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Disruptive Marketing by Geoffrey Colon

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CHAPTER 2

THE DISRUPTIVE CONTINUUM

Perpetual Change

AFTER WEAF’S DISRUPTIVE experiment to make radio profitable, that business model took over media until Yahoo! emerged in 1994, making it evident that a handful of media sources would no longer be feeding people information. Instead, people could search for things based on intent and find an abundance of possibilities, solutions, and answers.

FROM SPACE AND TIME TO USER INTENT TO INTERACTION AND IMMERSION

While the behavior of search engines is indeed different from what mass media have to offer, the advertising models on Yahoo! were still based on the same old premise of space and time, with advertisers bidding for space in special ads appearing above the “organic” results of keyword searches. ...

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