| Advertising has had its day. We are entering a new Era: The Post-Advertising Era. People ignore advertising. It is not meaningful to them any more. They want to be consumers no more. Customers no more. Markets no more. Noted Harvard B-School Marketing Professor Theodore Levett said it best to his students, "People don't want a quarter-inch drill. They want a quarter-inch hole." The people you want to influence are just people. People with a "job" to do. Who can they get to do the job? That's all people care about in the Post-Advertising Era. That's why they don't make a move without digging for information first. They scour the web. They quiz the guys at work. They put the girlfriend on it, or the boyfriend's best friend. Post-Advertising people have the need to know. When they are ready to buy, they are on the hunt for product messages that are meaningful. They know the job they want done. Traditional advertising is not even a factor in their decision-making process. They believe that ads are for people who don't know any better. We take this reality to heart in every single thing we do. |
