(Digital video recorders help consumers find ads, by Keith McArthur) According to BBDO’s David Lubars, "The rise of the DVR, coupled with increased media fragmentation, means that marketing is no longer about finding and reaching your customers. Now it’s about getting them to find you." Anyone having grown up in the ad agency business will find this proposition patently absurd. After all, we’ve spent the better part of our "professional" lifetimes building strategies, schemes, creative, tools, technologies and segmentation systems of all sorts designed to crack the code for connecting with consumers. And what fun will it be when we wake up one day in the not-too-distant future to find we have lost the control. Or, are we honestly so full of ourselves with conceit to think people will come clamoring for our stuff. Still, it’s worth a thought – getting them to find you. After all, we are now talking at large about consumer created content – for better or for worse. Wouldn’t it be just natural for consumers to want to strut their ads too? Think about it some and let me know where you sit with it. Ann "Albert" Mazure
Today’s edition of The Globe and Mail suggests that the next big trend in advertising may involve consumers actively seeking out our product on their own.
I don’t think you advertising people arent’ as smart as you think. How else do you explain all the crappy commericals you guys make?