THE HISTORY OF

ADVERTISINGtold through

LINES & CIRCLES

This is your company

This is your company + your audience(notice the gap between the two)

Somebody realized that if you broadcast your message to as many people as possible, you’ll get REACH. Mass media was born.

Then they realized that the more frequent broadcasts the more likely people are to receive your message (to an extent). Let there be FREQUENCY!

Reach & Frequency dominated media for decades…

But, people learned to avoid reach and frequency tactics and they scattered away from blatant marketing.

Scattered, segmented audiences meant that marketers had to get more creative with their communications and more clever with their segmentation.

Better PLANNING and segmentation was done and that gave rise to more CREATIVE communications that appealed to particular audiences. This brought certain people closer to the brand.

Then someone decided it would be a good idea to manage relationships with people who like the brand so that they buy more and tell their friends about it. Things were good.

Then the internet happened and it made everything a bit fuzzy for while. Up was down, down was up and many companies panicked and spent a lot money to make things better. Then everything crashed in a dot com bubble.

After the bubble came the 2.0 craze where we it became evident that people are more connected (and more important). We live in hyper connected world where brands can behave more like people.

We realize that it’s not all fluffy friendship mumbo jumbo. Reach and frequency still work in a connected world and brands can be more personal. All media types can work together, someone said.

Good brands began getting to get closer to people.

Great brands are bringing the most influential brand lovers closers and letting them do the talking.

But, people are clever and move away from marketing when it feels like marketing. Even the most loyal don’t want to feel used.

Some brands are starting to leave the safety of their traditional marketing practices and they are moving in closer to where consumers play (Facebook for example).

Good marketing nowadays doesn’t feel like marketing. The best brands are adding real value in one way or another through tools and services.

We’re in this thing together… That’s the motto of brands getting it right.

The definition of a good brand has changed.

The best brands work together with people. They help colour the landscape of their categories.

This makes it more difficult for competing brands to add their colour to your audience.

Is this you? Are you on the outside looking in?

Or, Is this you?

Luis CarranzaHead of Social MediaChemistry Communications Group Plc

luis.carranza@chemistrygroup.co.uk

Direct Line: +44 (0)20 7751 3506

@adcentered

www.adcentered.com

adcentered@yahoo.com