Figmentations

So, who’s going to invent the next form of advertising?  [I must acknowledge that I first came across this question from an iTunes podcast of Chris Anderson discussing his new book “Free: The Future of a Radical Price” with “Bloomberg on the Economy” dated 7/13/2009.]  

As I wonder what the new form of advertising will look and feel like, I also wonder whether it will be discovered accidentally or invented purposefully.  I’m guessing, it will probably be a combination of both because: (1) we will always have Inventors and businessmen who are actively looking to discover the next “Pet Rock”; and (2) like viral advertising, which is effective in its own right, it is always unpredictable to know what will take off and what will not. 

Either way, it sure does seem that we are at the point of a generational shift, as Chris Anderson points out.  Yet, I don’t think that means that the upcoming shift will necessarily be driven solely by the younger (demographic) generation, but instead by the newest (or latest lasting) generation of technological advances. But, that’s beside the point. 

Chris Anderson also points out the psychological impact of our recent atypical recession and also how fragmented the consumer’s attention has become, both of which lends itself to a new operating environment.  

There is clearly a renewed need for true trust and ethical sales exchanges.  The recent passing of Walter Cronkite, “the most trusted man in America”, is just another reminder of how different things have become over the last several decades.  That’s one reason why I love what Chris Brogan and Julien Smith are doing to promote their new book “Trust Agents”.  They are exemplifying what they are promoting. Check out their book’s Facebook page which addresses the trust factor in an engaging and interactive way, using audio, video, and text.

Often in technology, we are reminded that the tool/medium is different from the message.  Maybe now not only the medium but also the messages are morphing.  Cycles of different durations are intersecting with each other differently all the time. We may truly be at a new crossroads of medium(s) and message(s).

Yet, while newspapers, magazines, and older forms of print media/advertising are dying out in this internet age, other older advertising models seem to still be surviving quite well.  Personally, I hate long internet sales copy, but people still use it because it works.  Pitch men like the late Billy Mays, “As Seen on TV” products, or late-night infomercials are all still around simply because they work.  When will they stop working?  Will they ever stop working? Will other things eventually work better or be preferred?   When will new ways of advertising be embraced en masse?

Discovering the next big advertising trend may come from a niche market or it may come from a mainstream company.   Seems the trick now is to do what Jim Kukral does: keep doing stuff and see what sticks.  The more things you try, the more chances you have for hitting a success. (Check out the impressive list of Jim’s projects on the bottom of his home page.)

I’m sure there’s a “Pet Rock” (or two) of advertising out there just waiting to be discovered or created.  Who is going to find the next big generationally impacting one?  Whoever you are, please choose wisely and make us proud!