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A Post-Advertising Business Model That is 6X More Valuable

There is a lot to dislike about advertising supported business models. Ads are generally annoying.

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There is a lot to dislike about advertising supported business models. Ads are generally annoying. They are so scattershot that the overwhelming bulk of them fail to motivate anything like a sale.

They cause those running web sites to flood them with frantically produced content, causing the quality of the experience to erode. Worst of all, the hunt for better ways to target ads is creating entire categories of companies with a vested interest in tracking everything we do online or on a mobile device, with the goal of aggregating this information and selling it. And that industry is only in its infancy — I shudder to think of where it’s heading. But the biggest problem with ads is that we are all increasingly sophisticated at tuning them out.

Now, imagine if instead of blasting out ads that are for the most part meaningless to those receiving them, an advertiser could instead pay to get access to a real, live, customer who was genuinely interested in and possibly in the market for whatever they were selling. Wouldn’t it be worth something to know that those customers are actually keen to find out more about the product? And to be able to design your products and services with those specific customers in mind? Very valuable indeed.

Well, that model exists and some savvy entrepreneurs are beginning to take major advantage of it. It’s called the affiliate model and in some ways it’s back to the future. In the affiliate model, payments are made for referrals to the affiliate’s site. In other words, if I’m in the market for the very best olive pitter on the planet, I might visit the web site of a cooking guru to see what that person would recommend.

If they post their recommendation with a link, and I click on the link, the olive pitter producer pays the guru for the referral. Isn’t that nice? People not in the olive pitter market don’t have to endure ads for them and people who are can build a community around the expertise of the guru.

Some businesses are taking major advantage of this. Kevin Kelley, a founder of Wired Magazine and now its senior maverick, runs a referral site called Cool Tools. The New York Times quoted him as noting that his referral revenue exceeds his advertising revenue six to one. So here’s a holiday wish from me. Advertisers: Stop bothering me with irrelevant and irritating ads for things I will never buy. Instead, figure out how to use trusted sources to make offers only to the people who will really want them, and leave the rest of us alone.

Continued –

A Post-Advertising Business Model That is 6X More Valuable

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Business

Large Shopping Malls in Bangkok Will Be Closed until July 25th

Shopping malls under the Mall Group, including all branches of The Mall, the Emporium, Emquartier and Paragon Department Store, are also closed for 14 days, from today, except for supermarkets, food courts, pharmacy shops, eateries (take-out and delivery only), banks, mobile phone shops and vaccination sites.

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BANGKOK (NNT) – Large-scale shopping malls in Bangkok and in some dark-red zone provinces are now closed for two weeks, to comply with the latest COVID-19 curbs in 10 provinces.

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The most important issue for the Thai economy at present would be the procurement and distribution of appropriate vaccines adequately and timely.

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The Bank of Thailand (BoT) has revealed that Thailand’s economy faces significant downside risks, because a prolonged COVID-19 outbreak could cause the economy to underperform the baseline projection, squeezing business liquidity and slowing employment.

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