Jan
9th
Sat
9th
The classic interruption/disruption model of advertising, whereby marketers insert unwanted, usually irrelevant ads as a price the consumer must pay to view desired content, will erode, if not fade away. Consumers in the digital age simply have too much control over their media environments these days for marketers to be pushing unwanted banners, buttons or videos. This raises the bar for marketers and their agencies to develop new forms of messages that are not even perceived as ads, but rather as welcome content. The challenge will be twofold: 1. To better identify likely prospects (as in prediction No. 6 above) 2. To create communications that are so compelling, entertaining, informative or useful that the consumer is not only happy to receive them, but also motivated to share them with others.
