Jon Lund, whom I take to task (in the spirit of friendly exchange of opinions) over his interpretation of my ‘message’ at an IAA event last week in the post below, has come up with more thoughts on the subject of marketing and where it’s (or should be) heading.
Traditionally marketing has been seen as the skill of creating first Attention, then Interest, Desire and Action – as known in the AIDA model. Some ten years ago, however, something happened. Under the “I am not a consumer"-heading, “consumers” started reacting against the direct call for action – reclaiming their right to decide for themselves what to do and when to do it. In effect the Action-part af the AIDA lost much of its meaning: Hence - I’d suggest - AIDA lost its “A”, now simply crying out “AID”.
He also sees the desire of users to interact and to be part of the content production as great news.
Instead of regretting that advertising today has limited opportunities of controlling the choice of consumers, marketers today are confronted with vast opportunities of resources only waiting to be awoken in consumers. Opportunities marketers can take advantage of, by entering the new sphere of market-"conversations". Conversations – or dialogue – in the true sense of the word, where both parties are allowed to unfold and expressing themselves.
Sounds good. But why on earth would I want to interact with marketers?! If anything, I’d like to interact with the guy who know something about cars or makes wine or
or beautiful jewellery. So give people a story and a reason to interact with marketers and they just might. Or not.