Marketers Aren’t Speaking A Language The Public Comprehends
The self-styled torchbearer of the new world order has said that marketers have failed to understand the modern language of the human species and that as a species we have evolved more in the past 20 years than in the previous 3000.
Entrepreneur, venture capitalist, best-selling author and a two-time Emmy-nominated media visionary Leonard Brody prosecuted his case against marketers at ADMA’s Global Forum in Sydney.
Brody said that if Darwin were here today, he would argue that we have evolved into two people: physical and virtual.
He said that most people spent “two-thirds of their working day in a virtual persona”. He also said that people’s virtual persona was highly contradictory to their physical self. “If you don’t understand the dynamic, it’s like walking into a German restaurant speaking Japanese. You’re speaking the wrong language.”
He then went on to say that “marketing is the worst offender of this. If you look at the CPM rates when I started in this business, the CPM rate for a click-through ad in 1996 was about $28, today you’re lucky if you get .2 of a cent.
“The reason is because we have ignored behaviourally the way people act in their virtual ID versus their physical one . . . Google figured out that when your in your physical self, you’re doing something very different.
“When you’re in your virtual self, most of us have a declared intention. We’re doing something. We’re looking for something. There’s very little meandering in your virtual identity; much less than you would think. It’s much more purposeful,” he said.
“So putting up a banner ad, which is disruptive advertising, which we’re used to in the physical world, but not in our declared intention virtual world resulted in complete and utter ignoring.
“It’s like when you go into a restaurant and there’s that guy walking around with the roses; everybody knows how to zone that dude out. It’s the same issue with the virtual world.”
Brody said that what Google had figured out was that if you’re in the virtual world to do something, then why not put the ads next to the answer for the question that you asked. “Let’s engage behaviourally in what you’re doing.”
Brody describes the place in time humanity finds itself at the moment as the fifth era of humanity.
He said it was distinguishable to our past because for the first time in the history of our species “we own a communications vehicle, with emphasise on the owned part, which is many-to-many, non-broadcast in nature, where millions of people can speak to millions of other people with virtually no additional cost to the their disposable income in any meaningful way.”
He said it was “true pretty much across the globe and it’s becoming truer by the day”.
Importantly, he argued, it was virtually impossible for governments to regulate. To illustrate his point, he pointed to when the Turkish government shut down Twitter in 2014. “During the time that Twitter was said to be shut down, Twitter usage in Turkey went up 188 per cent.”
He said it was the first time in the history of humanity that we have owned our own communication on a global level at mass scale. “That is the reason that the Internet matters. We have not been here before, we have not experienced this kind of connectivity before and we have no idea where this is going to go,” he said.
Brody also pointed to the recently oft-quoted statistics about some of the leading companies in the world to prove how profoundly the world had changed.
“If you don’t believe we live in a rewritten world, then look at these statistics. The largest transportation company in the world doesn’t own a single vehicle [Uber], the largest media company in the world owns no content [Facebook], the largest Telco in the world owns no lines physically [Skype] and the largest hospitality business in the world owns no rooms [Airbnb].”
He also said that the title “largest” for all of these companies, with the exception of Skype, had come about within a decade.
To show how blindsided incumbent companies had been, Brody pointed to the raising of venture capital to fund new economy businesses.
“Some $16 trillion dollars in new market capitalisation on the public markets for new economy companies . . . Not $1 of that was created by an incumbent business. The question is why? Why didn’t Facebook get invented by a media company? Why didn’t Groupon get invented by a directories business? They knew it was happening.”
Please login with linkedin to comment
'Home Away From Home’ Advertising Standards Bureau Bob Garfield Newspaper of the Year Online ads Sportsbet vertical responseLatest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.