You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’ Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"
So you’re in Advertising/Marketing. To day, more than ever before your success will depend on how the consumer (who after all is really your customer) will be buying your product.
Because of accountability, and the emerging technology, your work will be liable to far more intense scrutiny on performance, than ever before.
The problem is, in the past you have been, and are probably now, working far too hard and too long trying to keep abreast of your work load, which, in turn keeps you from spending enough time on your most important asset, your customers!
If the truth been know, when your advertising appeared on TV, or wherever, you frankly thought that that you had to move on to the preparation of the next phase of the programme, and gave scant attention to what was happening out there, in consumer land!
So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough:
Gone are the days when grey-suited admen would commute to Waterloo Station from the Surrey suburbs, catch a cab to Charlotte Street,
Spend the day concocting clever, feel-good ads, collect 15 percent commissions for placing them with ITV, Channel 5, Sky etc and glossy magazines, and schmooze clients over expensive wine lunches.
Today, the centre of gravity has moved, and much of the work is done by twenty something’s in jeans and T-shirts.
They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant.
The cushy commissions have been replaced by stingier, cost-plus-fee schedules imposed by numbers-driven corporate marketing officers who care less about the creativity of advertising than its return on investment.
None of this happened overnight -- the process began more than 20 years ago. But it's fair to say the industry has recently been through a less-than-golden era, whether measured in profitability, creativity, or the satisfaction level of clients or employees.
Recently the global chairman of P & G had this to say,"we must understand what’s important to our customers and connect with them. We must shift our mindset to truly creating partnerships." Consumers are showing a greater need for making connections with other people and brands, as evidenced by the upsurge in consumer generated media like YouTube, viral marketing and other cabalistic techniques.
"Sometimes we need to be more open in bringing that human perspective to our marketing." Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers.
You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with’
Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise"
Now, if you could sort that little problem then you really would be well on the way to advertising brilliance!
Another way of achieving brilliance in advertising is to actively encourage interactive television on current terrestrial TV formats.
This form of interactive communication dramatically alters the way the viewers perceive the commercials, instead of being seen as an interruption the commercials now become a meaningful source of information (a form of programming) and thus are watched in a totally different way.
Presenting advertising within this format allows the most dramatic evolution of advertising itself. This renaissance in this period of the ongoing history of advertising will be know as advertising by true, accurate, more predictable, instant and measurable results.
Clients will pay only by results. The interactive nature of the new technology will allow research to measure the results and present these results as a post-evaluation of their participation. Clients will then pay for participation based upon these evaluations.
And that’s when you will have achieved advertising brilliance!
Social Media – An epic tulipomania in the making!
The Internet is not an advertising medium, people log onto the Internet to go somewhere, not see advertisements!
Have you heard the one about Super-bowl Ads?
How much longer can Clients go on paying $3 million for a 30-second spot that doesn't wotk?
Rethinking Marketing Strategies: A Call to Chinese Entrepreneurs
In an era where the Chinese economy is making remarkable strides, it's crucial for Chinese entrepreneurs to critically evaluate the effectiveness of traditional advertising methods. The Western world's advertising industry, often perceived as superior, is increasingly being challenged by evidence suggesting that advertising may not be as effective as once believed. This article delves into the pitfalls of conventional advertising and explores the need for innovative communication strategies in the 21st century.
