In the February issue of Admap, Paul Feldwick makes a brilliant bulls-eye comment on the supposedly “new” age we’re living in as marketers and advertisers. Essentially, he says it’s all bullshit. But he does put it a bit more eloquently than that, and since I can’t express his point nearly as good as he does himself (even though I have tried), here are a few excerpts from the article:
“There is a widely repeated narrative that goes something like this: the internet has changed everything. The new generation of consumers is sceptical, ’empowered’, and no longer susceptible to advertising as we have known it. All previous marketing knowledge is irrelevant.”
“But what evidence supports this huge leap to the ‘radical new psychologies’ that supposedly make this group immune to advertising and brands? Are we to believe they no longer buy coffee at Starbucks, drink Coke or PG Tips, wear clothes from Primark or Uniqlo, fly Virgin or aspire to drive a Porsche?”
“A key part of such ‘world has changed’ narratives is the implication that everyone before the present generation (who miraculously appeared last week) were obedient patsies, who responded uncritically to every ‘message’ they received. But I don’t believe yesterday’s consumers – people such as me, you and Richard Scase – were much more credulous or naive than today’s.”
“Let me suggest, instead, that advertising as always worked by a more complex process of suggestion and seduction. Successful advertising may have influenced our choices, but it never ‘told us what to buy’. We may choose a brand that comes readily to mind, or one we associate with positive feelings: these factors can be influenced by advertising.”
Read that last paragraph again. Please. And please repeat it to anyone in marketing who doesn’t understand it already. Which seems to mean pretty much everyone in marketing these days.