Death of advertising
Written by Mihai Dragan on Friday, April 10th, 2009 ( 4 responses )
Tags: brands, conversation, death of advertising, evolution, management, Marketing
I can safely assume that advertising as we know it is bound to disappear in the next 10-15 years. Why? Because it’s loud and boring. Useless most of the time.
The internet, our fastest media yet is a conversation. People talk, discuss and engage one another just like they do in the real world. The best online advertising does the same thing. Once in a while something, which I would define as conventional-to-online advertising comes in and bothers them. Screaming. Waving hands. Going all “look at me, I am here!” on the users.
Just like TV. Just like print. Just like outdoor advertising. All of them scream. I belong to a generation that was born with advertising in its current form and that can’t be tricked into “seeing” ads. We want what we want.
We will google before buying, read reviews, ask friends and google again. We need to trust a brand before engaging it. We need to bond with it. We need to know this brand gets close to us and has a chat whenever we feel like.
The advertising as we know it can’t provide this. And it goes beyond advertising. The changes companies need to make to survive are also in their marketing department, in their management attitude and just as well in the R&D department.
The death of advertising is coming. Long live the brand conversation.
Comments:
on Friday, April 10th, 2009
Nice post, I agree with everything, but in the next 10 to 15 years many things will change in the world and advertising will be just a small stain on a carpet.
What did you mean with:
“Long live the brand conversation.” ?
on Friday, April 10th, 2009
Thanks Dragos. You are right. The world will change a lot more than advertising.
Regarding the brand conversation – I am going to write something about brand having conversations with consumers as opposed to shouting at them (the way old media does).
on Friday, April 10th, 2009
I see, interesting view – can’t wait to read it
on Friday, April 10th, 2009
speaking about the death of advertising or the future of this industry, check this out: http://paulisakson.typepad.com/planning/2009/02/the-future-of-markeing-do-something-for-people.html
What is your opinion?