The trouble is the “New Models” will not prove to be financially sustainable without substantially changing the way advertising and Media services are organised.
The first thing we must do to start to tackle the problem is to embrace our lack of knowledge about the process of communication. We must allow outside organisations to question the fundamental ideas that shape current advertising. We must allow them to innovate and keep the money saved through innovation. That way there is a chance that advertising and marketing will keep improving without costing more. One thing is for sure. We cannot carry on as we are, pretending that without reform our money will go further. This is definitely the time for creative innovation in marketing, not the rigid belief that marketing and advertising can still show us all the answers to our problems - it never has and it never will!
Our only hope lies in a fundamental re-examination of the marketing values we have lived by in the last 30 years - Our future depends not on whether we can get through this crisis, but on how deeply and truthfully we can examine its causes.
Firstly we have to start change by facing up to the fact that the problems with the current system are manifest. The challenges faced by marketing and advertising stem largely from the institutional dimensions of both. Remove these old models from the equation and many of the existing problems of lack of sales etc will disappear.
Nowadays consumers want information that's relevant, credible and engaging, and they don't much care where it comes from.
The subject of communication has been the focus of innumerable articles in the popular press. Most of these have looked at communication through a mass-media lens, with "interactivity" reduced to advertising links and "Buy-It" buttons.
And certainly not understanding the very important fact that interactivity is the most crucial aspect of all communication. And it is certainly not determined by the expectations of media conglomerates bent on appealing to the lowest common denominator and therefore, by the inexorable and inflexible logic of broadcast, to the largest collection of passive ad receivers.
Today consumers don't like ad infested terrestrial TV what they do like is the opportunity to express an opinion, they like, in other words, voice.
All advertising is a form of learning whereby the advertiser is asking people to change their behaviour after learning the benefits of the products or services on offer. However, we all tend to filter out information, which we do not want to hear. This clearly alters the effectiveness of conventional advertising in quite a dramatic way.
Due to a lack of understanding of the communication process we have created a media society during the past 40 or 50 years, where the whole process has been de-humanised.
There is now an extraordinary reduction in interaction because conventional advertising and marketing have become a one-way practice whereby information is disseminated in a passive form...
About the Author:Interactive Communication, properly executed, can be totally accountable, unlike all other forms of advertising! You can contact Paul at: pl.ashby@gmail.com or Tel: 01934-620047 Discover more (including research) on http://interactivetelevisionorinteractivetv.blogspot.com/ My recently published book "Television killed advertising" is now available @ Amazon Books UK. No. of Times this article has been viewed : 307
Date Published : Mar 21 2011
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