Tuesday, October 11, 2005

Listenomics - The next new marketing term?

In Bob Garfield's piece in Adage the argument that the old media is dead or at least redundant is presented. The issue I have with this argument is that only selective, qualitative data offer the basis. Americans watch more TV, UK Internet growth is plateauing, so the data indicate that we can only consume so much but our traditional media consumption is still a key part of the mix. Yes the media world is changing, and yes people embrace products e.g. iPod; Converse and others but this is no new, new, big, big thing it's just an extension of the existing. This extension relies upon the old media delivering a platform from which these organisations can operate their new ideas. These companies are maximising the value of a connected marketing world and not, I suggest, finding themselves in a new place with new rules.

17 comments:

bob garfield said...

you might check out my previous take on the subject -- a 5,000-word piece which explains in some detail why the old model is collapsing -- before you characterize my argument as "selective."

by the way, all argumentation is selective, isn't it? the difference between analysis and sophistry is intellectual honesty. so i'm a bit thin-skinned about glib toss-aways of my carefully thought out position.
-- bg

Andrew said...

Dear Bob, I read your earlier piece, and commend your argument, I find no deceit in it, but I reserve my right to add a note of caution. I read many pieces about the "end of the world as we know it." There may be elements of the truth (whatever the truth might be) in the views that are presented by many commentators concerning the effect of new technologies on the marketing world.
My concern is that in the same way that certain advertisements that present gender images in certain ways are used to condemn Advertising per se that some examples of the technologies affecting organisations are used as determinants of a new order. This is because these advertisements and these examples are a very small part of the billions of pounds worth of advertising that we see. These arguments often fail to present the benefits of advertisements that facilitate "good" social change (anti-smoking, seat belts in cars, etc.) or the results of a great 30 second campaign.
My concern about the arguments that markets are conversations is that if an attempt is made to argue on a quantitative basis then it is not clear that any significant change is happening.
Is the advent of comment through the Internet about an organisation any different in impact than just doing research with customers?? It might just be a different medium with the opportunity to spread thoughts more quickly, but is it any quicker than via newspapers? Newspapers are in decline in developed countries, there is an argument that the Internet's open source nature merely speeds what always was. Recent world events have clearly indicated that the Internet cannot compete with television news in the presentation of events, crashing systems, slow uploading vs. immediate images and videos. I have no qualms with comments about change but I advise caution when reading these views.

12:08 AM

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