About Irakli Beselidze
Marketing strategist, keynote speaker, anchorperson, marathoner.
The world is changing so fast that it’s hardly possible to imagine its look in 2-4 years, and it’s almost unreal to forecast anything 5 years onward. But let’s imagine how Marketing-2020 will look like in case advertising completely fades away, and try to find out the reasons that may lead to this situation.
Reason 1. People are fed up with adverts. Scientifically speaking, advertising is the reason for people’s irritation caused by forcing up irrelevant information that has nothing to do with the current buyers’ context.
Reason 2. Low return on adverts. Adverts are soon forgotten, and brand awareness as well as its value will be decreasing if companies stop investing money in ads.
Reason 3. Low efficiency. Different researches say that each day an average citizen receives 3,000 messages, only 52 of which attract his/her attention and only 4 are kept in mind. It turns out that people filter 99.9% of received information off. Only 0.1% is kept in mind – it’s a real disaster!
Reason 4. Adverts are of no help. Think about an advert that was really useful or helped you solve some problem. No ideas? You’re not alone – we’ve also failed to find such an example.
Reason 5. Adverts exaggerate product features. Clients are interested in the REAL product value but not in the artistic devices developed by creative specialists. All those hyperboles and allegories force people to search the Internet and ask silly questions.
Reason 6. The development of an alternative to adverts – a marketing message integration into a context. Compared to adverts, it has some undeniable advantages:
Reason 7. The development of new technologies. Content integration is a great process but it takes much time, money and efforts while new technologies simplify this process by making marketing messages more adapted to the context of the consumed content and less irritating.
Reason 8. The replacement of mass communications with personal ones. Thanks to the use of behavioral data on certain people’s preferences, new technologies will make mass communications unnecessary and will let marketers customize them to the full.
Reason 9. A competition with mass media. Nowadays companies compete for people’s attention not only with other brands but also with mass media, celebrities and even with your friends. Just look at your news feed on Facebook where posts about your friend’s dinner, your granny’s cat, a sales promotion of your favorite brand, breaking news from the newspaper or a shocking photo of some famous person compete with each other trying to catch your interest. In such conditions it’s strategically unreasonable to support your competitors (represented by mass media) helping them to benefit from content placement at your cost. It’s much more efficient to create your own content or get integrated into the quality content of mass media increasing the information area around your product.
Reason 10. The decreasing efficiency of content monetization via adverts. Adverts are just the way of content monetization, and they will fully fade away once new and more efficient ways of monetization appear. People need great content but current problems with content monetization will definitely lead to decreasing budgets on quality content creation. This will stimulate the development of other models that enable to attract budgets without adverts’ help but thanks to new technologies (see point 7).
Generally speaking, adverts are similar to cars. In the 60s a car helped you quickly get from point A to point B but nowadays it’s not the ideal travel mode since everyone has got a car, and you have to wait in traffic jams for a long time. While cities need to develop an absolutely innovative solution of a transport problem, content creators should think about new monetization models.
Of course many advertisers will not agree with these statements but we’d like to remind you that we’ve just made some assumptions and we’ll be happy to discuss them in the comments below.
Contact me to discuss
your strategy development