TiVo, the DVR company, just announced that the most ad-zapped prime-time show on TiVo is ABC's "Grey's Anatomy." According to TiVo's metrics chief, Todd Juenger, 75% of TiVo viewers fast-forward through "Grey's" commercials. If you just plunked down big money on an ABC buy on their premier drama, how does that fact sit with you?
For advertisers who want their messaging to break through, and for agencies who promise their work can get client's advertising talked about, the question becomes...how do you do that when the consumer is zipping through your message? Here's a thought: Maybe we need to orient ourselves around a new objective. What if our goal as communications experts were not to get our clients' marketing talked about, but rather to get our clients' brands talked about? And talked about in the way we intend, increasing the value and meaning of those conversations over time?
This is not to suggest advertising, public relations, a company's website, or any other traditional form of marketing is dead; they all have their place in the world today. But demonstrating how every element of the ever-expanding marketing toolkit uniquely and powerfully gets brands talked about should be the new standard.
Opening ourselves up to this higher calling - getting our clients' brands talked about - will lead us to consider all sorts of new communications channels, focused on driving conversations. From online social networks, forums, newsgroups, to blogs and beyond, our energy and effort in those arenas will amplify our ability to move brands and businesses forward.
For advertisers who want their messaging to break through, and for agencies who promise their work can get client's advertising talked about, the question becomes...how do you do that when the consumer is zipping through your message? Here's a thought: Maybe we need to orient ourselves around a new objective. What if our goal as communications experts were not to get our clients' marketing talked about, but rather to get our clients' brands talked about? And talked about in the way we intend, increasing the value and meaning of those conversations over time?
This is not to suggest advertising, public relations, a company's website, or any other traditional form of marketing is dead; they all have their place in the world today. But demonstrating how every element of the ever-expanding marketing toolkit uniquely and powerfully gets brands talked about should be the new standard.
Opening ourselves up to this higher calling - getting our clients' brands talked about - will lead us to consider all sorts of new communications channels, focused on driving conversations. From online social networks, forums, newsgroups, to blogs and beyond, our energy and effort in those arenas will amplify our ability to move brands and businesses forward.
