Several decades of non accountability has camouflaged severe structural flaws in Marketing.
What is constantly missing though is a vision for advertisings'
future. There exists now an opportunity to reshape the landscape of Marketing
and Advertising. But it requires boldness and courage! Competent
brand advertising generally does not fail, but people's
exotic expectations of its outcome do. Advertising lacks consistently dynamic
effects, once again because of competition. Only Interactive Communication
consistently persuades people to change what they feel and buy!
The danger of offending the viewer is where advertisers in the modern age run
into trouble: in a desperate attempt to grab the consumers' attention,
advertisers are creating what is known as ad clutter. It's a non-stop blitz
of advertising messages; everywhere we turn we're saturated with advertising
messages trying to get our attention. We've gone from being exposed to about 500
ads a day back in the 1970's to as many as 5,000 a day today. It seems like the
goal of most marketers and advertisers nowadays is to cover every blank space
with some kind of brand logo or a promotion or an advertisement, Marketers have
found a way to use parking stripes, postage stamps and floors, even buses and
buildings, it's all an assault on the senses.
We have to screen it out because we simply can't absorb that much
information. We can't process that much data,and so no surprise, consumers are
reacting negatively to the kind of marketing blitz; the kind of super saturation
of advertising that they're exposed to on a daily basis." The conundrum
for modern day marketers is how to cut through the clutter without alienating
the consumer. All of this marketing saturation that's going on is creating
this kind of arms race between marketers where they have to up the ante the next
time out because their competitors have upped the ante the last time they were
out, and the only way you can win is to have more saturation -- be more creative; be more
outrageous. Result? More clutter and less accountability! That's why we need interactive