Tagged Society.” Well, consumers are certainly tagged, but their log-ins are all screwed up. An analog for this is electronic medical records in the healthcare world. Also all screwed up. In the future each person will have a single user identifier and when that comes about, the ad platform people will have more context for smart sales than ever before.

An article in the NYT today quoted Facebook’s Andrew Bosworth (note to self, follow him on Twitter) saying “Are ads even relevant now? Do they even make sense on mobile? If all information is indexable and searchable, then what purpose does an ad serve?” He’s partly correct. But with a single user identifier in a logged and tagged society, ad serving will be more contextual and so much more powerful. Sadly, the nerds will take over and the creative people will be pushed aside to a degree. Creative selling is still a fundie of marketing and may take a hit in this mobile ad served/cookied era. But is will be back. We are not droids.

Peace. 

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In a presentation I wrote while with JWT during its tenure on Microsoft I came upon an insight I called the “logged and tagged society.”  It was intended to be a business insight identifying how employees at larger companies are somewhat interchangeable – with knowledge workers being replaced by armies of freelance soldiers with log-ons and access to tagged assets, information and data. But that was then…a couple of years ago.  It’s still true but logged and tagged now is also extends to consumer life.

Facebook yesterday launched a new search tool called Search Graph which does more than count likes, it attempts to get one to personal proclivities faster.  I tried to read the story but got a little tangled and bored and twitched away. That said, it is Facebook’s way of trying to improve search results keeping people on “the book” and making more of da monies.   Using my logged and tagged lens, it’s their way of fighting through the tags and searchables.

As the searchable words and tags grow in this exponentially data driven world (Can I read any more big data stories before breakfast???), search will continue to become less accurate and in need of improvement.  And as communications agents continue to spread the pop marketing fallacy that consumers own brands, this environment will create greater demand for brand planners. Brand planning is about returning control to marketing…not algorithm tweaking.

Peace! 

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