@adscientist posed the following question to me about Advertising Week’s overflowing goody bag of panels and presentations: “Did you learn a lot last week or did you look at it as a lot of obvious statements? I was looking for more insight than i got.”
His comment made me stop to think whether I could identify 5-10 true “a has” from the conference. Here they are:
1. The ruling on the purchase funnel is not final. Most agree publicly that the traditional funnel, e.g., awareness, consideration, intent, purchase, loyalty – or as I was taught in business school, AIDA: Awareness, Interest, Desire, Acquisition, needs to be updated. The patch to purchase is no longer a straight line. The funnel of choice seems to be the McKinsey oval, which you can view in my summary of the panel. (No mention of the Forrester “path to purchase” in the age of social engagement – see below). The key takeaways being that: (a) the process is iterative and circular (b) must include advocacy (b) many include “loyalty,” but that’s not new, that’s just “adoption.” However, when we got to the TV panels, the upward and lower funnel nomenclature was still front & center. A disconnect?
Figure I: Forrester Path to Purchase in the Age of Social Engagement
2. I was incredibly impressed with Comcast’s Xfinity vision of how its subscribers will be able to interact with their cable TV menus and the ways in which it will connect to the digital world in terms of (a) broadcasting “likes” (b) finding out what friends “like.” And, RADICAL, there will be KEYWORD SEARCH! (When I asked about search functionality at an Advanced Advertising panel in 2010, I received a combination of perplexed and blank stares…) – See Graphic to the right
It’s (a) about the balance of push and pull in terms of broadcasting info (b) the ratio of real people to brands. If kids leave the service when there are too many adults, what will adults do when there are too many brands?
4. Brands are content creators. This is not new – see Larry Kramer’s recent book C-Scape, Conquer the Forces Shaping Business Today and recall Coke’s Polar Bear campaign (ahead of its time, or pre cursing the future that is today?), but it was a major theme, which means that it is becoming more mainstream.
5. SEM and ad networks are getting more advanced. Google has new multi-media listings. aol, yahoo and microsoft are creating a three-way ad network. Programmed trading (wait, are we talking about finance), is growing.
All for now except:
If you don’t have an iPad, you’re so not cool. Get thee to an Apple Store pronto! (iPads, like Facebook profiles of a few years ago, have reached a point where it’s not that you’re cool if you have one but that you’re NOT cool if you don’t have one.)