“There’s an arms race going on. It’s an arms race between advertisers and consumers.” So began David Pescovitz‘s keynote at the iMedia Breakthrough Summit this morning. And while most marketers might not want to think about their jobs as going into battle, or as a quest to “beat” consumers at the media game, it does provide some interesting context to help them think about the forces that will impact the marketing and media business over the next 10 years.
Pescovitz, co-editor of the “geek lifestyle” blog, BoingBoing.net, does double duty, looking at both the trends and how they impact current culture, as well as taking a longer-term view of how these trends will shape the systematic way in which consumers and businesses interact with each other and derive meaning. His additional role as research director for the Institute of the Future also colors his perspective on technology and how it can and should optimally be applied to the art and science of persuasion.
“At the Institute of the Future, the first thing we do is try to look way back. In this case, it’s about 40 years back, to when advertising first went to the screen, and we look at how people began to resist advertising and marketing,” says Pescovitz.
Now that marketers are starting to mine our social graph in order to predict our behavior and turn us into better target markets, the problem has grown exponentially, even in the face of myriad new opportunities that are simultaneously opening up to marketers. So the question becomes how to overcome the innate resistance to the more invasive — and pervasive — strategies enabled by today’s always-on, ever-connected media.
- When everything becomes digital, then nothing is (digitalassetmanagement.org.uk)
- Neuroscience study analyses Gap logo disaster – Marketing Mag (marketingmag.com.au)
- Are We Overhyping this Whole Movement/Tribe Thing? (futurelab.net)