Skip to main content

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 beginning, middle and end just like a TV show or movie. But in a digital world, stories don't follow a sequential path and don't have an end. It's a live model after all.
A consumer's attention span today is too short to try to generate awareness without doing a massive investment in advertising - Think Geico. At best, you'll get two seconds of your audience's attention. People don't have the time or the patience to go through a long viewing journey. They also expect the content's message to be personalized to the moment that they are in or experiencing. And more importantly, consumers need to be able to interact with the content through their smartphones.
So what does this mean?
It means that banners should be used to advance a conversation that's happening at the very moment.
It means creating videos that allow people to interact with the story itself, allowing people to take the story with them and engage with it and take it wherever they want.
It means posting online articles that continuously evolve based on the latest news and the comments that people write.
In summary, digital thinking is live thinking. You need to react to the situation at the moment. It's conversation with engagement, where you might be surprised on the answers you get. It's about a never ending story that can go anywhere. More importantly, digital thinking is about being human and creating a human brand.

Comments

Popular posts from this blog

How Cool Brands Stay Hot: Aim for Love, Not Likes

Love is an unconditional emotion while like is a more watered-down version of love. Loving someone means that he or she means everything to you while liking someone implies that you are only happy being with that person. Love involves deeper, stronger emotions, while like is more of a tender feeling towards that special someone. In a world of infinite choices, love is everything. Like is a nice to have.  Today, we live in a world of abundance, where people intent to create content surpass their time to consume it. Video content is much easier and cheaper to produce than at any other time in history. YouTube sees 400 hours of video uploaded every minute. Facebook has more than 250,000 status updates in the same span. We could never read and see everything online.  With unlimited possibilities and limited time, we pay sustainable attention to what we love and divided attention to what we like. We spend hours watching Homeland and give our divided attention to our news feed on Facebook. …

Adidas kills TV. Now, let’s debate

The News: Adidas is ditching TV for digital. The company is looking to boost its e-commerce revenues from $1.06 billion in 2016 to $4.25 billion by 2020 — and Adidas wants to use digital channels to get there. The Rationale: Fish where the fish are. Younger consumers don't watch TV anymore. They spend most of their time on their mobile devices. The Controversy: Why do they want to ditch a medium that is allegedly more "critical" to the brand and that generates more sales than digital? Here we have the Debate between TV and digital: Media Consumption TV: People are watching TV now more than ever.  Digital: People are consuming media more than ever, but mostly through digital devices. The Fact: In 2017, people are projected to spend 6 hours on digital – with the majority being mobile devices - while only spending 4 hours consuming television according to the eMarketer forecast. Younger viewers watch 2.5 times more internet video than TV. Consumers aged 13-24 watch 12.1 hours …

Winter and Summer in Adland

It is winter in Adland.  We have moved from a world of scarcity to a world of abundance and algorithms.  We have lost the power of influence. Trust has been severely damaged.  Consumer attention is the new bottleneck. We no longer decide who sees us. Instead, we get picked.  30 second is not enough anymore. We need to take consumers through a scenic journey to create a long lasting relationship.  Everyone is a publisher. It is easier than ever to create, but harder than ever to make a hit.  The impulse to make has far outrun the desire to consume.  New forces have emerged in the form of sophisticated algorithms.  A new model has surfaced called "pay per play,” which scored everything we do on relevance to feeding the machine. It decides what gets picked, when, and where, based on extreme relevancy.  Mass media has vanished. Precision and personalization have emerged.  It is winter in Adland. The good days are all long gone.  It is Summer in Adland We now have the power to make bra…