Social media has made marketing a basic life skill akin to learning how to balance a checkbook or drive a car. With all of this marketing talent flowering around us, you'd think we'd be able to reverse the talent drain out of the ad business.
Not like a man. All those aggressive, militaristic terms are being replaced by friendlier concepts. Engagement? It sounds so nice and polite. A great word to use whilst sipping tea.
It will be a Happy New Year for the disintermediators of agencies, not so much for the agencies themselves. At the holding company level WPP will try to ameliorate the situation by continuing to embrace its bigger is better mantra. And the role of magazines will be further usurped by blogger networks. And client procurement teams will have a field day with Publicom.
Just telling the truth isn't enough. Accuracy is fine, but it isn't always interesting. In 2014, there are new challenges to truth. How do we handle paid influencers in social media? How about native advertising?
Ad:Tech New York this week is chock-full of new ad tech companies trying to carve a niche for themselves in the digital marketing space. But most new ad tech firms won't amount to much in the way of revenue except for the ones in media tech. Media has always been where the money is.
The marketing world has changed, and so have the types of people who do well at it. If you want talent today, look for the explorers. Or better yet, do something bold and adventurous and they'll find you.
Context, when done properly, is the vortex between media and creative. But with media now separate from creative in most cases, I fear that this technique is a dying art.
Accountability is missing from the client side. It may finally be time for clients to look inward to achieve further efficiencies.
For four days, Phoenix turned into Darwin's Galapagos.The environs were dominated by three species. First, the agencies who have roamed the media world for almost three centuries now, despite facing several crises that announced their imminent extinction. Even more visible than the agencies were the marketing tech companies, recent adaptations to a changing environment. And thirdly of course, the clients, who came in large numbers from a broad range of industries.
Today, approximately 50% of digital impressions never have the chance to get seen, at least by humans. But there is not a compelling short term reason for most of us to want to deal with it. So, we sweep it under the rug. But that bump is growing bigger and soon it will outgrow the entire house.