One of the words of the year in recent years was that of post-truth, which was not a truth but a kind of emotional lie that spread powerfully among society and managed to overshadow the real truth. Since then, the “pos” has been added to many things to explain new concepts and to analyze how things have changed.The context in which consumers and brands move is increasingly different from what they had to assume a few years ago. And therefore, the world of brands and that of marketing strategy would also have reached its “pos” moment. Are we ushering in the post-advertising era?That is what a manager asks in a column in Campaing , in which he signals the arrival of the ‘post advertising age’, the era of post-advertising. The digital boom has created enormous confusion among the industry and created a high pressure to understand where things are going and what matters and what needs to be done, although in reality the age of digital – or at least Less than the great moment of change – watch out, it has already passed.To this is added that everything that was known in marketing and advertising has ceased to be necessarily true. In other words, things have been changing in recent years and, to survive the new state of things, there is no choice but to learn what the new context imposes and what the industry demands in these new times.

You have to stop to listen and learn, he says. And, above all, we must assume that time has changed Ivory Coast WhatsApp Number List and that things are no longer what they were, that we have entered the world of post-advertising.What has propped up post-advertising The old and new scenarios to spread the messages have entered into crisis.On the one hand, social media, that shiny new thing that had become the fashion item and what everyone wanted, is no longer the possible solution to all problems. Over the years – and the scandals that have led to 2018 – have shown that they are too easily manipulated.On the other hand, traditional media – such as television – are losing audience and are no longer effective in terms of advertising.The impact of the experienceThe known world is unraveling and marketers have to find other avenues, increasingly different avenues, to reach consumers.

And that’s where post-advertising kicks in. As the expert points out, brands are entering a new era in which what matters are experiences and in which everything has to be perfectly orchestrated and produced so that consumers live what they want to live and feel what they expect to feel.The important thing is not the ideas or the campaigns that are carried out, but that moment. Advertising has given way to connected, personalized or especially engaging experiences. That is the turning point that marks the beginning of a new way of understanding things and the one that kicks off a new era.Consumers no longer want to see ads and they don’t want to be passive recipients of brand ads and messages. They want to live them and they want to feel them. They want experiences.

A new way of working This not only changes the way brands and companies approach consumers, but also all the work that goes on behind the scenes.Teams have to be more diverse than ever, recalls the expert, because that is the only way to understand consumers and connect with them. Likewise, the work carried out by the agencies also has to change, since they cannot continue to operate as they did until now.Even what companies do will have to be different: now they will have to take more risks and go further out of their comfort zone. They will no longer be able to draw on what they know and what they have done in the past, but will have to try different things and different elements to connect with their audiences. It is a new world and it is a new way of doing things.

Leave a Reply

Your email address will not be published. Required fields are marked *