Media is an ever evolving beast which grows and swells with each decade that passes. Yet strangely like fashion it’s very essence can be incredibly cyclical, repetitive and samey.
What does this mean? In a nutshell fragmentation has always and will always exist. It is certainly true that it is increasingly hard to reach an audience enmasse, as could be achieve via TV in the last couple of decades.
The elusive TARP has eroded from the glory days of 15 and 20’s on a high week to barely scraping an 8 on a good night.
The tricky thing though is media is not everything.
We are dealing with a living breathing human control panels, we are predictable to a degree, but also incredibly fickle and savvy to messaging.
So as agencies grapple and attempt to outplay people, we seem to cycle back to circa 19th century to stamps on boxes (but embedded with QR codes and other digital technology) and soap operas (modern day brand content).
There is really a sense of irony to all of this.
Facebook is really one giant highly sophisticated pen-pal system, which instantly connects you with the rest of the world and allows you to share in real time, monitoring people’s every move.
It is really important not to loose sight of what we are dealing with in the communications business. Simplicity is a beautiful thing.
People will always have distractions, the distraction of life and living, if they are lucky they will live more than they post. Some are governed more by FOMO (Fear of Missing Out) and the fame, however this has not changed.
There are still people to reach and products to sell and market share to gain. The core challenge remains to connect with the right section of the market, to in turn effect the rest.
In most categories the adoption curve will always cascade, effecting the top end to open the floodgates of the dam.
Brilliant ideas and solution to clients challenges can exist anywhere and often the simplest are the best. The key is to uncover what that is and then deploy with vengeance.
Importantly, never loose sight of a great idea.