Movie releases depend upon heavy ad campaigns to ensure that people know when a movie is coming out.
Again, that's the seller's perspective. Under the buyer's, they could make their intention of knowing about the new releases if they wanted to. Better yet, they could announce what kind of films they want to know about, instead of being drowned in ads for Fast and Furious 348.
A different example is changing service providers, like a cell phone or car insurance. Sure you might one day decide to comparison shop, but Sprint's new unlimited plan, or Geico's "save 15% or more" campaign are effective at encouraging a switch when it wasn't within consideration.
You shouldn't need to comparison shop. The point of the Intention economy is that you announce to the market of your intentions and desires, and let it come to you with bids that fit what you need.
A generic "I want to know about offers that are strictly better than my current plans" would in fact be a decent intent to announce, but it should be at one's discretion and adjust itself to one's conditions (for example, no point in getting such information if you're locked in a contract).
To be clear, I think that IE can be a good complement to advertising in some industries and use cases, but I think it's a poor wholesale replacement.
I just think customers are bad at describing what they like/want. They need to see it. That's why product demos, movie trailers, and coupons are an effective call to action.
But no reason to believe me -- anyone's free to test with an IE-driven offer. No reason why it can't coexist with advertising.
(oops, replied to my own post instead of hitting edit)
Again, that's the seller's perspective. Under the buyer's, they could make their intention of knowing about the new releases if they wanted to. Better yet, they could announce what kind of films they want to know about, instead of being drowned in ads for Fast and Furious 348.
A different example is changing service providers, like a cell phone or car insurance. Sure you might one day decide to comparison shop, but Sprint's new unlimited plan, or Geico's "save 15% or more" campaign are effective at encouraging a switch when it wasn't within consideration.
You shouldn't need to comparison shop. The point of the Intention economy is that you announce to the market of your intentions and desires, and let it come to you with bids that fit what you need.
A generic "I want to know about offers that are strictly better than my current plans" would in fact be a decent intent to announce, but it should be at one's discretion and adjust itself to one's conditions (for example, no point in getting such information if you're locked in a contract).