This was a rant from late last year that has a nice rhythm to it....
_"Digital not merely a channel, but a transformational force that requires brands to rethink entire marketing strategy."
- Via AdAge Digital Conference, SF - Sept 2012_
Thank goodness the above quote can be attributed to an article inside a publication that represents the advertising industry. Because maybe, just maybe, the people who work in it can get outside of their own head and see what kind of opportunity has been presented to each and every day.
I am not above the industry. I work in it. In a very large agency in fact. But the issue I am having of late is this: I feel like each and every day I am getting sucked into the world that truly believes that the only thing connectivity has birthed or can be is a segmentation wonderchild. A way to deliver hyper targeted and contextual messages to the people. And that all of the people on the Internet are awaiting for you to do just that so they can click and be onward towards you and or your brand.
Read More using the link below....
In a recent edition of DDI Magazine they wrote a stellar recap of the transformation of Toronto's Maple Leaf Gardens stadium into a grocery AND hockey venue.
But the project was more than just reclamation of a building. It reclaimed a neighborhood in a very relevant way.
This is gonna be a punchy post. A rant about advertising and a simple fact: that despite an entire industry perception, advertisers are not marketers.
And in fact, marketers are not advertisers.
They are different people, doing different things. And if we can figure out does what – we might figure the best utilization mix to round out the ultimate marketing machine.
Essentially the root of the thought is this: advertisers are communicators. Being able to understand people and how they “hear” things, and then being able to produce communications that get the message across, is an art.
It is what advertising is based on – an ability to convey the right message in the right manner to people who have been identified as receptive. Therefore advertising is a form of communication used to encourage or persuade an audience to continue or take some new action.
But the important thing to note, is they are not responsible for determining what action they SHOULD take. That is defined by a marketer. And should not be confused.
You can read more here: http://tuuk.me/?p=2317
Some gems from Dec 2012:
First off, Jeff Bezos on why Amazon continues to kill it:
“We are stubborn on vision. We are flexible on details.”
- Jeff Bezos
Some thoughts on innovation, change and a growing need to not have everything figured out in business:
“Successful innovators don’t just ask customers and clients to do something different; they ask them to become someone different.”
“Follow your bliss and the universe will open doors where there were only walls”
- Joseph Campbell
“No one I know has a job anymore. They’ve got gigs.”
- Tina Brown
“The industrial age is over. Stop improving products. Start improving lives. Make it matter.”
“Innovation is change in thought process for doing something or “new stuff that is made useful.”
And finally, some random gems picked up via Twitter - found here:
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The primary contributor is Jeff Reckseidler,Mobile Marketing Manager at USAA. The thoughts posted here are his and do not reflect the stance of his employer.
Jeff is a digital and brand strategist who has spent the past eleven years guiding numerous award winning multi-channel campaigns as either an account or strategy lead with some of North America’s leading interactive agencies including Grey NY, Big Spaceship, Interbrand, Critical Mass, henderson bas and Blast Radius.
Previous clients include: Ally Bank, Crayola, Wrigley, AT&T, USAA, Nike, Nintendo, EA Sports, Virgin Mobile, Levi’s, Yamaha, Molson Coors Brewing, ING DIRECT, and IBC Bank.