Now I've been doing this a very long time. Trying to get people to pay attention to what my clients are trying to sell them. I've used every trick in the book. I've pulled every rabbit out of every hat I could find. And for a long time it worked like a charm. I've been able to move billions of dollars in goods and services through the value chain and into peoples homes and businesses around the world. Not just millions-billions. But those tricks don't work so much any more. Nobody is looking to be sold anymore. When they are ready to buy, they are better equipped then ever before to make their own, well-informed opinion about what to buy and how much to pay for it. It is this kind of individual that sincerely believes that advertising is not for them. These people believe that advertising is directed towards people who don't know any better. It is a mistake to consider these people to be consumers. They don't consume. They aquire. Purposefully. Methodically. Efficiently. I have found it best to consider these people just another faction of a fast, though highly splintered audience. They are an audience for whatever they develop an interest for. They are not an audience for those issues, subjects or topics they do not have an interest in. 99% of all advertising would fall into that low/no interest category to this audience. They just don't care about advertising. |
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And that is why we practitioners of advertising have found ourselves squarely facing the dawn of the post-advertising era. Which has lead me to ask on these very pages, what comes next? Well for my money it's new advertising. Or as I like to call it NeoAdvertising. Neo means new. And NeoAdvertising, loosly defined is any form factor or business model that takes into account the specific objectives of engaging the audience first and conveying the sales message second. (As opposed to being ignored by the audience first and wasting billions in unheard sales messages second.) NeoAdvertising is advertising people care about. Why do people care about NeoAdvertising? Because the subject matter is meaningful to them. Products are not generally meaningful to people unless they are faced with a job to do or task to perform that requires a certain product or service to accomplish. But even then, the audience is going to be more interested in the successful completion of the task. What will drive their quest for the ultimate solution? Not some product's advertising claim. But the real-life experiences of others with the same job or task to handle. Now you are ready to start with a blank page. Knowing what has worked and failed in the past, you have to start with a framework of caveats to guide the development process. The application of these three caveats provides us with the NeoAdvertising Network Platform. A New Advertising Community, empowered by Common Interests and Expansive Technology. In other words, "Advertising people care about. What exactly is it that will make people care about this NeoAdvertising Network Platform? Tune in next week for NeoAdvertising : The Engagement Promise We Must Keep.
Think About It.
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