He tries to make the point that since everyone is already talking about how the industry is changing with the boom of nontraditional media and fragmented audiences, and it is obviously competition to the traditional ad shops---"but it's not that hard to adapt, if you really want to."
He says we should start with the idea of open sourcing creative within each company, how improved a big agency would be if it collaborated on everything. "If user-generated content and open initiatives are so powerful, why are we hiding from them? Let's unleash the wisdom of crowds within our organizations."
He says that at certain key points in the process, companies must treat the entire company as the creative department. A brief should be sent to the whole company, and solicit everyone's first instinctual response (which is usually the best thinking anyhow, from a pure inspiration perspective). You don't always know who is going to have the best solution for a problem. So look everywhere.
It is about finding the BEST way. This is how a brand like Facebook is way ahead of its competitors. For advertising creative development, it's about eliminating "crap" and finding the best ideas.
Palmer emphasized the idea of a "full-service" agency, which means a larger variety of skills and tactics than previously. If a company specialized in the web, "it can't just make a microsite anymore." Similarly, if a company specialized in PR, it can't just talk with reporters anymore.
His argument is that in the midst of our social and technological progression, it's time to put an end to "fixed-feature development processes."We need to resonate with the audience,that way the audience will start commenting on it. As of now, they seldom comment positively which is a success, and sometimes negatively, which causes a start over--- our response times are stunted.
To wrap up his argument, he contends that this industry is still building broadcast spots and Web marketing as if the 24-hour news cycle never happened, as if the blogosphere doesn't exist. If the advertising industry were a social network, we'd be MySpace: old, and "played out."
Facebook came along with an entirely new development method, making new features every couple of weeks, constantly changing it up, listeningto feedback, and is doing laps around MySpace. Advertising needs a Facebook.
The industry needs to take on this mentality and develop marketing experiences as quickly and lightly as possible, launch them, listen to feedback, and launch them again, modified and improved every couple of weeks until it works perfectly! And like facebook, do it all out in the open, letting the audience see what's going on.
What's wrong with finding a perfect system?" It's time for us to stop being scared of Web 2.0 and take some inspiration from it."
1 comment:
2 posts - 10 points - for week 6
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