Showing posts from April, 2010

The end of ad as spectacle

The meaning of the term 'media' has changed dramatically. Where it once meant the physical vehicle, the medium, by which information was conveyed - it now represents mediation between people and the world. How we view and understand the world is mediated by the media.

It might seem like a convoluted semantic argument but, the more I think about it, the more it makes sense to me and suggests some strategies for the future.

One of the fundamental planks of media has always been that of access. I can't know what is happening in the halls of power, because I am but a plebeian schlub. But Woodward and Bernstein do have access and they become my avatars under the great domes of democracy.

Now that media has become social and we plebs now have direct access to audiences, unmediated, disintermediated, wholus bolus and it means a tectonic shift in power has taken place. We the peeps…

Or has it?

Here's the thing. I may be a blogger…here, on Posterous, on Twitter, Idealog…but tha…

Where there's muck, there's brass

One of the most difficult tasks in marketing communications is developing promotional messages for your own company. Perhaps the most obvious reason is that we lack objectivity - the very objectivity that makes us valuable to our clients.

One of the temptations is to describe our business as something more complex or grandiose than it actually is. In conversations with the principals terms like 'paradigm shifting' seem to erupt with a curious regularity. Other buzzwords include 'engagement' slide in with the greasy ease of jargon du jour.

I'm inclined to think in terms of outcomes. Rather than waffle on about ourselves, doesn't it make sense to think in terms of what our customers want? Things that have real value - even if they are real simple?

The process of identifying the correct messages - how we meet underserved needs -has the secondary effect of forcing us to think about the kinds of product innovations are worth developing for our clients and prospects…