06/06: Mass Advertising Never Existed
Much has been written about the end of mass marketing and the move to a system of brand communication where every message is tailored to it's recipient - the utopian dream of 'massclusivity'.
In 'Behind the Scenes in Advertising' Jeremy Bullmore, the legendary JTW Creative Director, purported that mass marketing never really existed, "..mass transmission exists but mass reception does not" he insisted. What he meant by this is that for every mass broadcast to a community each individual will interpret and interact with the message in a unique way. Many of these individual interpretations will not be consistent with advertiser's marketing objectives. What Bullmore identified was that receptivity of message cannot be controlled, that wastage is of course inevitable, and that advertising in the future will need to fragment to mirror the fragmentation of media.
What role will Mobile have in Bullmore's near future? Increasingly mobile will play an integrated role in our lives, from content snacking to shopping to all singing all dancing pocket multimedia hub. This will provide media owners, working with mobile operators, with terabytes of data to mine and will in turn provide marketers with the information they need to fine tune their consumer marcomms. But before brands may leverage this social phenomena technology evolution, usability improvements and consumer acceptance of this 'mobile integrated lifestyle' are required and although this is accelerating, we're not quite there yet.
In 'Behind the Scenes in Advertising' Jeremy Bullmore, the legendary JTW Creative Director, purported that mass marketing never really existed, "..mass transmission exists but mass reception does not" he insisted. What he meant by this is that for every mass broadcast to a community each individual will interpret and interact with the message in a unique way. Many of these individual interpretations will not be consistent with advertiser's marketing objectives. What Bullmore identified was that receptivity of message cannot be controlled, that wastage is of course inevitable, and that advertising in the future will need to fragment to mirror the fragmentation of media.
What role will Mobile have in Bullmore's near future? Increasingly mobile will play an integrated role in our lives, from content snacking to shopping to all singing all dancing pocket multimedia hub. This will provide media owners, working with mobile operators, with terabytes of data to mine and will in turn provide marketers with the information they need to fine tune their consumer marcomms. But before brands may leverage this social phenomena technology evolution, usability improvements and consumer acceptance of this 'mobile integrated lifestyle' are required and although this is accelerating, we're not quite there yet.
