Is advertising dying a painful, slow death?

My dad used to tell me that if I wanted to know what was was going on in the world, "Just look around--observe". Duh. Thanks Dad. But seriously, it was pretty good advice.

So I was walking through our lobby this morning and noticed a copy of the latest 'Advertising Age' magazine on the receptionist's counter. I haven't looked at that pub in ages and was first struck by it's 'thin-ness'. Wow. Wonder what its diet secret was? (Sorry--lame.)

Then I decided to peruse it. I was next struck by the fact almost 50% of the topics and commentary was directly related to digital. Even the 'advertising' stuff was more about digital than the old advertising I left in '96. Again, wow. So I guess all that time I've spent immersed in the digital reality, since that leap into the new age, made me 'not notice' just how badly traditionalists have been suffering. Sad. Mainly because my friends on that side of the industry failed to embrace the inevitable realties sooner.

When I left advertising I recall my CD telling me, "Stephen...you're throwing away a future in TV for a fad?" I didn't think so...and was obviously right. (Best decision I ever made!) But that's another story. But I believed then, and still do, that all the intrusive efforts of advertising were wrong in comparison to the opportunity to have real-time, two way conversations and relationship with customers. That was the single motivator that made me take a sidestep, career wise, and enter the unknown of 'interactive'. It's still what drives me! I have an unquenchable passion and drive for enabling meaningful connections between customers and brands. Branded interactions, primarily digital, serve that motive best.

Okay, I digress.

My point is, wow...Advertising Age is just now talking about digital? Advertising folks just now want to jump into digital? Advertisers just now realize digital has to be part of all marketing efforts? Seriously, I am really taken aback...we were having these conversations 10-14 years ago. I was anyway.

Wow.

Advertising: the word itself should die. This definition anyway; 

1.

the act or practice of calling public attention to one's product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by advertising.

Isn't it obvious? It's about branded interactions--relationships--experiences that are visible, useful, usable, desirable, and engaged. Not shouting 'AT' prospects and customers. Look at Advertising Age. Look at customer behavior. Look at the preferences of mediums. Dad was tight. Looking around can tell you so much. At least this: The old ways of one-way push-messaging (advertising) should die for good.

Sounds so 1996.

Posted via email from Stephen Speaks's posterous