He's the Consumer. And, er, we're in his bedroom!
A long time ago, Advertising talked to individuals.
These were folk you'd see at the busstop; haggling with the storekeeper; alternately sending kids off to school and yelling at them; and sometimes preparing breakfast in the kitchen.
But they were different people. All of them. About the only thing they had in common was that they were likely to buy what we were Advertising!
Perhaps to fit in with our obession for mass media, we took to creating ads for a faceless, generic statistic called the Target Group (TG).
Once the human element vanished, with it naturally, went empathy.
The Consumer didn't much care for Advertising anyway. He doesn't perceive, let alone relate to, most of it! Irrelevance now made it easier to ignore - like the noise on a busy street. Then we raised the decible level. And promptly became annoying too!
Now, with Social Media, we're climbing in through the Consumer's bedroom windows. Literally.
It's time we dropped our obsession with the medium, introduced ourselves, and got to know him personally.
Or this could get ugly!
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