...People young and old are becoming more aware of the role advertising plays in their lives. This is a good thing because the internet has brought the advertiser and consumer closer than ever. No longer is the marketing realm confined to static magazine inserts or two-minute TV slots. Brands are sponsoring events, generating discussion, and taking part in all kinds of crazy activity in the name of generating brand awareness.
Because of a growing understanding amongst people that they are ‘being marketed to’, advertisers have had to turn down the volume on their own material. Instead, storytelling is becoming more of a central feature than ever for advertisements and marketing videos alike. This is the stuff of now and of the future – delivering big and unique ideas and tapping into emotions and dreams. It’s all about marketing that is so enchanting you forget there is a price tag.
But another trend is also gaining in popularity, and its the complete opposite of subtle – meta-advertising. This is marketing that is entirely self referential in quality, it involves a complete renouncement of subtlety, its a reaction against traditional advertising and a nod to the increasingly self-aware and savvy minds of the audience. Meta-advertising has the power to hold our attention, to make us laugh, be original and creative. But its most important and powerful attribute is honesty (or the appearance thereof).... It's an intriguing trend....
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Since when did we agree to let social media morph into spamvertizing? Dan Newman takes a hard look at the practice of spam and hard selling in social media and how to approach social media in a way that builds value and trust. Good read. 9/10