The Inkstained Mind: How to stop splitting hair and get on with Advertising

9 May 2010

How to stop splitting hair and get on with Advertising

I'm simply tired of listening to the Social Media vs. Traditonal Advertising argument! There are very valid points (and counter-points) on both side, although momentum is definitely moving with digital tools.

But the conventional Advertising mindset is still too pervasive and powerful. So we're just going to have to live with it. I believe Advertising and Marketing professionals who understand users' POV better will have more success that those stuck on either side of the great Media Divide.

In fact, just look who else is having a go at the unsuspecting online audience with good 'ol "interactive" banner ads: Check out Microsoft Advertising.

This is a presentation David Cushman, Managing Director at Ninety10group.com, London.

I don't think that his statement: 'The death of advertising' is even remotely true. But I agree strongly with his has suggestion of replacing 'one-way messages and large audiences' with 'focused engagement and actual users and customers'.

The Death Of Advertising: Omexpo Madrid 2010

View more presentations from david cushman.

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.