The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
The
Future of Advertising
The
Targets
THE FUTURE OF
THE
SECRET
TO OUR SUCESS.
The
truth is MadisonAveNew.com
has been picking up readers like a house on fire. We actually owe it
to a suite of six web marketing tools.
If you would like to know
more, give them a click. Yeah, we get a kick if you buy them.
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WHAT A WEEK! Our dear friend Ann Fudge tossed out on her skirttails at Y&R. She couldn't stop the bleeding. So they left her bruised and bleeding. The fallout still falling out from Bob Garfield's doomsday scenario "Chaos Theory" in Ad Age. The 51st annual convention of the American Research Foundation in New York FINALLY hearing client concerns about accountability and marketing ROI. Nielsen Media Research, put under the gun by the industry's watchdog, the Media Rating Council who announced the implementation of a "detailed performance monitoring procedure" of Nielsen's NSI service during 2005. |
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Shake, shake, shake! Shake, shake, shake! Shake the ad biz! Quake the ad biz. But this is just the beginning. Making the researchers' convention was is the growing concern among marketers that "you can't inject people with your brand anymore; people have to come to you," according to Bruce F. Hall, partner and research director at Howard, Merrell & Partners in Raleigh, N.C., part of the Interpublic Group of companies. A more fundamental issue than the need for different media to reach consumers, Mr. Hall said, "is the need to find ways to get them to respond to ads because you tap into something that means something to them." |
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When do you
think you'll get back to telling tose funny war stories. all this
future-crap is getting my neck sore from falling asleep. Week after next, I promise..-HW |
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The real issue in re-engaging consumers is good marketing practices versus bad marketing practices," he added. "We have to change the way we practice, regardless of the media." Which means that Mr. Miller is laying the blame for such lackluster performance square on the doorsteps of the advertising industry. According to Mr. Smith, negative consumer attitudes toward advertising "remain the single biggest barrier to improving return on investment for marketing spending." And that those attitudes will only get more and more negative, Advertising Age reported that in a recent survey to be presented to the American Association of Advertising Agencies, next month, 56 percent of survey respondents said they avoided buying products that overwhelmed them with advertising, up slightly from the 54 percent who said so in the 2004 survey. And 69 percent said they were interested in ways to block, skip or opt out of being exposed to advertising, the same percentage as in the survey last year. All is not lost for Madison Avenue, however, the survey suggests, because respondents said they valued advertising that they could choose to see "when it is most convenient"; when it was personally communicated "by friends and experts I trust"; when it was "customized to fit my specific needs and interests"; or provided useful information about competitive brands and products. This only goes to confirm our projections for the challenging times ahead. The Future of Advertising : "The Grid" Consider what we now refer to as being the "backbone" of our global communications structure as ultimately becoming something akin to the subterranean lead pipe maze that exists, rotting and corroding into the fetid water table eight stories or more below the teaming metropolis of New York City. That will approximate its relevance in the brave new world of C21.2.
Neural enhancement will increase our lifespan by 10 years, every year after the mysteries of our DNA have been unlocked sometime in the late C21.1 Era. At that point our DNA profile will be in the driver's seat as far as our physical well-being is concerned. Those of us fortunate enough to be "workjacked" into the grid will depend upon neural enhancement to increase our quality of life, much the way that Beverly Hills trophy wives now depend upon silicon enhancement to maintain and improve their quality of life. Nanobiological DNA "computers" will be networked through-out our bodies and softwired to monitoring devices that keep our bodies running like well-oiled machines. Those DNA computers will be their as the result of our insurance plan looking after their investment. They will be the new HMOs. But the magic won't stop there. Remember the "Last Mile" logistics issue that had everybody's SHORTS in a tussle during the early days of C21.1? Well now particle regenerators can move ton after ton, mile after mile digitally and reassemble them just in time for dinner. The Grid Is Life. But the Grid is not ubiquitous. There are vast "unedited" areas where the Grid is not present. Reasons vary. Economic impact of the residents is not deemed sufficient to warrant the expense. Lawless elements have ripped out the components and resold them on the various news feeds that encircle the planet. Cyber crime cartels have converted them into "Black Holes" for the purpose of hiding vast amounts of GridRipped transactional currency and holding it for ransom. Then there are the "CloudLands." In these vast tracts of grid-free open spaces the greatest luxury of all can be enjoyed by the well to do. Absolute privacy. "Grid-Free" time and space are among the most valuable commodities in C21.2. Of course going "OffGrid" is not without its dark side. First of all your insurance meter goes through the roof once your internal DNA computer network goes off-line. Then there is the high risk of LifeCrime, so-called because all crime not decriminalized is now punishable by death. Body theft is a criminal's only means of evading their death sentence. Kidnapping someone and literally having their neural and DNA networks transplanted. Of course this illegal medical procedure will generally cost the victim their life. The Grid in addition to providing all of the critical life support functions is also the only media delivery system. Network television as we know it collapsed of its own weight towards the end of C21.1 Media now has a completely different context in the lives of the audience. All media can be categorized into four "feeds"
"Historic" which is archived digital and analog programming
from the early years of C21.1. "Self Generated" which
is media one produces for their own enjoyment. "Peer"
which is media produced by friends for friends. And "Experiential"
which is media produced by third parties that has been customized
to your particular interests and lifestyle. Media engagement actually
takes up as much as 60% of the
Next Week : The Future of Advertising : The Swarm. Stay Tuned .
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