Whistling in the dark may be comforting, but it won't chase away the storm that's approaching.
Dave Morgan, CEO of Tacoda thinks Sir Martin Sorrell of WPP got it completely wrong when he wrote that the digital revolution we are experiencing today is not much different from what the advertising industry experienced 50 years ago with the introduction of television. The Internet is just one more new medium, he said.
In an insightful article in Advertising Age Morgan lays out why the Net is not 'just another medium.'
"The world of advertising is in for a much bigger storm than most can even imagine. And almost certainly some of the media we know today will not continue forward. "
Here are some of the trends he points to:
All media are going digital.
Marketers are shifting away from advertising, which favors media, to direct marketing and promotion, which do not.
As advertising and media are digitized they are becoming accountable
We're now in a consumer-centric world
Digitization of media and communication means real-time interactivity and response and conversation all are possible
