Engagism in Advertising

Thanks to my friend David Avrin for turning me on to an article by Rob Brazell entitled "Through the Looking Glass: Humpy Dumpty Media." It's pretty much about how consumers are no longer trapped by traditional media and, hence, advertising can longer be successful if it follows the traditional media model. Because they have so many choices, consumers can bypass traditional "command and control content" and its associated advertising. Marketing companies are going to have to find new ways to reach out to consumers.

One new way, in my opinion, is allowing them to engage in the content of the advertising. I know that sounds weird, but it's already happening! The Washington Post recently ran an article entitled "The Nearly Personal Touch: Marketers Use Avatars to Put An Animated Face With the Name." Not only is it about avatars, the new "it" toy of advertising, but it makes reference to the fact that some companies are starting to get it -- they are allowing people to post their own comments, perspective, opinions, on company websites through avatars. This is just the most recent example of engaging consumers -- Mastercard figured this out with its "priceless" sweepstakes a few years ago. If you're interested in the article you can access it here:

http://www.washingtonpost.com/wp-dyn/content/article/2006/07/14/AR2006071401587.html