Advertising Trends on the Industry Horizon
Matt Dickman, Ben Hourshine & Michael Richarme View the Ad Future
Jul 22, 2009
The new global power structure, the planet's changing environment, the new economy, the aging of the baby boomers and the growing role of women in society are just some of the factors that advertising, marketing, public relations and branding must adjust to, even in the near future. Three of the industry’s best known futurists have offered a variety of ways the industry will, or at least should, change. Here are some of those ways.
Michael Richarme of Decision Analyst Inc.
Michael Richarme, a senior vice president for Decision Analyst Inc. of Arlington, Texas, offered these insights in the August 2009 issue of the World Future Society’s Futurist Magazine:
- Youth will rule as the "Echo Boomers," a generation accustomed to instant gratification, replace the aging Baby Boomers in the workplace. They will bring more focus on health, holistic medical practices and "the exploration of health and relaxation techniques from around the world."
- The rise of groups "bound by shared interests" more than by geography will pressure marketers to tailor their messages and products to more virtual communities.
- Branding will become more crucial as more societies increase their income and "global purchasing becomes the norm."
An Explosion of Screen-Based Media
Ben Hourahine, the Leo Burnett futurist in London, produced a video in which he listed eight things that advertisers, and their agencies, should "look out for" in the future. Here are some of his observations:
- There will be "an explosion of screen-based media," with more television and video available on buses, gas stations, in supermarkets and homes.
- Social networks are moving away from their games and getting "back into real life." Hourahine says they are already beginning to "dictate everyday life"
- Privacy concerns will be "a defining issue" in the future.
- More advertising and marketing campaigns will be aimed at women in the marketplace and men in the homes.
- Brands will take on more of a "guardian" role as families become more concerned about health and safety.
That just means more pressure on traditional ad media as reports circulate that Wal-Mart has "encouraged" suppliers to advertise on its in-store video or risk losing shelf space.
Matt Dickman of Fleishman-Hillard
Matt Dickman, the techno marketer and blogger now with Fleishman-Hillard in Cleveland, provides more direct advice than most futurists. He believes that "the foundation for tomorrow is here today," pointing out that we already have much of the marketing technology that we will use in the future.
Like most futurists, he is a a great believer in social media. However, he warns that one "should not go there" unless he or she is willing to spend a couple of hours per day monitoring and writing social media. Some of his other observations on future marketing:
- Social media is "people connecting to people via technology." He says "it’s about reaching the right 10 people who reach 100 people who reach 1,000 people."
- Borrowing a phrase from the Crispin Porter + Bogusky agency, Dickman says the best idea, regardless of where it originates, should be "boss" in marketing.
- "Emotion is key to marketing" and advertising is best at emotion. "It just doesn’t work in a vacuum."
- Decide on strategy first, not media. "Allow your content to be easily shared," he added.
- Content should be considered king in advertising and it should be designed to create value for the customer.
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