Earlier this year I sat down with a videographer at the Bazaarvoice Summit in Austin. He asked me about the future of marketing, in particular as it related to data and consumer behavior. Given what I announced earlier this morning, I thought you might find this short video worth a view. Thanks to Ian Greenleigh for doing all the work!
In addition to the data requirements you note that would create content to ads, seems a fundamental change in marketing would be to provide data/information that supports the advertiser’s product claims. This would be an innovation that would create a premium advertisement that would be more reassuring to consumers and thus more valuable to advertisers. I suggest that a company that designs this linkage of claims and supporting information could be very disruptive to the advertising industry – especially if the design of system qualifies for intellectual property protection.
Interesting – but applicable mainly to product ads, no?
At first, yes, since that data for product claims is more available; however, Angie’s list and others are growing data for services. Problem is that many producers of data germane to advertising claims, such as Consumer’s Report, explicitly forbid their data being displayed in advertisements. Makes sense as they need to be immune to charges of conflict of interest.
…can a new type of advertiser design a process that links claims to evidence in such as way as to be: 1) transparent in order to protect the advertiser who makes the link and whoever owns the evidence from claims of conflict of interest, 2) intellectually unique in order to give the advertiser IP protection from imitators.
Would such an enterprise serve publishers who want advertising that adds value rather than detracts from their media? Would consumers be more likely to purchase projects who have a transparent link to evidence?
An ecosystem is already developing that will drape brands in data about any number of things – quality, responsiveness, social responsibility, green sourcing, PAC donations – all of which can and will follow a brand around. I should write a post about that….
Sounds good. If you do, does this relate to native advertising and efforts such as Publish2?
I imagine yes, it will
Found your comment on creativity interesting: that it doesn’t happen until we have a box. It might seem counter-intuitive, but I heard someone say recently, if you want to inspire creativity, limit resources. That’s exactly what a box does. Nice video. Like the off-balance framing too — obviously a video pro shooting it.
Thanks Frank!
Your comment – ads following you around like a stray puppy had me rolling, great one! There’s a real valuable point you highlight – working beyond the box, finding mutual value in marketing, that’s to say, where creativity organizes the right positioning – matching sponsor and prospect impressions in a valuable way. I think there’s still way too much noise or over-communicating out there but you are absolutely right, there is tremendous promise in approaching advertising this way. great four minutes…