Marketers Must Look Deep Into New Consumer’s Soul
Quite some time ago, in his book The Future of Advertising, Joe Cappo, the publisher of Advertising Age in the US, wrote about a world of increasingly cynical consumers ignoring more and more the increasing clutter of conventional advertising and simply not accepting or reacting to the same old tired claptrap, gimmicks and shallow come-ons. He was spot on because, that’s happening right now.Of course, the marketing industry can look at this with an enormous amount of trepidation and the prospect of busting its buns trying to come up with shrewd and devious new ways of getting the attention of the consumer and manipulating it long enough to flog products and services.
Or, it can look deeper into what is happening and pander to the new way in which more and more consumers are thinking. A philosophy that is beginning to oust that of single-minded materialism that saw consumers “wanting something because they want it” and consumers beginning to put their lives into some sort of more meaningful perspective.
I got an email from my daughter a while back – she was in the advertising business before she found that it was not challenging enough so she became a mother. I’m not sure she had the ad business in mind when she found this piece of sage reflection and sent it on to me.
The right road
I believe it reflects the way more and more middle and upper class people are looking at life and in it are clues perhaps that will lead marketers to the right road in terms of communicating with this important sector of the market.
Makes you think, doesn’t it?
Join us where we discuss the Future of Advertising at
About this entry
You’re currently reading “Marketers Must Look Deep Into New Consumer’s Soul,” an entry on adnews
- 01 Ara 2009 / 1:34 am
- consumer's soul, Digital Agency, digital marketing, digital spending, dijital ajans, dijital pazarlama, dijitale uyanmak, Future of Advertising, Future of Agencies, Internet, Marketers, New Consumer, new generation agency, Online Reklam, Shift to Digital Media, traditional advertising, traditional advertising agencies, yeni nesil ajans