…es. As this happens, and information about both buyers and suppliers becomes more and more perfect, the advantages enjoyed by producers of homogeneous products like the Big Mac and Coke will dissipate, and their products will lose market share to more targeted, higher-quality products that take advantage of unique, niche markets that were never able to monetized in the old world of advertising. The internet, the data it generates, and the companies that own and utilize that data best, will be the driving forces behind the monetization of niches.
That all sounds right. But is conventional broad-brush advertising really going to disappear entirely? Won’t there be continued vlaue in traditional branding? How do you plug the factor into this equation that you can’t send hamburgers via UPS and FedEx; and the idea of using an app to get your burger delivered is going to burn out eventually. It’s been suggested that, for instance, San Francisco has become an assisted living community for millennials. That’ll get old pretty quickly. And all this on-demand delivery crap is not only isolated folks in their homes but clogging up the streets for those who wish to go out. I wonder how this social conundrum will work itself out. And, then, there are the questions of democratic principles being undermined.