Archive for July, 2008

The De-Evolution of Advertising

Posted in Media, social media with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on July 14, 2008 by mediapirate
De-Evolution of Advertising

In the beginning… Advertising was a word of mouth business. One person would communicate to another about a crazy new innovation like fire, the wheel, etc. and that person would pass it to the next and on and on. This communication made it possible for the world to grow and overcome obstacles improving the quality of life.

Advertising then became more clever with the advent of new technologies and studies. Research was done on keywords, unique selling propositions, primal behavior and targeted manifesto’s making it considerably easier to convert a potential consumer into a buyer. Combined with television, print, billboards, etc. Thus advertising had become a game of numbers. The companies that could afford to get their message in front of as many people as possible usually succeeded due to brand recognition and superior marketing while the smaller companies that couldn’t keep up with the cost incurred from the design and placement of traditional media were left without a way to communicate to the masses and thus typically suffered.

Unfortunately though, people don’t like to be generalized and herded like cattle (Actually, I doubt cows do either but that’s a whole separate topic) and have begun to think for themselves again. This has resulted in our landscape changing again. Free and cost-effective tools now exist that allow the general populace to choose who is marketing to them and how. The consumer no longer wishes to have brands forced down their throats. Not when they can decide how they receive their information.

E-commerce sites can make the smallest shop appear the size of any Super-Target, the advent of TiVo has allowed consumers to rid themselves of the majority of TV advertising and search engines have allowed people to research product and news of choice bypassing print and TV for the most part. Social Media has brought the advertising model full circle and now allow people to once again communicate their biased or unbiased opinions allowing the consumer to once again be in control of the products that will succeed or fail, determine which news is important, and support a local business in a overcrowded market.

I guess all that remains to be seen is if the smaller businesses take advantage of this situation or not. Smaller businesses are typically late adapters due to financial restraints, lack of education and lingering doubt. Without the prohibitive costs to deter you can you really justify missing this opportunity because you were unwilling to learn and adapt?