An interesting article and perspective has risen from Paul McEnany in The Madison Avenue Journal, the New Media and Marketing Strategist of Levenson and Hill. He’s written an article that puts a good perspective on the rise of social media and the following increase in consumer control over media which, together, has had a cellular level change effect on the basis of traditional advertising.
Paul is urging us all to stop thinking about what we do as advertising – and rightfully so. Advertising is, as a basic function of communication, shouting a message at people. Clearly, the power of that medium is no longer accepted or growing in today’s culture.
Along with the consumer’s connectivity and control over media, we marketers are finding it increasingly difficult to categorize demographic groups together to advertise to as easily as we once could. It all began with media fragmentation.
Remember when we thought 100 cable channels was more than anyone would ever want? With the exponential expansion of the Internet and the more recent explosion of social media the advertising mix is not only challenged – but tossed aside.
While the jury is still out on whether the current push of conversations and conversational marketing will ever be fully engaged, it’s very clear people are communicating and consuming media in a far different manner than they were as little as ten years ago.
Our challenge as marketers to jump into this new mix, dig through its components and opportunities, and develop with new means of communication that embrace this new social culture.
As of today, there are no answers. In fact, there may never be one. But we all can agree that the old ways of advertising are gone as we work toward a new model of communication – whatever it may eventuall be.