2009 surely a very interesting and Web 2.0 year - Industries & professionals finally making the total shift to Internet?
The very interesting article from The Economist is actually stating the fact that we see in the advertising and whole communication industry: companies are really shifting to the web and it is a reality now...and not only in US. Europe is catching up and fast. Are you well seated in the fast train with us, too?
The article mainly focus on the shift in Advertising, a trend that we have seen coming for few years now. The interesting things is that advertising companies and professionals such as Creative Directors had for quite a while tried to ignore the wall coming towards them. And so many traditional advertising agency are struggling so hard in making that shift. They are sometimes at lost when we talk to them about Web 2.0 and things like YouTube, online communities. They now know the words and definition...but not really understanding their real meanings and consequences. They still were talking TV ads and print campaigns not more than few months ago. Online was just the little tiny thing to do on the side, but not that important in the whole scope of such huge TV/Print campaigns budget.
For sure, the recession will be the boost for the Internet. Not only in advertising, but as the main and driving communication tool at all level!! The first signs are all there. And being in the industry and talking to major international companies in all kind of sectors, we actually see the signs in real time here in Europe. 2009 is going to see major changes.
I have to admit that it feels good to read in a major media that "online advertising is making obsolete the old distinction between marketing spending “above the line” and “below” it. In the jargon, above-the-line spending drives brand “awareness” (probably on television) or “consideration” by a consumer planning a purchase (probably in a newspaper)." We have been saying at ZN for at least 10 years that Internet was really revolutionazing the whole communication industry and that there were no more boundaries and distinctions between below and above the line. Even more, for us the distinction between PR, CSR, PA, Advertising, Marketing no longer exist for quite a while. But most professionals, businesses, Industry Associations, politicians had a hard time really embracing the idea of such a change. It is not a small change. It is huge and require quite an adaptation and change in mindset and attitude. I was one of the lucky ones to swim into the online communication at an early stage in my career.
It is not only advertising that changes and shifts. It is the whole concept of communication. Now you have to have an integrated approach and no more think in silos. It goes for communication but for businesses too (externally; internally and structurally). The recession is going to force people to admit the shift and to really adapt to it. If you don't, then you will be missing the train....and it is a fast one.
So buy your ticket quick if you haven't one already and jump in quickly!
Check also Phil's entry on our HyperThinker Blog about McKinsey report and article "The downturn’s new rules for marketers" from The McKinsey Quaterly.
The article mainly focus on the shift in Advertising, a trend that we have seen coming for few years now. The interesting things is that advertising companies and professionals such as Creative Directors had for quite a while tried to ignore the wall coming towards them. And so many traditional advertising agency are struggling so hard in making that shift. They are sometimes at lost when we talk to them about Web 2.0 and things like YouTube, online communities. They now know the words and definition...but not really understanding their real meanings and consequences. They still were talking TV ads and print campaigns not more than few months ago. Online was just the little tiny thing to do on the side, but not that important in the whole scope of such huge TV/Print campaigns budget.
For sure, the recession will be the boost for the Internet. Not only in advertising, but as the main and driving communication tool at all level!! The first signs are all there. And being in the industry and talking to major international companies in all kind of sectors, we actually see the signs in real time here in Europe. 2009 is going to see major changes.
I have to admit that it feels good to read in a major media that "online advertising is making obsolete the old distinction between marketing spending “above the line” and “below” it. In the jargon, above-the-line spending drives brand “awareness” (probably on television) or “consideration” by a consumer planning a purchase (probably in a newspaper)." We have been saying at ZN for at least 10 years that Internet was really revolutionazing the whole communication industry and that there were no more boundaries and distinctions between below and above the line. Even more, for us the distinction between PR, CSR, PA, Advertising, Marketing no longer exist for quite a while. But most professionals, businesses, Industry Associations, politicians had a hard time really embracing the idea of such a change. It is not a small change. It is huge and require quite an adaptation and change in mindset and attitude. I was one of the lucky ones to swim into the online communication at an early stage in my career.
It is not only advertising that changes and shifts. It is the whole concept of communication. Now you have to have an integrated approach and no more think in silos. It goes for communication but for businesses too (externally; internally and structurally). The recession is going to force people to admit the shift and to really adapt to it. If you don't, then you will be missing the train....and it is a fast one.
So buy your ticket quick if you haven't one already and jump in quickly!
Check also Phil's entry on our HyperThinker Blog about McKinsey report and article "The downturn’s new rules for marketers" from The McKinsey Quaterly.
Replies to This Discussion
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Permalink Reply by Philip Weiss on -
I think the stories and news we are getting this year indicate a few trends going in different direction:
1) Recession/economic crisis - making everyone nervous but needing change (sometimes drastic)
2) Cuts in budget (especially marketing)
3) Review of marketing focus
4) Internet is often kept or even made more strategic as managers see that it is the only measurable and perceived as cost effective way to continue some communication - but underlying this there is a realisation that the internet has a value that hitherto has been undersestimated.
Despite the fact I would very much like to see all budget flow to internet marketing (that is a little self-interested of course), I think the process will be somewhat erratic and inconsistent. The thinking and cultural adjustement that is required to use the internet effectively will start in many companies but the panic caused by the recession will make taking clear and bold decisions more difficult. I think we will see hesitation and experimentation as as the dust settles, the internet will have become even more core to the communication process. I suspect traditional advertising will not make a full recovery and a permanent decline will be dramatically accelerated and things won't be the same after the recession is over (which according to what I am reading seems to be a year or two).
So I guess this means we need to stay focussed, calm and work hard on what we believe and many opportunities will come our way, and the way of the clients willing to give it a try.
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