There was an interesting article in Monday’s Evening Standard about the shifting role of advertising in the broader marketing mix.
Although some people in ad-land may be glancing over their shoulders nervously, I couldn’t be more excited about the changes that are taking place.
Let’s not kid ourselves.
Audiences are wise to the way advertising works.
They know all the tricks of the trade, and have become almost immune to their impact.
Sure, there are still some great ideas out there.
And the big agencies will continue to win awards for their 30-second slices of brilliance.
But brands also need to use their cultural resonance to explore new spaces.
Rather than simply sponsoring a show or paying for product placement, they’re helping to develop the content.
Smart brands, and the marketers behind them, understand that content is king.
So they’re finding ways to create their own entertainment platforms.
They’re developing TV properties built around the brand.
And in doing so, they’re finding new ways to connect with consumers in a real world context.
Best of all, audiences are fine with that.
It’s a simple principle - If you entertain them, they will come.
They’ll stick around.
They’ll feel a lot more positive about your brand.
They'll even buy
This week's tagcloud
What's on my mind
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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