HUMAN NATURE WILL DRIVE THE END OF ADVERTISING AS WE KNOW IT

Anthropologists will tell you that small human behaviors are the key to understanding a society. Where will our society go with all this new technology in the hands of millions and millions and millions of people worldwide? On my way up to the StrawberryFrog's penthouse today on Madison ave, I noticed something that, at least in my mind, gives us a clue.

Ever noticed how the elevator button 'open' is always pristine?

And the 'close' button is always broken, dirty or worn out?

This says a lot to me. It says people for the most part, are impatient and they want what they want when they want it.

So, given the opportunity for people to use technology to get what they want when they want it, I think the old model of waiting for content and programming is probably over. And with it the old industry of producing 30 second TV commercials, no matter how big or expensive or dramatic they are. Bruce Willis taught us that blockbuster movies were, at one time, big business. But thesedays they are no longer something to bank on.

What does an elevator button mean for the marketing departments of Guinness, Sony, adidas, Budwiser who stake their financial success on huge big budget TV spots? The door may be closing fast.

Comments

[Dean]

This is an interesting argument similar to one I've had with collegues and friends in the past, regarding push and pull television, I believe that when presented with infinite choices we tend to stick with the same old same old, rather than risk our precious time on something we may not like.

People often act like sheep when presented with choice and follow where others have already gone i.e. the "most popular" option. I think for this reason people seem to prefer to have entertainment pushed to them, it takes the hassle of choice out of their lives.

It also harder to critize if our own choices do turn out to be wrong. I may be being overly negative but I think people are a marketers dream because they also like to be told what they like ("what's hot and what's not?") make your own mind up - I'm sure you'll be glad you did.

[Dion Hughes]

nice post, and great observation of something very simple and familiar. it's always been so. i wouldn't kiss goodbye the blockbuster spot, though. in fact, there's a decent argument to be made, not just for the continuing power of television, but for upping the ante ie if you're going to play, play big or go home.
it's appropriate, though, that human nature gave birth to advertising... it will naturally lead us to the answers.
here's a post i wrote that's related: the origins of what it is we do for a crust...
http://persuasionism.blogspot.com/2008/03/persuasion-its-only-natural.html

[Charles]

Marshall McLuhan talked about the inevitable conclusion for technology over humans.

There's an interesting article from wired over here too:

http://tinyurl.com/2p9cad

I'm still optimistic for the human spirit though!