When it comes to advertising, what's "the new normal"?
When the recessionary smoke clears, says Robert Liodice, president and CEO of the Association of National Advertisers, [the trend towards digital] will continue to evolve. "The dream for marketers is to market to consumers on a one-to-one basis," Liodice says, adding that digital conduits like search and social media are the way to do that. Post-recession marketers, he adds, will rely on a "portfolio of marketing and media vehicles, allowing them to reach who they need to reach with greater precision and greater accountability than they ever had before." "[Digital is] waste-free," says David Kenny, managing partner of Publicis Groupe's VivaKi and one of the holding company's top media chiefs. "It doesn't scream and shout at people, but rather it has true potential to add meaning to their lives by connecting when and where people are most receptive to the content and messaging."
When you can connect with consumers one-to-one you can understand consumers better, and they can understand you. They can "raise their hands" to participate with you in your shared interests. You can solve the problems you know they have – rather than the ones you hope they have.
As we tweak our radio stations to favor whatever the ratings methodology du jour happens to be, we would be wise to remember that it will eventually be the quality of our relationships with listeners, not simply the quantity, that matters most to our clients and users alike.
Our clients won't care whether these quality relationships come from us or not.
But you certainly should.