Advertising: The Home Grown Way

In a recent article in Media Post Publications entitled “Marketing Model Shift Challenges Agencies” by Jack Loechner, Anthony J. Hopp, chairman of the Association of American Advertising Agencies states “The agencies that will succeed are the ones… that can find the new ways to engage and connect with consumers. If you’re not doing that, you’re not going to be in business.”

Though it’s hard to argue with Mr. Hopp’s thoughts, we need to take a good look at the advertising industry as a whole.

Traditionally advertising agencies communicate by using television, print, radio and now the far-reaching web. These agencies market to consumers’ wants, needs and perceived needs, attempting to motivate them to purchase a product or service using guilt, lust, greed and envy. New technologies have emerged giving birth to a new form of communicating. Call these “Home Grown” websites, built for people to connect. Among these are: MySpace, Facebook, Blogs, Craigslist, YouTube and a host of others that are reaching millions of people. With the growth of these venues, the advertising industry is trying to capitalize on their success by looking to find faster less expensive ways to reach their targeted audiences. Today as I write this blog, ad agencies are asking consumers to create a Super Bowl ad- the most expensive, anticipated and watched ads during the television season. When I was a working advertising professional, Super Bowl ads were the most sought after ads that a commercial film director could have on their reel. It was a sign in the industry that you were the best at your craft. Just having one on your reel almost guaranteed you work for the next couple of years. Advertisers see the opportunity in this little or no cost forum and are trying to tap into this vast new market. Generating interest amongst consumers is key, if they like the product they will be sure to tell their friends, family, coworkers and anyone else who will listen about their great find. The consumer will link to it, point to it, copy it… MARKET IT, all for FREE! The advertiser gets the buzz out to the people and the consumer gives exposure to even more people, letting them hear about the product from a trusted source. The classic win/win!

The advertising waters are warm and the agencies are testing them, getting ready to jump in and, like a tidal wave, pull the consumer along for years to come. During the last 10 years, advertisers have developed new marketing vehicles: Product placement in film and television, cable and television hosting infomercials, web banners, emails, spam…the list goes on and on. These innovative opportunities for marketing didn’t exist when David Ogilvy started Ogilvy & Mather Advertising in 1948. “Engage and connect with consumers.” Wow! I feel like I’ve been hit over the head with a hammer and this is only the beginning. As technology develops so will our way to reach the consumer…

Give me yours thoughts. Where do you think the advertising industry is going? Click on the comment link below.