Where is advertising headed?
Posted: Thu Dec 12, 2024 8:53 am
Goodbye to Don Draper's Advertising Model
As Don Draper said in the famous series 'Mad Men', advertising is based on happiness.
“Do you know what happiness is? Happiness is the smell of a new car. It’s being free from the shackles of fear. It’s a billboard on the side of the road that tells you that what you’re doing is right,” he specified in one of the episodes.
As is true in most of its appearances, making the user happy and satisfying australia company email list their needs is one of our priorities as an advertising agency, a reflection that is ultimately neither new nor innovative.
However, where change does lie is in how we achieve that happiness. Today, we have said goodbye to the era of 'MadMen' - it was nice while it lasted, Don Draper - and welcomed the era of 'MathMen'.
The fact that there are now more mathematicians than creatives working at Ogilvy Barcelona is just a consequence of where 21st century advertising is heading and the aforementioned change of era.
The Internet of Things (IOT) allows us to move towards the Internet of Brands. This is already a reality.
The current great technological revolution is transforming our sector and is directly affecting the business model of companies and agencies. The future of the latter is and will be closely linked to the future of brands and their relationship with consumers, a relationship that must be one to one.
That is why today we no longer seek to make a group of people of a similar age and with common tastes happy. Yes, I am sorry to announce that the target audience is now history. What we seek and want is to make you, who is reading these lines, happy. Getting closer to you, the consumer, in a personalized way, is not an easy task but it is rewarding in terms of results.
How will the new advertising model be implemented?
To achieve this, very powerful Data teams will have to understand exactly how you behave and the sociological component of your purchasing actions .
The correct management and analysis of this data in real time - which in this new era has acquired an importance and significance that was previously unheard of - and the knowledge of your digital footprint, allows us to understand your behavior better than many of your relatives, will make it possible for us to know what you are like and what you really like, and will make it easier for us to find and select the most valuable clients for each project.
Learning to continue teaching the aforementioned user knowledge enables us to anticipate their wishes, creating a mutually beneficial understanding.
Currently, through physical sensors, digital traces or geolocation tools, among others, sophisticated systems for analyzing cognitive and emotional data of the individual can be created that enable this powerful and transgressive connection.
What will the relationship between brands and consumers be like?
In the blink of an eye, the relationship between the brand and the consumer will be present everywhere, at any time and at the speed of speech. This link will be more cognitive , since brands will know everything about the consumer: what they like, where they are, how they feel and, at the same time, it will open the doors to a very interesting exercise of feedback of information that will make both of us learn from each other. Fantastic, isn't it?
To reach this new context, agencies must dare to learn so as to never stop teaching.
As Don Draper said in the famous series 'Mad Men', advertising is based on happiness.
“Do you know what happiness is? Happiness is the smell of a new car. It’s being free from the shackles of fear. It’s a billboard on the side of the road that tells you that what you’re doing is right,” he specified in one of the episodes.
As is true in most of its appearances, making the user happy and satisfying australia company email list their needs is one of our priorities as an advertising agency, a reflection that is ultimately neither new nor innovative.
However, where change does lie is in how we achieve that happiness. Today, we have said goodbye to the era of 'MadMen' - it was nice while it lasted, Don Draper - and welcomed the era of 'MathMen'.
The fact that there are now more mathematicians than creatives working at Ogilvy Barcelona is just a consequence of where 21st century advertising is heading and the aforementioned change of era.
The Internet of Things (IOT) allows us to move towards the Internet of Brands. This is already a reality.
The current great technological revolution is transforming our sector and is directly affecting the business model of companies and agencies. The future of the latter is and will be closely linked to the future of brands and their relationship with consumers, a relationship that must be one to one.
That is why today we no longer seek to make a group of people of a similar age and with common tastes happy. Yes, I am sorry to announce that the target audience is now history. What we seek and want is to make you, who is reading these lines, happy. Getting closer to you, the consumer, in a personalized way, is not an easy task but it is rewarding in terms of results.
How will the new advertising model be implemented?
To achieve this, very powerful Data teams will have to understand exactly how you behave and the sociological component of your purchasing actions .
The correct management and analysis of this data in real time - which in this new era has acquired an importance and significance that was previously unheard of - and the knowledge of your digital footprint, allows us to understand your behavior better than many of your relatives, will make it possible for us to know what you are like and what you really like, and will make it easier for us to find and select the most valuable clients for each project.
Learning to continue teaching the aforementioned user knowledge enables us to anticipate their wishes, creating a mutually beneficial understanding.
Currently, through physical sensors, digital traces or geolocation tools, among others, sophisticated systems for analyzing cognitive and emotional data of the individual can be created that enable this powerful and transgressive connection.
What will the relationship between brands and consumers be like?
In the blink of an eye, the relationship between the brand and the consumer will be present everywhere, at any time and at the speed of speech. This link will be more cognitive , since brands will know everything about the consumer: what they like, where they are, how they feel and, at the same time, it will open the doors to a very interesting exercise of feedback of information that will make both of us learn from each other. Fantastic, isn't it?
To reach this new context, agencies must dare to learn so as to never stop teaching.