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.
June 22, 2017 in Marketing
Every brief is a brand brief…that is, until the brand brief is actually written. This is my life. A friend asked for some help with his website. I was paralyzed until I wrote a brand brief. “Can’t you just write copy for the website? Only a couple of pages?” Sorry. A brand consultancy asked me to […]
June 21, 2017 in Marketing
I’ve written tons of briefs. Mostly for ads. The last quarter ton have been mostly brand strategy briefs which create “the organizing principle for product, experience and messaging.” My first healthcare brand brief was for the North Shore-LIJ Health System, now Northwell Health. Fifteen years and 3 agencies later, I’m still excited to hear my strategy […]
June 19, 2017 in Marketing
Home delivery is becoming a retail utility. As we gobble up planetary resources and spit out carbon particulates, smart people are going to realize that multiple deliveries each day make no sense. The US Postal Service, may pass the UPS truck, who drives by the FedEx van to your front door. The Pea Pod man […]
June 16, 2017 in brand agenda
Though I am of the belief that political strategists have a lot to learn from brand planners, I do acknowledge borrowing some tools from politics; for instance, the nomenclature for my “brand plank” framework comes from the political arena. Reading a political story yesterday, in which the word “agenda” came up, I immediately wondered how to […]
June 15, 2017 in Marketing
I like beer. More accurately, craft beer. The wifus was at Costco a few days ago and asked if I wanted a case of Kirkland craft beer. I’d seen them in the store but never paid them much mind. “No thank you” I texted back, but was too late. In the fridge last night looking for […]
June 14, 2017 in Marketing
The rectangular National Geographic logo element, here depicted, is brilliant, simple and iconic. Turn the element 90 degrees and you have a whole lot of nothing. Alter the color a shade and you have a yellow box. This little rectangle in the corner of my TV set last night watching the Sebastian Junger documentary on Syria brought to […]
June 13, 2017 in Marketing
I was on the boardwalk at Rockaway Beach this past weekend and came across this little dispensing display. It was sampled SPF 30 sun screen by Brightguard. “In Situ” marketing is an exciting new addition to the new advertising arsenal. Placing ads or doing sampling in a places of product or service impact is the best form of […]