Vertical Ad Networks are moving away from the concept of just online advertising, and now towards building vertical publisher/blogger communities. Think about it this way, consumers that are most influential in their area of interest are much more likely to be online blogging or publishing content.
Studies performed by comScore have estimated consumer adoption of blogging platforms in the 18-34 age group at 35%+.
If you are an established brand in a given category, you want to engage with the connectors or influencers in your vertical. How do you engage and build a direct line of communication with these individuals? You build a vertical community, which is made-up of the sites/blogs of these connectors, while also providing benefits to some of your best prospects or customers.
The global economy can be driven off of the ever opening communication and engagement channels between brands and consumers.
We will dig deeply into this concept over the next few weeks, but in the meantime there was a great quote by the Bubblegeneration Strategy Lab, that really speaks to this future...
The challenge, I think, for people who wanna really build the next economy, is making markets, networks, and communities become the glue holding the hypercapitalist economy together.
This says it all. The next economy will be based upon the networking of markets and consumers via open and effective communities.
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