Doc Searls Would Like You To Join Him In The Intention Economy. [Scott Merrill] Advertisers are collecting heaps of information about you in the hopes of presenting you with more targeted advertisements. Yet despite all of this information, advertising still pretty much sucks. Doc Searls puts forward a better idea in his new book, The Intention Economy. Rather than continue to allow vendors to blindly guess as to what we want, we should all be moving toward a new market equilibrium in which we consciously and directly signal our intentions to the market. Companies that respond to our intentions will reap larger profit, waste less money on dubious advertising initiatives, and enjoy real customer loyalty.
Searls also advocates strongly for Vendor Relationship Management (VRM) solutions to give to consumers the same kind of tracking and information collection about vendors that the vendors use against us. It seeks to actively reward those companies that pay attention to individual intentions. Fourth parties would be trusted repositories that act as brokers on our behalf for our personal data. There are examples of fourth parties today — banks, buyer’s agent realtors, travel agents. We would tell our fourth party which of our data is available for public consumption, and what terms and conditions might apply to non-public data.
Vince Writes: The library analaogy is that we should investigate the best way for our customers to ‘directly’ express their signals for books, information and community services both in-library and online. We don’t need to market and advertise if we make it easy for our customers to have a more personal relationship with us.
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