How To Be Boring
Coming off of AdTech SF and barreling into the Web 2.0 Expo, I keep hearing talk of Twitter, FriendFeed, Facebook and every other 2.0 social network phenomenon imaginable. Many a glass is raised to toast the advent of social media marketing and the dawn of the conversation age, but when I log on to my Facebook account, I see this:
IS THIS WHAT WE’VE BEEN WAITING FOR? A boring insurance ad that knows I am in the Bay Area and a random Discover ad rotating between gambling ads with no idea of who I am or what I want.
Perhaps the champagne should be corked long enough for us to realize the power of marketing in the age of Web 2.0 doesn’t lie in the technology. Rather, it lies in the ability to interact and to connect with each other like never before.
We bore and annoy the consumer by using technology as a crutch instead of a tool. This is the time to delve into the psychographics of a consumer on a grand scale and interact on a very personal level.
Copy and art direction can be as personable and creative as we allow. The corporate voice can give way to personality and an emotional connection between consumer and brand can finally take place.
We have the technology now to interact with the consumer. It’s up to us to make the conversation interesting.
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