From Jellyfish: Transparency, Control, Simplicity

More from Jellyfish:

Seth Radwell, President of the e-Scholastic Division of Scholastic gave an interesting talk in Chicago this week at the Internet Retailer Conference. One of his key points was that the Internet creates "enablers" that allow retailers to change the traditional relationship they have with customers. In particular, he stressed the following three enablers:

1. Transparency-don't hide anything from your customers
2. Control-give customers control over how they gain value from you
3. Simplicity-make it simple and easy

There are many examples of how Internet retailers are applying these enablers in new ways online, but what struck me was how far we still need to go for online advertising to catch up to these pillars of customer value. If users are in control, why do we continue to see intrusive, annoying advertising (like pop-ups talked about by Jeremy Wagstaff here) that interrupt and annoy? And why are customers in the dark about paid search bid rates and completely cut off from the daily online advertising auction that creates millions of $'s of value for companies like Google and Yahoo?

tags: attention attentiontrust attention+economy attention+data seth+radwell scholastic jellyfish