The last 15 years of marketing innovation are indelibly etched in history, yet the prior 30 years set the groundwork for why this all makes sense. Mass marketing strategies that drove tremendous advertising growth in the 60’s and 70’s gave way to targeted audience based concepts by the late 80’s. Around this time marketers crowded consumer choice, proliferating brands and even non-brands, in an environment where consumers already faced tremendous friction in their ability to gather information for evaluation and purchase.
Then in the early 90’s we all partook in the greatest, most timely invention of all, the Internet.
More than a new technology or a new advertising channel, the Internet cast a milestone that marks the shift in consumer objectives forevermore; from acquiring information to filtering information and increasingly creating information. This consumer shift is the primary wedge inserted to marketing and advertising, especially for brands that have yet to realize this change; exacerbated by waning consumer response rates, many brands have upped the ante by driving even more impressions, using new technologies to drive efficiency and reach.
More than a retro-futuristic steampunk story, if we were to sit down and examine what’s available would we again build the rigidly siloed marketing systems of today? Of course not. Marketing starts with audiences and objectives, not channels and data siloes. In a sense, I’m advocating a righting of the marketing equation, placing the consumer rather than channels as the primary concern. Viewing the equation from the this dimension, we eliminate complexity and increase targeting accuracy, experiential consistency and measurement accuracy.