The future of advertising will continue to move to the web and traditional ad agencies and media gatekeepers will need to drastically change their business models to succeed. Old school ad agencies have been frantically adding search engine optimization divisions but it may not be enough. The future will be niche publishers who have a solid stream of attention and a loyal audience. Good examples of content publishers with rabid attention and faithful usage is myspace.com and facebook.com.
The “voice” delivering a message, along with its perceived authenticity, will become as powerful perhaps as the message or offer.
This means that if you are a rabid facebook.com user, you will place more trust in information from facebook than other online media sources. Of course this will only work if facebook continues to offer quality information,news, privacy and connections. If the medium (faceboook.com) fails to remain trustworthy, it will not survive.
See a mindmap of the Attention Marketing Age: