廣告的未來……還是廣告?

作者:Derek Walker 
編譯:文靜
原載:廣告時代網站
www.adage.com

作者簡介:
Derek Walker,廣告行業的專業觀察者,在哥倫比亞的南卡羅來納州有一家自己的公司,名字爲brown and browner advertising。

編者按:
這些年,不少牛掰的廣告人在一片唏噓與惋惜中駕鶴西去了,不少經典的傳統廣告一遍又一遍地被翻出來。當人們緬懷令人崇敬的故人,在懷舊的氣息中品味經曆了歲月打磨的傳統廣告時,也有著故人與作品不能再的怅惘。通常一個行業內的優秀者的離去也意味著那個時代行業特征的終結。幾年就有人下了“廣告已死”的論斷,如果廣告已死,那麽讓這些奮鬥在廣告行業裏的廣告人情何以堪?如果廣告依然青春活力,那麽爲何總能聽到這樣的聲音?

廣告是典型的擅長新陳代謝的領域,有一些東西在消亡,也有一些新的東西被拉進來。它可以褪掉之前的死皮重新注入新的生命。在新技術飛速發展的大環境下,廣告行業的性質決定它永遠不可能落後。只是當廣告開始不斷向前發展的時候,那些拘泥于傳統廣告的人便認定“廣告已死”,而另一部分人則認爲盡管廣告的形式一直在不斷變化,但初衷和最終目的始終都沒有改變,廣告的定義依舊奏效。因此廣告永遠都是廣告。

在“廣告時代”的網站中,我們發現了這樣一篇文章,作者通過模擬客戶與廣告代理商的幽默對話來闡述“廣告永遠都是廣告,不會改變的觀點”。也許,廣告的未來還是不是廣告,區別只是一個稱呼的問題。


代理商:我們在重新塑造廣告的涵義和範疇!

客戶:真的?爲啥?

代理商:因爲以前用的老套方法不是那麽管用,不給力了。

客戶:但我們的品牌就是用廣告建立起來的呀,你還白話啥?

代理商:沒錯,但有了全新的廣告服務內容,您現在可以做比以前給力很多的事情。

客戶:那你說說……

代理商:啊,好的。是這樣的,消費者現在更聰明了,更見多識廣了,他們現在討厭被動接受商品。

客戶:那消費者以前是喜歡這樣?

代理商:也不是,但現在會大有不同。

客戶:那會咋樣呢?

代理商:這樣,我們不打算去直接賣産品,而是准備去談論産品能爲消費者做什麽。

客戶:聽著不賴。那廣告過去沒這麽做麽?

代理商:在做,但是我們現在會做的更好!
 
客戶:不至于吧。現在要跟以前有啥不同?
 
代理商:我們要少做強制性廣告,少露臉——我們要給消費者權利。
 
客戶:厄~~怎麽個意思?
 
代理商:就是說我們要給消費者主動權,讓消費者來決定要不要接受産品信息,怎樣與品牌互動。

客戶:哦,這樣啊。但光做這個,我們怎樣推進産品呢?
 
代理商:亮點就在這,不用您來操心。因爲它不是關于銷售的事兒,而是關于與消費者建立的關系問題。
 
客戶:等會兒,這不是我們以前花錢找你做的事兒麽?

代理商:厄……,是。但是現在我們做的更牛逼。
 
客戶:最好這樣。說真的,我到現在爲止還是沒看出來這跟你們以前幹的活兒有多大區別。
 
代理商:我們以後會提供一個消費者怎樣與品牌互動的套路。

客戶:你以前已經跟我說過這套路了。你的意思是說以前的套路狗屁不通麽?

代理商:不,當然也是了。但現在的這個套路會更精確。會細化到你能知道有多少人正在閱讀你的産品,他們正在說啥,他們在哪兒談論産品,還有他們對你的産品和品牌有怎樣的印象。我們能夠跟蹤他們在網上的任何痕迹。

客戶:跟蹤他們?那不是比以前更具侵犯性麽?

代理商:也不能這麽說。用新的App程序植入在智能手機乃至其他所有的手機上,人們對被追蹤不會有啥想法。

客戶:如果我們在關注、追蹤他們,那怎麽給他們更多的主動權呢?

代理商:我們關注但是不控制消費者的對話,他們自己就會做出相應的行動!
 
客戶:要是他們說我們的壞話咋辦?下一步會該咋辦?我們該怎麽應付?
 
代理商:隨他們的便。我們早就參與到對話中了。但在大多情況下如果我們已經和他們建立了忠誠的follow,他們就會跟我們交流。

客戶:那他們要是不這麽做呢?
 
代理商:那就由我們說。
 
客戶:行吧。但是這個它怎麽就不是廣告呢?

代理商:這比廣告好的多!
 
客戶:真TM有意思,那照你這麽說在你的這些論斷結果上,我們現在就得付你錢喽。

代理商:哎不不,不是這個意思。您可別這麽說啊。

看,大家都明白。  在服務上總是有太多的公司跟我們處于相同的水平,將我們自己建立成一個與衆不同的的服務提供商有時是很困難的。因此我們最終會停止稱呼自己爲“廣告代理商”,轉而正式宣布廣告已死或者我們正在重塑,或者重新定義廣告,但我們真的是在致力于做這些麽?

