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September 29, 2006
Next Generation Advertising Strategists...Read Here
Guy Kawasaki's excellent blog, Signum sine tinnitu, has a September 28 posting titled "Is Advertising Dead?" that is must-read material for marketers of all stripes. It contains an incredibly interesting video of a panel discussion at the Churchill Club themed "Next Generation Insights." It featured six Silicon Valley young adults aged fifteen to twenty four. Their comments and input are fascinating. If your business is marketing -- corporate, channel, whatever -- it is worth checking out Guy's blog for his comments.
Yes, these are well-educated students in one of the world's most technically-sophisticated markets. But, for me there are three really interesting things that leap off the screen.
- The participants connection with traditional magazines despite their techno-geography.
- Their dislike of banner ads.
- Their resentment of traditional marketing techniques.
In the July issue of my company's newsletter, Axiom, I wrote about the shifting balance of power from advertiser to consumer, and the tilting toward ad practices that provide customization, compensation, permission, more information, non-interruption and control. As Randall Rothenburg and others have explored, people aren't clamoring for "online marketing" versus "broadcast media" or other forms of marketing. What they want are marketing practices that deliver relevant messages via media that are under their control. For any skeptics, Guy's panel provides very clear visual/verbal evidence of this migration along with the coming shifts in media preferences.
Finally, he points out the value of a cool technology called Veotag that let's you create clickable hyperlinks for navigating your videos. Extremely interesting technology. The video on his blog show you the power of the technology.
Posted by jcioban at September 29, 2006 9:50 AM
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Comments
Reality is that the shift in influence from advertiser to consumer has had an intermediate step. Specifically from advertiser to retailer. That began with the advent of UPC codes and we can see it with all the loyalty cards we use each day as we shop. The retailer knows what sells through before the manufacturer/marketer.
Posted by: louise at October 6, 2006 2:06 PM
