Farhad Manjoo, The New York Times tech writer, wrote today “Thanks to automation we now make 85% more goods than we did in 1987, but with only two-thirds the number of workers.”
Well, automation has had a profound effect on the advertising business too. Specifically Google and programmatic ad buying. The algorithm (Google) and ad buying servers that issue media bids in microsecond have removed thousands of people from the business of creating and placing ads.
These two automation facts are not alternative.
So what must we do to slow the robots? It’s going to be hard to out-think them. But perhaps we can out-emotion them. Out-strategize them. There’s a saying I like to trot out every once and a while “Just when you think you know something about this business, someone comes along and proves you wrong.” Why is that? Because intuitive rules don’t always work. Science says they should, but people don’t buy that way. People are people. We’re random.
So don’t worry about the robots, worry about your buyer. Engage them in new and exciting ways, and you will outlive the machine.
December 6, 2018 in Marketing
The first step in brand strategy is getting the product Is-Does right. They ability to articulate what a product Is and what the product Does sounds easy, but it’s not. I developed this simple concept while working at a tech startup where the product was a software as a service (SaaS) called Zude. Because the […]
November 19, 2018 in Marketing
As a kid who grew up in the ad business, I’ve seen a lot of ad craft. Today, as a brand planner it’s hard for me to look at advertising without a jaundiced eye. When I see ink and words and picture, but not strategy, I cringe. Worse when I see an ad with 7 […]
November 16, 2018 in Marketing
A brand strategy brief, at its very best, is a story. A story with beginning, middle and end. Like good entertainment it contains a problem, solution(s), tension and resolution. Most importantly, it needs to appeal to the reader/viewer (aka the consumer) in order to take hold. I write brand briefs for a living. In each […]
November 14, 2018 in Marketing
A number of years ago, I came up with a comms planning notion called Twitchpoint Planning, the basis of which was that people use multiple devices when researching and gathering information; information that will ultimately result in a sale. Some called this customer journey exercise. I honed it toward more of a digital exercise. A […]
November 13, 2018 in Marketing
I wanted to flame a senior care organization my mom spent time in and was looking for a Yelp or Google kind of comments page in the senior care space. I found something called Senior Advisor, who baited me with a couple of comments then, in order to get to the 4th review, requested my […]
November 9, 2018 in Marketing
In my career as a planner, I have trotted out two different Steve’s when interviewing people in discovery. The first is the “I’m a quick study” Steve. This Steve wants interviewees to know he’s savvy in the business, the market and the category. I wouldn’t call him cocksure, but an air of self-assuredness is the […]
November 8, 2018 in Marketing
So it looks like the best player in college basketball this year may well be a young man named Zion Williamson. Want to know why I say that? Because he is more talented than his peers and I can remember his name. And you name can’t be remember, you are lost. If Zion’s name was […]