file:///var/folders/5r/5rnYrjB2Ht47IXa-J-FHE++++TI/-Tmp-/com.apple.mail.drag-T0x7102f0.tmp.JnG6pT/Food Chain Theory.docxfile:///var/folders/5r/5rnYrjB2Ht47IXa-J-FHE++++TI/-Tmp-/com.apple.mail.drag-T0x7102f0.tmp.4W4xhL/foodchaintheoryfebruary2010.pptFood Chain TheoryFive Rules to Unlock the Digital World, by Lawrence BergenfieldMonday, February 1, 2010 (Revisited from 2008)Rule #1- Pay Attention to the ?Tranquil Obviousness’ * Peter DruckerDigital Advertising Time & Resources are primarily focused on ?Push’ (one-way communications) advertisements.Fundamentally, today, monetization is derived via costs associated from pay per clicks, conversions, impressions, time and actions.Physical World Business Operators (such as Retailers) will enable clear measurement of Digital Advertising expenditures at point of consumpti digital photo frames on/ point of purchase. This will establish a game-changing paradigm (?food chain’) shift.Physical World Business Operators Deployment of closed-loop ?opt in’ solutions are the key to enabling measurement, segmenting, indexing and remarketing.Rule #2- Recognize the Substantive and Sustainable ?Controlling Forces’ in the value chainWho has the greatest clout to impact the value chain?Are eyeballs, click or view through rates, and time spent more important than measureable outcomes or purchases at the electronic point of sale?Many of the largest physically located businesses operators (such as retailers) are also the largest buyers of there vendors products and services;These same vendors also happen to have some of the largest global digital advertising budgets;Is it more important for P & G to advertise on Google.