The Real Problem, part 2 The Internet gives us more content than we can use, PLUS much of it cannot be trusted. (54,345 sites on poodles? Can all of it be good, and how do I find that one site that tells me how it is?)
Customers becoming increasingly unable to find and then trust any information, no matter where or when
A flood of EMPTY and MEANINGLESS clutter and hidden somewhere is the information that will convince ALL your customers
This problem shows up in a wide range of place Companies, instead of focusing on selling with their marketing, develop an over-dependence on tactical solutions, tactical experts, and creativity. Twitter, MySpace, Creative, Banner ads, Flash, TIVO busting technology, fake blogs, real blogs, and on and on and on
Even the behaviour of customers reflect their attempt to solve this Especially online, you see the growth of blogs, social networks, Web 2.0, networking, rating systems, sharing, and so on. (These are ad hoc systems designed to add human meaning to the piles of data out there.)
Changing of the Gaurd Claude Hopkins Caples Rosser Reeves David Ogilvy Leo Burnett Bill Bernbach
Branders!!! Their success led to a spread of the methods of branding, which led to a paradigm benchmark, which led to universities changing their curriculum to educate new advertisers and marketers in the concepts of branding, which led to a sea change in what was thought of a good marketing and advertising. So advertising changed from trying to educate the customer to advertising focused solely on the CREATIVE.
So, we deal with a flood of EMPTY and MEANINGLESS clutter And most people cannot see what the real problem is because after all, the flood is exactly what everyone thinks is good advertising anyways