A Vision of Marketing's Future Goes Awry

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Mitch Wagner
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Blogger

Big-ticket high-touch business-to-business sales can be made or broken in a single trade, but that's not what this video is talking about. 

smkinoshita
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Blogger

The problem of the video is really quite basic -- it's not what you say, it's how you say it.  In this case, we have confrontational message delievered by kids.

What else would tick off any adult faster that some snot-nosed punk talking back to them or failing to show respect?

And that's the problem.  Nobody's going to even register the message if it's delievered that way.  I think most kids understand that you just don't talk like that to adults unless there's something really seriously wrong going on, so they find it offensive too, because they're being shown in a bad light.

I took a good look at the video, and the message separated by the delivery really wasn't too bad.  They're really trying to look ahead of the loop.  I don't see people being paid to be marketed to though...  compensanted for their data is another story.  And as Mitch pointed out, the 'single trade' is not quite sensical either -- unless we're talking something along the lines of the Angry Birds' 8-year "overnight" success, where it just appears that a critical failure or success happened over a short period.

 

Daniel Dern
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Professor

The future of advertising and marketing might indeed look like what we saw in MINORITY REPORT  (the 2002 film somewhat based on the Phillip K. Dick science fiction story of the same name, starring Tom Cruise.

Or it might not.

Ten-year prediction videos are worth the paper they're printed on. Even if they are right, what use is this information to today's marketers?

Do you want these kids as your customers in ten years?

Like others have said, the real issue: would you want this company doing your marketing for you today?

I'd like to see a video from these kids' parents :-)

 

gstock
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Blogger

Hello all!  Thanks for joining in.  It's surprising how unsettled viewers feel after watching this video.  The source of the discomfort may be the video's form or its content, but it seems to arrive on both personal and professional channels. I expect to see the audience grimace, and say aloud, "Whoa... what was that about?!" -- or worse.

I've continued to puzzle over what PHD intended to accomplish -- to give them the benefit of the doubt. Might they have intended to raise a furor, just to garner attention?  Were they testing some subliminal effect for future applications? Did they hope to make marketing seem creepy, so clients would feel compelled to get professional help?  Even though they seem to have failed at many levels, did PHD achieve some obscure but very constructive goal I haven't recognized?

I have one theory that seems both plausible and sufficient.  As Mitch says, we all anticipate more personalized messages, where it can be cost-effective.  But, there may be a few potential marketing clients itching to push far beyond that point.  Some may be willing to pay for very expensive design, implementation, data integration, and even real time, ongoing support for a campaign (imagine the help desk for immersive interactive experiences with lots of moving parts).  Perhaps PHD simply wants to woo that small slice of some very progressive industry.  Maybe PHD wants to turn away from the Long Tail, and pursue... the Pointy Head?

hms022001
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Evangelist
Future
hms022001   3/14/2011 12:24:24 PM
NO RATINGS

Understand what they thought the message would be, but after production, the question had to be asked; Is this the correct means of communicating our intended message?

With technology all marketing is challenged by all demo groups; in several other posts we have discussed that marketing has to embrace the truth - communicated with honesty and sincerity. 

 

hms022001
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Evangelist
Future
hms022001   3/14/2011 12:24:23 PM
NO RATINGS

Understand what they thought the message would be, but after production, the question had to be asked; Is this the correct means of communicating our intended message?

With technology all marketing is challenged by all demo groups; in several other posts we have discussed that marketing has to embrace the truth - communicated with honesty and sincerity. 

 

Mitch Wagner
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Blogger
Re: Mind control
Mitch Wagner   3/14/2011 12:13:34 PM
NO RATINGS

Notwithstanding the scariness of the kids, the video is a good prediction of what marketing will look ike in 10 years. Consumers will expect personalized messages. Marketers criticising the video are short-sighted.

The only two things I'd quarrel with are the idea that consumers will be ble to make or break a business in one trade -- I don't know what that means -- and the idea that consumers will demaind to be paid to be marketed to.

Paying consumers to receive marketing messages has been tried inthe past, it doesn't work, and I don't kow why it would succceed in the future. The only people who accept payment for being marketed to are people who are, on the one hand, digitially connected enough to receive the messages, but for whom that kind of money is attractive -- starving students and other consumers who are poor marketing targets because they don't have much money to spend.

kdawson
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Blogger
Re: Mind control
kdawson   3/14/2011 12:10:56 PM
NO RATINGS

hms, I believe they were intending by this video to establish themselves as thought leaders in the marketing space. As Gary said, its development may have been too insular. The result was more like thought FAIL.

hms022001
User Rank
Evangelist
Mind control
hms022001   3/14/2011 11:48:34 AM
NO RATINGS

I wonder how the decision to release that video cam about?  and how they determined the benefit from its use?

 

Mitch Wagner
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Blogger
Re: Future
Mitch Wagner   3/14/2011 10:42:06 AM
NO RATINGS

It was like some kind of movie where the chldren's brains are taken over by mind-control aliens. 

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