To marketing and advertising types, the technology of getting a message out can be seductive. Regardless of whether it’s (particularly in the past) via direct mail, magazine ads, radio, TV commercials, etc. The “way” to accomplish that can be alluring, particularly when you have imagined, produced and executed an idea that generates impressive returns on investment. (Alternatively, it can be quite disheartening when the increase in new sales does not surpass the money and resources it took to create and get the message out).Nowadays what can be accomplished with technology, particularly regarding the use of the Internet, databases and instant information processing is beyond the reality of many to imagine. Sure, text messages, video-on-demand, social sharing and related channels are readily embraced by a massive chunk of individuals in our world.
- But what about emerging ways to personalize a message so that a marketing ad can be more relevant to a consumer at the instant they view it?
- How about marketing videos that allow viewers to engage with the video subject in real time?
- How about video advertising that includes subtle elements like a clock in the video that displays the correct time of your current geographical location?
- Or a marketing video that displays the same weather as your location, or even geographic elements from your location?
- And what if such personalization were tied to something as inherently ignored as a traditional online banner ad viewed on a computer, tablet or any smart phone?
As an illustration touching upon each of those questions, Google put together a one-hour documentary called Project Re: Brief, Advertising Re-Imagined. The film takes viewers through the collaboration of renown advertisers from the past with a team of today’s Google technologists tasked to reinvent four famous TV ad campaigns (from Alka-Seltzer, Avis, Coca-Cola and Volvo), while newly integrating some of the latest technologies.
As intriguing as the technology is, what is rightfully emphasized in the movie is that “the story (or idea)” is paramount. As obvious at that may seem, it’s worth emphasis and re-emphasis as it’s too easy to be allured by the magic of technology in and of itself, when, without the apparent simplicity of a compelling story to sincerely capture the attention of real people to then engage their attention, the technology would be for naught.
(Of course, now, more than ever, determining the most effective idea, or story, is perhaps more magical than any technology might ever be.)