Earlier this week, I wrote about how fastcocreate.com ran an article asking several high-level “creative types for their educated predictions on how their jobs and the marketing landscape would change in 2013.” In Part Two, they interviewed several high-level strategists: “These are the people who are said to represent the consumer in the marketing process–they’re the masters of research, the experts in media and culture that are responsible for generating brand insights and opportunities.”
The questions asked for this particular group of individuals ranged from big-picture scenarios to what will happen in the advertising field. Questions such as, what kind of consumer trends will happen in 2013? What kind of media trends will happen? And, how will all of this have an effect on our culture as a whole and how we view advertising? Lee Maicon, SVP, insights and strategy, 360i said that we are ruled by “the algorithm.” This means, we make decisions based on recommendations we receive from top companies such as Google, Amazon, and Netflix, despite thinking we’re making them of our own free will.
In terms of marketing to a culture, one such expert said brands “[will] be a culture’s ultimate problem solver.” Lindsey Allison, VP/group director, planning, CP+B, says brands need to ask what is the real problem they can solve? Whether this is “climate, obesity, education – to the little ones – finding the perfect pair jeans,” brands will be working towards helping consumers more.
As someone who doesn’t have a lot of background knowledge in marketing and advertising and consumerism, I don’t know where the 2013 marketing industry will go. As a PWer, I wonder how this will affect our social media and what we see more and more on television or in magazines. In this regard, I think we can only wait and see what happens and what the eventual shift and change will be.
We live in a fast paced world. That is a fact. New technologies are coming out and evolving every day. By the time you purchase that new iPad Mini, Apple is already (and most likely already has) created something better, stronger, faster, etc. The same can be said for what is happening in the Marketing world. One of my favorite websites, fastcocreate.com, recently wrote a two part expose on how the marketing industry is predicted to change in 2013 from the different viewpoints of ad “creatives” and ad “strategists.”
In Part One, several top creative marketers predict what might happen in the upcoming year. Justin Cooke, the CMO of Topshop, a popular fashion store based out of London, predicts that there will be large advances in “mobile technology.” This is one example. Others are saying there will be no set “platforms” or rules.
“Nothing is hardened in cement like TV or print was; figuring out how to create and deliver messages now is liquid, constantly evolving as new technologies are introduced. It’s incredibly exciting,” says David Lubars, chairman and chief creative officers of BBDO North America, a prestigious and well-awarded advertising agency.
The article continues to ask what these creatives want to see more of, what they want to see less of, and what they plan on doing in 2013 to adapt to this ever-changing industry. As a Professional Writer, even though I’m not in Marketing, I find I can relate to this article because the industry we want to go into – publishing, graphic and web design, to name a few – is changing and evolving as well while technology advances. And we need to evolve and adapt with it if we are to be competitive in the market.
“In an age of consumer-as-creator, it’s sometimes fun to see the self-generated works that aren’t soaring aesthetic achievements.”
Many are self-published, as the large publishing houses have a team of designers creating aesthetically pleasing cover art, yet Tumblr has created a site with some of the most horrific and poorly created book covers.
What if you had to convince someone to fund a project you wanted to do, but the only downfall was it cost billions of dollars to finance? Co.Create recently sat down with Pat Rawlings, a storyboard artist who, “[f]or 30 years, has made, for NASA and others, beautiful illustrations intended to capture the excitement and drama of outer space.” Rawlings gives tips on how he conveys this to financers such as thinking “cinematically” (as if you’re looking at a “climactic part out of a movie”) and escaping the engineer’s mindset with how he shows the human response to something as mind blowing as seeing evidence of life on Mars for the first time.
Co.Create recently released their list of “The 15 Best Ads of 2012.” This list, they said, “is intended to showcase what brand creativity can be beyond advertising, or, if you like, demonstrate that advertising means many more things today than paid ad units.” The list is shown in reverse order, with the number 1 ad being the Red Bull Stratos campaign that saw daredevil Felix Baumgartner freefall 128,000 feet to earth.
The study, titled “Vevo’s Music Video vs. TV Neuroscience Research Study,” asked 100 participants to watch a range of media – from music videos to movies to television – and tested different areas of their brains on their “emotional intensity.” Check out Co.Create for further explanation and more information found in this study.
As writers, we learn that storytelling is key. Some of our favorite stories begin with those infamous words, “Once upon a time…” and usually end with “…and they lived happily ever after.” But storytelling doesn’t only work in fiction; storytelling is crucial even in a business setting whether it be promoting a product or in designing an ad.
In a recent post from Co.Create, Jonathan Gottschall, author of The Storytelling Animal, says “science backs up the long-held belief that story is the most powerful means of communicating a message.” He explains in his article that “people are moved by emotion,” but also that they can be moved through the power of persuasion. Storytelling has the power to persuade. You see it every day in compelling advertisements on television or colorful, innovative designs in magazines. Even on YouTube, before you can watch a popular artist’s music video or the latest internet sensation, there is a fifteen second advertisement, telling the story of something, trying to persuade you in one way or another.
As writers – especially writers who intend to write professionally – we can create compelling arguments with our words as well as our designs. The takeaway from this article comes in the second to last paragraph where Gottschall explains how powerful storytelling really is and what we must do to determine how the “story” affects us.
He says, “Master storytellers want us drunk on emotion so we will lose track of rational considerations, relax our skepticism, and yield to their agenda. Yes, we need to tell to win, but it’s just as important to learn to see the tell coming—and to steel ourselves against it.”