Advertising has become a huge part of our lives (and not just because I happen to be in an advertising course). In-fact, we probably don't realize how much advertising influences our lives. The one thing we know for certain is what's certain today will not be certain tomorrow. We also know how important it is to stay on top of the ever-changing trends and technology- for advertisers as well. Take the newspaper for example- its going to be like a dinosaur to my grandchildren. On top of the technology changes, the advertising business has undergone several changes. It goes far beyond making big $$$ (although that is a bonus). It has become rather part of an experience and relationship with consumers. I couldn't tell you how many times lately I have been asked to sign up or fill out a survey. Although many see it as as a nuisance, we have to look at the bigger picture here: they want to hear what we have to say! It allows for a two-sided conversation, initiating a trust that ultimately builds relationships. And relationships are exactly what advertisers need to be successful.
I remember back in the 90's when all ad's were full of cliches, corny music and laughable messages. But the problem is, I can't remember a single one. Perhaps the reason is because I was so young, but more likely because I didn't relate to them, nor did I find them interesting. Take a look at the two commercials below and you will probably see what I mean and notice how things have changed.
http://www.youtube.com/watch?v=HAltMXMLEuo&feature=related
http://www.youtube.com/watch?v=-lei9wrQBuo&feature=related
However I can't say the same for today's advertising. Recall is one of the things that brands and their advertisers thrive on. Take the Superbowl for example. The day after, everyone is talking about the amazing commercials they saw. We could teach the 90's (and before) a thing or two about advertising don't you think?
As Social Media continues to grow and people continue to create new interactions and communities online, getting product recommendations from friends is only going to increase. I’d be shocked if in the next few years you asked 100 people where they get most of their recommendations to buy things and they don’t say Facebook, Twitter, Email, etc etc. It’s all coming from their friends because they are real people that they interact with (online or not). That reminds me about the movie I saw the other night: The Social Network (great movie by the way). One of the first things the creators did after expanding Facebook to other countries, was pitch to advertising companies. They knew how much of an advantage it would give to them. And they were right!
Its kind of scary to think of what advertising will be like in the next 50 years. Look how far we have come in the last 20. Feel free to share your "I remember" moment on advertising when you were young. Cheers!
Although we could teach advertisers in the past a few things, they are the ones who we have learned from. They set the rules, and now we break them. As for a I remember moment... I remember when people enjoyed watching commercials and didn't feel the need to quickly grab the remote and flip back and forth until their program returned. I also remember when my home town had only a few small billboards, now they are everywhere.
ReplyDeleteHi Sam!
ReplyDeleteYour comment, "It allows for a two-sided conversation, initiating a trust that ultimately builds relationships. And relationships are exactly what advertisers need to be successful" basically sums up what advertising agencies wish to accomplish these days. I agree with you 100%!
That relationship lets us into the minds of the consumers semantic web, and with all the competition out there, we need this information about our consumers to differentiate ourselves!