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Do Not Disturb! Advertising On-Demand
"Do Not Disturb!” – This is how we could sum up the behavior of consumers today; consumers who face omnipresent, intensive and sometimes intrusive advertising. There is a growing call for us as an industry to adjust our communication to individual needs and preferences. We all want to hear from brands on our own terms, when it suits us.
The world is transforming.
Biotechnology provides opportunities to create food or medicines designed specifically for certain cases. In next the 10 years or so, 50% of all visits to the doctor will be replaced by virtual consultations. It sounds incredible, but we’ll be able to 3D print vital organs – we’re already printing prosthetic limbs. Self-driving cars will be the norm - as smart phones now are. The Internet of Things no longer thrills the minds of futurologists. Technology will become part of us; ‘The Internet of Body’ will allow us to monitor our health and change our lifestyles. So how should we manage marketing in such a transformational era; where the average age of a company is down from 67 years to just 15 years? And how about advertising; can it be what it used to be?
Technology has provided us with solutions to skip the ads. Zapping, Banner Blindness, adblokers, PVRs, negligible video ads … we all know – and use - them. We as an industry have contributed to this consumer behavior.
But never before have we had so much opportunity and such a wide variety of capabilities to address consumer expectations. ‘Considered’ advertising that fulfills the expectations of the new consumer does work! How to create "Advertising On-Demand" will be our VIII MEC Forum theme. Come and discover more.
Business on Demand - Terms & conditions »