我不清楚。

關于廣告的一種定義爲:“通過告知的方式喚起公衆的注意力,尤其是通過付費告知的行爲”。

這種定義是怎樣改變的?它並沒有改變。廣告的運轉與投放系統一直在改變,而廣告一直還是原來的廣告。

廣告是一個始終不斷變化的産業,總是在尋找新的方式與消費者對話。
 
廣告會在廣播裏投放,在電視上投放,它産生于科技給我們提供作更多調研的時代,並且現在正在以數字的形式呈現。這是行業的性質。
 
那麽,我們現在在做與以前不同的事情麽?因爲我們聽到的或者看到的、體驗到的每一件事都在告訴我,我們依然在做廣告。甚至在社交媒介領域,客戶依舊付費給代理公司來提升産品,服務或者品牌知名度和美譽度。
 
如果你聲明你在重塑或者重新定義廣告,那麽准備好怎麽告訴大家。否則它聽起來就是無稽之談。客戶並不遲鈍,早晚有一天你會爲你所謂的要做與衆不同的事情付出代價,你必須要履行你的承諾。
 
你想從其他的廣告代理公司和廣告專業公司中區別出來,那就要做更好的服務,提供更好的點子,給客戶有創意的方案來迎合他們的需求。
 
就是這麽簡單,也是這麽難。

放眼整個行業,如果我們花費足夠多的精力和時間像構想怎樣重塑、改變或者重新定義廣告那樣盡力去做出更好的成績,我們不需要說太多,工作成果自然就有了說服力。

廣告因其定義的緣故不會被革新,重塑或者重新定義。廣告永遠都將是廣告。

在當前,我們如何做好廣告才是一個問題。


原文:
Agency: We’re reinventing advertising!

Client: Really? Why?

Agency: Because the old ways don’t work. They’re broken.

Client: But we built our brand with advertising.

Agency: Yeah, but you can do much more now.

Client: Tell me more . . .

Agency: Consumers are smarter, more sophisticated, they hate being sold to.

Client: And consumers in the past liked being sold to?

Agency: Not really, but this is different.

Client: How so?

Agency: We’re not going to sell the product. Instead we’re going to talk about what the product can do for them!

Client: Interesting. And advertising didn’t do this in the past?

Agency: It did, but we’re doing this better!

Client: You don’t say. What’s going to be different?

Agency: We’re going to be less intrusive, less in their face -- we’re giving the consumer the power.

Client: Uh, uh-huh. What does that mean?

Agency: That means we’ll let the consumer control the message and how they interact with the brand.

Client: OK, but how do we move product?

Agency: That’s the beauty of it, you don’t. It isn’t about selling; it is about building a relationship with the customer.

Client: Wait a minute, wasn’t that what we were paying you to do before?

Agency: Uh, yeah. But now we’re going to do it better!

Client: We hope so. I still don’t see that big of a difference!

Agency: We’ll be able to provide real metrics as to how people are interacting with the brand.

Client: You gave us metrics before. Are you saying they weren’t real?

Agency: No, they were real, but these are even more accurate. We can tell you what people are reading about your product, what they are saying, where they are saying it and how they feel about your company and product. We can track them wherever they go on the web.

Client: "Track them?" Isn’t that more intrusive than before?

Agency: Not really, with the new apps, smart phones and all, people are OK with being tracked.

Client: And how is this giving them more control if we’re watching and tracking them?

Agency: We watch but we don’t control the conversation, the consumers do!

Client: What if they start saying bad things about us? What then?

Agency: You let them. We’ll already be part of the conversation but in many cases if we have built up a loyal following, they will speak up for us.

Client: And if they don’t?

Agency: Then we speak up.

Client: Okay, but how is this not advertising?

Agency: It is better than advertising!

Client: Interesting, does this mean that we will now be paying you based on results?

Agency: Uh, no.

Please.

Look, we all get it. There’s so much parity in the services that we offer that it is difficult sometimes for us establish ourselves as special or different. So, we stop calling ourselves "advertising agencies." We proclaim advertising is dead or we announce that we are "reinventing" or "redefining" advertising, but are we?

I’m not sure.

One of the definitions of advertising is: "The action of calling something to the attention of the public, especially by paid announcement."

How is this definition changing? It isn’t. The delivery systems for advertising are changing. They always are.

Advertising is an industry that’s always in flux, always looking for new and more effective ways to speak with consumers.

It happened with radio, it happened with TV, it happened when technology allowed us to do better research, and it is happening now with digital. It is the nature of our business.

Are we doing something all that different? Because from everything I hear or read or experience, we are still doing advertising. Even in the social-media realm, clients are still paying agencies to promote their product, service or brand

If you claim that you are changing or reinventing or redefining advertising then be prepared to tell people how. Otherwise, it sounds like a lot of smoke and mirrors. Clients aren’t slow. Sooner or later you’re going have to do more than talk about doing things differently, you’re going to have to do it.

You want to differentiate yourself from other agencies and advertising professionals, do better work -- produce better results! Offer clients creative solutions that meet their needs.

It’s really that simple -- and that hard.

If we as an industry spent as much energy and time trying to deliver better work to our clients as we do talking about how we’re reinventing, changing or redefining advertising we wouldn’t have to say a word. The work would speak for itself.

Advertising by its definition cannot be revolutionized, redefined or reinvented. It will always be advertising.

Now, how we do advertising is a different matter.

 

來源:廣告門