Serendipity is more important than Targeting
I've been spending a lot of time recently trying to overcome what appeared to me to be a paradox in mainstream media planning at the moment.
On the one hand we take it as an article of faith that if we can make advertising more relevant for consumers then they will like it more (that makes sense right?), but on the other hand, when you ask consumers if they want or like tailored and individually targeted advertising, they answer with a resounding "NO!"
This has bothered me, not least because all the buzz and hype in the industry is about more and more tightly targeted and tailored advertising.
To start a discussion on these points, I wrote this article in the Drum. I believe that we need to better understand the role of serendipity in how people make choices and if we do that, we might just stop chasing people round the internet waving our brands frantically at them
Creative Director at Big Partnership
8yDan, I haven't yet read your article, however, I fully concur with what you're saying above. Beyond that I think people are just simply worn out by advertising and marketing. If you stand looking at a snack fixture (say nachos/popcorn etc.) not only are you bombarded by the individual packaging and claims, you will also recall (the advertisers hope) the associated ads, sponsorship, promotions. No time to get into the 'can we evolve fast enough' debate but interesting thoughts.
Founder | Sales Leader | Coach | Launcher
8yMakes sense Dan. It's almost back to basics e.g. modal moments! It's about entertaining and allowing the consumer to feel they're part of the process.
Creative, Communications and Marketing Strategist at The LEGO Group (Ex Wieden +Kennedy, McCann, The Dazed Group)
8yDan, the article is great and articulates a nagging doubt I've been having for a while.