Naresh Ramchandani wrote a very interesting piece in the Guardian Only true greatness can save us from death by PVR
New broadcast opportunities for advertisers are coming. Sponsorship is already here and will soon be joined by less-regulated product placement, branded content, and a dozen other things. And as Tess Alps pointed out here last week, the old creative rules don't apply to these new opportunities. Great commercials are rarely written by novices, and the same will also go for great sponsorship and branded content.The optimists will say that five years is a long time, but the skills are short and the clock is ticking.
And it seems some companies in the UK are starting to follow the trend. Unilever has cut its ad budget by 20% over the past 5 years, which has cost the television market £60m in revenues.
Now that is interesting, but add in the recent news that Skype has just sold itself to ebay, Hollywood struggles with epochal change and a growing realisation that 'search' has changed the way we do business, means that Naresh is right - the clock is ticking.
The Financial Times on Saturday 17th September said in its piece
The entire foundation of the $100bn marketing industry is shifting, slowly but surely, to the simple idea of people looking for things on a search engine
This may sound extreme - and yes it is - I don't believe that marketing has reduced itself to search only, because there are so many more ways to engage people. But what it does mean is that from designing new products and services, or creating new marketing communication strategies one has to constantly keep in mind that the way we used to shop and consume content and information has changed.
Tha means marketing needs to evolve too.
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