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Advertising Is Dead
Futurelab discusses the declining effectiveness of traditional advertising and marketing strategies in a rapidly changing consumer landscape. The document emphasizes the need for marketers to innovate, engage consumers effectively, and adapt to the shift towards transparency and consumer control over brand narratives. It highlights the significance of recommendation and reputation in modern marketing, urging businesses to listen and respond to customer feedback.
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Editor's Notes
- #2 You thought I came to tell about ‘no more tv’But in preparing this I came to a different conclusion.Look at the following with meLast year we already said:
- #11 http://blog.futurelab.net/2008/03/advertising_vs_reality.htmlGerman web site Pundo3000.com has done a case study of 100 product and package shots of packaged food and compared it to the reality of what is inside the package. Within less than a week, thousands of blogs all over the world linked to the initiative, describing it in tones of approval.
- #19 And do you know when this research was done……? 1998!
- #24 http://www.dreamstime.com/la-zombie-walk-4-image6860558
- #25 And to make matters worse, the curve is even shorter
- #27 So, is it all over? Of course not. And while advertising doesn’t know its dead, we should make the best of it. But we have to prepare for the post-advertising age – and hey, its actually very profitable to do so from now on
- #28 What replaces advertisingRespect, Insight, passionReputation, Relevance, EngagementWe will look into this deeper tomorrow
- #29 http://www.dreamstime.com/love-locks-image4349691
- #30 You may have heard of the attention economy…or the reputation economy– but I want to add relevance into the mix to come up with new model
- #33 http://www.dreamstime.com/love-locks-image4349691
- #37 We looked at life in a very simple way by taking all the positive statements we found about a brand and deducting the negative ones (Alex has details)This gives three possible outcomes for a brand:The indicator is very positive, because this means that a surfer is likely to find more positive statements about a brand than negative ones.The indicator is negative, which means that a surfer is likely to find more negative statements about a brand than positive ones. This is BADThe indicator hovers around zero. This is not really good either (better than negative) because it means the brand apparently doesn’t engage people enough to actually write about them.
- #38 While a lot of attention goes and should go to online reputation management, it should never be forgotten this is just the “tip of the iceberg”. After all, according to Forrester only small percentages of the online population in Europe actually puts content online. And as there is only a fragment of the total population online in the first place. This means that the people who can form the opinion of your brand online is just a small group (which is not necessarily representative of your overall reputation) but they have a strong influence on anyone finding out about your business through the internet.
- #40 http://blog.wired.com/business/2008/11/motrin-moms-a-l.html
- #41 http://www.dreamstime.com/love-locks-image4349691
- #45 But…how do you charge for a great idea and 10 minutes or work?
- #49 http://www.dreamstime.com/love-locks-image4349691
- #65 Yes, I know, the one hot potato that keeps going around. How can we measure all this.Well, first of all – the way you measure TV is pretty meaningless, while those bits of online we CAN measure, are damn accurate.Secondary, we have to rethink our whole system anyway, and stop looking at Tomorrow we will look into this further, and discuss some methods we have