Was looking for a very simple way to represent complex process of interwoven activity, intelligence and outcomes. What do you think? Please share comments.
Two recent back-to-back Ad Age articles painted a very compelling picture of the challenges facing the marketing and advertising industry, and left one feeling that the most deeply established parts of the industry do not quite know how to dance to the changes around them.
The first article by Edmund Lee was the best head-on analysis of an issue that is surely keeping agency management up at night, the death of the “impression” as “the basic unit of attention that has been sold by media and bought by advertisers for more than 50 years”, asserting, quite rightly I believe, that “the impression, and all the economies based on it, may be doomed”.
Wow! That’s a $151 billion dollar economy in the US alone. Now, Mr. Lee is not predicting the death of advertising and marketing – just the kind that relies on impressions – meaning the kind that just about everyone is buying and selling right now. The gist of this perspective is that simple visibility or presence in media, in and of itself, is not enough to motivate people’s behavior, especially given the vast competition of competing messages. As a numeric measure that takes on greater value the bigger it gets, the impression is a currency of “mass” messages, and in our long-tail world, very few people fit into any “mass” graph. » Read more…