The 30-second spot is dead.
Consumers are demanding something new.
The opportunities are sweeping for those willing to pay attention. But many agencies and their clients are too vested in the diminishing returns of brute-force tactics to recognize the fundamental changes that are upon them.
Consumer complaints about advertising are nothing new. Now, however, consumers bombarded with advertising have the sophistication and technology to tune out messages that they don’t want to receive. And even when they accept marketing, typically it is received in the midst of a chaotic mix of media, virtually assuring no one message can receive their undivided attention. Even more amazing is the trend of consumers taking over the marketing message, tearing it apart and rebuilding it to suit their desires.
Ironically marketers and their agencies have created this crisis. For more than 40 years they have delivered a mind-numbing monologue, predicated on the belief that the consumer has no standing in the process, other than to receive the message.
Letting the consumer participate in a dialog will require a wholesale shift in the foundations of marketing. It’s no longer enough to simply shout louder than your competitor to break through the clutter. Today’s marketers must find ways to engage consumers and offer them something of value in return for their attention.
That's what we'll talk about here.