IBM sees the endIBM researchers talked to some consumers and execs to come up with their latest report: The End of Advertising as We Know It. It is a nice exercise in buzzword bingo, and it has a very catchy title. That said, a few of the charts (like the one above) make for nice PPT slides. By 2012, the landscape of the industry will change so profoundly that to survive, advertising industry players need to take aggressive steps to innovate in three key areas:
Consumers: making micro-segmentation and personalization paramount in marketing
Business models: how and where advertising inventory is sold, the structure and forms of partnerships, revenue models and advertising formats
Business design and infrastructure: All players need to redesign organizational and operating capabilities across the advertising lifecycle to support consumer and business model innovation: consumer analytics, channel planning, buying/selling, creation, delivery and impact reporting. Download the full report (PDF) or read the press release. Technorati Tags: advertising, research, stats, ibm
Monday, December 10, 2007
 Comments:
Have you read the Future Foundation's The future of advertising and agencies: A 10-year perspective? It speaks along similar lines, although it does suggest not all agencies will become specialists in analytics, assuming some of this work can be efficiently outsourced.
I also roll my eyes slightly with these reports; I find them interesting inasmuch as they are written with a belief those in the industry have not seen or grappled with the shifts happening before their very eyes.
Of course we need to adapt, but the industry is a big ship and it can't turn on a dime.
Consider print media and journalism: the industry has been in obvious and inexorable decline for more than a decade; within a discipline stretching back centuries, change is occurring at a snail's pace.
Mostly I get frustrated about the hand-wringing I read in trade press about agencies shifting towards different business models, requiring new skill sets.
Marketing communications and creative expression is not easy work; it is not a province for amateurs, but a discipline necessitating application, commitment, rigor and professional dedication.
Your iPod does *not* grant you special marketing ability; your Facebook page is not a substitute for a CV of substance.
I'm still optimistic: I think we'll figure it out. At just the right time.
# posted by David : 10:35 AM, December 11, 2007
Hi David,
Had not read that. Thanks for the good pointer.
Really like your comments and insight here. I'd add the cyclical nature of the hand-wringing that goes on ...
Hope you're well.
~G~
# posted by George Nimeh : 9:36 PM, December 12, 2007
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