This is the idea that we are now immune to big branding ideas and advertising. The theory goes that the perfect antidote is web-based and is called (dependent on who you are)
- conversational marketing
- engagement marketing
- targeted advertising
This was one of the key ideas from the research that we did. I have a future piece on this topic. But I wanted to blog it now because with uncanny timing two of my favourite bloggers have coincidentally written about the same thing on the same day from different starting points. (Far out and weird man).
Nic Brisbourne thinks that big brand “ideas” won’t work in the age of the web because the general public can complain in blogs that drinking Pepsi won’t make them play like David Beckham.
Russell Davies (who works in the advertising industry) thinks targeted ads will never be that compelling, and there will still be a role for brand ideas from the “great communicators” in the ad industry. His hypothesis of the “uncanny valley” is brilliant.
These ideas make for fascinating ruminations and theoretical late night debates on what the future holds. However, most of my readers seem to be entrepreneurs and therefore more interested in what these trends in the market can mean for them as pragmatic business creators.
I think there are some fascinating opportunities for start ups in these areas, though the jury is out on who “VC-backable” they are. More in my forthcoming posts.