Execute on this by Jonas

Death of display advertising
Image by: Rotten Jimmy

As the crusade against display advertising continues, people are providing some great insights.

Good reading on the subject is the AdAge article: Think different. A nice quote from the article:

It’s easy for clients and agencies to think about banners and email because buying banners is like buying outdoor and email is like direct,” said Mr. Kaufman. “That is very different than nurturing the community of your customers, providing great content or executing transactions.

And then the slideshow from Paul Isakson:

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(via David Armano)

The only issue I have with the presentation is that I would like it to be less focused on business vs. consumers and more about how people working for companies connect with people, and not label them as consumers. It’s a wording issue but still important in order to be able to establish real relationships. If brands want to be seen as friends by “consumers” then they have to stop treating people as “consumers”. Update: Joshua Porter says all of this much better than me.

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March 24, 2008 / 2 Comments.

2 Comments

  1. paul isakson replied:

    Hello.

    Thank you for posting the presentation and for your thoughts. I absolutely agree that “consumer” is a dirty word and I hated every instance of using it.

    I even called myself out for it in the presentation when I talked through the slides.

    The problem was, there were just some instances where it simply felt weird and would confuse the audience to say people or human - i.e. uncover rich consumer insights. You’ll notice though that as many places as I could, I used “people” instead of consumer - make peoples’ lives better, what people think, say or believe, etc.

    Of course I could take the counter and argue that businesses never really do or will have actual relationships with people, so why kid ourselves and try to pretend calling everyone people will change anything.

    But I won’t do that because I agree with you. We need to remember at all times that we’re dealing with other humans, not robots void of human feelings and emotions who just blindly consume stuff.

    Thanks again for posting the presentation, but more importantly for challenging the language and reminding us not to use that dirty “c” word if we an avoid it.

    Paul

    April 13th, 2008 at 1:39 pm. Permalink.

  2. Jonas replied:

    Thanks for doing a great presentation (your blog went straight into my RSS reader) and I agree with pretty much everything in your comment as well.

    I would have also used the word Consumer, since it’s easier to communicate and helps get the message across. My comment on that was more in the context on how I would like it to be some day :)

    Thanks for your comment!

    April 13th, 2008 at 1:39 pm. Permalink.

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