Advertising is kinda dead but not really
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Digital culture has changed advertising and marketing. While the term "advertising" still refers to paid announcements to promote products and services, digital culture values that are more democratic, open, fast-moving, playful, and accountable. For brands to stay relevant, they need to participate in digital culture by being more human, having conversations, taking stances, and focusing more on meaning than just consumption. The best brands entertain, provoke thought, are useful and flexible, and move at the pace of digital culture.
Advertising is kinda dead but not really
- 1. ADVERTISING IS KINDA DEAD… BUT NOT REALLY heidi hackemer @uberblond
- 2. ADVERTISING IS DEAD" very popular phrase these days
- 3. IT IS AND IT ISN’T"
- 4. The proper definition The act or practice of calling attention to one’s product, service, need, etc…, especially by paid announcements in newspapers and magazines, over radio or television and on billboards: to get more customers by advertising"
- 5. WE SHOUT " AND THEREFORE YOU PAY ATTENTION & DO WHAT WE WANT
- 6. LAZY" ARROGANT" PATRONIZING" OUT OF STEP WITH CULTURE
- 7. This definition of advertising is dead."
- 8. But, let’s be honest, the word advertising isn’t going anywhere anytime soon – it’s too ingrained, too easy as a shorthand
- 9. Your mission, young warriors, is to infuse new meaning into that word so our industry is not perceived as lazy, arrogant, patronizing and, most importantly, out of step with culture
- 10. WTF HAPPENED WITH CULTURE?
- 12. DIGITAL CULTURE (at it’s best) " Democratic Open Fast Playful Scrappy Accountable Pretty dang human
- 14. A COLLECTION OF THINGS I PERSONALLY LOVE ABOUT " DIGITAL CULTURE
- 15. THE IDEA, NOT THE LEGACY, RULES" Twitter is five years old YouTube is six years old Facebook is seven years old Google is fourteen years old
- 17. THE GIG IS UP" In the US, TV was made by advertisers The Internet, although it has a military/education DNA, was built by the collective As web-culture continues to define mainstream culture, the collective is and will continue to call us out on our BS
- 19. DIGITAL CULTURE the values of digital are becoming our cultural values
- 20. WHAT DOES THIS ALL MEAN FOR US?
- 21. IT’S A PRETTY AWESOME TIME " TO DO WHAT WE DO
- 22. MORE COMPETITIVE WORLD " CREATIVITY IS OUR SWORD " PEOPLE MATTER "
- 23. THE CANVAS TO MAKE BRANDS DO ALL THIS STUFF IS AWESOMELY COMPLEX AND RICH" (which means, our jobs get more and more interesting every day)" (which means, brilliance should come from every discipline, not just the creative department)
- 24. BUT YOU HAVE TO PARTICIPATE
- 25. BRANDS GET AND NEED TO BE " MORE HUMAN" and be about more than just the idealized consumptive act
- 26. SHIFT" traditionally a brand’s relationship with a person has been based on the consumptive act married with idealized emotional benefits. very few brands presented much more than that but culturally, consumption, people’s relationship with consumption and the emotional effect of consumption is being questioned to stay relevant, we have to adjust
- 27. MEANING…" brands need to do more, talk less" they need to have conversations they need to have an opinion they need to be useful they need to flex and move they need to be smart they need to show their warts they need to work for our love they need to provoke they need to entertain and have fun they need to do
- 29. GOOGLE DOODLES
- 30. SCION
- 31. BURBERRY
- 32. HUMAN BRANDS" we like to be around them (useful/entertaining) they’re complex (warts and all) they’re interesting they move at our pace they like to talk with us they make us think they’re in sync with culture
- 33. Be brave! Go have fun!
- 34. thank you