It seems that the tectonic plates of marketing are moving to a new position, and we’re going to have to go with it.
In a recent essay published in Campaign and here, Alex Dunsdon, Business Director at M&C Saatchi, argued that the ‘Age of Conversation’ is over. This is the dawning of the Age of Osmosis.
Is anyone else singing songs from Hair in their head?
If this all sounds a bit shocking, blame Malcolm Gladwell.
He argued that we can only manage 150 relationships at any one time, and we’ll always choose humans over brands.
If you’re already exhausted from balancing the needs of friends and acquaintances, what hope does a brand have of striking up a meaningful conversation?
Fear not, however, because the Age of Osmosis will show us the way.
If we can’t convince people through conversation, we just need to hang out with them instead. Before we know it, our brand behaviours will be rubbing off on them like grass stains on a PE kit. Our target audience will feel an affinity for our brand, without really knowing why.
The great news here is that, if we’re talking behaviours and quality time spent with brands, we’re in a fantastic position to take advantage of this new school of thought.
And experiential approach brings those behaviours to life, invites audiences in, and gives them an opportunity to absorb our essence through proximity.
The king is dead. Long live the king.
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About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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