the grass is greener on the internet

Doom and gloom
October 13, 2008, 9:15 am
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When someone says that the shit has hit the fan…what kind of fan do you imagine?

Okay, hold that thought.

Unless you’ve been hiding under a ridiculously large pile of money for the last month or so, you don’t need me to tell you that the shit HAS hit the fan for the global economy.

Online marketers have taken the opportunity to tout this as the ‘death of advertising’ – traditional advertising that is. It’s not difficult logic. Online campaigns are generally cheaper to implement, which is good when you’re struggling for cash.

But let’s take it back a step.

Contraction of the economy means lower consumer demand for the same number of players. Competition goes up. And suddenly, it’s survival of the fittest – or in marketing terms, survival of the differentiators.

I think we’ll see an increase in online advertising, but it could be limited::

  • a lot of target groups aren’t online anyway;
  • it takes time to build a presence on the web to ensure that you aren’t just ambient noise, and the gap will need to be filled elsewhere; as well as
  • if everyone shifts to online, the differentiators will be using traditional media (albeit in new ways).

As an emerging marketer I’m more concerned about the job loss – companies are starting to shed even their accountants, so it’s not a good time for jobhunting.

It’s a better time to be an independent contractor but with little experience it’s hard to gain credibility.

I’m hoping that companies realise; now is the time to make investments. In brand equity. In people. When everyone else is panicking and overlooking the opportunities that do come up in a crisis, it’s your time to step up (if you have the resources).

And back to that question…

Most people say ceiling fan. Another large number say desk fan. Nobody says a hand-held fan, a standing fan, an exhaust fan, or a music fan.

You know, it might all have gone to shit, but you can still be creative.


Blogger’s Digest for hump day

Lots of interesting bits and bytes to get you through hump day::

  1. Australian fashion brand Sportsgirl has stepped it up with their recent rebranding (which bears more than a passing resemblance to UK’s Topshop) which includes ‘more striking shopfronts’.
    Was then interested to see that rival Kookai took up the game by including a fan in their window display, magazine shoot style.
    What next? Pre-recorded fashion shows of the clothes on sale? Live animals?
  2. Confirming my earlier fears, churches are really taking a leaf out of business with recruitment targets. There’s a lot to learn from an industry where it’s all about ‘the faith’ in the brand, but the next thing you know they’ll be headhunting… Putting out classifieds for ‘believers wanted’… More here.
  3. The Australian newspaper’s Media section this week reported that ACP Magazines is having issues (so to speak). I can’t comment on their men’s offerings (Ralph and FHM amongst them) but there were accusations that Cleo and Cosmopolitan are repetitive and prey off each other’s market share. How long did it take them to realise that?
    However my B&T feed tells me that Cleo may soon have a ‘handbag-sized’ version, which will be a good move. Would still love to see more differentiation, and moving out of category… What about a Cleo or Cosmo store stocking the products which have been advertised in the latest issue? Selling physical sales display space and not just promotion space on a page?
  4. Pointing out what we already knew::
    – Thanks to Alexander Downer for pointing out that politicians make policies to get votes (but apparently only in America and not Australia…of COURSE)
    More proclaimers of the death of the ad campaign, notably from a branding agency and a mobile network. (Although…sure, build relationships with ‘consumers’, but how many relationships can they have, honestly?)
    – Brandchannel says: not creating waste in the first place is better than recycling. They call it ‘precycling’. I call it efficiency, but we won’t split hairs. Either way, it’s good for your company.
  5. And finally, for comic relief – Weebl’s interpretation of the truth about advertising.

Oh how I hate jobhunting.