Convergence Conversation

There is a simplistic view of what is happening in the world of advertising – and it goes thus: burn up your Television centric media plan and switch all those gazillions to online ads. Better still throw it at Facebook, Google and VOD. Apparently, this will magically solve your problems and oh, also give you get you to the Shangri-la of measurability in your media spend.

Needless to say that following this mantra will only get you to through throw good money after bad. There are more fundamental changes going on in the world of advertising and indeed the science of marketing itself. Some of these were appropriately highlighted in the Convergence Conversation on the 26^th of August.

The most stark message that came through was about honesty. I call this the end of persuasion. Referring not to the end of our willingness to be persuaded, but for brands and brand owners to do this. We will make up our own mind, based on information we gather from multiple sources. Many of these will be friends, other users, customers of products we choose to use. Somebody redefined it well as the “diffusion of persuasion”.

Continue reading here