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Showing posts from October, 2015

Live Thinking: Rethinking Mass Media Principles

We live, breath and eat through our mobile devices. We call a taxi, reserve tables, buy groceries, order clothes and watch a movie-- and we do all of it on our phones. Our smartphones know who we are, where we are and what we did last week. But despite leading these digital lifestyles we as marketers still, for the most part, think in terms of "mass" when it comes to marketing: We use online banners as if they were billboards We create digital videos as if they were TV ads for a tiny screen We write online articles like we would for print publications We produce podcasts like a radio spot Part of the challenge is that we are trying to apply mass media principles to digital. We are stuck with an old mass model - attention, interest, desire and action (AIDA) - to plan communications. But what we should really be using is an action driven model that's live, less intrusive and more in-line with today's interactive world. And we still think that stories need to have a be…

Renaming Advertising Week

Last week, we celebrated Advertising week XII, the world premier gathering of advertising and communications leaders.  If we look at this year's agenda, Ad week is becoming less about ads and more about well everything else; digital, media, content, innovation, data, social and platforms. No wonder Martin Sorrell suggested to rename advertising to reflect the new reality.  So, let's start by trying to  rename advertising week. What should we call it? A good name should be relevant and unique. So let's look at a few options: Digital Week might be a trendy alternative, but it does not cover all the channels (e.g., TV, radio, etc.). Digital is not unique to advertising and communication since it goes across multiple industries. In other words, Digital Week might be a relevant option but it is not unique.  Audience Week might be an attractive choice. The name covers the full spectrum of disciplines for advertising and communications. But that being said, anyone can claim it since…

The Intimate Web

We are moving to a new type of web experience. One that not only knows what you do, but it also knows how you feel and think. A true human web experience powered by wearable devices that involve physical or emotional intimacy. This new web is going to allow a social network of people to form a strong emotional connection, but it might also isolate them from legitimate, warm human contact.  Today, we are living in the era of the now. People want to share and participate in digital experiences that are contextually relevant.  The rise of mobile technology in concert with social and big data have enabled us to harness the moment: we can attach content from digital locations, add songs to shareable maps, attach memories to physical locations, and feature site-specific site experiences.  The new intimate web will make these personalized experiences, that are already contextually relevant, more intimate. Why? Intimate relationships play a central role in the overall human experience. Human…