Just remember this rather inspiring conversation with a cab driver on my way to the airport about the year of the ox.
He thinks it should be called the year of the cow as it sounds more gentle. And I think it should be named the year of the bull, he thinks it sounds too threathening and reminds people of the economic crisis.
But the term “crisis” in Chinese is a combination of the characters of “danger” and “opportunity”, sounds rather exciting to me.
Everyone in the 4As advertising industry is panicking, but now that clients have less money to spend on TVC, outdoor and print ads, they turn to us for digital, viral and word of mouth campaigns that deliver measurable results.
Businesses also realize that only their loyal customers and fans are still spending on them, we help them formulate permission based marketing strategies and build, feed and nuture their tribes, allowing them to find and build products for their customers instead of finding customers for their products.
We put up with TV commerical ads because we had no choice. But now i watch video clips on Youtube. I flipped through the print ads on magazines and newspaper in order for me to get to the articles i wanted to read. But now i read the content online or subscribe to the RSS feeds. We now have alternative ways to gain access to information and entertainment without seeing the ads.
We now see more ads than ever, there’s so much advertising everywhere we go and look that our brains have learnt to filter out these ads automatically, we are now able to ignore them without trying to.
More mass products are being introduced to the mass market, more mass media ads are being produced and more new interruption based media channels are emerging. But the more they spend, the less it works. The less it works, the more they spend.
So my answer to this subject is no. But the smart marketers recognize that the traditional approach of mass media advertising is much less effective in this digital age and they now focus their resources on permission based marketing approaches that offer much higher return on investment.