The future of advertising
21st February 2009, 10:04 pm by Matt RhodesThis week some required reading for the team at FreshNetworks has been this set of slides from John V Willshire at PHD Media, that he presented at the APA’s ‘Future of Advertising in One Afternoon’ conference.
This is a great set of slides that look at how the changes in the media landscape are changing the role of advertising and creativity. And how the advertising industry should make the most of this opportunity. The presentation paints a clear picture showing how things have changed and what this means. Looking at the change from a Pre-Industrial to an Industrial society, and then to the Network society we have today and explaining this as a shift in terms of communications from a very localised, face-to-face relationship, through mass-media to an anytime, anywhere communications style.
This change is significant and important, in the context of online communities and social media we can also add: ‘anybody’. With these tools, anybody can communicate with anybody else, at anytime and anywhere. We are no longer constricted by the need to be local and to know people personally to be able to share ideas or to communicate with them. We’re seeing some real changes in marketing, customer engagement and market research based on this change and these opportunities.
This presentation shows how similar changes are being taken advantage of by the advertising industry too. It’s best if you watch it with the sound on.
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Some more reading
- Economic downturn could be a boom for social media marketing (freshnetworks.com)
- Reconsidering the advertising industry (freshnetworks.com)
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22 February 2009, 6:07 amThe Future of Advertising. | dawaidawai.com:
[...] Presentation. But what a good one. Enjoy these great couple of slides by John V. Willshire (via). Props for a great presentation, John. The Future of Advertising, APA, 17/02/09 View more [...]
22 February 2009, 10:23 pmGuest blogging | Corporate blogging news digest:
[...] The future of advertising (a presentation) Advertising connects people with companies. Sounds like what social networks do now. This great Slidecast covers how advertising will change as mass media subsides and we become more connected. [...]
25 February 2009, 1:30 pmAntonio Lopez:
I don’t agree with the definition of community. It is very mechanistic. Communities are just people who communicate with each other, they are people who have shared meaning. Talking about a product is not shared meaning. However, I do think there are some good ideas here, particularly about attracting people through engagement and giving them something useful. I just hope it is something more meaningful than a candy bar.
26 February 2009, 9:36 amMatt:
Hi Antonio,
Thanks for the comment. I have to agree in part that the definition of community that we use at FreshNetworks is different (in parts) to the one suggested in this presentation from John at PHD Media. We’ve written about that a fair bit elsewhere on this blog, but for us an online community (specifically as different to a social network) is where people share and discuss around a common interest, aim, goal idea, theme. They are just people who communicate with each other and, importantly for those thinking of building them, these don’t have to be people who know each other. Just people who care and what to share about the same thing.
Matt
26 February 2009, 9:46 am