I’ve always imagined advertising to be about a transfer of information, connecting the customer to the product or service. And there’ve been different ways of doing it, some good, some not so good.
In the first age of advertising, recommendations flowed from the product marketers to the customers. Try this. Buy this. Nine out of ten cats this.
In the second age of advertising, recommendations flowed from celebrity product endorsers to the customers. Trust me I’m an expert. So what if I got paid a gazillion to do this, would I lie to you?
In the third age of advertising, recommendations flowed from customers to customers. Unsolicited. Come take a look at this, isn’t it fantastic? Whatever you do, do not repeat not buy that, it’s a load of **(Â£Â£.
Maybe we’re on the verge of the fourth age, when recommendations flow from the customer to the product. I want something that looks like this, that feels like this, for yea much, by this time.
Maybe none of the ages actually stopped, we’re just discovering better and better ways of having real conversations about customers and products and services.
I don’t really watch ads any more. Yet I found myself watching this video. Maybe advertising will come back via YouTube after all. But with a difference.
We choose what we watch. When we watch it. Where we watch it. We choose to watch the ads because our friends recommend them, because they think we might enjoy watching them. Maybe we even get collaborative filtering going…. people who liked Ad A also liked…..
One way or the other, it’s rare that I enjoy an ad. So see what you think.