Bob Dylan once sang, “The times they are a-changin’.” And in the world of marketing and advertising truer words have never been spoken.
[This article is written by Marcus Collins who will be industry practitioner at our nextDigital Acceleration Master Class – Giving you a chance to grow and engage your network.]
There was once a time when advertising creatives were the authority on idea generation. They were the best mass storytellers and the best attention-grabbers. Today, however, that position is currently under duress. Thanks in part to the proliferation of technology, anyone with a phone, tablet, or computer is now a content creator. The ubiquity of social networking platforms have democratized access for these content creator’s ideas to propagate from person to person. Meanwhile, new analytics capabilities have empowered anyone with an affinity for quants to direct creative placement and inform content development – all of which diminishes the sovereignty of traditional advertising creatives.
Indeed, the times they are a-changin’. But these changes aren’t just bruises to the ego of our beloved, modern day Dan Drapers. They have set the stage for the disruption that the advertising industry is currently facing and will fundamentally change the way our business operates in the short years to come – if not sooner. Sounds like apocalyptic rhetoric, right? I know! Like you, I roll my eyes every time I read one of those “TV is dead” headlines. The difference in this instance is not due to some big revelation of the future on my part, instead, it’s foreshadowing from the past. We’ve seen the dynamics that exist in advertising today play out in other industries and ultimately shake their business to its core. And as they say, history has a way of repeating itself. Case and point, the music industry.