No one likes being interrupted, so few people will admit that they like advertising. It is, by it’s nature, interruptive. Even in search, you get those annoying “Sponsored Links” running up and down the screen.
But we like brands the brands we like. We feel a connection with them. We want to know what they’re up to, what they have to say and what they have to offer. And then we’re not being interrupted — we’re interested. We’re paying attention.
I’m working with a client called ShoppeSimple that takes this as its starting point — that advertising works best when people are paying attention. Today, brands have chosen to put the ShoppeSimple icon on their site. It sends users to a hub, where they can choose to get offers and updates from their brand in a reader, or to check out deals now and buy.
That’s the starting point. Where is it going? The opportunity we see is to reverse the consumer sales information distribution process — instead of users having to search for a new size 5 summer dress, the brands and product choices come to them, when they decide they want them, and where they want to see them.
The technology core is what we’re calling TransactionalRSS, or TRSS — using RSS to create a new and better shopping experience. What matters here isn’t the technology…it’s the capabilities and experience being created around it.
I’m blogging about about this for the company at shoppesimple.wordpress.com. I hope you’ll check it out and let me know what you think.