There was a term in the June 29th issue of AdAge that I found quite fitting for the way advertisers will have to reach their consumers. David Lubars, chairman-chief creative officer of BBDO North America said, "The way the world is heading is voluntary engagement. The work has to be like a magnet."
Consumers just don't care about your generic advertising message anymore. Their must be more. Some external driving force that interests them to go out of their way and search for it. It is here however that a deeper connection can be reached, for they are already interested in finding out more, and are heavily involved in the entire process. They will continue to return to learn more or show their friends, and this is all because you've created something they want. It's not just about throwing a creative message out in hopes of someone hearing it and it resignating. It is important to create this offering, that in the end, will pay off in ways unimaginable to previous conventional methods.
Read more about my thoughts on this previous post: http://insidethetoybox.blogspot.com/2009/04/future-is-now.html
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