E-commerce, new economy preoccupy IAA Congress

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[london] E-commerce marketers ignore developing countries at their peril, Internet guru Nicholas Negroponte told the International Advertising Association Congress in a keynote speech here last week.

"The developing world will shock the developed world, and in some cases, leap ahead," said Mr. Negroponte, director of the MIT Media Lab.

He also predicted "the primary users of the Internet will be machines, not people." He cited washing machines that can be operated and maintained remotely via the Internet.

In more news of the developing world, Star TV Senior VP Peggy Lam said China "still remains an elusive market for foreigners." She noted that only one international marketer has made it into China's top 20 advertisers -- Coca-Cola Co., at No. 18.

In other highlights of the IAA Congress:

* Nokia and Orange loaned mobile phones to 150 delegates to bring them ad messages from exhibitors, conference information and access to selected Web sites.

* In a panel on India titled "www.SnakeCharmers.com," Hindustan Thompson Exec VP Sunil Gupta warned: "Unless advertisers pick out an Indian element for their advertising, it will not succeed."

* Kevin Kelly, founder and editor at large of Wired, said the new economy means money will be invested where it's never gone before -- into cars' dashboards, smart cards and vending machines.

* Jim Riswold, a partner at Nike agency Wieden & Kennedy, Portland, Ore., disclosed the sport marketer's rules for global advertising, including: your gut is more relevant than research, and it's OK to be hated, it's much better than being ignored.

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