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Jakarta Post

Is social media leading us to another bubble?

  • Adwin Wibisono

Jakarta   /   Fri, April 12 2013   /  10:55 am

Still vivid in our minds is the burst of the dot.com bubble a decade ago. It was mostly attributed to the incorrect understanding (or use) of the Internet; the view that the Internet could change the way we saw the world and in this case, marketing taken so far to the extent that we could use the Internet for marketing and advertising purpose. People would actually be able to buy shampoo through the Internet.

This led to the “new” business model complete with its new set of measurements: Eyeballs, click-throughs, page views, etc. that were believed to be compatible with the current use of ratings, awareness or top-of-mind levels, sales and other figures basically used as key performance indicators (KPI) of marketing and advertising strategies and their implementation.

The “new” business models led to corporations investing in Internet-based companies known as dot....