All of the changes I've talked about in other parts of this site have profound implications for marketers and agencies alike.
The mass marketing model relies on the existence of channels via which large audiences can be reached in a single burst. As audiences fragment, that’s becoming ever less viable.
The interruption model assumes that people will accept intrusion and obstruction by marketers – because that’s the price of ‘free’ media, because the ads are entertaining and/or helpful, because that’s the way it’s always been. That too is changing, as attitudes shift and new devices and distribution channels are rolled out. Although interruption will remain effective on occasion, it is now far riskier and can no longer be relied on as the mainstay of advertising.
Traditional creative agencies tell stories about brands; traditional media agencies buy the time to allow those stories to be told. Done well, this can still add value, but it’s becoming increasingly expensive and difficult.
In this new era, marketers can’t rely on shouting messages at people as they pass by, hoping they’re heard over the din. They can’t afford to blanket a crowd just to reach those few for whom it’s relevant. They can’t ignore what people are saying about their brands, hoping it won’t be noticed or given credence. It’s time for a new mindset and rulebook in how marketing is approached.
The most powerful stories about your brand are the ones people tell their friends. This has always been true, but it has never been more important. No longer are people limited to telling a handful of others; thanks to the Internet, they can now reach thousands.
Marketers need to get off their soapboxes and mingle. They need to interact, spark and join in conversations around their brand, not stand apart and lecture from on high.
They need to demonstrate respect for those they’re speaking with – listening, responding, offering support and inviting collaboration. They need to instil a sense of community around their brand, in a way that makes it easy for people to take part. They need to do all they can to fuel word of mouth, encouraging people to tell their own brand stories.
Most fundamentally of all, marketers need to create situations where people actively seek to spend time with their brand.
Digital media is very strongly positioned for enabling marketers to meet these challenges - and hence why that's the field that I focus on.
There is lots lots more I could write about this but then the page would become enormous. So I'm going to hold off till I sort out porting this site to a more flexible publishing platform. In the interim, here are some slides that will give you a flavour of some of the points I want to make:
(nb: for the avoidance of doubt, whenever I use the quote above about skipping commercials being stealing, its for comic relief! It is one of the stupidest quotes I've ever come across... it might have been what network TV wanted to think but if they seriously believed that your average consumer ever really felt that, they were delusional!)
