“Advertising is becoming like a tsunami”
“Advertising is becoming digital, personal and controllable,” said Peter Sealey, the former chief marketing officer of Coca-Cola Co. and now CEO of Los Altos Group Inc. “These three trends are like a tsunami sweeping away our historical model.â€
From AdAge.com reporting prior to the Association of National Advertisers annual conference commencing this weekend.
Yesterday I posted this from John Battelle:
Battelle: Search has created a new attachment point for marketing. Marketers are used to the idea of attaching their messaging to content. For example, if you want to speak to women age 34 to 54, you need to buy your media and attach it to, say, “Oprah.” This is how magazines work, this is how television and radio work, this is how most Web sites work.
Search has created something that I call “intent attached marketing.” You’re not buying content attachment, you’re buying attachment to the intent as declared by a consumer. So if I’m interested in a Chrysler minivan, I go to Google and enter “Chrysler minivan. The sponsored link at the top of the search results page is Chrysler.com. And on the right-hand side are top Chrysler prices from CarPriceSecrets and CarMax, among other sites.
The point here is that I declare my intent into this engine, and the engine then organizes content for me. But the marketing is not attached to the content; the marketing is driven by the intent. It’s a shift in how marketing works. And it’s making publishers very nervous.
