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 Advertising
The
Grid
The
Future of Advertising
The
Swarm
Technology
Making
The Message Meaningful
The Only Business That Matters Is The One You're In.
What
Ever Happened To The
Big Idea?
The Post Advertising Era Is Here
THEFUTURE OF
THE
SECRET
TO OUR SUCCESS.
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.
Here they are:
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The Post Advertising Era 1.0. Making It Up As We Go. What is it that makes the Post-Advertising Era so much more difficult to fathom than what came before ( Advertising, As Usual. Ugh!)? Well for one thing, a simple fact seems perfectly clear. In fact, that fact was expressed by William Goldman the writer of "Butch Cassidy and the Sundance Kid" about the movie business. "NOBODY KNOWS NOTHING." Now that's a pretty sobering thought when you figure that there are millions of dollars a day being flushed down the toilet by those dinosaurs who are clinging to the old "tried and untrue." Doesn't matter. You gotta start somewhere. |
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And those who know are starting with the consumer. "Customer consciousness" is fast becoming the only thing that matters to the Post Advertising Era practitioner. Why is it such a great place to start? Because there are so damned many variables. We have no concept as to how fast the marketplace is splintering. But what we do know is that some important similarities are already starting to take place. Content control and ad avoidance are already shaping up as chart toppers on the wish lists of the all-elusive 15 to 30 somethings. |
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Would you ever consider coming to Europe? Everybody over here reads MadAve. They limit our access to the web so we print it out and pass it around the office. We even have an office pool based upon the time you will post each new edition. GS-Copenhagen I'd love to go to Europe. What time does Amtrak leave? -HW |
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The popularity of ad avoidance technology was the wake-up call that traditional agency wonks never saw coming. I hope they brought lunch. That line at the Unemployment Office can take hours. So, that means that those of us charged with the probing and understanding of what is going on in the consciousness of the consumer have to start with the proposition that we are unwanted guests in an openly hostile environment. When consumers say they want "control" of the content they choose to ingest, they mean they want control over our inclusion in that messaging. When consumers say they want ad "avoidance" they want to avoid our messages, sponsorships and branding attempts. Take podcasting for example. Most will assume that the "pod" in podcasting refers to the iPod as a delivery device. No, no, no, no ,no. "Pod" refers to the "Close the pod doors, Hal," kind of pod. The, I need to shut everybody else the fuck outta here , kind of "pod." Yet, here we go, trying to tell advertisers about "the growing media trend of podcasting" as Starcomm Media put it. How can something be a "growing media trend" if consumers are using it as an escape device from...media? Duh? Clueless Experts. Will they ever get a grip? Try this on for size. Create the "Media Pod." Engage the audience. Expand the Media Pod. Surround the audience. Restrict access to the Media Pod. Let the audience discover another way in to the Media Pod through a sponsored "Back Door." Let the debate begin inside the Media Pod as to the "motives" of the "Sponsor". Let the "Sponsor" withdraw in the interest of preserving the 'order" within the Media Pod. Now let the sponsor create an even better Media Pod that is an ad-free zone. Pretty shifty, huh? This is just one example of how Consumer Contact ( rather than advertising) will work in the Post Advertising Era. It will be much more tactical. Much more focused to the interests and mindsets of the audience. Much, much more relevant to the lifestyle and preferences embraced by the subject being contacted. As television advertising today seeks to be more intrusive by using borrowed interest, Consumer Contact in the Post Advertising Era will seek to be more integrated into the fabric of the medium and more meaningful through its involvement in the subject matter of interest to the audience for that media. As a result, Marketing Managers will find themselves having less and less control of their brand messaging as content providers replace advertising copywriters as the stewards of brand dialogue. This loss of control will be offset by an increase in meaningfulness. An important tradeoff as the "top-down," "one-to-many" practices of the Age of Advertising give way to the "bottom up," many-to -many" realities of the Post Advertising Era. For a glimpse of the brand as redefined by Post the Advertising Era just look at Nike. A brand that doesn't just sign sponsorship checks but actively participates in the lifestyle of its audience. The Post Advertising Era will belong to the agile. Big, expensive, cumbersome broadcast campaigns with their multi-million dollar production budgets for commercials that are out of date before they run, will be doomed. Fast, precise, ruthlessly innovative "ideas" will fan out from the brand like a diverse swarm of stealth warriors. Each with their own marching orders. Each with their own rules of engagement. Each with their own "Mission Impossible." Forget "Viral Marketing" and "Buzz anything" as consumers find more and more ways of sharing product insights with each other. Word of Mouth will be the only words that matter as one by one, parity products crash and burn. The race to capture value and influence Value Perception will become obsessive, as niche products become major players in the ever diminishing micro markets that will eviscerate brand share over night. Micro markets will coalesce and break apart like molecular structures as trends and fads rise and break faster and faster. The Post Advertising Era will convert entire brand franchises into perpetual works in progress. It will become nearly impossible for brand managers to hit their kinetic target customers. This will lead to the targets defining the message based upon those criteria that define them. Art directors, copywriters, producers...a thing of the past. Teenage soccer players will write ads to other teenage soccer players. Their common or shared experiences will provide the copy strategy and communications platform. Product benifit will be expressed as "cool" or "not, cool"...period. Consumer contact in the Post Advertising Era will not look, smell or taste anything like advertising as we know it. Thank God. Stay tuned.
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