Coming Back to Tomorrow Coming Back to Tomorrow
Today technology is not only the enabler it’s also the eliminator of the comfort models that businesses have relied on for years.
By Allan Tennant | August 4, 2015
Today technology is not only the enabler it’s also the eliminator of the comfort models that businesses have relied on for years. We live in a world of accelerating change. Where more money is being siphoned into more connected communications than ever before. The unprecedented wave of economic and social transformation is building and about to come rushing to shore. So we’d better be ready to survive the tsunami of change.
Contemplating the future of advertising beyond 2015 makes one think of Back to the Future, the highest-grossing film of ‘85. In this sci-fi classic, a Californian teen is thrown back into the '50s when an experiment by his eccentric scientist friend sends him traveling through time in a modified DeLorean. There he encounters young versions of his parents and he must make sure they fall in love or in the future he'll cease to exist.
Hey, doesn’t this sound familiar? And don’t we need to do the same to make sure that in 2015 advertising and digital meet to ensure that they fall in love and don’t cease to exist in the future?
Yiiipp, that’s it - advertising simply needs to head back to the future where it can rematerialise from just being an ancillary communications function, into the epitome of customer experience with the capacity to deliver great customer experiences through effective integrated communications!
Staring into the firmament of the digital universe we see a rapidly expanding, rather smudged multiplicity of options, all clearly observed when seen through the lens of the great Marketing Technology Landscape Supergraphic. We can see how the digital universe expanded rapidly from 947 to 1876 companies from January 2014 to January 2015 – and what is scary, it continues to expand at an exponential rate!
With this continual spreading of mediums and messages, the inevitable impact of consumer confusion and cultural conflict within the communications ether must surely follow. The probing question then is: what is the real purpose of advertising in this new futuristic cosmos?
Is to remain focussed on delivering motivating messages to customers and prospective customers? Is it to convince them that a company's services or products are desirable, enhancing company image and creating need for products or services? Is it to announce new products and demonstrate new uses for proven products and reinforcing salespeople's messages, which draws new customers closer and holds existing customers? - If all of this is still at the centre of the communications cosmos, then the future trajectory of advertising is undeniably as important as it has always been in bygone times.
But using a constellation of communication resources implies that the stellar agency must then be perfectly aligned and integrated to collect and use the effective cosmos of collective intelligence.
The essence of this unified strategic resource is a fusion of people skills and liberating technology – freeing how we work in ways that maximise creativity and results. All future technologies and diverse platforms will only serve to provide a much bigger canvas for ad agencies to work on.
The fundamentals haven’t changed and we believe that right now we’re in the most interesting time in the history of advertising. Nothing can stop us from telling stories in so many new and breath-taking ways.
As an industry we just need to go back to being what agencies have always been about – creators of strong, attention-grabbing long ideas that work and which will ensure that advertising and digital can ultimately fall in love.