The future of advertising isn't advertising
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The document discusses the decline of the traditional advertising model, emphasizing its manipulative nature and highlighting a shift towards a more participatory and user-focused approach in marketing. It suggests that advertising agencies must evolve to engage with user experience issues, as the traditional model is becoming outdated in the face of new media dynamics. A call for an advertising approach that is less interruptive and more collaborative is made, alongside the idea that experience design will become crucial for businesses aiming to effectively market their products.
The future of advertising isn't advertising
- 2. is the traditional model dead?
- 3. “an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to be winning awards. Peter Merholz, Adaptive Path
- 4. making useful stuff selling stuff
- 5. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners
- 6. why?
- 7. mass media model client big fat media channel Ad creative Media buyer
- 11. er....yes is the traditional advertising model dead?
- 12. the distintermediation of media buyers ...and a new advertising model that isn’t advertising ...and media owners
- 20. “the audience is prepared to take the huge trouble to be styled and photographed and upload their picture for consideration to be included in the site – it’s an incredibly intimate form of engagement.” Juliet Warkentin, WGSN
- 21. visitors countries av. time on site press coverage reach paid media budget increase in trenchcoat sales 333,00 191 5.5 mins £6.8m £0 85% in 3 months
- 23. mass media interruptive one-directional mediated tried formats based on faith old model networked media earned (useful) participatory direct new formats measurable new model
- 25. “advertising and marketing agencies can evolve their practices to appropriately engage in user experience problems, I believe that the industry’s DNA simply cannot support such mutations.” .Peter Merholz, Adaptive Path
- 26. unknown problem fast, agile user-focused multi-disciplinary new culture known problem slow, linear sales-focused comms solution old culture
- 27. Experience Design will become the master discipline for businesses that want to be good at selling stuff. Russell Davies, Head of Planning, Ogilvy
- 28. m ass m edia fragm ented m edia earned m edia netw orked m edia + services most ad agencies smart ad agencies agencies that don’t call themselves ad agencies