Adland, Machines And Bullsh*t
In his latest rail, B&T raconteur and columnist, Robert Strohfeldt, argues that in advertising’s race to the tech-digital-AI Holy Grail we may be missing the point of advertising in the first place…
Machines have been replacing people since the industrial revolution. The pyramids would be knocked up a hell of a lot faster (with much less loss of life) using modern machinery and techniques. (Though it could be argued that the build quality would not be improved upon – check out inner city Sydney units built in the past decade).
Moving from the industrial to the information age, we are now experiencing machines (computers) taking over the thinking once done by people at an ever – increasing rate. And there is no argument that computers are much faster and more accurate than people. They are also a hell of a lot cheaper and don’t carry the “baggage” that many people bring to a job. (Never had to fire a computer for making an unwanted pass at the photocopier).
As computers evolved, they have become smaller, faster and permeated virtually every aspect of our lives. We now have a generation who have not experienced life without computers.
A function of our digital world is the volume of data and information produced – way too much for a person with a calculator to interpret.
In 2017, IBM estimated that: “Every day, we create 2.5 quintillion bytes of data. (10 with 18 zeros) To put that into perspective, 90 percent of the data in the world today has been created in the last two years alone – and with new devices, sensors and technologies emerging, the data growth rate will likely accelerate even more.”
I didn’t bother checking the figure for 2019 – it sure hasn’t decreased. Without information, you are running blind, but when does it get to the point there is so much information/data between you and the consumer that you are blinded, in a different way?
An article from Marketing Weekly talked about the need for marketing “specialists”, that marketers can no longer be “generalists. They need to specialise in SEO, Data, Digital, blah, blah. Blah:
“We’ve structured the marketing with agile teams in order to be able to respond to things like changing weather; or when products sell out online we are able to respond really quickly in terms of the content we’re serving up to customer, making sure we’re contextually relevant through channels,” explains a marketing director of clothing and home, speaking to Marketing Week.”
I find it hard today to know if someone is serious, or just taking the piss. You need a specialist to provide “content” to ensure contextual relevance through the channels to tell customers you are out of stock? They cannot be serious? And the “changing weather” requires a highly trained content specialist to ensure that something such as the forecast of rain is communicated in a contextually relevant manner.
The term “Silos” has been around for quite some time now – evolved with “digital marketing”. The volumes of data and information assaulting marketers is a major reason given for marketing departments to become comprised of specialists. (With little or no communication between them.)
“What do you do?” – “I am a Social Media expert”
“And you?” – “Oh, I analyse the data”
“And your role?” – “SEO” followed by “I specialise in activations”, “My role is EDM”, “Customer experience is my area of specialty”.
Two issues:
- Marketing is not “rocket science”. Yes, it has supposedly become more “scientific”, but the reality is that it is not beyond a person of reasonable intelligence to be able to understand the key issues and conclusions derived from each Silo.
- Who looks at the big picture? Someone specialising in any one of the many different disciplines marketing has been split into, has bugger all an idea of how anything outside of their area works.
In the past five years, the emphasis has been on machines taking over more and more roles. The focus has been on developing machines (algorithms) that can take over the roles of people. (Customer service/satisfaction/X or what ever term used is a hot button now. Yet the more machines replace people the worse the customer service becomes.)
Again, quoting from Marketing Week, it seems we have reached the point of specialisation when marketers are “discovering” that design is a strategic component. “But design can be the creative glue within your organisation. And it can add significant value to shareholders and consumers’ lives because the core skills of a designer are about problem solving… It frustrates me that the industry doesn’t realise we can act strategically.”
Just one of the many functions of design is in creation of strategic brand assets, Marketing 101: The Golden Arches, Three- Pointed Star, Nike Swoosh – the list is endless. (Now referred to as “distinctiveness” and being is presented as something marketers know little about.)
We are pumping so much data and information into marketing departments, 95 per cent of it useless but excellent in hiding the gold. People in marketing today don’t see consumers, they just see information. But an algorithm will give them the answers they seek. (Even though they have no idea about the deductions made in any algorithm they use.)
And IT people are busy developing machines that will write surveys and produce results, write ads and do A/B tests – one slight problem that goes way back to a computing basic
Shit In = Shit Out
Ask a media person to explain the algorithm that plans a client’s media. This is no criticism of them, they are not programmers, but neither are programmers media people. Very easy for important information to be lost in the translation.
We can’t go backwards; machines are the future. It is how we interact with them. But we need to know what the machine is doing, rather than be a sidekick.
For as long as I can remember, advertising (and marketing) has been described as “Science meets Art”.
The “science” has become more complex, to the point where some believe it now replaces art i.e. AI used to create “content” (have trouble using this ambiguous term) and advertising.
Have we reached the point where so many in the industry believe creativity can be formularised? The topic of creativity is rarely written or spoken about.
Every second day someone gives an interview, a speech or writes an article about “how advertising has changed”. If not about an algorithm that does everything but pick your nose and scratch your arse, they talk about “alternatives” to traditional advertising. (Should drop the word “traditional”. Digital media contains advertising. As a publisher, there are 2 ways to make money. Subscription and advertising. Many have tried exclusively using the former, only to discover that some advertising revenue is still required if the business is to remain solvent.)
But 99 per cent of the time these interviews, articles, speeches etc. are self- serving. Their aim is not to provide objective and educational information, rather to push their own barrow.
In a recent article, a very young CEO said:“I am a big believer that experiences can have more of an impact on an audience rather than traditional advertising.”
Wow, what an earth-shattering observation! Those of us who cut our teeth on traditional advertising believed that say, a retailer’s ads were all that mattered. Customers see the ad, go to the store and get treated like shit but will continue to be a loyal customer?
He goes on to say “Traditional advertising, if you look back 20 years, was all about shouting as loud as you could through traditional TV, radio and print. Push that message as loud and far and wide as you can and hopefully that resonates. The below the line approach these days is trying to create really genuine inspirational moments for people that sort of resonates. (Love the “sort of”).
A few observations:
- He knows fuck all about traditional advertising. TV still provides the largest return on ad spend. And has he only experienced advertising that relies on wide reach and being loud?
- If you want people to go somewhere and experience “a really genuine inspirational moment”, you either advertise or contact them directly. He is quick to dismiss all traditional advertising as loud and ineffective but ignores the fact consumers today are inundated with direct messages from advertisers. Junk mail (hard copy or electronic) is not spoken about.
- Times have changed but the bullshit remains. “A really genuine inspirational moment”. Fucking hell. People are lucky to experience this a handful of times in their life and it sure as hell never comes from some commercial event.
- Finally, he works for an experiential/event company. So, anything outside of the services his companies sell is bullshit.
At least he did not mention algorithms.
It must be very hard for people starting out in the industry today. The amount of bullshit has grown exponentially over the past 20 years. They are inundated with so much information, the majority of which is rubbish.
Algorithms and earth- shattering experiences. I know I am getting close to the end of my career, because I can still remember when advertising agencies made ads. Fucking great ads. Not many today would know of The Campaign Palace, Saatchi & Saatchi (Before the M&C split) or the original MoJo. (With Alan Morris and Alan Johnson). A shame. If you are fed shit, then shit becomes the accepted norm.
The “art” has all but disappeared.
Please login with linkedin to comment
Robert StrohfeldtLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.