Advertising as we know it is in denial, media has been disrupted beyond recognition & advertising as we know it is no longer the sole property of the mass media , infact there is no mass in mass media ! The internet has disrupted the way we communicate forever, the mediam truely is the message where every man , woman & their dog are entitled to an opinion !
We are witnessing the blossoming of the Cluetrain Manifesto - where everyone is a medium !
Advertisers are like an alcoholic with an accute bout of dipsomania & do not wish to acknowledge this disruption of their mind space.
We are witnessing greed as mass media is a dying patient diagnosed with an incurable desease - power has been taken from these media dictators , the revolution has long gone , we the people have stormed the gates of mass media & taken over the castle !
By we , i mean you & me the ordinary citizines of the web .
Marketers in a desperate attempt to gain credebility have pretended to embrace cyberspace - kicking and screeming all the way !
Naievely thinking their traditional cookie cutter templates will work in the new arena !
We live in exciting times where the long tail of new media is wagging the dog & has for quite some time , communities are starting to build brands, facebook , youtube , myspace to mention but a few !
Marketers continue stubornly fighting the new nascent media - we witness more bullshit pretences as traditional media continues charging exorbitent prices for the long dead 30 second spot - the Marie Cellest Traditional Media Spaces are witnessing dwindelling audiences - nobody is there , where has everyone gone ?
Media has moved to a small third screen , always on , always available , always interested - by adopting a " RIGHT TOUCHING STRATEGY ! " we will reach people with the right experience in the right contexy , at the right frequency !
We need to create new market spaces where the " EXPERIENCE IS THE MESSAGE " viral ideas are doing just that as seen by the now famous " SUBSERVIENT CHICKEN " ( pse continue - regards osmosis )